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.