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关于“优酷”的报告

本报告研究涉及企业/品牌/案例:酷我音乐、中文在线、爱奇艺、腾讯游戏。
  随着疫情的扩散,各地陆续出台了限制公共聚集活动、文化娱乐场所营业的要求和延迟复工复学的通知。线下活动受限,居家隔离期间,广大网民线上娱乐需求增长刺激各种云娱乐方式拓展。 2020年第一季度中国在线文娱市场规模超1400亿元,增长率达到27%。预计2020年全年中国在线文娱市场规模将超5000亿元,较2019年增长30%以上。疫情期间,在线文娱平台通过媒介优势,主动承担社会责任助力防疫抗疫,并由娱乐导向拓展到兼具资讯、社交、教育特征。后疫情时代,短视频、网络直播、网络动漫、网络文学、游戏、音乐等在线文娱内容形态将进一步交叉结合。与此同时,传统文娱也将加速线上化进程,以云综艺为典型的新型在线文娱类型将日益增多。

  With the spread of the COVID - 19, local governments have issued restrictions on public gatherings and cultural and entertainment venues, as well as notices to delay the resumption of work and school,So offline activities are limited. During home isolation, the growth of online entertainment demand of netizens stimulates the expansion of various cloud entertainment methods. In the first quarter of 2020, the scale of China's online entertainment market exceeded 140 billion yuan, with a growth rate of 27%. It is expected that the scale of China's online entertainment market will exceed 500 billion yuan in 2020, increasing by more than 30% compared with 2019. During the COVID-19, online entertainment platforms took the initiative to take social responsibilities to help epidemic prevention and Disseminate anti-epidemic measures through media, and expanded from entertainment to information, social contact and education features. In the Post-epidemic era, online entertainment forms such as short videos, live streaming, online animation, online literature, games and music will be further integrated. At the same time, traditional entertainment will also accelerate the process of online entertainment, and cloud entertainment as a typical new type of online entertainment will be increasing.

  华语音乐市场经过近30年的发展,产业红利逐渐凸显。2019年中国音乐产业市场规模已超过240亿元,预计到2022年将达到321亿元。互联网的发展拓展延伸了华语音乐产业链条,同时激活了华语音乐创作热情,2019年华语创作型音乐人占比67%,同比增长45.7%,音乐人的风格也更趋多元化,其中流行、民谣、说唱、古风、电音成为风格前五。2020年,在华语音乐用户中,网络音乐用户规模达6.35亿,iiMedia Research(艾媒咨询)数据显示,摇滚、说唱、中国风音乐类型偏好增长明显,华语音乐用户的音乐偶像风格愈加鲜明且原创实力更强,同时,近七成的华语音乐用户“喜欢”观看音乐综艺类节目。通过分析对比视频平台的特征与创新策略,结果显示,爱奇艺成用户观看音乐综艺的首选平台,其音乐综艺成为行业现象级节目。互联网连接的音乐产业链将会更加紧密,信息技术的大爆发将会成为华语音乐发展的最大助力。

  After nearly 30 years of development, the industry dividend of Chinese music gradually highlighted. Market size of Chinese music industry has exceeded 24 billion yuan in 2019 and is expected to reach 32.1 billion yuan in 2022. The development and expansion of the Internet has extended the Chain of Chinese music industry and activated the enthusiasm of musician for Chinese music creation. In 2019, Chinese original musicians accounted for 67%, with a year-on-year growth of 45.7%. The styles of musicians have become more diversified, among which pop, folk, rap, ancient style and electronic sound have become the Top 5. In 2020, among Chinese music users, the scale of online music users reached 635 million. As the data of iiMedia Research showed, Preference for rock, rap and Chinese-style music has increased significantly, and Chinese music users have more distinctive music idols with stronger original power. At the same time, almost 70% of Chinese music users "like" to watch music variety shows. By analyzing and comparing the characteristics of video platforms and their innovative strategies, the results show that iQIYI is the preferred platform for users to watch music variety shows, and its music variety shows have become phenomenological programs in the industry. Thanks to internet, Music industry chain will be closer connected, and the explosion of information technology will be the biggest boost to the development of Chinese music.

