艾媒咨询 | 2024年中国婚恋交友市场发展状况及用户行为分析报告

随着社会经济的快速发展，青年群体婚恋观念正发生改变，单身群体对婚恋对象的要求以及对婚恋社交服务的需求逐渐提高，中国婚恋社交服务行业迎来业态转型、市场需求提高、行业内部问题凸显等挑战与机遇。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年中国婚恋交友市场发展状况及用户行为分析报告》数据显示，2014至2023年间中国互联网婚恋交友行业市场规模整体呈上升趋势，从2014年26.9亿元起步，至2023年达到93.8亿元，年复合增长率约为15%。
艾媒咨询分析师认为，随着青年群体婚恋观念的改变以及互联网社交方式的多元化发展，婚恋社交服务行业已逐渐由婚恋网站转向社交APP。
With the rapid development of social economy, the concept of marriage and love of young people is changing, and the requirements of single people for marriage and love objects and the demand for marriage and love social services are gradually increasing. China's marriage and love social service industry is facing challenges and opportunities such as business transformation, market demand improvement, and prominent internal problems in the industry. According to the latest "2024 China Dating Market Development and User Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's Internet dating industry shows an overall rising trend from 2014 to 2023. Starting from 2.69 billion yuan in 2014, it will reach 9.38 billion yuan in 2023, with a compound annual growth rate of about 15%.
Analysts from iiMedia Consulting believe that with the change of the concept of marriage and love among young people and the diversified development of Internet social networking methods, the marriage and love social service industry has gradually shifted from marriage websites to social apps.

艾媒咨询 | 2025年第三季度全球主要行业投融资数据监测季报

2025年第三季度全球主要行业投融资事件数量和金额均呈上升趋势，市场整体表现活跃。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年第三季度全球主要行业投融资数据监测季报》显示，2025年第三季度的投融资金额为18044.82亿人民币，投融资事件数量为2505起。艾媒咨询分析师认为，该季度数据变化受多重因素影响。一方面，科技、医疗等行业在特定周期内需求集中释放，政策支持进一步引导资金流向重点领域；另一方面，市场环境整体改善，投资者信心增强，资金流动性显著提升。本季度的特殊性在于投融资金额的大幅上升，可能与大型投资项目或并购活动有关。与历史趋势对比，本季度的投融资事件数量和金额均呈上升趋势，显示出市场活跃度增加，整体投资热情高涨。
In the third quarter of 2025, the number and amount of investment and financing events in major global industries both showed an upward trend, indicating an overall active market. According to the latest "2025 Third Quarter Global Major Industry Investment and Financing Data Monitoring Quarterly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the investment and financing amount in the third quarter of 2025 was 1,804.482 billion RMB, and the number of investment and financing events was 2,505. Analysts from iiMedia Research believe that the changes in the data of this quarter were influenced by multiple factors. On the one hand, industries such as technology and healthcare experienced a concentrated release of demand within a specific period, and policy support further guided capital towards key areas. On the other hand, the overall market environment improved, investor confidence increased, and capital liquidity significantly enhanced. The particularity of this quarter lies in the substantial increase in investment and financing amounts, which may be related to large-scale investment projects or merger and acquisition activities. Compared with historical trends, both the number and amount of investment and financing events in this quarter showed an upward trend, demonstrating an increase in market activity and a high overall investment enthusiasm.

艾媒咨询 | 2025年9月全球主要行业投融资数据监测月报

2025年9月，全球主要行业投融资事件与金额均实现显著增长，其中投融资金额创下历史新高。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9月全球主要行业投融资数据监测月报》显示，2025年9月的投融资事件数量环比上升19.3%，金额环比上升333.7%。本月投融资事件和金额的显著增长可能与行业周期性活动、政策利好、市场环境改善等因素有关。例如，某些行业可能在特定时期迎来投资热潮，或者政府出台了刺激投资的政策。本月的特殊性可能在于某些大型投资项目或并购活动的完成，导致金额激增。与历史趋势相比，本月的投融资金额创下新高，反映出当前市场活跃度的提升与投资者信心的进一步增强。
In September 2025, both the number of investment and financing events and the amount involved in major global industries saw significant growth, with the financing amount reaching a record high. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the number of investment and financing events in September 2025 increased by 19.3% month-on-month, and the amount increased by 333.7% month-on-month.The significant increase in investment and financing events and amounts this month may be related to factors such as cyclical activities in the industry, favorable policies, and improved market conditions. For instance, certain industries may experience an investment boom during specific periods, or the government may have introduced policies to stimulate investment. The uniqueness of this month might lie in the completion of some large-scale investment projects or mergers and acquisitions, leading to a sharp rise in the amounts involved. Compared with historical trends, the investment and financing amounts this month have reached a new high, reflecting the enhanced market activity and further strengthened investor confidence.

