艾媒咨询 | 车载音乐新蓝海——2026年音乐行业用户体验研究报告

近年来，音乐行业持续受益于智能座舱、AI生成音乐、多终端协同、内容付费及演出融合生态的全方位赋能，其消费场景已从单一的手机听歌延伸至车载出行、运动穿戴、家居休闲与便携播放等多场景融合，车载音乐正成为行业增长的新蓝海。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《车载音乐新蓝海——2026年音乐行业用户体验研究报告》数据显示，中国车载音乐市场规模由2018年的28.4亿元持续增至2025年的350.8亿元，7年间规模扩大约12.4倍，年均复合增速约43%，整体呈高速扩张态势，车载场景已成为音乐消费的重要增量入口。
从用户期待看，独立音乐人扶持体系完善（29.78%）、AI生成音乐普及化（28.99%）、音乐付费模式多元化（28.77%）及线下线上演出融合（28.54%）位列用户期待前列，反映出用户对内容生态、技术应用与商业模式创新的多元诉求。从终端分布看，2026年中国音乐用户使用手机体验音乐App占比达43.37%，车载音乐系统、手表/穿戴设备、便携音乐播放器分别占31.60%、29.67%、28.88%，多终端分布特征显著，手机虽仍居首位，但车载与穿戴设备已形成重要补充。
艾媒咨询分析师认为，音乐消费正从手机单极向车载、穿戴、家居等全场景渗透，通勤与运动等碎片化场景需求加速释放，跨终端无缝衔接已成为用户体验核心诉求。建议商家加快开发适配车载与穿戴设备的轻量化产品，实现多终端账号同步与内容无缝流转，并针对通勤、运动、家居等场景构建差异化曲库推荐及场景化会员营销策略，全面提升用户全场景粘性与付费意愿。未来，随着智能座舱普及与车载内容生态完善，车载音乐市场仍具备强劲的增长潜力与商业创新空间。
In recent years, the music industry has continuously benefited from comprehensive empowerment across intelligent cockpits, AI-generated music, multi-terminal collaboration, paid content models, and integrated performance ecosystems. Its consumer scenarios have evolved from standalone mobile music listening to multi-scenario integration encompassing in-vehicle entertainment, sports wearables, home leisure, and portable playback, with in-vehicle music emerging as a new blue ocean for industry growth. According to data from iiMedia Research—the world-leading third-party data mining and analytics firm for the new economy sector—published in its latest report "The New Blue Ocean of In-Vehicle Music: 2026 Music Industry User Experience Research Report," China's in-vehicle music market size has grown steadily from CNY 2.84 billion in 2018 to CNY 35.08 billion in 2025, representing a roughly 12.4-fold expansion over seven years, with a compound annual growth rate of approximately 43%. This overall trend indicates rapid market expansion, and the in-vehicle scenario has become a crucial growth channel for music consumption.
In terms of user expectations, the following factors rank highest: well-established support systems for independent musicians (29.78%), widespread adoption of AI-generated music (28.99%), diversified paid music models (28.77%), and integration of offline and online performances (28.54%). These findings reflect users' diverse demands for content ecosystems, technological applications, and innovative business models. From the perspective of terminal distribution, in 2026, the proportion of China's music users accessing music apps via mobile phones will reach 43.37%, while those using in-vehicle music systems, smartwatches/wearable devices, and portable music players will account for 31.60%,29.67%, and 28.88% respectively. This demonstrates a pronounced multi-terminal distribution trend: although mobile phones remain the primary channel, in-vehicle and wearable devices have become important complementary channels.
Analysts at iiMedia Research believe that music consumption is evolving from a single-channel reliance on mobile phones to encompassing all scenarios—including in-vehicle, wearable, and home environments. The demand in fragmented scenarios such as commuting and exercise is growing rapidly, and seamless cross-terminal integration has become a core requirement for user experience. Merchants are advised to accelerate the development of lightweight products tailored for in-vehicle and wearable devices, enabling synchronized accounts across multiple terminals and seamless content transfer. Additionally, they should create differentiated music library recommendations and scenario-based membership marketing strategies for specific contexts like commuting, exercise, and home use, thereby enhancing overall user engagement across all scenarios and boosting willingness to pay. In the future, with the widespread adoption of smart cockpits and the continuous refinement of in-vehicle content ecosystems, the in-vehicle music market is poised to maintain strong growth potential and ample room for commercial innovation.

