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当前位置: 艾媒报告中心 > 大文娱

本报告研究涉及企业/品牌/案例:云听,荔枝,蜻蜓FM,喜马拉雅,懒人听书,中文在线,掌阅,阅文听书,果麦文化,讯飞配音,Clubhouse,Tiya

经过多年发展,中国在线音频行业覆盖用户规模不断扩大。且基于音频的伴随性特点,在线音频平台覆盖的中高收入和年长用户群体较多。iiMedia Research(艾媒咨询)数据显示,中国在线音频40岁以上用户占比11.9%,月收入在10000以上的用户比例也达到27.5%。面对该部分人群,在线音频平台需要输出更多优质内容,用户方面,目前超九成受访在线音频用户也表示有必要提升目前音频平台栏目的内容质量。面对用户诉求,现阶段主流在线音频平台积极推出优质栏目和科教文化内容,同时延伸其他载体渠道的经典IP,让用户能够在音频渠道接触更多优质内容。
After years of development, China online audio industry covers a growing number of users. Based on the accompanying characteristics of audio, online audio platform covers more high-income and elderly users. As the data of iiMedia Research showed, 11.9% of China online audio users are over 40 years old, and 27.5% of the users have monthly income of more than 10000. For these users, the online audio platform needs to produce more high-quality content. In terms of users, more than 90% of the online audio users interviewed also said that it is necessary to improve the content quality of the current audio platform columns. In the face of user demands, the mainstream online audio platform at this stage actively promotes high-quality columns and scientific, educational and cultural content, and extends the classic IP of other carrier channels, so that users can contact more high-quality content in the audio channel.

本报告研究涉及企业/品牌/案例:中文在线,阅文集团,掌阅科技

经过多年发展,中国移动阅读行业积累大批优秀作品及头部作家,各平台也不断开发这类头部IP的商业价值,推动行业规模增长。iiMedia Research(艾媒咨询)数据显示,2020年中国移动阅读市场规模达到372.1亿元,未来将继续保持良好增长势头。目前移动阅读用户更偏好作品IP衍生类型为影视化作品,占比60.1%。针对于此,大量优秀网络文学作品近年也得到影视改编,并凭借社交媒体规模扩大而得到更好的传播,覆盖更多年轻用户群体。而移动视频、有声书等平台用户规模的扩大使头部IP数字文娱作品引发的关注热度提升,也同时促进了头部IP影响力的提升。
After years of development, China mobile reading industry has accumulated a large number of excellent works and head writers, and various platforms have continuously developed the commercial value of such head IP, promoting the growth of the industry scale. As the data of iiMedia Research showed, the scale of China's mobile reading market will reach 37.21 billion yuan in 2020, and it will continue to maintain a good growth momentum in the future. At present, mobile reading users prefer screen-adaption derived from IP, accounting for 60.1%. In view of this, a large number of excellent online literary works have been adapted from movies and TV in recent years, and have been better spread by virtue of the expansion of social media scale, covering more young user groups. The expansion of mobile video, audio book and other platform users makes the head IP digital entertainment works attract more attention, and also promotes the head IP influence.

本报告研究涉及企业/品牌/案例:虎牙,斗鱼,快手,bilibili

近年中国电竞行业迎来良好的发展环境,政策鼓励、资本关注、大众接受程度提高,市场呈现爆发式增长。iiMedia Research(艾媒咨询)数据显示,2020年中国电竞市场规模达到1365.6亿元。在电竞行业带动下,电竞直播平台也迎来发展红利,2020年用户规模达到2.36亿人,且将保持快速增长态势,2022年将超过2.7亿人。随着电竞直播平台覆盖用户群体扩大,其提供的内容类型也更趋多样化,包括赛事直播、解说、综艺节目、日常直播等,也为用户带来良好的平台体验,八成受访电竞直播用户满意目前平台的内容丰富度。
In recent years, China E-sports industry has ushered in a good development environment. With policy encouragement, capital concern and public acceptance improved, the market has shown explosive growth. As the data of iiMedia Research showed, the scale of China's E-sports market will reach 136.56 billion yuan in 2020. Driven by the e-sports industry, the e-sports live-streaming platform also ushers in development bonus. In 2020, its user scale will reach 236 million, and will maintain a rapid growth trend, exceeding 270 million in 2022. With the expansion of E-sports live-streaming platform's coverage of user groups, its content types are becoming more diversified, including game live-streaming, commentary, variety show, daily live-streaming, etc., which also brings users a good platform experience. 80% of the interviewed E-sports live-streaming users are satisfied with the content richness of the current platform.

