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/案例：虎牙直播，快手直播，KK直播。
其他提及企业/品牌：斗鱼直播，战旗直播，触手直播，龙珠直播，企鹅电竞，蘑菇街，淘宝直播，目睹直播，盟主直播，好视通，映客直播，花椒直播，NOW直播，一直播，酷狗直播，YY直播，抖音，快手。

iiMedia Research(艾媒咨询)数据显示，中国在线直播行业整体保持稳定提升、深耕存量的发展态势，预计在线直播行业用户群体将于2020年达到5.26亿人。经历秀场直播、游戏直播、短视频直播三个发展阶段后，在线直播行业目前进入以电商直播为主，多维发展、多强并行的成熟阶段。疫情期间，用户需求激增、观看习惯养成； “直播+”模式的“破圈”动态进一步提高直播行业关注度，直播正快速向医疗、教育、协同办公等多领域渗透，逐步成为企业的常态化传播沟通工具。同时，直播形式的时效性、可视化、互动性特点使其成为疫情期间资讯传播的重要媒介；各直播平台积极抗“疫”、传播正能量、践行企业责任的活动得到用户的普遍认可，实现直播的社会价值。艾媒分析师认为，大数据、高流量、多渠道等优势使直播与消费场景、商业模式、公益渠道相结合，实现传统行业的转型发展。随着5G商用、VR/AR技术的发展提供技术支持，在线直播行业旨在实现更大的商业潜力与社会价值。

According to the statistics of iiMedia Research, Chinese online streaming industry has develped into steady, stock-focused stage, the user scale is expected to reach 5.26 billion in 2020. Gone through the show streaming, game live, and short-video live, online streaming industry concentrates on E-commerce streaming, shaping into the diverse, mature pattern. During the COV-19 period, user demand soars, more groups have grown the watching behaviors into the habits; the heated movements combined with “Online Streaming Plus” mode raised up the attention. Online streaming embarks on cooperation with medication, education, co-working etc. professional fields, becoming common tools for enterprises to communication and collaboration. Meanwhile, the features like timing, visualized, interactive of online streaming grow it into the significant medias for information spreading. The charitable anti-virus activities promoted by platforms gained recognized by the users as well, achieving the social value of online streaming. iiMedia consulting analyst believes that, big data, high volume, and multi-channel etc. advantages contribute to the combination with consumption pattern, business model and charitable platforms, motivating the traditional industries to digitalized transformation. As the 5G, VR/AR technology support, online streaming platform aims to achieve greater business potential and social value.

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：B站，腾讯、抖音、字节跳动、微博，Facebook,Instagram,Snapchat,YouTube,爱奇艺、优酷,微信，twitter,Reddit,Tumble

2019年，随着短视频人口红利和流量红利的消失，Vlog作为新的视频形式开始进入大众的视野。iiMedia Research （艾媒咨询）数据显示，2019年中国Vlog用户规模达到2.49亿人，未来Vlog行业市场规模仍将保持稳定增长态势。5G提速或将激发Vlog视频社交的巨大潜能，视频社交平台打造将依托产业布局，目前各家争相布局Vlog行业，但明星、网红等头部玩家地参与还未能引爆流量，Vlog发展前景仍需进一步观望。

In 2019, with the disappearance of short video demographic dividend and flow dividend, Vlog, as a new video form, began to enter the public's vision. According to iiMedia Research, the number of Vlog users in China reached 249 million in 2019, and the market size of Vlog industry will maintain a steady growth trend in the future. 5G speed-up may stimulate the huge potential of Vlog video social communication, video social platform building will rely on the industrial distribution, at present, various scramble to layout Vlog industry. However, the participation of stars, online celebrity and other leading players to participate in the failed to ignite traffic, the prospects for Vlog development still need to be further observed.

本报告研究涉及企业/品牌/案例：梦工厂，迪士尼，bluesky,吉卜力,万代,万氏兄弟,知音漫客，蛮有文化，腾云动漫，网易漫画，bilibili ，优酷，爱奇艺，卡酷动漫，优漫卡通，芝兰玉树，奥飞娱乐，华强方特，九游，金添动漫，大地影院，金鹰卡通，炫动卡通，新科动漫，新动漫，动漫秀场

　　2019全球动漫产业仍以美国、日本双头称霸。美国迪士尼2019Q2财报公布，其营业利润再创新高;漫威IP制作的《复仇者联盟四》全球吸金。日本方面，2013年至2018年，日本动画内容发行总收益不断上升，吉卜力工作室的影响不容小觑。中国方面，动漫产业也在蓬勃发展，2018年动漫行业发生65起融资事件，单起投资的平均金额不断上升。IP打造方面，以阿里影视旗下的衍生品授权与开发平台阿里鱼为例，2019财年，旅行青蛙IP衍生的商品销售GMV达到2亿元，动漫IP皮卡丘的衍生品销售额近5亿元;产业园区方面，2019年中国动漫产业园数量超过18个;国际化发展方面，2019年，阿里影业与好莱坞等合作，动画电影制作宣发步入国际化发展，其联合发行的《未来机器城》在戛纳上被Netflix以3000万美元买下影片海外发行权。

