艾媒咨询 | 2025年中国音乐行业市场消费行为调查数据

随着智能算法推荐与多终端协同技术的深度融合，音乐应用生态呈现多维渗透态势，显著覆盖以流行乐、国风音乐为主的个性化内容消费领域，以通勤健身、睡前助眠为代表的场景化体验领域，以及云Live互动、社交共享等创新娱乐领域。在技术驱动下，音乐产业正构建起“内容+场景+社交”的三维价值体系。根据全球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《2025年中国音乐行业市场消费行为调查数据》数据显示，现代音乐（含流行音乐）以63.27%的偏好占比领跑用户音乐类型选择，反映出大众对主流文化内容的高接受度。终端设备数据显示，手机以49.24%的绝对优势主导用户入口，QQ音乐则以35.90%的活跃占比稳居平台竞争榜首。值得注意的是，社交功能使用率达71.80%，其中52.12%的用户倾向与好友共享音乐内容，体现“音乐+社交”模式的强大吸引力。付费领域呈现两极分化，49.65%用户选择“偶尔付费”，而音质升级（31.10%）与云Live演出（满意度70.70%）成为主要付费驱动力。但行业仍存显著痛点：短视频板块因内容同质化遭遇29.58%用户负面评价，付费意愿受限于免费资源充足性（38.16%）与价格敏感度（30.34%），云Live则面临画质延迟（43.81%）、互动单一（34.69%）等技术体验瓶颈。艾媒咨询分析师认为，平台需强化差异化内容供给，通过AI音效优化与XR技术升级重塑沉浸式体验，同时构建阶梯式付费体系与社交激励机制，在保障基础服务普惠性的同时深挖垂直场景商业价值。
With the deep integration of intelligent algorithm recommendation and multi-terminal collaborative technology, the music application ecology presents a multidimensional penetration trend, significantly covering the personalized content consumption field dominated by pop music and Chinese music, the scene experience field represented by commuting fitness and bedtime sleep, and the innovative entertainment field such as cloud Live interaction and social sharing. Driven by technology, the music industry is building a three-dimensional value system of "content + scene + social". According to the latest "Survey data of Chinese music industry market consumption behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, modern music (including pop music) leads the user's music type choice with 63.27% preference. It reflects the high acceptance of mainstream cultural content by the public. Terminal device data show that mobile phones dominated the user entrance with an absolute advantage of 49.24%, and QQ music ranked first in the platform competition with an active proportion of 35.90%. It is worth noting that the usage rate of social functions reached 71.80%, of which 52.12% of users tend to share music content with friends, reflecting the strong appeal of the "music + social" model. The payment space is polarized, with 49.65% of users choosing to "pay occasionally", while audio quality upgrades (31.10%) and Cloud Live shows (70.70% satisfaction) are the main payment drivers. However, the industry still has significant pain points: the short video sector suffered 29.58% negative comments from users due to content homogenization, the willingness to pay was limited by the adequacy of free resources (38.16%) and price sensitivity (30.34%), and Cloud Live faced technical experience bottlenecks such as picture quality delay (43.81%) and single interaction (34.69%). Analysts from Imedia Consulting believe that the platform needs to strengthen the supply of differentiated content, reshape the immersive experience through AI sound optimization and XR technology upgrade, and build a stepped payment system and social incentive mechanism, so as to deeply dig the business value of vertical scenes while ensuring the inclusiveness of basic services.

艾媒咨询｜2022-2023年中国车载音频行业发展年度研究报告

iiMedia Research(艾媒咨询)数据显示，2022年中国车载音乐市场规模达169.8亿元，车载音乐市场将持续扩大，2025年有望突破350亿元。艾媒咨询分析师认为，中国电动汽车的数量持续上涨，音频企业在车载端的应用持续增加，用户体验得到极大的提升， 市场需求将持续放量，车载音乐市场步入快速发展期，市场将持续扩大。

