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当前位置: 艾媒报告中心 > 大文娱 > 文化

本报告研究涉及企业/品牌/案例:人民网,华谊兄弟,腾讯音乐集团,阅文集团,哔哩哔哩,抖音,虎牙直播,腾讯游戏;其他提及企业/品牌:人民在线,人民视讯,环球网,幸福蓝海影视文化集团,中央广播电视台,中视传媒股份有限公司,中影集团,上影集团,光线传媒,华谊兄弟,博纳影业,万达影视传媒,腾讯,百度,阿里巴巴,考拉FM,QQ音乐,酷狗音乐,酷我音乐,全民K歌,虾米音乐,网易云音乐,猫眼娱乐,QQ阅读,起点中文网,新丽传媒,天方听书网,喜马拉雅,懒人听书,AcFun,搜狐视频,乐视视频,次元社,微信,支付宝,豌豆荚,百度应用,中国移动,中国电信,华为,美图手机,阿里云视频,快手,梨视频,腾讯微视,斗鱼直播,YY直播,王者荣耀,QQ游戏,网易游戏,百度,字节跳动,企鹅影视,淘票票,优酷视频,UC浏览器,书旗小说,阿里体育,百度贴吧,爱奇艺,梨视频,百度问答,今日头条,西瓜视频,火山小视频,懂车帝,皮皮虾视频,芒果TV

本报告主要通过文娱行业的投融资数据,对媒体、影视、音乐、阅读、动漫、短视频、网络直播、游戏等文娱细分领域的上下游进行深入探究,并对阿里文娱、腾讯、哔哩哔哩、爱奇艺等典型企业的文娱投资进行案例分析,以此对中国文娱行业的发展进行预判。文娱行业的高速发展赢得了资本市场的青睐,媒体仍占据文娱投资细分领域的头部地位,影视、动漫在数字技术帮助下,优势明显。而互联网大企业依托自身业务,进行文娱生态布局,掌握了一定的先发优势。

The rapid development of the entertainment industry has won the favor of the capital market. From the perspective of segmentation, in 2019, the media sector received 30.2% of financing, ranking first in the segment of the entertainment industry, followed by film and television (19.0%), animation (16.8%), and short video (12.3%). Rank third and fourth. iiMedia Research analysts believe that the entertainment industry has obvious advantages in the help of digital technology in film, television, and animation. In the mobile Internet era, new formats and models of short video and live broadcast are favored by the investment market; and large Internet companies rely on their own businesses to carry out the ecological layout of the entertainment industry has a certain first-mover advantage.

本报告研究涉及企业\品牌\案例:迪士尼集团,默林娱乐,华侨城集团,宋城演艺,长隆集团,海昌集团,华强方特,六旗集团,雪松会娱乐公司,海洋世界娱乐集团,团聚公司集团,环球影城,曲江文旅,光线传媒,迪士尼魔法王国,上海迪士尼乐园,东京迪士尼海洋,迪士尼未来世界,迪士尼好莱坞,爱宝乐园,香港海洋公园,迪士尼加州冒险乐园,美国冒险岛,乐天世界,长岛温泉公园

全球旅游市场的蓬勃发展刺激了全球主题公园产业发展,但主题公园基本形成寡头竞争格局,迪士尼和默林娱乐的游客接待量明显最高;中国方面,2018年华侨城、华强方特、长隆三大主题公园集团增涨幅度最大。iiMedia Research(艾媒咨询)研究发现,为保持持续竞争力,主题公园着力打造多种IP形成品牌效应,保持品牌及IP的持续竞争力。但是目前,中国主题公园主要来自门票收入,二次消费贡献度低,因此,主题公园开拓“尖叫经济”“快乐经济”“夜间经济”卖点,逐步实现景区向度假区综合体的转变,以延长游客的停留时长、刺激游客二次消费。另外,艾媒咨询分析师认为,主题公园是拉动当地经济、建构城市名片的有效途径,部分城市积极发展主题公园并且开始探索度假综合体等的转变路径,例如,上海迪士尼、广东长隆等。

The booming global tourism market has stimulated the development of the global theme park industry, but the meme parks basically formed an oligarchic competition pattern, Disney and Merlin Entertainments received significantly the highest number of visitors, and in China, the three major theme park groups of Overseas Chinese City, Huaqiang Fangte and Changlong increased the most in 2018. IiMedia Research research found that in order to remain competitive, theme parks focus on building multiple IP-forming brand ingress soneffects to maintain the continued competitiveness of brands and IP. But at present, China's theme parks mainly from ticket revenue, secondary consumption contribution is low, therefore, the meme parks to explore the “scream economy“ “happy economy“ “night economy“ selling point, and gradually realize the transformation of scenic spots to resort complex, in order to extend the length of stay for tourists, stimulate tourists to spend twice. In addition, Ai Media Consulting analysts believe that theme parks are an effective way to stimulate the local economy, the construction of city business cards, some cities actively develop theme parks and began to explore vacation complexes and other transformational routes, such as Shanghai Disney, Guangdong Changlong and so on.