　　2019 The global animation industry still dominates the United States and Japan. The US Disney 2019Q2 earnings report announced that its operating profit reached a new high; Marvel IP produced the ““Avengers““ global gold. In Japan, from 2013 to 2018, the total revenue of Japanese animation content is rising, and the influence of Ghibli Studio cannot be underestimated. In China, the animation industry is also booming. In the animation industry, there were 65 financing events in 2018, and the average amount of investment from a single source continued to rise. In terms of IP creation, taking Alibaba, a derivative licensing and development platform of Ali Films, as an example, in the fiscal year of 2019, the sales of frog IP-derived goods reached 200 million yuan, and the sales of animation IP Pikachu derivatives reached nearly 500 million yuan; In terms of industrial parks, there were more than 18 Chinese animation industry parks in 2019. In terms of international development, in 2019, Alibaba Pictures and Hollywood cooperated, and the animation film production announced its international development, and its joint release of Future Machine City ““At the Cannes, Netflix bought the overseas distribution rights for the film for $30 million.

本报告研究涉及企业/品牌/案例：快播、陌陌、soul、吱呀、腾讯QQ、微博、知乎、天涯、快手、抖音、Hello语音、微光、比邻、聊聊、密语、耳语、抱抱、遇见、对面、是他、Cue、赫兹

iiMedia Research(艾媒咨询)数据显示，2019年中国陌生人社交用户预计增至6.22亿人。2019年第一季度，陌生人社交风险犹存，多款陌生人“色”交APP被封杀，但同时声音社交开始盛行于95后年轻群体中。艾媒咨询分析师认为，陌生人社交仍属于敏感地带，传统观念仍存在；用户粘性低，线上的虚拟关系维持艰难；陌生人社交平台，易催生色情信息的传播，亦在某种程度上凸显了监管漏洞。 未来，中国陌生人社交市场将呈现两大发展趋势：一是政府监管趋紧，平台如履薄冰；二是陌生人社交平台的业务将更多元化，并加大进军海外市场或寻求其他出路。

The number of stranger social networking users in China is expected to grow to 622 million in 2019, according to the data from iiMedia Research. In the first quarter of 2019, there still exists risks in stranger social networking market. A number of strangers' ““sex““ apps have been blocked, while voice socializing has become more popular among young people born after 1995. Consulting analysts in iiMedia Research reckon that Stranger networking is still a sensitive area due to existing traditional view. People find it difficult to maintain online virtual relationship. Moreover, it is easy for stranger social networking platforms to generate the dissemination of pornographic information, which highlights the failure of the regulations to some extent. In the future, there will be two major trends in China's stranger social market. First, while government regulation is tightening, platforms must treat with caution. Second, stranger social market platforms will enlarge their business and expand market overseas.

本报告涉及企业/品牌包括：喜马拉雅，荔枝，蜻蜓FM，考拉FM，酷我听书，企鹅FM，凤凰FM，氧气听书，酷听网，淼淼学校，小米科技，张德芬空间，美播客Himalaya Media，大西洋资本集团，SIG，懒人听书，精锐教育，探探，知乎

2018年大力扶持文化产业的发展，为在线音频行业创造了良好的政策环境，加上一系列社会环境变化也为在线音频行业的发展带来机遇。iiMedia Research（艾媒咨询）数据显示，2018年中国在线音频用户规模达4.25亿，在2017年基础上增长22.1%。相较于移动视频、移动阅读行业，通过音频载体输出内容的在线音频行业呈现更快发展势头，在线音频行业也向垂直市场和社交化方向进行探索。2018年，中国14岁以下人口规模达2.47亿人，人群规模整体较2017年增加超过1300万人，儿童音频市场消费潜力引巨头关注。此外，2019年第一季度中国社交APP用户偏年轻化，同期在线音频用户24岁以下占比33.5%。95后用户正在成为社交主力军，面对日益年轻化的社交主力军，传统的社交模式无法满足其社交需求，这为音频行业进军社交领域提供了机遇。随着各主流音频平台在细分市场布局加强，未来在线音频行业竞争将更趋激烈。

In 2018, the national policy strongly supported the development of the cultural industry, creating a good policy environment for the online audio industry, and a series of changes in the social environment also brought opportunities for the development of the online audio industry. As the data of iiMedia Research showed, the scale of online audio users in China reached 425 million in 2018 with an increase of 22.1% from 2017. Compared with the mobile video and mobile reading industries, the online audio industry that making content in the form of audio is showing a faster development trend. The online audio industry is also exploring the vertical market and socialization direction. In 2018, population under the age of 14 in China reached 247 million people. The overall scale of the population increased by more than 13 million compared with 2017. The consumer potential of the children's audio market has attracted attention. In addition, in the first quarter of 2019, Chinese social APP users were young, while online audio users under the age of 24 has also accounted for 33.5%. The post-1995 users are becoming the main force of socializing. In the face of the increasingly young social mainstream, the traditional social model can not meet their social needs, which provides an opportunity for the audio industry to enter the social field. As the mainstream audio platforms are strengthened in the market segment, the competition in the online audio market will become more intense in the future.