艾媒咨询 | 2025年中国券商自营类APP行业发展状况与消费行为调查数据

随着移动互联网的快速发展和金融科技的不断进步，中国券商自营类APP行业迎来了迅猛的发展态势。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年中国券商自营类APP行业发展状况与消费行为调查数据》显示，2024年中国互联网理财用户规模达到7.4亿人，预计2025年将达到7.6亿人。其中，2024年中国证券APP用户规模为2.4亿人，2025年有望达到2.6亿人。这一增长趋势反映了中国证券市场数字化转型的加速，以及移动互联网技术在金融领域的广泛应用。
在2025年中国投资者使用券商自营类APP的频率中，每周使用的占比最高，为46.00%。其次是每日使用，占比为36.00%。每月使用的占比为12.00%。此外，在功能偏好方面，投资研报与资讯解读以60.00%的占比成为最核心需求，其次是自选股管理功能和交易下单功能，占比分别为46.00%和40.00%。这表明中国投资者对券商自营类APP已形成高频使用习惯与深度内容依赖。券商自营类APP平台应持续优化信息服务的实时性与专业性，强化自选股管理等个性化工具，提升用户粘性与平台价值。
艾媒咨询分析师认为，中国券商自营类APP行业将呈现以下三大发展趋势。一是智能化服务深化，AI投顾与大数据分析将成为标准配置；二是内容生态升级，视频化投教与实时研报构建核心壁垒；三是场景融合加速，平台将嵌入消费、社交等生活场景以提升用户粘性。随着金融科技持续赋能，券商自营类APP将从交易工具演进为综合财富管理平台，推动行业从用户规模竞争转向服务价值竞争的新阶段。
With the rapid development of mobile internet and the continuous progress of financial technology, the self-operated APP industry of Chinese securities firms has witnessed a vigorous growth trend. According to the latest "2025 China Securities Self-operated APP Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of internet finance users in China reached 740 million in 2024 and is expected to reach 760 million in 2025. Among them, the scale of securities APP users in China was 240 million in 2024 and is expected to reach 260 million in 2025. This growth trend reflects the accelerated digital transformation of the Chinese securities market and the wide application of mobile internet technology in the financial field.
In terms of the frequency of Chinese investors using self-operated APPs of securities firms in 2025, the proportion of those who open the APP several times a week is the highest, at 46.00%. This is followed by those who open it several times a day, accounting for 36.00%. Those who open it many times a day account for 12.00%. In addition, in terms of functional preferences, investment research reports and information interpretation, with a proportion of 60.00%, have become the core demand. This is followed by the self-selected stock management function and the trading order function, with proportions of 46.00% and 40.00% respectively. This indicates that Chinese investors have formed a high-frequency usage habit and a deep content dependency on self-operated APPs of securities firms. Self-operated APP platforms of securities firms should continuously optimize the real-time and professional nature of information services, strengthen personalized tools such as self-selected stock management, and enhance user stickiness and platform value.
Analysts from iiMedia Research believe that the self-operated APP industry of Chinese securities firms will present the following three major development trends. First, intelligent services will be further deepened, with AI investment advisors and big data analysis becoming standard configurations. Second, the content ecosystem will be upgraded, with video-based investment education and real-time research reports building core barriers. Third, the integration of scenarios will accelerate, with platforms embedding into consumption, social and other life scenarios to enhance user stickiness. With the continuous empowerment of financial technology, self-operated APPs of securities firms will evolve from trading tools to comprehensive wealth management platforms, driving the industry to shift from user scale competition to service value competition.

