艾媒咨询 | 女要体验男重品质 长剧衍生空间最大——2026年微短剧行业消费趋势研究报告

近年来，微短剧行业持续受益于短视频生态、IP全链路开发、AI制作、付费模式创新及长短视频平台联动的全方位赋能，其消费形态已从单一的竖屏快节奏剧集延伸至长剧衍生、独家精品、社交互动与多场景观看等多场景融合。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《女要体验男重品质 长剧衍生空间最大——2026年微短剧行业消费趋势研究报告》数据显示，中国微短剧市场规模从2020年的9.4亿元增长至2024年的504.4亿元，2025年达到677.9亿元，2026年预计为793.3亿元，2030年预计将达1505.9亿元，行业持续高速扩张，已成为影视消费增量的核心引擎。
性别分层下，消费偏好差异显著。女性向他人推荐微短剧更看重视觉效果（32.45%）与剧情题材（31.24%），男性更看重制作质量（35.65%）与主题深度（31.48%）；付费原因上，女性更看重提前解锁（28.40%）与专属福利（27.99%），男性更看重剧情优质（31.02%）与高清画质（29.63%）；弃剧原因上，女性因剧情无聊弃剧占33.27%，男性因制作质量差弃剧占33.33%。女性重体验与情感驱动，男性重品质与内容深度，性别差异化运营成为平台竞争的关键。
2026年中国消费者认为微短剧满足观看需求的方面中，提供更多与长剧相关的衍生微短剧占58.96%，增加更多独家和高质量内容占49.22%，增强社交互动功能如评论和分享占42.74%，提供更多观看场景选择占32.16%，提供更多符合个人兴趣的推荐算法占21.86%，提高演员表演的质量和多样性占12.27%。长剧衍生内容需求高居首位，精品内容与社交互动紧随其后。
艾媒咨询分析师认为，长剧衍生微短剧是消费者最强烈的未被满足的需求，说明消费者对IP内容的消费具有连续性与延展性，希望在长剧之外通过微短剧获得更多番外、前传、后传、人物篇等衍生内容；这为长短视频平台联动与IP全链路开发提供了巨大的市场空间。未来，随着IP衍生开发深化、精品化制作升级与社交化观看体验完善，微短剧行业仍具备强劲的增长潜力与商业创新空间。
In recent years, the micro-short drama industry has continuously benefited from the comprehensive empowerment of the short-video ecosystem, end-to-end IP development, AI production, innovative paid models, and the integration of long-form and short-video platforms. Its consumption patterns have evolved from single vertical-screen fast-paced series to multi-scenario integration, including long-form derivative content, exclusive premium productions, social interaction, and multi-scenario viewing. According to the latest report titled "Women Value Experience, Men Prioritize Quality: The Greatest Potential for Long-Form Derivative Content—2026 Micro-Short Drama Industry Consumption Trend Research Report" released by iiMedia Research, a global leading third-party data mining and analysis institution in the new economy industry, the market size of China's micro-short drama industry grew from RMB 940 million in 2020 to RMB 50.44 billion in 2024, reached RMB 67.79 billion in 2025, is expected to hit RMB 79.33 billion in 2026, and is projected to reach RMB 150.59 billion by 2030. The industry continues to expand rapidly, becoming a core driver of growth in film and television consumption. Under gender stratification, consumption preferences show significant differences.
When recommending micro-short dramas to others, women prioritize visual effects (32.45%) and plot themes (31.24%), while men place greater emphasis on production quality (35.65%) and thematic depth (31.48%). In terms of payment motivations, women value early unlocking (28.40%) and exclusive benefits (27.99%), whereas men prioritize high-quality storytelling (31.02%) and HD visuals (29.63%). Regarding reasons for dropping a series, women cite plot boredom as the primary reason (33.27%), while men attribute it to poor production quality (33.33%). Women prioritize experience and emotional engagement, while men value quality and content depth, making gender-differentiated operations a key factor in platform competition.
In 2026, Chinese consumers believe that micro-short dramas should meet viewing needs in the following aspects: providing more derivative micro-short dramas related to long-form dramas accounts for 58.96%; offering more exclusive and high-quality content accounts for 49.22%; enhancing social interaction features such as comments and sharing accounts for 42.74%; providing more viewing scenario options accounts for 32.16%; offering more recommendation algorithms tailored to personal interests accounts for 21.86%; and improving the quality and diversity of actor performances accounts for 12.27%. The demand for derivative content from long-form dramas ranks first, followed closely by premium content and social interaction.
Analysts from iiMedia Research believe that derivative micro-short dramas from long-form dramas represent the most strongly unmet consumer demand, indicating that consumers exhibit continuity and extensibility in their consumption of IP content, seeking additional derivative content such as side stories, prequels, sequels, and character-focused episodes beyond long-form dramas; this creates significant market opportunities for collaboration between long-form and short-video platforms and end-to-end IP development. In the future, as IP derivative development deepens, premium production standards improve, and social viewing experiences are refined, the micro-short drama industry will continue to possess strong growth potential and room for commercial innovation.

