艾媒咨询 | 2025年中国电子竞技行业消费行为调查数据

中国电子竞技行业是一个充满活力和发展潜力的新兴领域。近年来，中国电竞行业市场规模持续扩大，这主要得益于游戏产业的蓬勃发展、赛事商业化程度的提高以及直播平台等相关产业的协同发展。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年中国电子竞技行业消费行为调查数据》数据显示，FPS（第一人称射击游戏）以37.62%的占比成为2025年中国电竞用户最偏好的游戏类型，其次是TPS（第三人称射击游戏），占比35.05%。电竞用户在战队周边、线下门票和游戏周边方面的消费意愿较高，其中购买过喜欢战队应援周边的用户占比达到38.42%。同时，用户对游戏周边的购买具有一定的周期性，主要以季度为单位较为集中。随着电竞行业的发展，社会对电竞的认知逐渐发生转变，从过去的不认可、误解逐渐走向接受和支持。越来越多的人认识到电竞不仅是一种娱乐活动，也是一项具有竞技性和专业性的体育运动，能够培养选手的团队协作能力、反应能力和思维能力。一些高校也开设了电竞相关专业，为行业发展提供了人才支持和学术研究基础。
The Chinese esports industry is a vibrant and promising emerging field. In recent years, the market scale of China’s esports industry has been continuously expanding, mainly due to the vigorous development of the gaming industry, the increasing commercialization of esports events, and the coordinated development of related industries, such as live streaming platforms.According to the latest "Survey data on consumer behavior in China's e-sports industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, FPS (First-Person Shooter) has become the most preferred game genre among Chinese esports users in 2025, accounting for 37.62%. TPS (Third-Person Shooter) follows, accounting for 35.05%.Esports users have a relatively high willingness to consume in areas such as team peripherals, offline event tickets, and game peripherals. Among them, the proportion of users who have purchased support peripherals for their favorite teams reaches 38.42%. At the same time, users’ purchases of game peripherals have a certain periodicity, mainly concentrated in quarterly intervals.With the development of the esports industry, societal perception of esports has gradually shifted from past disapproval and misunderstanding to acceptance and support. More and more people have realized that esports is not only an entertainment activity but also a competitive and professional sport that can cultivate players’ teamwork, reaction reflexes, and thinking skills. Some universities have also established esports-related majors, providing talent support and an academic research foundation for the industry’s development.

艾媒咨询 | 2024-2025年中国无人自助台球消费行业市场研究报告

iiMedia Research（艾媒咨询）数据显示，数据显示，2023年中国新增台球相关企业数量达到106641家，同比增长54.1%；2024年1-10月，中国新增台球相关企业数量达到113994家。此外，中国24小时无人自助台球厅数量持续上升，2024年4月同比增速达到25.0%。无人自助台球厅凭借其24小时营业和自主服务的特点，成为休闲娱乐领域的新宠。数据显示，40.6%的无人自助台球消费者每周光顾台球厅达3-4次，每周光顾台球厅5-6次的消费者占比达22.6%。随着科技的飞速发展和消费者对智能化产品需求的日益增长，台球行业正迅速迈向AI智能化时代。部分无人自助台球厅通过提供全屋智能软硬件设备代替人工管理，实现24小时营业，还引入AI教练、AI裁判等功能提升用户体验。
iiMedia Research data shows that the number of new billiards related enterprises in China in 2023 reached 106,641, an increase of 54.1%; From January to October 2024, the number of new billiards related enterprises in China reached 113,994. In addition, the number of 24-hour unmanned self-service pool halls in China continues to rise, with a year-on-year growth rate of 25.0% in April 2024. The unmanned self-service billiard hall has become a new favorite in the field of leisure and entertainment by virtue of its 24-hour operation and independent service. According to the data, 40.6% of self-service billiards consumers patronize the billiard hall 3-4 times a week, and the proportion of consumers patronizing the billiard hall 5-6 times a week is 22.6%. With the rapid development of science and technology and the increasing demand of consumers for intelligent products, the billiards industry is rapidly moving towards the era of AI intelligence. Some unmanned self-service billiards halls achieve 24-hour operation by providing whole-house intelligent hardware and software equipment instead of manual management, and also introduce AI coach, AI referee and other functions to improve user experience.