本报告研究涉及企业/品牌/案例:AcFun,bilibili,腾讯视频,抖音;其他提及企业/品牌:爱奇艺,快手,优酷,快看漫画,叭哒,风鱼动漫,腾讯动漫,波动星球,阅文集团

iiMedia Research(艾媒咨询)数据显示,中国二次元用户规模预计在2021年突破4亿人,用户规模的持续增长,抬升了二次元产业的商业价值。随着国家政策的鼓励、中国二次元视频行业发展环境向好、视频产业链条趋于完善、直播与电商元素的加入,加速了中国二次元视频商业化。iiMedia Research(艾媒咨询)数据显示,以A站、B站为代表的垂直二次元视频平台仍是二次元用户观看视频的主要占地,占比超过五成;近六成的受访网民会为观看二次元视频付费。艾媒咨询分析师认为,平台方对UP主创作的大力扶植,不仅有利于丰富完善二次元视频内容生态,推动二次元视频产业升级,还有助于吸引更多用户人群。随着主力年轻用户的崛起,以及泛二次元用户人群的扩大,二次元视频平台有望迎来发展红利。

As the data of iiMedia Research showed, the scale of China ’s Two-dimensional users is expected to exceed 400 million by 2021. The continued growth in user scale has boosted the commercial value of the secondary industry. With the encouragement of national policies, the development environment of China ’s secondary video industry is improving, the video industry chain is complete, and the addition of live broadcast and e-commerce elements has accelerated the commercialization of China ’s Two-dimensional video. As the data of iiMedia Research showed, vertical Two-dimensional video platforms represented by AcFun and BiliBili are still the main areas for video watching by Two-dimensiona users, accounting for more than 50%; nearly 60% of the interviewed netizens will Pay for watching Two-dimensional videos. iiMedia analysts believe that the platform's strong support for the creator's main creation will not only help enrich and improve the Two-dimensional video content ecology, promote the upgrade of the Two-dimensional video industry, but also help attract more user groups. With the rise of the main young users and the expansion of the Pan- two-dimensional user population, the Two-dimensional video platform is expected to usher in a development bonus.

本报告研究涉及企业/案例/品牌:爱奇艺,腾讯互娱,林氏兄弟,五元文化,互影科技,Netflix,豆瓣,百度贴吧,微信,优酷,中餐厅,芒果TV,Youtube

中国互动剧产业当前处于探索发展的早期阶段,产业规模及用户认知度都较低。iiMedia Research(艾媒咨询)数据显示,仅有37.9%的受访网民表示对互动剧有所了解,超四成网民对互动剧多种结局及交互式剧情体验较感兴趣;40.8%受访网民未来观看意愿较积极。艾媒咨询分析师认为,互动剧的产生,为视频行业带来技术和内容方面的创新,在满足受众多元化、个性化的观赏需求同时,也能推动传统影视剧行业进行升级,带动需求方和供给方的双向增长。未来在产业投资增加、5G技术不断成熟、行业标准逐渐完善的作用下,互动剧剧作数目快速增加,用户规模随之增长,预计2020年互动剧用户规模将突破1亿人。

China's interactive drama industry is currently in the early stage of exploration and development, with low industrial scale and user awareness. According to iiMedia Research, only 37.9% of the netizens surveyed said they knew about the interactive drama, and more than 40% of the netizens were more interested in the multiple endings and interactive plot experience of the interactive drama; 40.8% of the netizens surveyed had more active willingness to watch in the future. iiMedia consulting analysts believe that the emergence of interactive drama brings technological and content innovation to the video industry. It can not only meet the diverse and personalized viewing needs of the audience, but also promote the upgrading of traditional film and television drama industry, and drive the two-way growth of the demand side and the supply side. In the future, driven by the increase of industrial investment, the continuous maturity of 5G technology and the gradual improvement of industrial standards, the number of interactive dramas will increase rapidly, and the user scale will increase accordingly. It is estimated that the user scale of interactive dramas will exceed 100 million in 2020.

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