全球领先的新经济产业第三方数据挖掘与分析机构
关于“数字娱乐”的报告
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艾媒咨询 | 2025年中国大学生消费背景分析与消费行为调查数据
在社会经济发展与数字化浪潮的双重影响下，中国大学生消费市场呈现多元化特征。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年中国大学生消费背景分析与消费行为调查数据》数据显示，高校毕业生人数呈持续增长态势。2015年高校毕业生人数为749万人，随后逐年稳步上升，2024年增至1179万人，这表明中国大学生消费市场前景广阔。在2025年中国大学生爱好情况中，运动、健身以37.06%的占比位居榜首，显示出大学生对健康生活方式的重视；二次元和游戏分别以31.12%和27.86%的占比紧随其后，反映出新兴文化和数字娱乐在大学生中的流行。在2025年中国大学生认为产品影响个人消费的因素中，品牌知名度以47.95%的比例成为影响大学生消费的最主要因素，其次是设计（41.30%）和促销活动（37.62%），这两个因素分别位列第二和第三，说明品牌知名度、产品设计和优惠力度都是大学生考虑的重要因素。艾媒咨询分析师指出，未来大学生消费市场将呈现结构多元化、场景数字化、理念绿色化三大趋势：消费从基础生活向知识投资、情感消费拓展；直播购物等数字化场景推动消费向即时交互升级；绿色商品与二手交易等可持续模式潜力释放。企业需紧扣Z世代 “性价比+社交裂变+智能交互” 逻辑提升竞争力，高校与家庭应通过 “消费教育+信用引导” 助力理性消费观形成。
Under the dual influence of social and economic development and the digital wave, the consumer market for college students in China presents diversified characteristics. According to the latest "Analysis of the consumption background and survey data of Chinese college students in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the number of college graduates shows a continuous growth trend. In 2015, the number of college graduates was 7.49 million. Subsequently, it has steadily increased year by year, reaching 11.79 million in 2024, which indicates that the consumer market for college students in China has broad prospects. In the hobbies of Chinese college students in 2025, sports and fitness ranked first with a proportion of 37.06%, demonstrating college students' emphasis on a healthy lifestyle. The second dimension and games followed closely with proportions of 31.12% and 27.86% respectively, reflecting the popularity of emerging cultures and digital entertainment among college students. In 2025, among the factors that Chinese college students believe products affect personal consumption, brand awareness, with a proportion of 47.95%, became the most significant factor influencing college students' consumption. Next came design (41.30%) and promotional activities (37.62%), which ranked second and third respectively. It is indicated that brand awareness, product design and discount intensity are all important factors that college students consider.Analysts from iiMedia Research point out that the future college student consumption market will present three major trends: structural diversification, digitalized scenarios, and green concepts. Consumption will expand from basic living to knowledge investment and emotional consumption. Digital scenarios such as live-streaming shopping drive consumption to upgrade towards real-time interaction. The potential of sustainable models such as green goods and second-hand transactions has been unleashed. Enterprises need to closely follow the logic of Generation Z of "cost performance + social viral + intelligent interaction" to enhance their competitiveness. Universities and families should help form a rational consumption concept through "consumption education + credit guidance". -
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|2021年广州市互联网新经济发展报告
本报告研究涉及企业/品牌/案例：荔枝，TT语音，艾可机器人，PadBot派宝机器人，蓝海机器人
2021年10月20日，“2021广州互联网+新经济峰会”将在广州四季酒店举行，以“发力数字新经济，引领高质量发展”为主题，搭建一个开放、合作、共享的平台，力邀百位政府领导、高校学者、数字经济领域企业代表等嘉宾，聚一堂而谋发展。
艾媒咨询CEO兼首席分析师张毅受邀出席本次大会，并将在现场发布《2021年广州互联网新经济发展报告》。该报告利用艾媒大数据决策和智能分析系统的数据挖掘结果，洞察广州互联网行业发展现状，并从数字文娱、数字创意、新科技经济三大领域做了详细的分析解读，共同展望未来互联网新经济发展趋势。
On October 20, 2021, the "2021 Guangzhou Internet + New Economy Summit" will be held at Four Seasons Hotel Guangzhou. With the theme of "Strengthening the Digital New Economy, Leading High-quality Development", it will build an open, cooperative, and shared platform. Invite hundreds of government leaders, university scholars, and business representatives in the digital economy field to gather for development.
