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关于“IP泛娱乐”的报告

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:斗鱼,虎牙,企鹅电竞,战旗直播,触手,章鱼TV,直播吧,腾讯体育,映客,花椒,NOW直播,抖音,KK直播,一直播,Bilibili,YY,快手,酷狗直播,蘑菇街,淘宝直播,目睹,好视通,布马网络

随着自制综艺、5G技术、虚拟直播等在线直播新浪潮的出现,在线直播平台用户规模持续上涨,2019年中国在线直播用户规模预计将超5亿人。2019年第二季度,在娱乐内容类直播平台中,花椒直播月活跃用户数超2600万,位居行业第一。iiMedia Research(艾媒咨询)数据显示,在自制综艺方面,近六成受访直播用户愿意观看直播平台的自创综艺且男女比例基本持平,其中,花椒直播平台自创节目最受受访直播用户青睐,大批专业主持人进驻花椒直播平台为花椒直播输出优质内容提供了重要保障。用户对直播平台自创综艺节目前景持乐观态度,56.2%的受访直播用户认为直播平台自创综艺节目发展前景一般,近三成受访直播用户表示看好。在直播带货方面,四成受访直播用户偶尔会选择购买明星/网红电商直播推荐产品,并且选择消费的女性用户占比超过男性用户,而衣物是直播平台用户最常购买的直播平台商品品类。内容垂直化或将成为在线直播行业竞争的主旋律,平台将更多把内容聚焦在某一特定用户群体的需求。未来直播行业内容垂直化趋势将更加明显,除了娱乐、游戏直播外,包括教育、电商等细分市场或将涌现新的市场机会。

With the emergence of the new wave of online live broadcasting, such as home-made variety, 5G technology and virtual live broadcasting, the scale of users of online live broadcasting platform continues to rise, and the scale of users of online live broadcasting in China is expected to exceed 500 million in 2019. In the second quarter of 2019, in the entertainment content live broadcasting platform, pepper live broadcasting has more than 26 million active users per month, ranking first in the industry. According to iiMedia Research data, nearly 60% of the respondents are willing to watch the self-created variety of the live broadcast platform, and the proportion of men and women is basically the same. Among them, the self-created program of the live broadcast platform of pepper is the most popular among the interviewed users, and a large number of professional hosts are stationed on the live broadcast platform of pepper. Broadcasting and output of high-quality content provides an important guarantee. Users are optimistic about the prospects of self-created variety shows on live broadcasting platform. 56.2% of the respondents think that the development prospects of self-created variety shows on live broadcasting platform are general, and nearly 30% of the respondents are optimistic. In the aspect of live broadcasting, 40% of the respondents occasionally choose to buy star/online red e-commerce live broadcasting recommendation products, and choose to consume more female users than male users, while clothing is the most commonly purchased product category of live broadcasting platform. Verticalization of content may become the main theme of competition in the online live broadcasting industry, and the platform will focus more on the needs of a particular user group. In the future, the vertical trend of content in live broadcasting industry will be more obvious. In addition to live entertainment and game broadcasting, new market opportunities will emerge in the market segments including education and e-commerce.

本报告研究涉及企业/品牌/案例:荔枝,喜马拉雅FM,蜻蜓FM,懒人听书,酷我听书,听书神器,企鹅FM,kilakila,百度,华为,vivo,今日头条,小米,阅文听书、猫耳FM,B站,凤凰FM

在线音频是指通过网络流媒体播放、下载等方式收听的音频内容,主要包括有声读物、网络电台、语音直播、互动娱乐等形式。随着在线音频内容的进一步开放,以及用户场景需求得到进一步挖掘,在线音频市场有望保持稳定快速增长态势。iiMedia Research(艾媒咨询)数据显示,2018年中国在线音频市场用户规模达4.25亿人。预计到2020年,中国在线音频用户规模将达5.42亿。2019上半年中国有过半网民使用过在线音频APP,其中常收听语音直播的人群比例为46.2%。在这些用户中,主播的声音、直播内容的质量是用户比较关注的因素。另外,多数语音直播听众在收听时有过付费行为,语音直播内容付费有着较大的潜力。但是内容违规和版权问题依旧是行业痛点,市场竞争格局也愈发激烈。未来在线音频市场将会继续加强优质内容和内容生态的打造,借助技术的发展,深耕用户场景需求,使业务更加多元化