艾媒咨询 | 2025年全球数字人直播电商产业趋势报告

在全球数字化浪潮汹涌澎湃的当下，电商行业正经历着前所未有的变革与重塑，数字人直播电商顺势崛起，成为引领行业发展的全新风口。亚马逊、京东、淘宝等头部电商平台纷纷加码数字人电商直播赛道，以技术驱动消费体验革新。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年全球数字人直播电商产业趋势报告》数据显示，2021-2026年全球数字人电商直播市场规模呈上升趋势，2024年全球数字人电商直播市场规模为492.82亿美元，预计2026年将达到767.93亿美元。艾媒咨询分析师认为，数字人电商直播带货正通过技术迭代与场景创新持续加速行业变革，其与传统直播带货的关系已从竞争走向协同。
In the current era when the global digital wave is surging, the e-commerce industry is undergoing unprecedented transformation and reshaping. Digital human live-streaming e-commerce has emerged as a new trend, leading the development of the industry. Leading e-commerce platforms such as Amazon, JD.com and Taobao are all stepping up their efforts in the digital human e-commerce live streaming field, driving the innovation of consumer experience with technology. The latest "Global Digital Human live-streaming e-commerce industry trend report 2025" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that the global digital human e-commerce live-streaming market size is on the rise from 2021 to 2026. The global digital human e-commerce live streaming market size was 49.282 billion US dollars in 2024 and is expected to reach 76.793 billion US dollars by 2026. Analysts from iiMedia Research believe that Digital human e-commerce live-streaming sales are continuously accelerating industry transformation through technological iteration and scene innovation. Its relationship with traditional live-streaming sales has shifted from competition to collaboration.

艾媒咨询 | 2025年中国线下KTV市场消费行为调查数据

随着线下娱乐业态的加速升级，KTV消费场景呈现多元化发展趋势，主要覆盖以智能点歌系统、沉浸式体验设备为代表的技术革新领域，以生日派对、企业团建为核心的社交聚会领域，以及结合餐饮定制、主题包厢等增值服务的复合消费领域。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年中国线下KTV市场消费行为调查数据》数据显示，56.34%的消费者选择线下KTV作为主要娱乐方式。在消费频率上，48.60%的消费者选择“偶尔”前往，而月均消费2-3次的群体占比达54.17%，反映出中低频次仍是主流。社交属性显著影响用户行为，51.81%的消费者偏好与朋友同行，6-10人规模的聚会占比最高（43.47%），显示其作为群体社交场景的核心地位。从消费偏好来看，44.86%的消费者选择2-3小时的黄金消费时长，单次消费集中在101-300元区间。曲库选择呈现代际特征，流行歌曲和90年代经典构成核心歌单，折射出消费者怀旧与潮流并存的消费心理。尽管41.25%的消费者将KTV作为娱乐放松的首选，但行业仍面临挑战。48.28%的消费者因“新兴娱乐方式增多”分流需求，同时40.42%的用户指出隔音效果差是最大痛点。硬件设施与环境优化成为首要改进方向。艾媒咨询分析师认为，行业需重点强化差异化竞争力：通过升级沉浸式音响设备、优化空间隔音设计提升体验，同时开发主题包厢、餐饮融合等增值服务以增强用户粘性。此外，针对年轻群体偏好灵活匹配时段定价策略，结合智能点歌系统优化歌单推荐算法，或将成为线下KTV突围新兴娱乐业态竞争的关键路径。
With the accelerated upgrading of offline entertainment formats, KTV consumption scenes show a diversified development trend, mainly covering the field of technological innovation represented by intelligent song on-demand systems and immersive experience equipment, the social gathering field with birthday parties and enterprise group construction as the core, and the composite consumption field combining value-added services such as catering customization and theme boxes. According to the latest "Survey data of consumer behavior in China's offline KTV market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 56.34% of consumers choose offline KTV as their main entertainment mode. In terms of consumption frequency, 48.60% of consumers choose to go "occasionally", while the group that consumes 2-3 times per month accounts for 54.17%, reflecting that the medium and low frequency is still the mainstream. Social attributes significantly affect user behavior, 51.81% of consumers prefer to walk with friends, and 6-10 people scale parties account for the highest proportion (43.47%), showing its core status as a group social scene. From the perspective of consumption preference, 44.86% of consumers choose 2-3 hours of gold consumption time, and a single consumption is concentrated in the 101-300 yuan range. The selection of the music library presents the characteristics of generations, and the popular songs and the classics of the 1990s constitute the core playlist, reflecting the consumer psychology of nostalgia and trend. Although 41.25% of consumers regard KTV as their first choice for entertainment and relaxation, the industry still faces challenges. 48.28% of consumers due to the "increase in emerging entertainment" diversion demand, while 40.42% of users pointed out that the poor sound insulation effect is the biggest pain point. Hardware facilities and environment optimization become the primary improvement direction. iiMedia Research believe that the industry needs to focus on strengthening the competitiveness of differentiation: by upgrading immersive audio equipment, optimizing space sound insulation design to enhance the experience, while developing value-added services such as theme boxes and catering integration to enhance user stickiness. In addition, for the young group preference flexible matching time pricing strategy, combined with the intelligent song request system to optimize the song list recommendation algorithm, or will become the key path for offline KTV to break through the emerging entertainment industry competition.

