艾媒咨询 | 2025-2029年中国微短剧市场研究报告

近年来，中国微短剧市场迎来爆发式增长，逐渐成了数字内容领域最具潜力的新赛道之一。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《2025-2029年中国微短剧市场研究报告》数据显示，中国网络微短剧市场规模呈上升趋势，2025年中国微短剧市场规模将达677.9亿元，同比上升34.40%，预计2030年中国网络微短剧市场规模超1500亿元。艾媒咨询分析师认为，伴随文化出海进程的加速与多元文化创新题材的持续涌现，中国微短剧有望突破以往爽剧主导的单一内容格局，为市场规模的稳步攀升注入新动能。
In recent years, the Chinese micro-short drama market has witnessed explosive growth and gradually become one of the most promising new tracks in the digital content field. The latest "Analysis report on the Chinese micro drama market from 2025 to 2029" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, shows that the market size of online micro short dramas in China is on the rise, and the market size of micro short dramas in China will reach 67.79 billion yuan in 2025 It is expected that the market size of China's online micro-short dramas will exceed 150 billion yuan by 2030, with a year-on-year increase of 34.40%. Analysts from iiMedia Research believe that with the acceleration of the process of cultural exports and the continuous emergence of innovative themes from diverse cultures, Chinese micro-short dramas are expected to break through the previous single content pattern dominated by thrilling dramas and inject new impetus into the steady growth of the market size.

艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告

文创产品作为文化创意与产品设计相结合的产物，近年来在全球范围内迅速兴起。它不仅承载着丰富的文化内涵，还以独特的创意和设计满足了消费者对于个性化、高品质产品的需求。随着人们生活水平的提高和文化消费意识的增强，文创产品行业展现出巨大的发展潜力，成为文化产业的重要组成部分。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年中国文创产品行业消费行为洞察报告》数据显示，当前文创产品市场表现出积极态势，近七成消费者呈现出较高的购买意愿，其中30.31% 的消费者对家居装饰和日常用品类的文创产品需求强烈。在文创品牌选择中，故宫博物院和中国国家博物馆备受青睐，超三成消费者会购买其文创产品，彰显出极高的影响力和认知度。在此良好发展背景下，37.57% 的消费者期待未来文创产品在文化内涵、产品质量和耐用性方面能够得到进一步加强和提升，这也为文创产品的发展方向提供了重要参考。艾媒咨询分析师认为，文创产品行业作为文化产业的新兴领域，市场前景广阔，发展潜力巨大。文创产品行业竞争日益激烈，参与者众多。既有博物馆、美术馆等文化机构，凭借其丰富的文化资源和品牌影响力，在文创产品市场占据一席之地；也有专业的文创企业，通过敏锐的市场洞察力和强大的设计研发能力，推出一系列具有市场竞争力的产品；此外，一些互联网企业也纷纷涉足文创领域，利用其技术优势和平台资源，推动文创产品的创新与发展。
As a combination of cultural creativity and product design, cultural and creative products have risen rapidly in the world in recent years. It not only carries a rich cultural connotation, but also meets the needs of consumers for personalized and high-quality products with unique creativity and design. With the improvement of people's living standards and the enhancement of cultural consumption awareness, the cultural and creative product industry has shown great development potential and become an important part of the cultural industry. According to the latest "Analysis report on China cultural and creative products industry consumer behavior insight in 2025 " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry. According to the data of the Insight Report, the current cultural and creative products market shows a positive trend, and nearly 70% of consumers show a high willingness to buy, of which 30.31% of consumers have a strong demand for cultural and creative products of home decoration and daily necessities. In the choice of cultural and creative brands, the Palace Museum and the National Museum of China are favored, and more than 30% of consumers will buy their cultural and creative products, demonstrating a high influence and recognition. In this good development background, 37.57% of consumers expect that cultural and creative products in the future can be further strengthened and improved in terms of cultural connotation, product quality and durability, which also provides an important reference for the development direction of cultural and creative products. Analysts of IIMedia Consulting believe that the cultural and creative products industry, as an emerging field of the cultural industry, has broad market prospects and great development potential. The competition of cultural and creative products industry is increasingly fierce, and there are many participants. Existing museums, art galleries and other cultural institutions, with their rich cultural resources and brand influence, occupy a place in the market of cultural and creative products; There are also professional cultural and creative enterprises, through keen market insight and strong design and development capabilities, launched a series of competitive products; In addition, some Internet companies have also been involved in the field of cultural and creative products, using their technical advantages and platform resources to promote the innovation and development of cultural and creative products.