艾媒咨询 | 2022年中国车载音乐前沿科技研究报告

2022年中国车载音乐市场规模将达169.8亿元，车载音乐市场将持续扩大，2025年有望突破350亿元。调研数据显示，曲库资源丰富程度和软件音质是车载音乐用户最关注的因素；超六成车载音乐用户更偏向于收听接近原始录音品质的音乐。在线音乐平台愈发重视车载端的产品布局，各大车载音乐企业通过技术创新提升客户体验，逐步构建了了差异化的竞争优势，提升了品牌核心竞争力。

艾媒咨询｜2022年中国新春拜年方式及行为监测专题报告

受新冠疫情以及严格的隔离措施政策的影响，全国各地提倡“就地过年”，以保障人民群众的健康安全。相较与过去走街串巷、面对面拜年的方式，线上拜年方式成为更多人春节拜年的新选择。iiMedia Research(艾媒咨询)调研数据显示，超过六成受访者认可并表示今年会选择“云拜年”。随着5G、全息影像通信等技术的不断创新，线上拜年更加具有沉浸感和临场感，形式更加多元化。
Due to the COVID-19 and strict quarantine policy, the government call for staying in cities for celebrating the holiday to ensure public's health. Compared with the traditional ways to celebrate Chinese New year, online new year greeting is popular among Chinese. According to iiMedia Research, more than 60% of respondents will express their wishes online. With the development of 5G and Holographic display, people will feel more immersed and the ways of showing wishes will become more diversified.

艾媒咨询|2021中国说唱音乐发展白皮书

本报告涉及的案例/品牌/企业：QQ音乐

近年来在说唱综艺的带动下，越来越多来自不同群体的说唱爱好者被吸引入圈，成为说唱生态的一份子。随着95后、00后等新生代群体成为潮流娱乐和消费的助力者，说唱在国内的文化认同度也不断提高，说唱潮流产业正迎来发展提速期。说唱话题在2021年保持着较高的网络热度，层出不穷的“说唱梗”在不同网络平台上都引起了大量关注，以QQ音乐为首的音乐平台正通过全方位的布局，整合了国内说唱产业生态，通过各种活动、赛事培养高质量说唱艺人，由点到面地将说唱新文化扩展至不同年龄、不同职业的人群中，以此提升说唱影响力。
In recent years, driven by rap variety, more and more rap lovers from different groups have been attracted into the circle and become a part of rap ecology. With the new generation groups such as the post-95 and Post-00 generation becoming the booster of trend entertainment and consumption, rap's cultural identity in China is also increasing, and the rap trend industry is ushering in a period of accelerated development. Rap topic has maintained a high network popularity in 2021, and the endless "rap stems" have attracted a lot of attention on different network platforms. The music platform led by QQ music is integrating the domestic rap industry ecology through all-round layout, cultivating high-quality rap artists through various activities and events, and expanding the new rap culture to different ages Among people of different professions, so as to enhance the influence of rap.

艾媒咨询|2021年中国在线音乐车载端应用价值探析专题研究报告

本报告研究涉及企业/品牌/案例：酷我音乐，QQ音乐，网易云音乐，酷狗音乐，咪咕音乐

iiMedia Research(艾媒咨询)数据显示，2020年中国数字音乐用户规模已达到7.7亿人。在线音乐行业用户渗透率高，但整体增长缓慢。因此随着车联网市场发展加快，技术应用加强，车载场景成为头部平台重要布局方向。总体而言，车载端在线音乐用户更为成熟、月均收入更高，且对同一平台的使用粘性高，用户质量较好，因此更有利于平台挖掘其潜在的商业价值。另一方面，车载端场景导致用户在产品使用上与移动端存在差异性，因此头部在线音乐平台车载端技术应用加强也有利于提升用户体验。总体上，在线音乐车载端发展对平台及用户都具有重要价值，市场也处于不断扩大的过程中。
As the data of iiMedia Research showed, User Scale of Digital Music Industry in China has reached 770 million in 2020. The overall growth of online music user scale is slow even though its penetration rate is high. Therefore, with the rapid development of the Internet of Vehicle market and the strengthening of technology application, vehicle scene has become an important layout direction of the head platforms. In general, vehicle users of online music industry are more mature, with higher average monthly income, high stickiness to the user of the same platform, and better user quality, so it is more conducive to tap the potential commercial value of the platform. On the other hand, vehicle scene lead to the different usage experience compared to the one with mobile terminals. Therefore, strengthening the application of the technology in vehicles by head online music platforms is also conducive to improving the user experience. On the whole, the development in the vehicles of online music products has important value to the platforms as well as the users, and the market is also in the process of expanding.

