艾媒咨询 | OMO融合新生态——2026年中国音乐教育行业消费趋势研究报告

近年来，中国音乐教育行业持续受益于声音经济、在线教育、AI互动、智能硬件及OMO（Online-Merge-Offline）融合模式的全方位赋能，其消费形态已从单一的线下授课延伸至线上录播、直播互动、线下小班、社群陪练与阶段性成果展示等多场景融合。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《OMO融合新生态——2026年中国音乐教育行业消费趋势研究报告》数据显示，中国声音经济产业市场规模整体从2017年的307.6亿元，预计攀升至2029年的7415.8亿元。音乐教育作为声音经济的重要组成，有望持续受益于产业生态扩容与线上化渗透。
2026年中国音乐培训消费者选择学习形式时，学习平台/机构口碑与评价以28.37%居首，学习费用性价比与配套学习资源完善度均达26.06%，口碑、性价比与配套资源成为影响决策的关键因素。从市场结构看，2026年中国音乐培训市场中线上视频录播课占比34.04%居首，线下小班课与线上直播课分别占26.95%和21.45%，行业线上化、轻量化趋势显著，录播课凭借灵活、可反复学习等优势成为主流形态。
艾媒咨询分析师认为，音乐培训消费已呈现“重效率、轻负担”特征，商家应加快构建“录播打底+直播互动+线下小班强化”的OMO产品矩阵，重点开发模块化、可反复学习的线上课程体系降低决策门槛，同时依托线下小班打造沉浸式体验场景实现引流转化，并通过阶段性成果展示与社群运营强化消费者粘性，在全渠道竞争中构建差异化壁垒。未来，随着声音经济持续扩张与OMO模式深化，中国音乐教育市场仍具备强劲的增长潜力与模式创新空间。
In recent years, China's music education sector has continuously benefited from comprehensive empowerment driven by the audio economy, online education, AI interaction, smart hardware, and the OMO (Online-Merge-Offline) integration model. Its consumption patterns have evolved from solely offline instruction to encompass multiple integrated scenarios, including online recorded and broadcast lessons, live-streamed interactive sessions, offline small-group classes, community-based practice sessions, and periodic achievement showcases. According to data from iiMedia Research—a globally leading third-party data mining and analysis firm for new economic industries—its latest report, "The New OMO Integration Ecosystem: 2026 China Music Education Industry Consumption Trend Research Report," indicates that the overall market size of China's audio economy sector is projected to grow from RMB 30.76 billion in 2017 to RMB 741.58 billion by 2029. As a vital component of the audio economy, music education is poised to continue benefiting from the expansion of this industrial ecosystem and its increasing online penetration.
In 2026, when selecting their learning format, Chinese music training consumers would rank the reputation and reviews of learning platforms/institutions at the top (28.37%), followed by value for money of learning costs and the completeness of supporting learning resources (both at 26.06%). Reputation, cost-effectiveness, and supporting resources have become key factors influencing their decisions. In terms of market structure, online video-recorded lessons would account for 34.04% of the Chinese music training market in 2026, leading the segment, while offline small-group classes and online live-streamed lessons would each represent 26.95% and 21.45%, respectively. The industry is exhibiting a pronounced trend toward digitalization and lightweight operations, with recorded and broadcast lessons emerging as the dominant format due to their advantages such as flexibility and the ability to be studied repeatedly.
Analysts at iiMedia Research believe that music training consumption has already exhibited the characteristic of "emphasizing efficiency while minimizing costs." Businesses should accelerate the development of an OMO product matrix—comprising "recorded and broadcast lessons as the foundation, live-streamed interactive sessions, and offline small-group intensive training" —with a focus on creating modular online course systems that allow repeated learning, thereby lowering the decision-making threshold. Simultaneously, they should leverage offline small-group sessions to create immersive experiential scenarios for driving customer acquisition and conversion, while enhancing consumer loyalty through phased achievement demonstrations and community operations. This approach will help establish differentiated competitive advantages in omnichannel competition. In the future, with the continued expansion of the audio economy and the deepening of OMO integration, China's music education market still holds substantial growth potential and ample room for innovative business models.