艾媒咨询 | 2025年中国密室逃脱行业消费行为调查数据

密室逃脱作为一种新兴的线下娱乐业态，近年来市场规模不断扩大，其受欢迎程度持续攀升。消费群体也日益多元，市场正不断拓展受众边界。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年中国密室逃脱行业消费行为调查数据》数据显示，消费者更期待密室逃脱游戏带来的氛围体验，占比达到33.61%。同时，超过一半的密室逃脱消费者（58.40%）愿意向朋友推荐店铺和主题，这表明密室逃脱行业具有较强的口碑传播潜力。密室逃脱行业在技术创新、消费体验升级和市场拓展方面展现出巨大潜力，未来有望成为娱乐市场中的重要组成部分。但密室逃脱行业也面临一些挑战，如游戏类型和内容的同质化问题。消费者对游戏类型的多样化和内容升级有较高期待，商家需要在剧情设计和谜题难度上不断创新。
As an emerging offline entertainment business format, the market scale of escape rooms has been continuously expanding in recent years, and their popularity has been steadily rising. The consumer group has also become increasingly diverse, and the market is constantly expanding its audience boundaries. According to the latest "Survey data on consumer behavior in China's escape room industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, consumers are more expecting the atmosphere experience brought by escape room games, accounting for 33.61%. At the same time, more than half of the escape room consumers (58.40%) are willing to recommend the store and theme to their friends, which indicates that the escape room industry has strong word-of-mouth communication potential. The escape room industry shows great potential in technological innovation, consumption experience upgrading and market expansion, and is expected to become an important part of the entertainment market in the future. However, the escape room industry also faces some challenges, such as the homogenization of game types and content. Consumers have high expectations for the diversification of game types and the upgrading of content, and merchants need to continuously innovate in plot design and puzzle difficulty.

艾媒咨询 | 2025-2026年中国冰雪运动行业发展趋势报告

冰雪行业热度持续升温，产业迎政策利好，中国冰雪运动行业的市场规模有望持续扩容，前景广阔。iiMedia Research（艾媒咨询）数据显示，中国冰雪运动带动市场规模已达10480.1亿元，预计2025年将进一步攀升至 11703.9亿元。随着“冰雪基建”的日益完善和消费者需求的多样化，冰雪经济已经突破了单纯满足基础滑雪需求的局限，逐步向多样化和高端化迈进。多元发展格局催生了多重盈利模式，为冰雪运动行业的高质量发展注入了强劲动力。
The heat of the ice and snow industry continues to heat up, and the industry welcomes favorable policies, and the market size of China's ice and snow sports industry is expected to continue to expand, with broad prospects. iiMedia Research data show that China's ice and snow sports driven market size has reached 1,048.01 billion yuan, is expected to further climb to 1,170.39 billion yuan in 2025. With the increasing improvement of "snow and ice infrastructure" and the diversification of consumer demand, the snow and ice economy has broken through the limitations of simply meeting the needs of basic skiing, and gradually moved toward diversification and high-end. The diversified development pattern has spawned multiple profit models, which has injected strong impetus into the high-quality development of the ice and snow sports industry.