2020年中国直播电商市场规模达到9610亿元,同比增长121.5%。随着教育直播等细分领域快速发展,中国整体在线直播用户规模达5.87亿人。首先是国家制定政策给予支持,积极推动行业发展,为直播行业提供了良好的发展环境。同时,居民在线上消费支出的逐年上涨为直播电商提供积极的社会消费环境。直播企业的兴起也带动了相关行业发展,中国MCN机构数量迅速增长且前景持续向好。iiMedia Research(艾媒咨询)数据显示,用户对直播认可度较高。其中公益直播获65.6%的用户认可,认可度高居首位。社会公益性和非利益性是用户对直播认可度的关键,而专职带货的电商直播亦有良好的社会认可度。电商直播为用户最常观看的直播类型,约五成用户频繁观看,其中17.0%的用户观看频率非常频繁。未来在线直播平台将提高多元实时交互功能,互联网用户的参与度以及直播的关注度将进一步提升。
In 2020, China's live broadcast e-commerce market will reach 961 billion yuan, a year-on-year increase of 121.5%. With the rapid development of education live broadcast and other sub-fields, the overall online live broadcast user scale in China has reached 587 million. The first is that the country formulates policies to support it, actively promotes the development of the industry, and provides a good development environment for the live broadcast industry. At the same time, residents' online consumption expenditure has been rising year by year to provide a positive social consumption environment for live broadcast e-commerce. The rise of live broadcasting companies has also led to the development of related industries. The number of MCN organizations in China has grown rapidly and the prospects continue to improve. According to data from iiMedia Research, users have a high degree of recognition for live broadcasting. Among them, public welfare live broadcasting has been recognized by 65.6% of users, and the recognition ranks first. Social welfare and non-profit is the key to users' recognition of live broadcasts, and full-time e-commerce live broadcasts with goods also have good social recognition. E-commerce live broadcast is the most frequently watched type of live broadcast by users. About 50% of users watch it frequently, and 17.0% of users watch it frequently. In the future, online live broadcast platforms will improve multiple real-time interactive functions, and the participation of Internet users and the attention of live broadcasts will further increase.

本报告研究涉及企业/品牌/案例:剧本杀,明星大侦探,谁是凶手,百变大侦探,我是谜,密室逃脱,狼人杀

伴随着《明星大侦探》等推理综艺走红,剧本杀游戏也成功出圈,成为年轻消费者偏好的休闲娱乐活动之一。同时随着体验经济的发展,人们对剧本杀这种新消费业态接受度比较高,从而推动其在国内的快速发展。在不断升级发展过程中,北京、成都、长沙等网红城市的剧本杀商家正在做“剧场+剧本杀”、“文旅+剧本杀”等新尝试,与剧本杀相关的新业态正蓄势待发。数据显示,2019年中国剧本杀市场规模超过百亿元,同比增长68.0%,2020年受疫情影响,市场规模以7%的增幅增至117.4亿元,同比增长7%。如今剧本杀已经形成了一条完整的产业链,剧本创作者、发行商、演员、门店商家、垂直平台等主体的参与将会推动行业规模持续扩张。
With the popularity of "star detective" and other reasoning variety shows, screenplay game has also been successfully out of the circle, becoming one of the leisure and entertainment activities preferred by young consumers. At the same time, with the development of experience economy, people's acceptance of this new consumption format is relatively high, so as to promote its rapid development in China. In the process of continuous upgrading and development, script killing businesses in online Red cities such as Beijing, Chengdu and Changsha are making new attempts such as "theater + script killing" and "cultural tourism + script killing", and new businesses related to script killing are ready to develop. According to the data, in 2019, the scale of China's market will exceed 10 billion yuan, with a year-on-year growth of 68.0%. In 2020, affected by the epidemic, the market scale will increase by 7% to 11.74 billion yuan, with a year-on-year growth of 7%. Now the script has formed a complete industrial chain. The participation of script creators, publishers, actors, stores, vertical platforms and other main bodies will promote the continuous expansion of the industry scale.

本报告研究涉及企业/品牌/案例:腾讯游戏,王者荣耀,多益网络,神武4,阴阳师

受新冠疫情影响,移动游戏获发展机遇,2020年中国移动游戏市场规模达1850.3亿元,预计2021年有望突破2020亿元。在中国移动游戏产业链中,IP起重要的串联、延伸作用,为促进行业规范化、精品化发展,政府部门采取日趋严格的监管措施并鼓励IP开发及转换。iiMedia Research(艾媒咨询)数据显示,51.5%的受访移动游戏用户表示会因IP喜好而玩相应的手游,并对其持有较高的期待值;其中78.9%的受访IP受众玩家有游戏付费习惯。因此在政策利好、市场需求拉动的背景下,游戏企业通过IP改编、自研IP等途径突破内容壁垒,全方位拓展游戏IP题材,进而研发精品游戏,并深挖移动游戏IP价值,不断完善IP衍生产品矩阵,最终构建移动游戏IP生态,提升IP商业化变现效率。
Affected by the Covid-19, China mobile gaming industry have gained development opportunities. In 2020, the scale of China mobile gaming market grew to 185.03 billion yuan, and it is expected to exceed 200 billion yuan in 2021. In China mobile gaming industry chain, IP plays an important role in tandem and extension. In order to promote the standardization and high-quality development of the industry, the government departments have adopted increasingly strict regulatory measures and encouraged IP development and conversion. As the data of iiMedia Research showed, 51.5% of the mobile game users interviewed show that they would play the corresponding mobile games based on their IP preferences, and hold high expectations for them; Amongthem, 78.9% of the IP audience players interviewed have the habit of paying for games. So under the background of good policies and market demand, through IP adaptation and independent research IP, game enterprises break the content barrier, expand game themes in an all-round way and then develop high-quality goods game. Furthermore, game enterprises dig the mobile game IP value, improve the IP derivative product matrix. Finally they build the mobile games IP ecosystem and improve the efficiency of IP commercialization.