本报告研究涉及企业/品牌包括:腾讯游戏、昆仑、网易游戏、掌趣科技、三七互娱、完美世界、游族网络、巨人网络、王者荣耀、阴阳师、乱斗西游、诛仙、永恒纪元、狂暴之翼、全民奇迹、部落冲突、QQ音乐、酷狗音乐、酷我音乐、网易云音乐、虾米音乐、百度音乐、今日头条、微博、唱吧、音悦台、沃音乐、支付宝、微信支付、众筹、唯喜文化

iiMedia Research(艾媒咨询)数据显示,2018年中国手机游戏用户规模达到5.65亿人、音乐客户端用户规模达到5.43亿人、动漫用户规模达到2.76亿人。艾媒分析师认为中国文化创意产业具有基于大数据的文化创作正在普及、区块链文化版权保护发展等八大趋势,但同时也要注意文创人才短缺、高质量内容和核心创意缺乏等五大问题。

Since the 18th national congress of the communist party of China, cultural and creative industry in China has been developing well, supported by national policies, economy, society, science and technology and other conditions. With the upgrading of consumption and the promotion of the national cultural consciousness, the overall revenue scale of cultural and creative industry has been expanding, and the supply has presented a gap. At present, cultural and creative industry in China has the characteristics of common development of game animation, music audio and other industries. According to iiMedia Research, the number of mobile game users in China has reached 565 million in 2018, the number of music client users has reached 543 million, and the number of animation users has reached 276 million . In this report, the characteristics of China's cultural and creative industry are specifically analyzed from eight subsectors, namely game, animation, film, offline mini KTV, music, audio, short video and knowledge payment, and the existing five industry problems are proposed. iiMedia analysts believe that the development of China's cultural and creative industry has the following features and eight trends: traditional culture presents higher civilization through science and technology; 5G development brings more opportunities to the cultural and creative industry; Cultural creation based on big data is gaining popularity; the development of blockchain culture and copyright protection ect.

2021年1月13日,《2020年中国网络文学作家影响力榜单解读报告》正式发布,其中男频影响力榜单中,猫腻凭借《大道朝天》登顶第一;天下归元则以《山河盛宴》问鼎女频榜单。本次上榜作家中,85后、90后作家是中坚力量。iiMedia Research(艾媒咨询)数据显示,超过六成上榜男频作家影响力榜单的作家为85后及90后,女频榜单中该部分作家比例占比也达到54.0%。此外,多位95后作家也成功上榜。在新血液注入行业的同时,网络文学中生代和资历深厚的作家也仍旧保持强大影响力。三代作家共同贡献优质内容,促进网络文学行业更加繁荣发展。

On January 13, 2021, The Interpretation Report of 2020 China Internet Literature Writers Influence Ranking was officially released. Among the male channel ranking, Maoni topped the ranking by virtue of The Path Toward Heaven, while Tianxiaguiyuan won the ranking of female channel by virtue of Shan He Sheng Yan. Among the writers on the ranking, the post-85 and post-90 writers are the backbone. As the data of iiMedia Research showed, more than 60% of the writers on the male channel ranking are the post-85s and post-90s, and the one in female channel is 54.0%. In addition, a number of post-95 writers are also on the list. At the same time that new blood is injected into the industry, the Mesozoic and highly qualified Internet literature writers still maintain strong influence. The three generations of writers contribute high-quality content together to promote the prosperity and development of Internet literature industry.

本报告研究涉及企业/品牌/案例:中文在线。

随着互联网技术的发展,大众阅读不断变革升级。iiMedia Research(艾媒咨询)数据显示,2019年中国数字阅读行业市场规模达292.8亿元,受疫情影响,居家在线阅读需求的增加,预计2020年中国数字阅读市场将达372.1亿元,环比增长27.1%。预计2020年全年中国数字阅读行业作者规模将超1700万人,2020年全年中国网络文学作品累计规模将超2500万部。数字阅读载体由文本发展到音频,有声书市场已呈现出较为稳定的良性循环。免费阅读作为一种新的运作模式,凭借不直接向用户收费的变现模式,成功做到市场下沉,开展移动阅读盈利新探索。行业生态越趋完善,行业发展逐步深化的大背景下,在线阅读行业的头部企业正在着手产业创新,有声书布局、免费阅读生态布局、打造多元 IP、开拓国际市场等将是在线阅读行业未来发展的创新趋势。

With the development of Internet technology, public reading is constantly changing and upgrading. As the data of iiMedia Research showed, the market size of China's digital reading industry will reach 29.28 billion yuan in 2019. Affected by the epidemic situation, the demand for home-based online reading will increase. It is estimated that China's digital reading market will reach 37.21 billion yuan in 2020, with a 27.1% month on month increase. It is estimated that the number of authors in China's digital reading industry will exceed 17 million in 2020, and the total number of online literary works in China will exceed 25 million in 2020. With the development of digital reading carrier from text to audio, audio book market has shown a relatively stable virtuous circle. Free reading as a new operation mode, with the realization mode of not charging users directly, has successfully achieved the market sinking and launched a new exploration of mobile reading profit. Under the background that the industry ecology is becoming more and more perfect and the development of the industry is gradually deepening, the leading enterprises in the online reading industry are embarking on industrial innovation. The layout of audio books, the ecological layout of free reading, the creation of multiple IP and the development of international market will be the innovative trends of the future development of online reading industry.