艾媒咨询 | 2025年中国剧本杀市场消费行为调查数据

随着剧本杀产业生态的持续完善，其消费行为特征呈现多维分化趋势，主要形成以社交裂变传播为核心的消费生态体系，以沉浸式体验升级为驱动的玩法创新体系，以及以文化融合为导向的内容创作体系三大发展方向。在消费生态层面，用户触达路径已形成以短视频平台引流、线下门店社群运营、熟人社交裂变为代表的传播矩阵，同时通过剧本杀+文旅、剧本杀+党建等跨界模式延伸消费场景。玩法创新领域则呈现出以实景搜证剧场、AI角色交互系统、跨时空剧本联机为代表的科技融合趋势，以及桌面推理、红色教育、情感沉浸等多元形式并存的格局。内容创作体系更聚焦于以国风悬疑、科幻解谜、都市情感为典型题材的垂直细分市场，并衍生出历史复原型、乡村振兴类、非遗活化类等文化赋能型剧本创作方向。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年中国剧本杀市场消费行为调查数据》显示，74.73%的消费者都玩过剧本杀，消费者们偏好和朋友一起玩剧本杀，玩得比较多的是开放本，占比达到69.76%。43.33%的消费者认为剧本杀能够锻炼他们的思维，这是他们游玩剧本杀的一个重要原因，58.33%的消费者都对当前的剧本杀感到满意。但同时消费者们也认为现在的剧本杀存在剧本质量参差不齐，剧本同质化严重，玩法过于单一等问题。艾媒咨询分析师认为，剧本杀工作者应更加关注剧本杀的价格，质量等问题，加强剧本杀工作人员的服务质量，了解更多剧本杀消费者的内在需求。
With the continuous improvement of the play-killing industry ecology, its consumer behavior characteristics show a multi-dimensional differentiation trend, mainly forming a consumer ecosystem with social fission and communication as the core, a gameplay innovation system driven by immersive experience upgrading, and a content creation system oriented by cultural integration. At the level of consumption ecology, the user access path has formed a communication matrix represented by short video platform drainage, offline store community operation, and acquaintance social splitting, while extending the consumption scene through cross-border models such as script killing + cultural travel, script killing + Party building. The field of gameplay innovation shows the trend of technology integration represented by real scene search theater, AI role interaction system, and cross-time script online, as well as the coexistence of multiple forms such as desktop reasoning, red education, and emotional immersion. The content creation system is more focused on vertical market segments with typical themes of national style suspense, science fiction puzzle solving, and urban emotion, and has derived cultural empowerment script creation directions such as historical replicas, rural revitalization, and intangible cultural heritage activation. According to Survey data of consumption behavior in China's scripted market in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 74.73% of consumers have played script kill, consumers prefer to play script kill with friends, and play more open books. That's 69.76 percent. 43.33% of consumers believe that script kill can exercise their thinking, which is an important reason for them to play script kill, 58.33% of consumers are satisfied with the current script kill. But at the same time, consumers also believe that there are problems such as uneven script quality, serious homogeneity of scripts, and too single gameplay. Ai media consulting analysts believe that script kill workers should pay more attention to the price, quality and other issues of script kill, strengthen the service quality of script kill staff, and learn more about the inherent needs of script kill consumers.

艾媒咨询｜2024年中国大学生消费行为调查研究报告

大学生群体对互联网的深度参与使得大学生成为最具潜力和活力的消费主体之一，挖掘大学生群体的消费需求有利于品牌创新营销策略触达目标群体。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年中国大学生消费行为调查研究报告》数据显示，中国在校大学生数量呈增长趋势，2023年中国高等教育在学总规模达到4763万人，41.1%的大学生月均收入在1501-2000元，预计2024年中国在校大学生的年度消费规模约为8500亿元，消费潜力大。艾媒咨询分析师认为，随着社会的发展和时代的变迁，当代大学生的精神文化需求日益多样化和个性化。当物质生活得到基本满足后，他们会更加注重精神层面的追求和满足，因而对运动健身、游戏、密室逃脱和剧本杀等娱乐休闲项目表现出较高的兴趣。
The in-depth participation of college students in the Internet makes college students become one of the most potential and dynamic consumer subjects. Tapping the consumer demand of college students is conducive to the brand innovation marketing strategy to reach the target group. According to the latest "Investigation and Analysis Report on Consumption Behavior of Chinese College Students in 2024" released by iiMedia Research, the number of college students in China shows a growing trend. In 2023, the total number of college students in China will reach 47.63 million, and the average monthly income of 41.1% of college students will be between 1501 and 2000 yuan. It is expected that the annual consumption scale of college students in China will be about 850 billion yuan in 2024, with great consumption potential. Analysts from iiMedia Consulting believe that with the development of society and the changes of The Times, the spiritual and cultural needs of contemporary college students are increasingly diversified and personalized. When the material life is basically satisfied, they will pay more attention to the pursuit and satisfaction of the spiritual level, so they show a higher interest in sports and fitness, games, escape rooms and script killing entertainment and leisure projects.