艾媒咨询|2020年中国在线音乐行业发展专题研究报告

本报告研究涉及企业/品牌/案例：QQ音乐,酷我音乐,网易云音乐,咪咕音乐

后疫时代，音乐行业线下业务仍未完全回暖；在线音乐新业态如云演艺、IOT全场景音乐服务等创新模式获得发展红利。iiMedia Research（艾媒咨询）数据显示，仅2020上半年，中国在线演出用户规模就超过了8000万人，云演艺用户中也有超过八成更偏好从在线音乐平台中观看live表演。而受访IOT音乐用户则主要通过车载设备收听，占比38.4%。在5G、AI等前沿技术强有力的支撑下，在线音乐用户规模、市场规模将持续扩大，2022年中国数字音乐市场规模有机会突破480亿元。
In the post-Covid-19 era, the offline business of the music industry has not fully recovered. New online music formats such as cloud live, IOT full scene music services and other innovative models have gained development bonus. As the data of iiMedia Research showed, the user scale of China online performance industry has exceeded 80 million merely on the first half of 2020, and more than 80% of cloud live users prefer to watch live shows from online music platforms. As for the IOT music users, they mainly use on-board devices, accounting for 38.4%. With the strong support of 5g, AI and other advanced technologies, the scale of online music users and market will continue to expand. In 2022, the scale of China's digital music market has the opportunity to exceed 48 billion yuan.

艾媒咨询|2020-2021年中国移动社交行业研究报告

本报告研究涉及企业/品牌/案例：探探。
其他企业/品牌：微信，QQ，微博，陌陌，百度贴吧，知乎，腾讯，Before，避风，有噗。

随着图片社交、声音社交、视频社交等产品形态的创新以及革新，移动社交市场将保持稳健发展态势，iiMedia Research（艾媒咨询）数据显示，2020年中国移动社交用户规模突破9亿人，较2019年增长7.1%。短视频与直播行业的火爆，使得人们交流的方式已从单纯的文字聊天，到图片分享，再到语音沟通，最后到用视频社交的转变。iiMedia Research （艾媒咨询）数据显示，受访移动社交用户交流方式中文字聊天占比约七成，仍为主流交流方式。在倾向交流方式调查中，12.5%受访用户表示倾向使用视频方式，倾向占比超过实际使用占比，用户对视频交流占比提升意愿明显。5G 网络带来的高质量、低延迟特性，势必会大大提升移动社交的产品体验和以及玩法的升级，而 AI 技术使得不同的社交模式具有可行性。未来，随着 5G + AI 技术的持续创新，社交产品场景将更加丰富和新颖，有望重塑用户的社交行为链条。

With the innovation and innovation of product forms such as image socialization, voice socialization, and video socialization, the mobile social market will maintain a steady development trend. As the data of iiMedia Research showed, the scale of mobile social users in China is exceed 900 million in 2020 which is an increase of 7.1% from 2019. The popularity of the short video and live broadcast industry has transformed the way people communicate from simple text chat, to picture sharing, to voice communication, and finally to video social interaction. As the data of iiMedia Research showed, text chat accounts for about 70% of the interviewed mobile social users' communication methods, which is still the mainstream communication method. In the survey on communication methods, 12.5% of the interviewed users indicated that they would prefer to use video methods, and the proportion of inclination exceeds the proportion of actual use, and users are obviously willing to increase the proportion of video communication. The high-quality, low-latency features brought by 5G networks will inevitably greatly enhance the product experience and gameplay upgrades of mobile social networking, and AI technology makes different social models feasible. In the future, with the continuous innovation of 5G + AI technology, social product scenarios will be richer and more novel, which is expected to reshape users' social behavior chain.