本报告涉及企业/品牌包括：花椒直播、YY直播、KK直播、虎牙直播、斗鱼直播、一直播、NOW直播、映客直播、龙珠直播、酷狗直播、触手直播、战旗直播、企鹅电竞、淘宝直播、陌陌直播、网易CC直播、咪咕直播、小米直播、全民直播、B站

iiMedia Research(艾媒咨询)数据显示，2019年中国在线直播用户预计增至5.01亿人。2019年第一季度，游戏内容类直播平台的用户趋于年轻化，且超七成用户是男性；近七成的直播用户在近半年内仍使用同一直播平台，而内容及主播是平台留存用户的关键；秀场及游戏直播内容更受用户欢迎，而超五成用户认为未来应该大力发展“直播+综艺”。目前，直播行业呈现三大趋势：一是获取融资或冲击上市；二是进军海外市场，而东南亚市场成为多数平台出海的首选；三是“直播+”领域的拓展，涵盖公益、综艺、教育、非遗、电商等，旨在构建多元化和高品质的直播生态体系。

The number of live streaming users in China is expected to grow to 501 million in 2019, according to the data from iiMedia Research. In the first quarter of 2019, users of live streaming platforms focusing on games tend to be younger, and over 70% of them are males. As nearly 70% of the users still use the same live streaming platforms within 6 months, the content and anchors are crucial to retain the users. The live shows and games are more popular among users, and more than 50% of users reckon that “live streaming + variety show“ should be prioritized in the future. Currently, there are three major trends in the live streaming market. One is to gain access to financing or IPO. The second one is to enter the overseas market, and the market in Southeast Asia has become the first option for most platforms. The third one is to expand “live streaming+“, covering public welfare, variety shows, education, intangible cultural heritage, e-commerce, etc., aiming to build a diversified and high-quality live streaming ecological system.

据艾媒北极星系统数据显示，资讯阅读类APP中，今日头条2018年12月月活跃用户达1.65亿，仅次于腾讯新闻的月活跃用户数。短视频类中，抖音2018年12月的月活跃用户达2.30亿，超过快手。目前字节系APP的使用总时长，仅次于腾讯系应用。但随着资讯分发和短视频行业增速放缓，字节跳动在挑战腾讯和百度的过程，自身的内容IP储备缺乏、信息流广告转化率低、算法和团队优势不显著、等诸多问题开始暴露。

ByteDance’s profit models of information products and short video products are mature. In 2016 and 2017, the advertising revenue of ByteDance is respectively about 6 billion Yuan and 15 billion Yuan. It is reported that the target of advertising revenue in 2019 is 100 billion Yuan. At the same time, ByteDance had carried out diversified development, went live Flash APP, the layout of the area education had reached games, finance and other fields, and also expanded overseas markets.

本报告研究涉及企业/品牌包括:人民教育出版社、新华出版社、阅文集团、晋江文学、喜马拉雅、蜻蜓FM、荔枝、中国联通、中国移动、中国电信、支付宝、微信支付、掌阅、应用宝、QQ音乐、酷我音乐、酷狗音乐、网易云音乐、虾米音乐、咪咕音乐、腾讯音乐娱乐

近年来在线音频平台大力发展知识付费，以喜马拉雅、蜻蜓FM为代表的在线音频平台打造了各种知识付费节，带来经济效应的同时创造了巨大的社会效应。iiMedia Research(艾媒咨询)数据显示，2018年在线音频用户规模突破4亿，增速达22.1%，相较于移动视频及移动阅读行业，呈现较快增速。超六成受访用户表示愿意付费成为在线音频平台会员，在线音频会员付费前景可观。

According to iiMedia Research, online audio users exceeded 400 million in size in 2018, with a growth rate of 22.1%. Compared with the mobile video and mobile reading industries,it shows a rapid growth rate. More than 60% of the respondents expressed their willingness to pay to become members of the online audio platform, while about 30% of the respondents expressed uncertainty. There is a promising prospect for online audio members to pay. iiMedia Consulting Analysts believe that with the further standardization of copyright content, more and more IP adaptation will emerge. Online platforms tend to be characterized, differentiated and subdivided, and business models become more mature and diversified.