本报告研究涉及企业/品牌/案例:探探。
其他企业/品牌:微信,QQ,微博,陌陌,百度贴吧,知乎,腾讯,Before,避风,有噗。

随着图片社交、声音社交、视频社交等产品形态的创新以及革新,移动社交市场将保持稳健发展态势,iiMedia Research(艾媒咨询)数据显示,2020年中国移动社交用户规模突破9亿人,较2019年增长7.1%。短视频与直播行业的火爆,使得人们交流的方式已从单纯的文字聊天,到图片分享,再到语音沟通,最后到用视频社交的转变。iiMedia Research (艾媒咨询)数据显示,受访移动社交用户交流方式中文字聊天占比约七成,仍为主流交流方式。在倾向交流方式调查中,12.5%受访用户表示倾向使用视频方式,倾向占比超过实际使用占比,用户对视频交流占比提升意愿明显。5G 网络带来的高质量、低延迟特性,势必会大大提升移动社交的产品体验和以及玩法的升级,而 AI 技术使得不同的社交模式具有可行性。未来,随着 5G + AI 技术的持续创新,社交产品场景将更加丰富和新颖,有望重塑用户的社交行为链条。

With the innovation and innovation of product forms such as image socialization, voice socialization, and video socialization, the mobile social market will maintain a steady development trend. As the data of iiMedia Research showed, the scale of mobile social users in China is exceed 900 million in 2020 which is an increase of 7.1% from 2019. The popularity of the short video and live broadcast industry has transformed the way people communicate from simple text chat, to picture sharing, to voice communication, and finally to video social interaction. As the data of iiMedia Research showed, text chat accounts for about 70% of the interviewed mobile social users' communication methods, which is still the mainstream communication method. In the survey on communication methods, 12.5% of the interviewed users indicated that they would prefer to use video methods, and the proportion of inclination exceeds the proportion of actual use, and users are obviously willing to increase the proportion of video communication. The high-quality, low-latency features brought by 5G networks will inevitably greatly enhance the product experience and gameplay upgrades of mobile social networking, and AI technology makes different social models feasible. In the future, with the continuous innovation of 5G + AI technology, social product scenarios will be richer and more novel, which is expected to reshape users' social behavior chain.

本报告研究涉及企业/品牌/案例:腾讯游戏,网易游戏,三七互娱,多益网络。

中国移动游戏行业在新冠疫情期间实现快速增长,并有望在后疫情时期继续借势增长。iiMedia Research(艾媒咨询)数据显示,2020年中国移动游戏市场规模增长至1850.3亿元,2021年更有望突破2000亿元。移动游戏市场中,电竞、云游戏、海外市场均具有较好的发展机遇。受疫情影响,2020年上半年中国移动电竞赛事更多转移线上举行,近九成受访用户对线上电竞赛事观看体验表示满意,未来疫情影响减弱后,电竞赛事线上线下结合发展的趋势也有望继续延续。云游戏在游戏产业内属于革新性的模式,未来其推广有望突破终端及设备配置限制,将成为厂商重点布局产品类型,2023年预计增至6.58亿人。出海市场方面,海外移动游戏厂商受疫情影响恢复较慢,也是中国企业海外增强影响力的良好机会。总体而言,中国移动游戏未来仍然具有较大增长空间。

China mobile gaming industry achieved rapid growth during the Covid-19 era, and is expected to continue to take advantage of the situation in the post Covid-19 era. As the data of iiMedia Research showed, the scale of China mobile gaming market will grow to 185.03 billion yuan in 2020, and it is expected to exceed 200 billion yuan in 2021. In the mobile game market, e-sports, cloud gaming and overseas markets all have good development opportunities. Affected by the Covid-19, in the first half of 2020, China Mobile E-sports events were more limited online, and nearly 90% of the users interviewed are satisfied with the viewing experience of online E-sports events. When the impact of the Covid-19 weakens, the trend of online and offline development of E-sports events is expected to continue. Cloud gaming is an innovative mode in the game industry. In the future, its promotion is expected to break through the limitation of terminal and device configuration, and it will become a key product type for manufacturers. It is expected to increase to 658 million people in 2023. In terms of overseas market, overseas mobile gaming manufacturers recover slowly affected by the Covid-19, which is also a good opportunity for Chinese enterprises to enhance their influence overseas. Overall, China's mobile gaming still have a large growth space in the future.


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