艾媒咨询 | 流量至上 原创不足——2026年综艺行业观众需求洞察报告

近年来，中国综艺行业持续受益于数字内容生态、短视频传播、AI制作、平台自制及IP衍生开发的全方位赋能，其消费形态已从单一电视观看延伸至移动端追综、短视频二创、弹幕互动与衍生消费等多场景融合。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《流量至上 原创不足——2026年综艺行业观众需求洞察报告》数据显示，中国数字经济总体规模已由2016年的22.6万亿元增长至2025年的70.8万亿元，连续多年保持稳步扩张态势，为综艺内容的数字化生产与传播提供了坚实的产业基础。
从观众反馈看，31.17%的观众认为综艺节目过于依赖明星效应而忽视内容本身，29.44%的受访者警惕价值观导向错误，同时各有超27%的受众对内容缺乏深度及形式单一等问题表示关切。2026年中国内地娱乐综艺观众反映的突出问题集中于过度依赖明星效应而忽视内容本身（37.34%）、跟风严重致题材重复率高（35.06%）及广告植入过多过生硬（34.85%）。流量依赖、同质化竞争与商业植入过度已成为制约观众体验与行业口碑的核心痛点。
艾媒咨询分析师认为，当前综艺市场深陷“流量至上”与“同质化竞争”的双重困局，原创力不足与商业短视行为正严重侵蚀观众信任。行业须加快从“明星驱动”向“内容驱动”转型，通过深耕本土原创IP、建立题材差异化开发机制、以场景化原生广告替代生硬植入，并强化节目价值导向审核，方能重构产品核心竞争力和长期口碑。未来，随着观众审美持续提升与内容监管趋严，综艺行业仍具备从流量竞争转向品质竞争的结构性升级空间。
In recent years, China's variety show industry has continuously benefited from comprehensive empowerment across digital content ecosystems, short-video dissemination, AI production, platform original content, and IP derivative development. Its consumption patterns have evolved from exclusive television viewing to multi-scenario integration, including mobile platform viewing, short-video derivative creations, live comment interactions, and derivative consumption. According to data from iiMedia Research—a globally leading third-party data mining and analytics firm for the new economy industry—its latest report, "Traffic-First, Original Content Shortcomings: 2026 Variety Show Industry Audience Demand Insight Report," reveals that China's overall digital economy scale has grown from 22.6 trillion yuan in 2016 to 70.8 trillion yuan in 2025, maintaining steady expansion for multiple consecutive years. This growth has laid a solid industrial foundation for the digital production and dissemination of variety show content.
Based on audience feedback, 31.17% of viewers believe that variety shows over-rely on star power while neglecting the content itself; 29.44% of respondents are concerned about misguided value orientations; and over 27% of viewers express concerns about a lack of depth in content and limited format diversity. In 2026, the most prominent issues raised by audiences of entertainment variety shows in mainland China were excessive reliance on star power at the expense of content quality (37.34%), rampant trend-following leading to high repetition rates of themes (35.06%), and overly frequent or awkward product placements (34.85%). Over-reliance on traffic, homogenized competition, and excessive commercial integration have become core pain points constraining both audience experience and industry reputation.
Analysts at iiMedia Research contend that the current variety show market is grappling with a dual dilemma: the prioritization of "traffic" and the prevalence of "homogenized competition." A lack of originality, coupled with short-sighted commercial practices, is severely eroding audience trust. The industry must accelerate its transition from a "star-driven" model to a "content-driven" one—by deeply cultivating localized original IP, establishing differentiated development mechanisms for diverse themes, replacing rigid product placements with scenario-based native advertising, and strengthening value-oriented content review processes. Only through these measures can the industry rebuild its core competitive advantages and cultivate long-term positive reputations. Looking ahead, as audience aesthetic standards continue to rise and content regulations become increasingly stringent, the variety show sector still possesses substantial room for structural upgrading—shifting from a competition based on traffic to one centered on quality.