艾媒咨询 | 2025年中国中式糕点行业发展状况及消费行为调查数据

目前，中国中式糕点行业正乘“国潮”东风，进入一个快速现代化与扩张的转型期。新老品牌通过产品创新、渠道变革和文化赋能，成功将其从传统节令食品转变为日常“悦己型”消费，驱动市场持续增长。根据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《2025年中国中式糕点行业发展状况及消费行为调查数据》显示，2024年中国烘焙食品零售市场规模达6110.7亿元，同比增长8.8%，预计2029年市场规模将达8595.6亿元。中国烘焙食品行业细分市场潜力巨大，随着自媒体的不断发展，各类网红探店、KOL推荐等促使中式糕点、新中式糕点成为新热点，发展势头强劲。
中国消费者在选择中式糕点时，首要关注的因素是“口味和味道”，占比高达45.59%，凸显出产品风味仍是影响购买决策的核心要素。其次，“价格合理”以38.83%的占比成为第二大关键因素，表明消费者在追求美味的同时，也十分注重产品的性价比。此外，有72.03%的消费者明确表示愿意尝试新产品，体现出市场对创新品类具有较高的接受度和消费意愿；而16.39%的消费者持观望态度，则反映部分群体仍需要更多的品质背书或体验激励以促成购买行为。整体来看，中式糕点消费市场呈现出“味觉驱动、理性决策、积极尝新”的典型特征，提示企业应在保持口味优势的基础上，平衡定价策略，并通过产品创新和体验优化持续激活消费需求。
艾媒咨询分析师认为，中国中式糕点行业未来将呈现品质化、健康化与跨界融合的发展趋势。产品方面，低糖、天然原料和功能性糕点需求上升，“零食化”创新持续拓宽消费场景。文化赋能成为核心竞争力，国潮设计和文化叙事深化品牌价值。技术层面，智能制造与数字化供应链提升效率，短保产品与即时配送优化体验。市场层面，三四线下沉市场与海外出口同步推进，本土化创新成为国际化关键挑战。行业将逐步从“网红”模式走向“长红”品牌，供应链管控、产品迭代与文化表达力将成为企业突围的关键。
At present, the Chinese traditional pastry industry is riding on the "national trend" wave and entering a period of rapid modernization and expansion. Both new and old brands have successfully transformed traditional seasonal food into daily "self-indulgence" consumption through product innovation, channel reform and cultural empowerment, driving the market to continue growing. According to the latest "Research data on the development status and consumer behavior of China's Chinese pastry industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the retail market size of China's baking food reached 611.07 billion yuan in 2024, with a year-on-year growth of 8.8%. It is expected that the market size will reach 859.56 billion yuan in 2029. The potential of the segmented markets in China's baking industry is huge. With the continuous development of self-media, various online celebrity store visits and KOL recommendations have made Chinese pastries and new Chinese pastries new hotspots, with a strong development momentum.
Chinese consumers prioritize 'taste and flavor' when choosing traditional pastries, accounting for 45.59%, highlighting that product flavor remains a core element influencing purchasing decisions. Following this, 'reasonable price' becomes the second most critical factor at 38.83%, indicating that consumers value cost-effectiveness while seeking deliciousness. Additionally, 72.03% of consumers clearly express a willingness to try new products, reflecting a high acceptance and willingness to consume innovative categories in the market; while 16.39% of consumers remain cautious, suggesting that some groups still need more quality endorsements or experiential incentives to facilitate purchasing behavior. Overall, the Chinese pastry consumption market exhibits typical characteristics of "taste-driven, rational decision-making, and active exploration of new products", suggesting that enterprises should maintain their taste advantages, balance pricing strategies, and continuously activate consumer demand through product innovation and experience optimization.
Analysts from iiMedia Research believe that the Chinese pastry industry will trend towards quality, health, and cross-border integration in the future. In terms of products, there is an increasing demand for low-sugar, natural ingredients, and functional pastries, with a continuous expansion of consumption scenarios through 'snackification' innovations. Cultural empowerment has become a core competitive advantage, with national trendy designs and cultural narratives deepening brand value. On the technological front, smart manufacturing and digital supply chains enhance efficiency, while short shelf-life products and instant delivery optimize the consumer experience. At the market level, the development of lower-tier markets and overseas exports is advancing simultaneously, with localized innovation becoming a key challenge for internationalization. The industry will gradually shift from the 'internet celebrity' model to 'lasting' brands, where supply chain management, product iteration, and cultural expressiveness will be crucial for companies to break through.