艾媒咨询 | 2025年中国移动游戏市场消费行为调查数据

随着移动游戏产业生态的深化发展，其用户行为模式已形成多圈层渗透格局，主要覆盖以角色扮演、策略竞技为核心的内容体验领域，以社交裂变、IP联动为驱动的用户增长领域，以及UI交互优化、付费系统设计为代表的产品运营领域。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年中国移动游戏市场消费行为调查数据》数据显示，MOBA类游戏以38.29%的玩家覆盖率成为最受欢迎的游戏类型，用户每周投入2-5小时进行游戏的占比达52.21%，且65.19%的玩家会因喜爱IP而选择相关游戏。值得注意的是，动漫/漫画改编游戏以38.36%的偏好度占据IP题材首位，63.77%的用户认为“IP契合自身想尝试的游戏类型”是核心决策因素，同时56.32%的玩家对现有IP改编效果表示满意。在用户行为特征方面，移动游戏深度融入日常生活场景，36.28%的用户选择在饭后或睡前消遣，48.46%的玩家社交圈呈现“游戏与非游戏好友均衡分布”状态。设计偏好方面，功能性服装与实用配饰以42.97%的占比成为最受青睐的虚拟道具类型，而画质优秀（32.66%）和社交话题丰富度（38.05%）则被用户视为关键竞争优势。但调研同时揭示行业现存问题：IP改编存在还原度争议，部分玩家反映游戏内容同质化现象突出；在IP开发维度，如何平衡商业变现与用户体验仍需持续探索。艾媒咨询分析师认为，游戏厂商应聚焦三大优化方向：强化IP改编的叙事连贯性与世界观还原度，建立差异化内容矩阵；创新广告植入形式，通过有奖调研（36.28%偏好度）等激励模式提升用户接受度；深化社交系统建设，基于“社交话题与内容丰富度并重”（38.05%）的用户需求，构建多元互动场景。同时需关注玩家对实用功能（42.97%）与视觉品质（32.66%）的双重追求，推动产品体验的立体化升级。
With the deepening development of the mobile game industry ecology, its user behavior pattern has formed a multi-circle penetration pattern, mainly covering the content experience field with role playing and strategic competition as the core, the user growth field driven by social fission and IP linkage, and the product operation field represented by UI interaction optimization and payment system design. According to Survey data of consumer behavior in China's mobile game market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, MOBA games have become the most popular game type with 38.29% player coverage rate. 52.21% of users spend 2-5 hours per week playing games, and 65.19% of players choose related games because of their favorite IP. It is worth noting that animation/manga adaptation games occupy the first place in IP genre with 38.36% preference, 63.77% of users believe that "IP fits the type of game they want to try "is the core decision-making factor, and 56.32% of players are satisfied with the existing IP adaptation effect. In terms of user behavior characteristics, mobile games are deeply integrated into daily life scenes, 36.28% of users choose to play after meals or before going to bed, and 48.46% of players' social circles show a "balanced distribution of game and non-game friends". In terms of design preferences, functional clothing and practical accessories were the most popular virtual item types with 42.97%, while excellent picture quality (32.66%) and social topic richness (38.05%) were considered key competitive advantages by users. However, the survey also revealed existing problems in the industry: there is a dispute over the degree of restoration of IP adaptation, and some players reflect that the homogenization of game content is prominent; In the dimension of IP development, how to balance commercial realization and user experience still needs to be explored. Imedia Consulting analysts believe that game manufacturers should focus on three optimization directions: strengthen the narrative coherence and worldview restoration of IP adaptation, and establish a differentiated content matrix; Innovative advertising placement forms, through incentive models such as award research (36.28% preference) to improve user acceptance; Deepen the construction of social system, and build multiple interactive scenes based on the user needs of "equal emphasis on social topics and content richness" (38.05%). At the same time, it is necessary to pay attention to the players' dual pursuit of practical functions (42.97%) and visual quality (32.66%) to promote the three-dimensional upgrade of product experience.

