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关于“短视频”的报告

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:酷我音乐,网易云音乐,QQ音乐,腾讯音乐,SM娱乐,环球音乐集团,阿里音乐,酷狗音乐,虾米音乐,酷我聚星,有妖气,瑞幸咖啡,哔哩哔哩,中国青年报

iiMedia Research(艾媒咨询)数据显示,2019年手机音乐客户端整体用户规模较上年增长6.6%,达5.80亿人,预计2020年将增至6.18亿人。月活跃用户数量方面,2019年12月QQ音乐、酷狗音乐和酷我音乐三大APP用户活跃程度相对较高,活跃用户数分别为31644.1万、26799.1万和11684.7万。艾媒咨询分析师认为,在中国音乐市场日趋规范和成熟的背景下,如何求同存异,完善产业链,构建可持续发展的商业模式成为现阶段各音乐平台的发展重点。巨头平台虽然在用户、版权、商业资源方面更具优势,但行业转型发展期也为腰尾部平台带来了发展新机遇。

According to the data of iiMedia Research, the overall user scale of mobile music client in 2019 increased by 6.6% over the previous year, reaching 580 million, and is expected to increase to 618 million in 2020. In terms of monthly active users, QQ music, Kugou music and Kuwo music were relatively active in December 2019, with 316441000, 26799100 and 11684700 active users respectively. iiMedia consulting analysts believe that in the context of China's increasingly standardized and mature music market, how to seek common ground while reserving differences, improve the industrial chain, and build a sustainable business model has become the development focus of various music platforms at this stage. Although the giant platform has more advantages in terms of users, copyright and commercial resources, the industry transformation and development period also brings new opportunities for the development of the waist tail platform.

本报告研究涉及企业/品牌/案例:QQ浏览器,猎豹浏览器,欧朋浏览器,UC浏览器,百度浏览器,搜狗手机浏览器,360浏览器,极速浏览器,360政企浏览器,360极速浏览器,

iiMedia Research(艾媒咨询)数据显示,2019年中国第三方手机浏览器用户规模达6.82亿人,同比增长为4.4%;预计2021年的用户规模达7.30亿人,同比增速将下降至3.3%。移动互联网用户增长红利式微,占据用户心智成为了发展与竞争的关键。iiMedia Research(艾媒咨询)数据显示,主流手机浏览器拥有超六成90后用户,其中UC浏览器和搜狗浏览器的年轻用户占比超七成。随着年轻群体经济能力的增强,年轻消费用户正在崛起。同时,下沉市场用户的实力也不容轻视。下沉市场和年轻群体将成为各厂商争夺的焦点。在市场竞争激烈的背景下,对于手机浏览器厂商来说,洞察用户需求,向平台化发展,丰富平台内容,拓展功能,延伸场景,提升用户获取内容信息的效率,将能提高用户黏性以及收获用户的肯定。
As the data of iiMedia Research showed, in 2019, the number of third-party mobile browser users in China reached 682 million with a year-on-year growth of 3.9%. The scale of the users is expected to reach 730 million in 2021, a year-on-year increase that will continue to decline to 3.3%. As the growth bonus of mobile Internet users has diminished, occupying users' minds has become the key to development and competition. As the data of iiMedia Research showed, mainstream mobile browsers have more than 60% of the post-90s users, of which young users of UC browser and Sogou browser accounted for more than 70%. With the increase of young people's economic capabilities, young users are increasingly important. At the same time, the importance of sinking market users should not be underestimated. Sinking markets and younger groups will become the focus of competition among manufacturers. In the context of fierce market competition, for mobile browser manufacturers, insight into users’ demand and development towards a platform, enriching content in the platform, expanding functions, extending scenarios, and improving the efficiency of users' access to content information will improve users’ stickiness and gain the affirmation of users.

本报告研究设计企业/品牌/案例:抖音,快手,火山小视频,VMate,Tik Tok,微信,微博,百度新闻,小红书,京东,虎牙直播,汽车之家,bilibili,微播易,斗鱼