艾媒咨询 | 2025年中国汉服产业消费行为调查数据

随着汉服文化的普及与市场成熟，其消费研究维度不断深化，涵盖以消费者认知与态度（如了解程度、文化传播认同）为例的文化渗透领域，以消费行为与产品偏好（如购买频率、价格敏感度、材质倾向）为例的市场决策领域，以场景应用（如日常穿着、租借体验、展览参与）为例的生态拓展领域，以及行业争议（山寨接受度、形制设计争议）。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年中国汉服产业消费行为调查数据》数据显示，56.83%的汉服消费者对汉服比较了解，57.845%的消费者比较能接受汉服，消费者多以社交媒体的方式了解到汉服，占比达到38.62%，并且有54.97%的消费者比较关注汉服的展览，可以看出汉服在国内有一定的流行度和关注度。但购买过汉服的消费者仅有35.92%，其中48.36%的消费者是在大型商场或购物中心中购买的，他们在购买时会多考虑款式、价格等因素。经常穿汉服的场景为传统节日时或者拍个人艺术照时。有30%的人认为汉服太引人注目了，有25.38%的人认为汉服穿起来繁琐，不太实用，不会去购买，而相比购买，大多数人会选择租借汉服，占比来到了60.71%，或者去汉服体验店，去过的消费者占比有62.06%。艾媒咨询分析师认为，在汉服逐渐流行的新背景下，更多地关注汉服市场，了解消费者的相关需求，是占领汉服市场至关重要的一步。
With the popularization and market maturation of Hanfu culture, the research dimensions of its consumption have been continuously deepened, covering cultural infiltration areas such as consumers' cognition and attitude (such as understanding degree, cultural dissemination recognition), market decision-making areas such as consumption behavior and product preference (such as purchase frequency, price sensitivity, material preference), ecological expansion areas such as scene application (such as daily wear, rental experience, exhibition participation), and industry controversy areas such as the acceptance of counterfeits and disputes over shape design.According to the latest "2025 China Hanfu Industry Consumption Behavior Survey Data" released by iiMedia Research (iimedia research), a global third-party data mining and analysis agency for the new economy industry, 56.83% of Hanfu consumers have a relatively good understanding of Hanfu, and 57.845% of consumers are relatively receptive to Hanfu. Consumers mostly learn about Hanfu through social media, accounting for 38.62%, and 54.97% of consumers are relatively concerned about Hanfu exhibitions. This shows that Hanfu has a certain degree of popularity and attention in China. However, only 35.92% of consumers have purchased Hanfu, among which 48.36% of consumers bought it in large shopping malls or shopping centers, and they would consider factors such as style and price when purchasing. The common scenes for wearing Hanfu are during traditional festivals or when taking personal artistic photos. 30% of people think Hanfu is too eye-catching, and 25.38% think it is too complicated to wear and not very practical, so they will not purchase it. Compared with purchasing, most people choose to rent Hanfu, accounting for 60.71%, or go to Hanfu experience stores, with 62.06% of consumers having visited. Analysts from iiMedia Research believe that in the new context of the gradual popularity of Hanfu, paying more attention to the Hanfu market and understanding the relevant needs of consumers is a crucial step to occupy the Hanfu market.