本报告研究涉及企业/品牌/案例:网星梦工厂,古麦嘉禾。
iiMedia Research(艾媒咨询)数据显示,预计2020年MCN市场规模将达到245亿元,并且预计2020年MCN机构数量将达到28000家,平均同比增速大于100%,MCN机构数量迅速增加,内容产业入局者越来越多,行业竞争将进一步加剧。另外,iiMedia Research(艾媒咨询)数据显示,在地域方面,56.3%中国MCN机构分布在一线城市;在KOL带货转化方面,明星、直播平台主播和短视频网红带货转化率在80.0%以上,UP主和微博大V带货在70.0%以上。艾媒咨询分析师认为,明星、直播平台主播和短视频网红带货能力较强,能够为机构和平台带来较大价值,将是MCN重点关注和培养的KOL。未来,MCN机构将打破发展边界,通过去MCN化解决模式困境,增强盈利能力,直播电商将成为其发展的重要方向,机构将吸引更多明星/网红带货宣传。

  As the data of iiMedia Research showed, it is estimated that the market scale of MCN will reach 24.5 billion yuan in 2020, and the number of MCN institutions will reach 28000 in 2020, with an average year-on-year growth rate of more than 100%. The number of MCN institutions will increase rapidly, more and more people will enter the content industry, and the industry competition will be further intensified. In addition, according to the data of iiMedia Research, 56.3% of China's MCN institutions are located in the first tier cities in terms of regions; in terms of KOL's delivery conversion, the conversion rate of stars, live platform hosts and short video network red tape calls is more than 80.0%, and that of up hosts and microblog big V-belts is more than 70.0%. iiMedia Research consulting analysts believe that stars, live broadcast platform hosts and short video network have strong red tape capabilities, which can bring greater value to institutions and platforms, and will be the KOL that MCN focuses on and cultivates. In the future, MCN institutions will break the development boundary, solve the dilemma of the model through de MCN, and enhance the profitability. Live e-commerce will become an important direction of its development, and the institutions will attract more stars / online red tape publicity.

本报告研究涉及企业/品牌包括:人民日报、人民网、长兴传媒集团、广电网络、央视新闻网、北京延庆区融媒体中心、太仓日报、甘肃省玉门市广播电视台、浙江省宁波余姚日报社、浙江省宁波余姚广播电视台、江苏省徐州市邳州广播电视台、河南省周口市项城广播电视台、中央广播电视总局、郑州报业集团、大河网、湖南日报社浏阳融媒体中心、陕西富县党委政府集中宣传平台、福建省永泰县融媒体中心、重庆报业集团、北京市昌平区融媒体中心

2018年8月,习总书记发表讲话强调“要扎实抓好县级融媒体中心建设”,即将媒体与政务、服务等业务相结合,形成包括媒体服务、党建服务、政务服务、公共服务和增值服务在内的五大服务。为推动中国县级融媒体中心建设发展,2019年中央补助地方公共文化体系建设专项资金预算数达147.1亿元,比2018年增长14.0%。目前中国县级融媒体中心已形成包括合作共建、独立自建和平台共享在内的三种主要模式,县级融媒体建设发展态势良好。中央广播电视总台上线全国县级融媒体智慧平台,北京、吉林等各地区探索出属于自身的发展模式,长兴传媒集团进行市场化创新发展。iiMedia Research(艾媒咨询)监测发现,2019年县级融媒体言值指数达64.8,网民看好其发展建设,湖南、浙江地区最关注县级融媒体发展情况。但须注意,县级融媒体快速发展的同时仍存在运营乏力、内容生产缺乏原创和人才缺乏等问题。

In August 2018, president Xi Jinping emphasized that “we must do a good job in the construction of county-level media center”, that is, media, government, service and other businesses will be combined to form media services, party building services, government services, public services and value-added services. In order to promote the development of China's county-level integrated media center, the budget for the special fund for the construction of the local public cultural system in the central government reached 14.71 billion yuan in 2019, an increase of 14.0% over 2018. At present, China's county-level fusion media center has formed three main modes including cooperation and co-construction, independent self-construction and platform sharing. The development of county-level integrated media is in good shape. The Central Radio and Television General Station launched the national county-level integrated media wisdom platform, and Beijing, Jilin and other regions explored their own development model. Changxing Media Group carried out market-oriented innovation and development. iiMedia Research monitoring found that in 2019, the county-level integration media index reached 64.8, netizens are optimistic about its development and construction, Hunan and Zhejiang regions are most concerned about the development of county-level media. However, it should be noted that at the same time as the rapid development of county-level media, there are still problems such as lack of operation, lack of originality in content production and lack of talents.


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