Online audio refers to audio content listened through network streaming media, including audio books, network radio, audio live broadcast, interactive entertainment and other forms.With the further opening of online audio content and the further mining of user scenarios, the market of online audio is expected to maintain a steady and rapid growth. According to iiMedia Research, China's online audio market had 425 million users in 2018.China's online audio users are expected to reach 542 million by 2020.More than half of China's Internet users have used online audio apps in the first half of 2019, and 46.2% of them often listen to voice broadcast.Among these users, the sound of anchors and the quality of live broadcast content are the factors that users pay more attention to.In addition, most listeners of voice broadcast have paid for listening, so there is great potential to pay for the content of voice broadcast.However, content violations and copyright issues are still pain points in the industry, and the market competition is becoming increasingly fierce.In the future, the online audio market will continue to strengthen the creation of high-quality content and content ecology, with the help of the development of technology, deeply explore the needs of user scenarios, and make the business more diversified.

本报告研究涉及企业/品牌/案例:哔哩哔哩,腾讯,阿里,CMC资本,正心谷创新资本,君联资本,掌趣科技,华兴资本,华人文化产业投资基金,正心谷创新资本,优酷、爱奇艺、网易,三七互娱,完美世界,世纪华通,IGG,游族网络,智明星通,巨人网络,AcFun,嘀哩嘀哩

“二次元文化”泛指动画(Anime)、漫画(Comic)、游戏(Game)、轻小说(Novel)内容及相关衍生品。互联网发展扩大了二次元文化覆盖面和传播广度,更多非核心层次二次元人群有机会接触、了解二次元内容及文化,泛二次元群体不断扩大。iiMedia Research(艾媒咨询)数据显示,2018年中国互联网二次元用户规模为2.81亿人,用户增长率达21.1%。在动漫产业、网络游戏快速发展的过程中,二次元用户规模有望持续增长,预计2019年将达3.34亿人。经过十年发展,哔哩哔哩已经成为中国最大的二次元内容平台,并以年轻人喜爱的在线娱乐平台为新目标不断发展壮大。为此,公司一方面通过频繁的投融资活动来扩充内容产品、增强研发实力、拓展用户群体,另一方面通过加速商业化来增强自身造血功能,提升综合竞争实力。虽然公司全产业链布局日趋完善,用户和营收增长表现亮眼,但依然面临激烈的外部竞争、严格的市场监管、扩大的业绩亏损等诸多风险。

“Secondary metaculture“ refers to animation (Anime), comic, game, Novel content and related derivatives. The development of the Internet has expanded the coverage and dissemination of secondary metaculture. More non-core secondary people have the opportunity to contact and understand secondary content and culture. Pan-secondary groups are expanding. According to iiMedia Research data, the number of secondary Internet users in China was 281 million in 2018, with a growth rate of 21.1%. In the process of rapid development of animation industry and online games, the scale of secondary users is expected to continue to grow, and it is expected to reach 334 million people in 2019. After ten years of development, Bilibili has become the largest secondary content platform in China, and the online entertainment platform favored by young people is the new goal of continuous development and growth. For this reason, on the one hand, the company expands content products, strengthens R&D strength and expands user groups through frequent investment and financing activities, on the other hand, it strengthens its hematopoietic function and enhances its comprehensive competitive strength by accelerating commercialization. Although the company's overall industrial chain layout is becoming more and more perfect and the growth of users and revenue is outstanding, it still faces many risks, such as fierce external competition, strict market supervision, expanded performance loss and so on.

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