艾媒咨询 | 2025年中国微短剧市场消费调查数据

近年来，微短剧作为一种新兴的网络视听形式，凭借其体量轻、节奏快、表现力丰富等特点迅速吸引了大量用户。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国微短剧市场消费调查数据》显示，中国微短剧市场规模呈上升趋势，2025年中国微短剧市场规模达677.9亿元，同比上升34.40%，预计2030年中国微短剧市场规模超1500亿元。此外，自2023年起，中国电影票房呈现下降趋势，2024年中国电影票房收入为425.02亿元。随着移动互联网的普及和短视频平台的兴起，微短剧的传播渠道日益广泛，分流了大量潜在影院观众，市场规模将不断扩大。
在2025年中国消费者观看微短剧的平台中，位列前三的分别是抖音（39.06%）、番茄免费短剧（27.32%）和快手（26.29%）。此外，消遣娱乐（46.38%）、故事情节吸引（43.10%）和观看方便灵活（39.44%）是用户观看微短剧的主要原因。这一趋势表明，短视频平台凭借庞大流量基数与场景适配性，已成为微短剧分发核心渠道，而用户核心需求则聚焦情绪价值与观看体验。未来，平台需以精品化内容创作夯实核心竞争力，同时持续优化播放流畅度、交互设计等体验细节，以进一步巩固用户粘性。
艾媒咨询分析师认为，未来中国微短剧市场将向精品化、规范化与全球化深度进阶。一方面，监管收紧推动行业告别粗制滥造，巨头与传统影视公司入局催生优质内容，从“爽感猎奇”转向现实题材与价值表达。另一方面，“微短剧+”与IP系列化运营成新方向，付费模式更趋透明规范。同时，“银发族”等群体拓宽用户结构，海外市场收入高速增长，出海成为重要增长点。低成本快周转优势持续，叠加技术赋能与场景适配，微短剧行业将在质量提升与商业创新中实现可持续扩张。
In recent years, micro short dramas, as a new form of online audio-visual content, have rapidly attracted a large number of users with their light weight, fast pace, and rich expressiveness. According to the latest "2025 China Micro Short Drama Market Consumption Survey Data" released by iiMedia Research (a leading third-party data mining and analysis agency for the new economy industry), the scale of the Chinese micro short drama market is on the rise. It is projected that the market size will reach 67.79 billion yuan in 2025, an increase of 34.40% year-on-year, and is expected to exceed 150 billion yuan by 2030. Additionally, since 2023, the box office of Chinese films has shown a downward trend, with the box office revenue in 2024 being 42.502 billion yuan. With the popularization of mobile internet and the rise of short video platforms, the distribution channels of micro short dramas have become increasingly diverse, diverting a large number of potential cinema audiences, and the market size will continue to expand.
Among the platforms where Chinese consumers watch micro short dramas in 2025, the top three are Douyin (39.06%), Tomato Free Short Drama (27.32%), and Kuaishou (26.29%). Moreover, entertainment (46.38%), captivating storylines (43.10%), and convenient and flexible viewing (39.44%) are the main reasons why users watch micro short dramas. This trend indicates that short video platforms, with their large traffic base and scene adaptability, have become the core channels for the distribution of micro short dramas, while users' core demands focus on emotional value and viewing experience. In the future, platforms need to solidify their core competitiveness through high-quality content creation, while continuously optimizing playback smoothness, interaction design, and other experience details to further enhance user stickiness.
Analysts from iiMedia Research believe that the Chinese micro short drama market will deeply advance towards refinement, standardization, and globalization in the future. On one hand, tightened regulation will push the industry to bid farewell to shoddy production, and the entry of giants and traditional film and television companies will give rise to high-quality content, shifting from "thrilling and bizarre" to realistic themes and value expression. On the other hand, "micro short drama +" and IP series operation have become new directions, and the paid model is becoming more transparent and standardized. At the same time, groups such as the "silver-haired generation" are broadening the user structure, and overseas market revenue is growing rapidly, making overseas expansion an important growth point. The advantages of low cost and fast turnover will continue, combined with technological empowerment and scene adaptability, the micro short drama industry will achieve sustainable expansion through quality improvement and business innovation.