艾媒咨询 | 2024年广东省农产品电商市场发展洞察报告

农产品电商作为数字经济与农业现代化融合的重要载体，正在中国乡村振兴战略中扮演着日益关键的角色。作为中国经济第一大省和改革开放前沿阵地，广东省在农产品电商领域展现出显著的领先优势和鲜明的区域特色。广东农产品电商的发展不仅受益于全省雄厚的经济基础和活跃的市场环境，更得益于其独特的供应链体系、创新的政策支持以及庞大的消费市场，形成了农产品电商发展的“黄金三角”。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《2024年广东省农产品电商市场发展洞察报告》数据显示，2024年中国农产品电商销售规模突破1.6万亿元，达16025亿元。其中，广东省以3120亿元的规模领跑全国，占全国总量的19.5%，六年蝉联全国榜首。目前，广东农产品电商已构建起“热带水果+特色加工品+文化IP产品”三大核心矩阵，形成产业发展新格局。艾媒咨询分析师认为，广东农产品电商发展势头强劲，呈现多维度创新发展态势，未来将以技术创新为驱动，深化产业融合，拓展国际市场，聚焦精准营销，全方位巩固领先地位，为乡村振兴和农业高质量发展注入强劲动能。
E-commerce for agricultural products, as an important vehicle for the integration of the digital economy and agricultural modernization, is playing an increasingly crucial role in China's rural revitalization strategy. As the largest economy in China and the forefront of reform and opening up, Guangdong Province has demonstrated significant leading advantages and distinct regional characteristics in the field of agricultural product e-commerce.The development of agricultural product e-commerce in Guangdong is not only supported by the province's strong economic foundation and vibrant market environment, but also benefits from its unique supply chain system, innovative policy support, and vast consumer market, forming a "golden triangle" for the development of agricultural product e-commerce.According to the latest data from the “Insight report on the development of Guangdong province's agricultural product e-commerce market in 2024” released by iiMedia Research (a global third-party data mining and analysis institution for the new economy), the sales volume of China's agricultural product e-commerce exceeded 1.6 trillion yuan in 2024, reaching 1.6025 trillion yuan. Among them, Guangdong Province led the nation with a scale of 312 billion yuan, accounting for 19.5% of the national total and topping the national list for six consecutive years.Currently, Guangdong's agricultural product e-commerce has established three core matrices of “tropical fruits + specialty processed products + cultural IP products,” forming a new pattern of industrial development. Analysts from iiMedia Research believe that the development of agricultural product e-commerce in Guangdong is robust and shows a multidimensional innovative development trend. In the future, it will be driven by technological innovation, deepen industrial integration, expand into international markets, focus on precision marketing, and comprehensively consolidate its leading position, injecting strong momentum into rural revitalization and high-quality agricultural development.

艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。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年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.

艾媒咨询 | 2025年中国数字人产业发展报告

2025年，当数字经济成为中国经济高质量发展的“主赛道”，数字人作为“虚拟与现实的连接者、智能传播的核心载体”，已从泛娱乐的“流量符号”进化为赋能产业转型、传承文化、提升城市竞争力的“基础设施”。在无锡举办的2025年中国国际智能传播论坛上，艾媒咨询受邀出席解读数字人产业的“技术突破、场景深化、生态构建”。iiMedia Research（艾媒咨询）数据显示，2024年中国数字人核心市场规模为339.2亿元，预计2030年将达到935.6亿元；2024年数字人带动市场规模为4785.3亿元，预计2030年为10468.6亿元。
By 2025, when the digital economy becomes the "main track" for China's high-quality economic development, digital humans, as the "connectors between the virtual and the real, and the core carriers of intelligent communication", have evolved from the "traffic symbols" of general entertainment to the "infrastructure" that empowers industrial transformation, inherits culture, and enhances urban competitiveness. At the 2025 China International Intelligent Communication Forum held in Wuxi, iiMedia Research was invited to attend and interpret the "technological breakthroughs, scenario deepening, and ecosystem construction" of the digital human industry. iiMedia Research data shows that the core market size of digital humans in China was 33.92 billion yuan in 2024 and is expected to reach 93.56 billion yuan by 2030. The market size driven by digital humans is expected to reach 478.53 billion yuan in 2024 and 1,046.86 billion yuan in 2030.