艾媒咨询 | 2026-2027年中国影视行业消费趋势研究报告

近年来，中国影视行业持续受益于流媒体平台、短视频生态、AI制作、微短剧模式及互动内容技术的全方位赋能，其消费形态已从单一的大屏观影延伸至移动端追剧、短视频二创、微短剧投流、互动剧共演等多场景融合，“从观影到共演”成为行业变迁的重要主线。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《2026-2027年中国影视行业消费趋势研究报告》数据显示，2020年至2025年中国微短剧市场规模由9.4亿元跃升至677.9亿元，预计2030年将达1505.9亿元，微短剧成为拉动影视消费增量的核心引擎。
2026年中国观众影视观看平台中，腾讯视频与爱奇艺分别以32.63%、31.57%占据前两位，抖音以28.55%紧随其后，优酷、快手、B站、央视网占比均接近或超过20%，华为视频、乐视视频等平台亦保持14%以上份额，市场呈现头部集中与梯队分化并存格局。与此同时，2026年中国影视消费过程中31.49%的用户认为影视作品质量参差不齐、烂片过多，30.72%认为会员价格过高且权益不合理，28.73%指出影视IP改编过度、缺乏创新。内容质量、会员权益与原创能力成为制约消费体验的突出痛点。
艾媒咨询分析师认为，微短剧爆发、短视频平台入局与用户参与式消费是影视行业增长的核心驱动力。观众角色正从被动观影向互动共演、二创传播与付费共创转变，平台竞争从流量争夺转向内容质量、会员体验与IP创新能力的综合较量。未来，随着AI技术迭代、微短剧精品化与互动内容生态完善，中国影视行业仍具备强劲的增长潜力与商业重构空间。
In recent years, China's film and television industry has continuously benefited from the comprehensive empowerment provided by streaming platforms, the short-video ecosystem, AI-driven production, the micro-short drama model, and interactive content technologies. Its consumer behavior has expanded beyond traditional large-screen viewing to encompass a variety of integrated scenarios—including mobile-based series watching, user-generated content creation for short videos, micro-short drama distribution, and co-production of interactive dramas. The transition "from traditional viewing to collaborative viewing" has become a key theme driving the industry's evolution. According to data from the latest "2026–2027 China Film and Television Industry Consumer Behavior Trend Research Report," released by iiMedia Research—a globally leading third-party data mining and analysis firm specializing in new-economy industries—China's micro-short drama market size surged from RMB 940 million in 2020 to RMB 67.79 billion in 2025, and is projected to reach RMB 150.59 billion by 2030, positioning micro-short dramas as a core engine driving growth in film and television consumption.
As of 2026, among Chinese viewers' preferred film and television streaming platforms, Tencent Video and iQIYI ranked first and second with shares of 32.63% and 31.57%, respectively; TikTok followed closely with a share of 28.55%; Youku, Kuaishou, Bilibili, and CCTV.com each held shares close to or exceeding 20%; while platforms such as Huawei Video and LeTV also maintained market shares above 14%. The market exhibits a dual pattern characterized by concentrated leadership among top players alongside a differentiated distribution across the broader market. Meanwhile, in 2026,31.49% of Chinese consumers perceived the quality of film and television productions as uneven and noted an excessive number of subpar titles; 30.72% considered membership pricing too high or the benefits offered unreasonable; and 28.73% pointed out that film and television IP adaptations were overly repetitive and lacked innovation. Content quality, membership benefits, and original content creation capabilities have become prominent pain points hindering the consumer experience.
According to analysts at iiMedia Research, the surge in micro-short dramas, the entry of short-video platforms into the market, and user-driven participatory consumption are the core drivers of growth within the film and television industry. The role of audiences is shifting from passive viewership to interactive co-creation, user-generated content dissemination, and paid co-creation; meanwhile, platform competition has evolved from merely competing for traffic to a comprehensive contest centered on content quality, membership experience, and IP innovation capabilities. Looking ahead, with the continuous advancement of AI technology, the increasing sophistication of micro-short dramas, and the maturation of the interactive content ecosystem, China's film and television industry still possesses strong growth potential and significant room for commercial restructuring.