艾媒咨询 | 2025年中国车载音乐市场发展状况与消费者调查数据

当前，中国车载音乐市场正处于快速发展的增长期，其核心驱动力来源于汽车智能化浪潮下年轻消费者群体的旺盛需求。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年中国车载音乐市场发展状况与消费者调查数据》显示，2025年中国车载音乐市场规模为350.8亿元，2025年车联网的渗透率为77%。随着智能座舱普及及流媒体服务深化，付费订阅和个性化推荐成为行业盈利关键。未来，伴随5G和车联网技术发展，车载音乐将与生活场景更紧密结合，市场潜力持续释放。
在2025年中国消费者收听车载音乐渠道中，占比前三的渠道分别是链接手机蓝牙播放（43.74%）、自己下载的车载软件（40.40%）和车载预装软件（38.41%）。在音质需求方面，用户最看重多样化的音效选择（66.91%），其次为优化音乐的层次感和空间感（46.35%），以及确保流畅播放（37.58%）。这表明，当前中国车载音乐市场正处于“设备融合”与“品质升级”的关键阶段。手机蓝牙与车载软件共同构成收听主渠道，反映了用户对跨设备便捷性与原车生态的双重依赖。同时，用户对音质的需求已超越基础稳定性，转向对个性化音效与沉浸式听觉体验的深度追求，这为软件功能优化与硬件适配提出了明确方向。
艾媒咨询分析师认为，未来中国车载音乐市场将加速向“全场景智能听觉服务”演进。随着车辆智能座舱与物联网生态的深度融合，音乐服务将深度嵌入行车场景，实现基于地理位置、驾驶状态甚至乘客情绪的智能推荐与自适应音效调节。音质体验将持续升级，结合空间音频技术与个性化声学配置，为用户打造沉浸式“移动音乐厅”。同时，内容形态将更趋互动化与社交化，车载K歌、多乘客协同播放、跨终端音乐接力等创新功能将普及，使车载音乐从单向收听转变为连接人、车、生活的核心数字娱乐枢纽。
At present, the Chinese in-car music market is in a period of rapid growth, with the core driving force coming from the strong demand of young consumers in the wave of automotive intelligence. According to the latest "2025 China In-Car Music Market Development Status and Consumer Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the scale of the Chinese in-car music market will reach 35.08 billion yuan in 2025, and the penetration rate of the Internet of Vehicles will be 77% in 2025. With the popularization of intelligent cabins and the deepening of streaming media services, paid subscriptions and personalized recommendations have become the key to industry profitability. In the future, with the development of 5G and Internet of Vehicles technology, in-car music will be more closely integrated with life scenarios, and market potential will continue to be released.
In 2025, the top three channels for Chinese consumers to listen to in-car music are playing via Bluetooth connection to mobile phones (43.74%), self-downloaded in-car software (40.40%), and pre-installed in-car software (38.41%). In terms of audio quality requirements, users value diverse audio effect options the most (66.91%), followed by the optimization of music's layering and spatial sense (46.35%), and ensuring smooth playback (37.58%). This indicates that the current Chinese in-car music market is at a critical stage of "device integration" and "quality upgrade". The combination of mobile phone Bluetooth and in-car software constitutes the main channels for listening, reflecting users' dual dependence on cross-device convenience and the original vehicle ecosystem. At the same time, users' demands for audio quality have gone beyond basic stability, turning towards a deeper pursuit of personalized audio effects and immersive auditory experiences, which provides a clear direction for software function optimization and hardware adaptation.
Analysts from iiMedia Research believe that in the future, the Chinese in-car music market will accelerate its evolution towards "all-scenario intelligent auditory services". With the deep integration of vehicle intelligent cabins and the Internet of Things ecosystem, music services will be deeply embedded in driving scenarios, achieving intelligent recommendations and adaptive audio effect adjustments based on geographical location, driving status, and even passenger emotions. Audio quality experiences will continue to upgrade, combining spatial audio technology and personalized acoustic configurations to create immersive "mobile music halls" for users. At the same time, content forms will become more interactive and social, with innovative functions such as in-car karaoke, multi-passenger collaborative playback, and cross-terminal music relay becoming widespread, transforming in-car music from one-way listening to a core digital entertainment hub connecting people, vehicles, and life.

艾媒咨询｜2022-2023年中国车载音频行业发展年度研究报告

iiMedia Research(艾媒咨询)数据显示，2022年中国车载音乐市场规模达169.8亿元，车载音乐市场将持续扩大，2025年有望突破350亿元。艾媒咨询分析师认为，中国电动汽车的数量持续上涨，音频企业在车载端的应用持续增加，用户体验得到极大的提升， 市场需求将持续放量，车载音乐市场步入快速发展期，市场将持续扩大。

艾媒咨询 | 2022年中国车载音乐前沿科技研究报告

2022年中国车载音乐市场规模将达169.8亿元，车载音乐市场将持续扩大，2025年有望突破350亿元。调研数据显示，曲库资源丰富程度和软件音质是车载音乐用户最关注的因素；超六成车载音乐用户更偏向于收听接近原始录音品质的音乐。在线音乐平台愈发重视车载端的产品布局，各大车载音乐企业通过技术创新提升客户体验，逐步构建了了差异化的竞争优势，提升了品牌核心竞争力。

艾媒咨询|2020年中国在线音乐行业发展专题研究报告

本报告研究涉及企业/品牌/案例：QQ音乐,酷我音乐,网易云音乐,咪咕音乐

后疫时代，音乐行业线下业务仍未完全回暖；在线音乐新业态如云演艺、IOT全场景音乐服务等创新模式获得发展红利。iiMedia Research（艾媒咨询）数据显示，仅2020上半年，中国在线演出用户规模就超过了8000万人，云演艺用户中也有超过八成更偏好从在线音乐平台中观看live表演。而受访IOT音乐用户则主要通过车载设备收听，占比38.4%。在5G、AI等前沿技术强有力的支撑下，在线音乐用户规模、市场规模将持续扩大，2022年中国数字音乐市场规模有机会突破480亿元。
In the post-Covid-19 era, the offline business of the music industry has not fully recovered. New online music formats such as cloud live, IOT full scene music services and other innovative models have gained development bonus. As the data of iiMedia Research showed, the user scale of China online performance industry has exceeded 80 million merely on the first half of 2020, and more than 80% of cloud live users prefer to watch live shows from online music platforms. As for the IOT music users, they mainly use on-board devices, accounting for 38.4%. With the strong support of 5g, AI and other advanced technologies, the scale of online music users and market will continue to expand. In 2022, the scale of China's digital music market has the opportunity to exceed 48 billion yuan.