艾媒咨询 | 2025年中国素质教育及其细分行业发展状况数据

随着公众教育观念的升级与新兴品牌崛起的速度加快，在政策支持与市场需求的双重驱动下，中国素质教育行业整体呈现出规模持续扩大的良好发展态势。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《2025年中国素质教育及其细分行业发展状况数据》显示，2013-2024年中国居民人均教育、文化和娱乐消费支出比例中，整体呈现“长期上升、阶段波动、结构优化”的趋势。2024年占比为11.2%。未来，随着收入增长、政策支持和技术创新，这一比例有望继续提升，消费模式将更趋多元化、品质化。
城乡差距的缩小和消费场景的拓展，将成为推动消费升级的关键动力。在中国素质教育培训消费者中，90.86%的消费者表示愿意为孩子报名素质教育课程，只有9.14%的消费者表示不愿意为孩子；选择的素质教育课程类型中科技类课程占比最高，达到41.44%，艺术类课程占比39.87%，体育运动类和文化类课程分别占比37.65%和35.69%，素养类课程占比35.29%，游学类课程占比最低，仅为21.96%。反映出大多数消费者中国消费者普遍重视孩子的素质教育，愿意投入资源来提升孩子的综合素质；课程选择上更倾向于为孩子选择科技、艺术和体育类课程，以培养孩子的综合素质。
艾媒咨询分析师指出，未来中国素质教育行业下沉市场需求释放，三线以下城市潜力凸显，但行业竞争加剧，头部企业与跨界巨头抢占市场，中小机构生存压力增大；监管越发严格，合规成本上升，部分机构面临资质与运营调整压力；课程同质化严重，优质师资短缺问题突出。企业应深耕课程研发，结合技术打造差异化内容，建立师资培养体系；强化合规运营，完善资质备案与收费监管，筑牢经营根基；渠道下沉与生态合作并行，通过县域合作拓展市场，与校内教育协同构建服务闭环，实现可持续发展。
With the upgrading of public education concepts and the accelerated rise of emerging brands, driven by both policy support and market demand, the overall quality education industry in China has shown a favorable development trend of continuous expansion in scale. According to the latest "Data on the Development Status of Quality Education and Its Sub-sectors in China in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, in the proportion of per capita education, culture and entertainment consumption expenditure of Chinese residents from 2013 to 2024, Overall, it shows a trend of "long-term upward movement, phased fluctuations, and structural optimization". The proportion in 2024 is 11.2%. In the future, with income growth, policy support and technological innovation, this proportion is expected to continue to rise, and consumption patterns will become more diversified and of higher quality.
The narrowing of the gap between urban and rural areas and the expansion of consumption scenarios will become the key driving forces for promoting consumption upgrading. Among Chinese consumers of quality education and training, 90.86% of them said they were willing to sign their children up for quality education courses, while only 9.14% said they were unwilling to do so. Among the types of quality education courses selected, science and technology courses have the highest proportion, reaching 41.44%, art courses account for 39.87%, sports and cultural courses account for 37.65% and 35.69% respectively, quality courses account for 35.29%, and study tour courses have the lowest proportion, only 21.96%. This reflects that the majority of Chinese consumers generally attach great importance to their children's quality education and are willing to invest resources to enhance their children's overall quality. In terms of course selection, we tend to choose science and technology, art and sports courses for children to cultivate their comprehensive qualities.
Analysts from iiMedia Research pointed out that in the future, the demand for the lower-tier markets in China's quality education industry will be released, and the potential of cities below the third-tier will be highlighted. However, industry competition will intensify, with leading enterprises and cross-industry giants vying for the market, increasing the survival pressure on small and medium-sized institutions. With increasingly strict regulation and rising compliance costs, some institutions are under pressure to adjust their qualifications and operations. There is a serious homogenization of courses and a prominent shortage of high-quality teachers. Enterprises should focus on course development, create differentiated content by integrating technology, and establish a teacher training system. Strengthen compliance operations, improve qualification filing and fee supervision, and consolidate the foundation of business operations; Channel penetration and ecological cooperation are carried out in parallel. The market is expanded through county-level cooperation, and a service loop is constructed in collaboration with in-school education to achieve sustainable development.

