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.