艾媒咨询 | 2025年中国种草经济行业发展状况与消费行为调查数据

随着居民消费观念转变，品质消费、服务消费占比持续提升，消费结构不断优化，为社会消费品零售总额的持续增长注入结构性动力。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年中国种草经济行业发展状况与消费行为调查数据》显示，2015-2029年中国MCN行业市场规模呈现持续增长态势，2024年市场规模达到636亿元，预计2029年市场规模突破1000亿元。未来，行业增长趋于平稳，但整体规模仍呈扩大趋势。
在中国种草经济消费者中，61.20%对种草持理性态度，32.56%认为种草是基于他人经验的总结，而6.24%因被欺骗过而不信任种草；被种草的主要渠道中，KOL/达人/博主测评视频占比最高，为55.14%，其次是KOL/达人/博主带货推广占比48.29%，内容社区的素人分享占比45.95%，亲友推荐占比35.36%，其他买家评价吸睛占比24.30%，软文推广占比20.40%。反映出大多数中国消费者不会盲目被种草，对种草持谨慎态度；视频内容和名人效应对消费者有较大影响。
艾媒咨询分析师指出，在未来，中国种草经济将在多方面呈现显著发展态势。在消费模式上，短视频平台凭借算法推荐扩大种草覆盖，社交平台依托圈层传播深化信任链接，二者协同构建“发现-信任-转化”完整链路；在需求端，随着消费者理性意识增强，真实体验类种草内容更受青睐，Z世代对小众品牌、国潮产品的种草需求持续升温，个性化推荐成为核心诉求；技术创新贯穿始终，从AI生成虚拟种草内容提升创作效率，到大数据分析优化种草投放精准度。企业需强化内容合规建设，建立专业种草内容审核机制，杜绝虚假宣传；深耕用户价值挖掘，通过私域运营沉淀忠实粉丝群体，增强品牌认同感；加大技术应用投入，利用AI工具优化内容创作与用户画像分析，以此构建核心竞争力，在规范发展的市场环境中实现增长突破。
With the transformation of residents' consumption concepts, the proportion of quality consumption and service consumption has continued to rise, and the consumption structure has been constantly optimized, injecting structural impetus into the sustained growth of the total retail sales of consumer goods in society. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's Grass-planting Economy Industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the market size of China's MCN industry has shown a continuous growth trend from 2015 to 2029. The market size is expected to reach 63.6 billion yuan in 2024 and exceed 100 billion yuan in 2029. In the future, the growth of the industry will tend to stabilize, but the overall scale will still show an expanding trend.
Among Chinese consumers of the "grass-planting economy", 61.20% hold a rational attitude towards grass-planting, 32.56% believe that grass-planting is a summary based on others' experiences, while 6.24% do not trust grass-planting because they have been deceived. Among the main channels for being influenced, KOL/ influencer/blogger review videos account for the highest proportion at 55.14%, followed by KOL/ influencer/blogger product promotion at 48.29%, content community sharing by ordinary people at 45.95%, recommendations from friends and relatives at 35.36%, and eye-catching reviews from other buyers at 24.30%. Soft article promotion accounts for 20.40%. It reflects that the majority of Chinese consumers will not be blindly influenced and hold a cautious attitude towards it. Video content and the influence of celebrities have a significant impact on consumers.
Analysts from iiMedia Research pointed out that in the future, China's grass-planting economy will show a significant development trend in many aspects. In terms of consumption patterns, short-video platforms expand the coverage of "grass-planting" through algorithmic recommendations, while social platforms deepen trust connections by relying on circle dissemination. The two work together to build a complete chain of "discovery - trust - conversion". On the demand side, as consumers' rational awareness increases, genuine experience-based product recommendation content is more favored. The demand of Generation Z for niche brands and domestic trend products continues to rise, and personalized recommendations have become the core demand. Technological innovation runs through the entire process, from AI-generated virtual seeding content to enhance creation efficiency, to big data analysis to optimize the accuracy of seeding placement. Enterprises need to strengthen content compliance construction, establish a professional content review mechanism for product promotion, and eliminate false advertising. Deeply cultivate user value exploration, accumulate a loyal fan base through private domain operation, and enhance brand recognition. Increase investment in technology application, utilize AI tools to optimize content creation and user profiling analysis, thereby building core competitiveness and achieving growth breakthroughs in a standardized and developing market environment.