艾媒咨询 | 2025年中国短故事市场发展趋势报告

短故事凭借其节奏快、适配碎片阅读的特点，正从传统长文生态中突围，成为网文平台内容创新与用户增长的新引擎。根据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《2025年中国短故事市场发展趋势报告》显示，2024年中国网络文学市场规模达495.5亿元，同比上升29.4%。艾媒咨询分析师认为，网络文学市场规模的上升，在内容供给、受众转化、资本支持及运营推广等方面为短故事的发展创造了有利条件，推动短故事行业持续繁荣。随着AIGC技术的发展，短故事行业将突破传统生产模式的瓶颈，实现内容生态的智能化升级与商业模式的创新拓展。
Short stories, with their fast-paced nature and suitability for fragmented reading, are breaking through the traditional long-form literature ecosystem and becoming a new engine for content innovation and user growth on online literature platforms. According to the latest "2025 China Short Story Market Development Trend Report" released by iiMedia Research, a leading global third-party data mining and analysis agency for the new economy industry, the scale of China's online literature market reached 49.55 billion yuan in 2024, up 29.4% year-on-year. Analysts from iiMedia Research believe that the growth of the online literature market has created favorable conditions for the development of short stories in terms of content supply, audience conversion, capital support, and operation promotion, driving the continuous prosperity of the short story industry. With the development of AIGC technology, the short story industry will break through the bottlenecks of traditional production models, achieving intelligent upgrades in the content ecosystem and innovative expansions in business models.

艾媒咨询 | 2025年中国说唱音乐市场消费行为调查数据

中国说唱音乐市场近年来呈现出快速增长的趋势，这主要得益于年轻消费群体对说唱音乐的极高热情。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年中国说唱音乐市场消费行为调查数据》数据显示，有超过半数的说唱爱好者愿意为说唱音乐付费，反映出该市场潜力较大。其中，付费意愿最高的是数字专辑和参加音乐节，占比分别为51.55%和41.61%。同时，华语（标准国语）以54.45%的占比成为最受欢迎的说唱音乐语言，华语（地区方言）以48.86%的占比紧随其后，反映出华语类说唱音乐在中国的广泛受众基础。随着说唱音乐的流行，品牌合作、版权收入和衍生品销售成为主要收入来源，品牌对说唱音乐的青睐度不断提升，未来说唱音乐与品牌、影视、游戏等领域的合作将更加紧密，商业价值将进一步挖掘。
In recent years, the Chinese rap music market has shown a trend of rapid growth, which is mainly attributed to the extremely high enthusiasm of the young consumer group for rap music. According to the latest "Survey data on consumption behavior in China's Hip-Hop music market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, more than half of rap music enthusiasts are willing to pay for rap music, reflecting the great potential of this market. Among them, the highest willingness to pay is for digital albums and attending music festivals, accounting for 51.55% and 41.61% respectively. At the same time, Chinese (Standard Mandarin) has become the most popular language in rap music with a proportion of 54.45%, and Chinese (regional dialects) follows closely with a proportion of 48.86%, reflecting the broad audience base of Chinese rap music in China. With the popularity of rap music, brand cooperation, copyright income, and derivative product sales have become the main sources of revenue. Brands' favorability towards rap music is continuously increasing. In the future, the cooperation between rap music and fields such as brands, film and television, and games will be closer, and the commercial value will be further explored.