艾媒咨询|2020年中国在线音乐演出市场专题研究报告

在疫情影响和下线音乐平台多渠道布局地推动下，中国在线音乐演出市场规模快速发展，2020上半年中国在线音乐演出观看的用户规模已经突破8000万。疫情期间，在线音乐演出行业面临着机遇和挑战，如何更好地吸引、留存用户和探索盈利模式成为重中之重。目前中国在线音乐演出行业仍然是以免费模式为主，从而更好地吸引增量用户，挖掘潜在消费者，同时，平台也开始尝试通过在线音乐演出创新新演出模式、节目元素，宣传旗下新艺人等。免费模式之后下一步是探索在线音乐演出的付费模式，以真正实现在线音乐演出的产业化、专业化、规模化发展。iiMedia Research(艾媒咨询)数据显示，更多00后用户的表现出了对线上演出地喜爱，00后在线音乐演出用户TGI达109.7;同时64.6%的受访者表示在线音乐演出已成为其休闲娱乐的重要方式。未来，各在线音乐平台将继续整合资源，加紧布局。

Driven by the impact of the Covid-19 and the multi-channel layout of offline music platforms, China’s online performance market has grown rapidly. In the first half of 2020, the scale of online performances users in China has exceeded 80 million. During the epidemic, the online performance industry is facing opportunities and challenges. How to better attract and retain users and explore profit models has become a top priority. At present, China’s online performance industry is still dominated by the free model, so as to better attract users and tap potential consumers. At the same time, platforms also begin to try to innovate new performance modes and program elements and promote its new artists through online music performances, After the free model, the next step is to explore the paid model to truly realize the industrialization, professionalization and large-scale development of online performances industry. As the data of iiMedia Research showed, post-00 users show more love for online performances, and the TGI of post-00 online music performance users reached 109.7. Besides, 64.6% of the respondents said that online performances had become an important way of entertainment during the epidemic. In the future, online music platforms will continue to integrate resources and step up their deployment.

艾媒咨询|后疫情时代中国在线文娱行业研究报告

本报告研究涉及企业/品牌/案例：酷我音乐、中文在线、爱奇艺、腾讯游戏。
　　随着疫情的扩散，各地陆续出台了限制公共聚集活动、文化娱乐场所营业的要求和延迟复工复学的通知。线下活动受限，居家隔离期间，广大网民线上娱乐需求增长刺激各种云娱乐方式拓展。 2020年第一季度中国在线文娱市场规模超1400亿元，增长率达到27%。预计2020年全年中国在线文娱市场规模将超5000亿元，较2019年增长30%以上。疫情期间，在线文娱平台通过媒介优势，主动承担社会责任助力防疫抗疫，并由娱乐导向拓展到兼具资讯、社交、教育特征。后疫情时代，短视频、网络直播、网络动漫、网络文学、游戏、音乐等在线文娱内容形态将进一步交叉结合。与此同时，传统文娱也将加速线上化进程，以云综艺为典型的新型在线文娱类型将日益增多。

　　With the spread of the COVID - 19, local governments have issued restrictions on public gatherings and cultural and entertainment venues, as well as notices to delay the resumption of work and school，So offline activities are limited. During home isolation, the growth of online entertainment demand of netizens stimulates the expansion of various cloud entertainment methods. In the first quarter of 2020, the scale of China's online entertainment market exceeded 140 billion yuan, with a growth rate of 27%. It is expected that the scale of China's online entertainment market will exceed 500 billion yuan in 2020, increasing by more than 30% compared with 2019. During the COVID-19, online entertainment platforms took the initiative to take social responsibilities to help epidemic prevention and Disseminate anti-epidemic measures through media, and expanded from entertainment to information, social contact and education features. In the Post-epidemic era, online entertainment forms such as short videos, live streaming, online animation, online literature, games and music will be further integrated. At the same time, traditional entertainment will also accelerate the process of online entertainment, and cloud entertainment as a typical new type of online entertainment will be increasing.