艾媒咨询 | 2025年中国云游戏消费行为调查数据

随着云游戏技术突破，其应用场景持续扩展，覆盖以移动端、主机跨平台联动为代表的设备革新领域，以订阅制、按需付费为核心的消费模式创新领域，以及画质增强、社交互动等功能升级领域。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年中国云游戏消费行为调查数据》数据显示，58.23%的云游戏用户每周保持3-5天高频次游戏行为，其中手机以55.78%的占比成为核心设备载体，印证移动化趋势。消费层面，67.97%用户形成付费习惯，年均21-50元的中等消费区间占比29.15%，65.42%用户倾向单买时长制的灵活付费模式。用户选择云游戏的核心动因集中于硬件要求降低，但体验痛点同样突出：58.76%用户将游戏流畅度列为首要关注点，延迟、卡顿等技术问题直接影响留存率。此外，34.79%用户强烈呼吁延长免费体验时长，55.07%期待内置游戏工具功能以提升操作便利性。艾媒咨询分析师指出，云游戏平台需重点优化服务器承载能力与网络传输效率，建立分级付费体系满足差异化需求，同时开发实时攻略推荐、智能阵容匹配等辅助工具。建议通过延长新手福利期、强化社交属性等方式提升用户粘性，结合AI技术预判卡顿节点实现动态资源调配，从而在体验升级中推动行业可持续发展。
With the breakthrough of cloud game technology, its application scenarios continue to expand, covering the field of device innovation represented by mobile terminal and host cross-platform linkage, the field of consumption model innovation with subscription system and pay on demand as the core, and the field of function upgrading such as picture quality enhancement and social interaction. According to the latest "Survey data of consumer behavior in China's cloud gaming in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 58.23% of cloud game users maintain frequent gaming behavior 3-5 days a week. Among them, mobile phones accounted for 55.78% as the core device carrier, confirming the mobile trend. At the consumption level, 67.97% of users formed a paying habit, the average annual consumption range of 21-50 yuan accounted for 29.15%, and 65.42% of users tended to buy a single time system of flexible payment model. The core motivation for users to choose cloud games is focused on reducing hardware requirements, but the experience pain point is also prominent: 58.76% of users listed game fluency as the primary concern, and technical issues such as latency and stalling directly affect retention. In addition, 34.79% of users strongly called for extending the duration of free play, and 55.07% expected the built-in game tool function to improve the convenience of operation. iiMedia Research pointed out that cloud game platforms need to focus on optimizing server carrying capacity and network transmission efficiency, establish a tiered payment system to meet differentiated needs, and develop auxiliary tools such as real-time strategy recommendation and intelligent lineup matching. It is suggested to enhance user stickiness by extending the welfare period of novicars and strengthening social attributes, and realize dynamic resource allocation by combining AI technology to predict the clocken node, so as to promote the sustainable development of the industry in the experience upgrade.