Zhang Yi, CEO and chief analyst of iiMedia Consulting, was invited to attend this conference and will release the "2021 Guangzhou Internet New Economic Development Report" on the spot. The report uses the data mining results of iiMedia’s big data decision-making and intelligent analysis system to gain insights into the development status of the Internet industry in Guangzhou, and makes detailed analysis and interpretation from the three major areas of digital entertainment, digital creativity, and new technology and economy, and jointly looks forward to the future of the Internet Economic development trends. -
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艾媒咨询|2020年中国未来音乐业态专题研究报告
本报告研究涉及企业/品牌/案例：咪咕音乐，唱吧，洛天依。
2020年在新冠疫情影响下，中国音乐行业线下业务受到影响，但云Live、同屏K歌、IOT家庭音乐等新业态形式得到发展机会，行业加快与前沿技术的融合。iiMedia Research（艾媒咨询）数据显示，2020年中国数字音乐市场规模将超过290亿元，2021年更有望达到317.6亿元。随着5G、AI、区块链等前沿技术成熟度加强，其在音乐领域的落地应用也不断加速，而在线音乐用户也看好该类融合，68.6%的受访用户对前沿技术在音乐行业的落地应用表示乐观态度。
In 2020, under the influence of Covid-19, offline business of China music industry are affected. But Cloud Live, same screen karaoke, IOT family music and other new formats get development opportunities, and the industry accelerates the integration with the advanced technology. As the data of iiMedia showed, market scale of China digital music industry will exceed 29 billion yuan in 2020 and reach 31.76 billion yuan in 2021. With the maturity of 5G, AI, blockchain and other advanced technologies, their application in the music industry are also accelerating. Online music users are optimistic about such integration, and 68.6% of the interviewed users are optimistic about the application of advanced technologies and music industry. -
艾媒报告|2019-2020中国手机音乐客户端市场研究报告
本报告研究涉及企业/品牌/案例：酷我音乐,网易云音乐,QQ音乐,腾讯音乐,SM娱乐,环球音乐集团,阿里音乐,酷狗音乐,虾米音乐,酷我聚星,有妖气,瑞幸咖啡,哔哩哔哩,中国青年报
iiMedia Research(艾媒咨询)数据显示，2019年手机音乐客户端整体用户规模较上年增长6.6%，达5.80亿人，预计2020年将增至6.18亿人。月活跃用户数量方面，2019年12月QQ音乐、酷狗音乐和酷我音乐三大APP用户活跃程度相对较高，活跃用户数分别为31644.1万、26799.1万和11684.7万。艾媒咨询分析师认为，在中国音乐市场日趋规范和成熟的背景下，如何求同存异，完善产业链，构建可持续发展的商业模式成为现阶段各音乐平台的发展重点。巨头平台虽然在用户、版权、商业资源方面更具优势，但行业转型发展期也为腰尾部平台带来了发展新机遇。
According to the data of iiMedia Research, the overall user scale of mobile music client in 2019 increased by 6.6% over the previous year, reaching 580 million, and is expected to increase to 618 million in 2020. In terms of monthly active users, QQ music, Kugou music and Kuwo music were relatively active in December 2019, with 316441000, 26799100 and 11684700 active users respectively. iiMedia consulting analysts believe that in the context of China's increasingly standardized and mature music market, how to seek common ground while reserving differences, improve the industrial chain, and build a sustainable business model has become the development focus of various music platforms at this stage. Although the giant platform has more advantages in terms of users, copyright and commercial resources, the industry transformation and development period also brings new opportunities for the development of the waist tail platform. -
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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. -
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