艾媒咨询 | 2024年中国00后暑假文娱活动分析报告

随着暑假的到来，文娱行业迎来了消费的高峰期，各类线上线下文娱活动备受欢迎，对于00后群体，他们成长于物质条件相对富足的年代，在暑假中对精神娱乐需求旺盛，悦己消费意愿更强。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00后暑假文娱活动分析报告》数据显示，中国居民在教育、文化和娱乐领域的消费支出比例波动明显，2023年教育、文化和娱乐领域的消费支出比例达到10.8%。
艾媒咨询分析师认为，00后更倾向于参与多样化的文娱活动，包括看电影/电视剧/综艺、听音乐、打游戏、看短视频、刷社交软件/社交论坛和看动漫等，消费意愿较强。
With the arrival of the summer vacation, the entertainment industry has ushered in the peak of consumption, and all kinds of online and offline entertainment activities are very popular. For the post-00s, they grew up in the era of relatively rich material conditions, and have strong demand for spiritual entertainment during the summer vacation, and are more willing to enjoy themselves. According to the latest "Analysis Report on China's post-00s Summer Recreational Activities in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the proportion of Chinese residents' consumption expenditure in the fields of education, culture and entertainment fluctuates significantly. In 2023, the proportion of consumer spending in the fields of education, culture and entertainment will reach 10.8%.
Analysts from iiMedia Consulting believe that the post-00s are more inclined to participate in diversified recreational activities, including watching movies/TV series/variety shows, listening to music, playing games, seeing short videos, browsing social software/social forums and watching animation,etc.,and have a strong willingness to consume.

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年中国手办市场消费行为调查数据

手办市场是一个充满活力且具有独特魅力的领域。随着动漫、游戏等文化产业的蓬勃发展，手办作为其衍生产品，市场需求不断扩大。消费群体主要以动漫、游戏爱好者以及收藏家为主。这些消费者对手办所代表的角色和作品有着深厚的情感，愿意为高品质的手办支付较高的价格。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年中国手办市场消费行为调查数据》数据显示，对手办产品持正面态度的消费者占比高达76.33%，反映出手办在中国市场的受欢迎程度较高。同时，有79.27%的消费者表示曾购买过手办，有82.18%的消费者愿意为限量版或特殊主题的手办支付更高的价格，这表明绝大多数消费者对限量版或特殊主题手办具有较高的购买意愿和支付能力，市场潜力巨大。手办作为装饰品在家居布置中扮演重要角色，占比达到46.76%。随着手办文化的普及，越来越多的年轻人也开始加入到手办消费的行列中，进一步扩大了市场群体。
The figurine market is a dynamic and uniquely charming field. With the vigorous development of cultural industries such as animation and games, figurines, as derivative products of these industries, are witnessing a continuous expansion of market demand. The consumer group is mainly composed of animation and game enthusiasts as well as collectors. These consumers have a deep affection for the characters and works represented by the figurines and are willing to pay a higher price for high-quality figurines. According to the latest "Survey data on consumer behavior in China's figurine market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the proportion of consumers with a positive attitude towards figurine products is as high as 76.33%, reflecting the high popularity of figurines in the Chinese market. At the same time, 79.27% of consumers said that they have purchased figurines, and 82.18% of consumers are willing to pay a higher price for limited edition or special theme figurines. This indicates that the vast majority of consumers have a high willingness to purchase and the ability to pay for limited edition or special theme figurines, and the market potential is huge. Figurines play an important role as decorations in home furnishings, accounting for 46.76%. With the popularization of figurine culture, more and more young people are also starting to join the ranks of figurine consumption, further expanding the market group.

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.