艾媒咨询 | 2025年中国短视频/直播市场消费行为调查数据

随着短视频与直播技术的深度渗透，其用户生态呈现多维演进特征，逐步形成以高频互动观看、沉浸式消费场景为核心的数字化生活方式，以内容精准匹配算法为支撑的个性化体验体系，以及虚实交互、跨界融合为特点的产业生态变革。同时基于区块链的内容确权机制与跨平台数据互通架构正重塑短视频/直播机构运作范式，构建起覆盖数字娱乐、社交消费、产业服务的全链路生态闭环。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年中国短视频/直播市场消费行为调查数据》数据显示，短视频/直播内容已成为中国用户日常高频接触场景，其中69.57%的短视频/直播用户为长期活跃观看群体。短视频/直播用户日均观看频次集中分布于4-5次区间，占比达43.82%，且53.19%的短视频/直播用户维持与上年持平的观看习惯，显示出用户黏性持续强化。
从消费生态看，79.32%的短视频/直播用户在平台产生消费行为，其中购物类消费以51.80%的占比主导用户支出结构，短视频/直播用户每月5%-10%的可支配收入投入该领域。平台选择偏好呈现头部集中化特征，抖音以39.40%的占比稳居短视频/直播用户首选平台，其构建的“内容+消费”闭环模式推动“购买便利性”以39.56%占比成为核心消费驱动力。内容生态方面，生活类垂类以36.54%的偏好度占据内容消费榜首，短视频/直播用户主动分享行为占比达32.12%，形成社交裂变传播效应。在平台满意度维度，内容质量指标以33.29%的五星好评率居首，但短视频/直播用户同时反馈存在算法推荐同质化、虚拟交互功能适配性不足等问题。艾媒咨询分析师认为，短视频/直播平台需强化垂直领域内容创新，优化虚实融合技术应用场景，同时完善消费链路中的售后保障机制。建议短视频/直播机构深化区块链确权技术应用，通过跨平台数据互通提升内容分发效率，并建立短视频/直播用户消费偏好动态追踪系统以增强商业转化精准度。
With the deep penetration of short-video and live-streaming technologies, their user ecosystem has shown multi-dimensional evolution characteristics, gradually forming a digital lifestyle centered on high-frequency interactive viewing and immersive consumption scenarios, a personalized experience system supported by content-precise matching algorithms, and an industrial ecosystem transformation characterized by virtual-real interaction and cross-border integration. At the same time, the content rights confirmation mechanism based on blockchain and the cross-platform data intercommunication architecture are reshaping the operation model of short-video and live-streaming institutions, building a full-chain ecological closed loop covering digital entertainment, social consumption, and industrial services. According to the latest "Survey data of consumer behavior in China's short video/live streaming market in 2025" released by iiMedia Research,a global third-party data mining and analysis institution for new economy industries, short-video/live-streaming content has become a daily high-frequency contact scene for Chinese users, among which 69.57% of short-video/live-streaming users are long-term active viewing groups. The daily viewing frequency of short-video/live-streaming users is concentrated in the 4-5 times range, accounting for 43.82%, and 53.19% of short-video/live-streaming users maintain the same viewing habits as the previous year, indicating a continuous strengthening of user stickiness.
From the perspective of the consumption ecosystem, 79.32% of short-video/live-streaming users have consumption behaviors on the platform, among which shopping consumption accounts for 51.80% of the user expenditure structure, and short-video/live-streaming users invest 5%-10% of their disposable income in this field each month. Platform selection preferences show a top-concentration feature, with Douyin holding a 39.40% share as the preferred platform for short-video/live-streaming users. The "content + consumption" closed-loop model it has built has made "purchase convenience" the core consumption driver with a 39.56% share. In terms of content ecology, the life category has a 36.54% preference rate and ranks first in content consumption, and the active sharing behavior of short-video/live-streaming users accounts for 32.12%, forming a social viral spread effect. In the dimension of platform satisfaction, the content quality indicator has the highest five-star approval rate of 33.29%, but short-video/live-streaming users also feedback that there are problems such as homogenization of algorithm recommendations and insufficient adaptability of virtual interaction functions. Analysts from iiMedia Research believe that short-video/live-streaming platforms need to strengthen content innovation in vertical fields, optimize the application scenarios of virtual-real integration technology, and at the same time improve the after-sales guarantee mechanism in the consumption chain. It is suggested that short-video and live-streaming institutions deepen the application of blockchain rights confirmation technology, improve the efficiency of content distribution through cross-platform data intercommunication, and establish a dynamic tracking system for short-video/live-streaming user consumption preferences to enhance the accuracy of commercial conversion.