在政策驱动、海外扩张、科技等因素的驱动下,短视频规模实现快速扩张,2018年增长率为107.0%。iiMedia Research(艾媒咨询)数据显示,2019上半年,在短视频内容领域,短视频用户对PGC内容(专业生产内容)表现出更高的偏好,对于PGC和UGC(用户生产内容)结合的视频偏好率由37.4%上升至43.6%。短视频用户付费意愿大幅度增加,从31.3%增长至54.8%,过半用户现在更愿意为其喜爱的视频付费。用户在短视频平台频率最高的互动行为仍然是“点赞”,而点赞、分享转发等互动比例明显上涨,用户的互动意愿明显提升,短视频用户之间的连接关系逐步增强。在短视频营销领域,短视频市场规模预计突破200亿元,中国短视频MCN机构数量将超5000家, MCN机构进一步提高商业化效率,助推行业创新改革。短视频MCN呈现出垂直化、专业化、商业变现模式多样、技术化等新趋势。随着5G的发展,5G的商用落地有效降低创作者的门槛,短视频用户体验也将得到进一步优化。在5G的加持下,用户在短视频的互动体验将越趋丰富,其传播性也将得到有效提升。5G将会以其强大的优势推动短视频行业的发展,短视频将迎来“又一春”。

Driven by policy, overseas expansion, technology and other factors, the scale of short video has expanded rapidly, with a growth rate of 107.0% in 2018. According to iiMedia Research, in the first half of 2019, short video users showed a higher preference for PGC content (professional production content), and the video preference rate for the combination of PGC and UGC (user production content) increased from 37.4% to 43.6%. Short video users'willingness to pay increased significantly, from 31.3% to 54.8%. More than half of users are now willing to pay for their favorite videos. Users'most frequent interactive behavior in short video platform is still “point praise“, while the interactive proportion of point praise, share and forwarding has increased significantly. Users' willingness to interact has increased significantly, and the connection between short video users has gradually strengthened. In the field of short video marketing, the scale of short video market is expected to exceed 20 billion yuan, and the number of short video MCN institutions in China will exceed 5,000. MCN institutions will further improve the efficiency of commercialization and help promote industrial innovation and reform. Short video MCN presents new trends such as verticalization, specialization, diversification of commercial cash flow modes and technicalization. With the development of 5G, the commercial landing of 5G effectively reduces the threshold of creators, and the short video user experience will be further optimized. With the support of 5G, the interactive experience of users in short video will become more and more abundant, and its dissemination will be effectively improved. 5G will promote the development of short video industry with its strong advantages, and short video will usher in another spring.

本报告研究涉及企业/品牌/案例:小红书,知乎,微信,微博,豆瓣,爱奇艺,哔哩哔哩,Acfun,腾讯视频,yy直播,淘宝直播,抖音,花椒直播,天下秀,伊利果果昔,德芙,宝洁,虎牙直播

随着Z世代的到来和科技的发展,新媒体营销对新一代用户群体的影响力不断上升。新媒体是继传统媒体之后,在互联网背景下出现的媒体形态,用户从过去被动接受的角色转变为可自主创作的作者与读者身份。iiMedia Research(艾媒咨询)数据显示,新媒体用户中中青年为用户主流,年龄在26岁至40岁的比例超过七成。同时,娱乐、社交、资讯获取为新媒体平台最主要用途,占比分别达到57.8%,53.1%和51.8%,近四成受访用户表示最常接触的新媒体广告形式为图片广告,同时近三成受访用户偏好以图片为主的广告形式。与此同时,新媒体营销同样存在其不足之处,访用户对于新媒体广告传达产品信息的有效性持较为中立的态度,认为新媒体营销广告或其产品信息的可信度一般。新媒体营销广告在传递产品信息、提升广告可信度上仍需继续改善。未来新媒体营销应精耕广告内容,在趣味性、有效性、创新性上寻求提升与突破,提高其信息真实性,如何在保留真实性的基础上深耕内容创作将是新媒体营销未来的发展方向。

With the advent of Generation Z and the development of technology, the influence of new media marketing on the new generation is increasing. New media is a media form emerging in the Internet era after the traditional media. Users have changed from passively accepted roles to independent authorship and reader identity. As the data of iiMedia Research showed, young and middle-aged users of new media are the mainstream of users, with over 70% of them aged from 26 to 40. At the same time, entertainment, social networking and information acquisition are the main uses of new media platforms, accounting for 57.8%, 53.1% and 51.8% respectively. Nearly 40% of respondents indicated that the most frequently contacted form of new media advertising is photo advertising, while nearly 30% of respondents preferred image-based advertising. However, new media marketing has its shortcomings. Interviewed users have a more neutral attitude towards the effectiveness of new media advertising to convey product information. They think that the credibility of new media marketing advertising or its product information is general. New media marketing advertisements still need to be improved in delivering product information and enhancing the credibility of advertisements. In the future, new media marketing should focus on advertising content, seek to improve and break through in interest, effectiveness and innovation, and improve the authenticity of its information. Working for further cultivating content creation on the basis of retaining authenticity will be the future development direction of new media marketing.

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