全球领先的新经济产业第三方数据挖掘与分析机构
关于“演出”的报告
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 | 2025年中国演唱会市场发展状况与消费行为调查数据
随着数字宣发普及及跨城观演常态化，中国演唱会市场正迈入规模化与专业化发展的新阶段。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年中国演唱会市场发展状况与消费行为调查数据》显示，2025年中国演出市场规模为969.10亿元，预计2026年将达到1017.03亿元。消费需求稳步回升、线下娱乐场景吸引力增强、以及演出内容与形式的持续创新，共同推动了演出市场规模的持续扩张。预计未来几年，随着居民消费水平的提高和文化需求的增加，演出市场规模将继续扩大。
在2025年中国消费者观看演唱会的主要原因中，占比最高的是“喜爱的明星重启演唱会”，达到49.20%；其次是“个人消费水平恢复”，占比47.30%；排名第三的是“个人喜好”，占比42.60%。此外，在消费者参加演唱会的考虑因素中，排名前三位的因素分别是举办城市远近（30.10%）、时间是否合适（27.30%）和票价高低（15.20%）。这表明演唱会市场的复苏由喜爱明星的回归与个人消费信心双向驱动，情感连结是核心引擎。同时，消费决策呈现高度理性化：即使对明星充满热情，地理位置、时间成本与票价等现实因素仍是关键约束，反映出市场已进入情感冲动与精打细算并存的“理性热爱”新阶段。
艾媒咨询分析师认为，未来中国演唱会市场将呈现三大趋势。一是市场结构持续细分与下沉：在核心城市竞争白热化的同时，演出将加速向二三线城市渗透，以匹配消费者对“举办城市远近”的敏感需求。二是体验价值成为核心竞争维度：市场从单一的明星驱动，加速向“明星IP×创新制作×沉浸科技”的综合体验驱动转变，VR/AR等技术将深度应用于线上直播与现场互动，提升附加值以平衡消费者对票价的考量。三是商业模式融合化：“演唱会+”模式将成熟发展，与文旅、商业地产、品牌营销深度绑定，形成跨业态消费闭环，从而优化成本并拓宽收入来源。中国演唱会市场将在狂热与理性的动态平衡中，走向更专业、更精细化的新阶段。
With the popularization of digital promotion and the normalization of cross-city performances, the Chinese concert market is entering a new stage of scale and professional development. According to the latest "2025 China Concert Market Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the scale of the Chinese performance market in 2025 is 96.91 billion yuan, and it is expected to reach 101.703 billion yuan in 2026. The steady recovery of consumer demand, the enhanced appeal of offline entertainment scenarios, and the continuous innovation of performance content and forms have jointly driven the continuous expansion of the performance market. It is expected that in the coming years, with the improvement of residents' consumption levels and the increase in cultural demands, the scale of the performance market will continue to expand.
Among the main reasons for Chinese consumers to watch concerts in 2025, the highest proportion is "favorite stars restarting concerts", reaching 49.20%; followed by "personal consumption level recovery", accounting for 47.30%; and the third is "personal preference", accounting for 42.60%. In addition, among the factors consumers consider when attending concerts, the top three factors are the distance of the hosting city (30.10%), whether the time is suitable (27.30%), and the ticket price (15.20%). This indicates that the recovery of the concert market is driven by the return of favorite stars and the restoration of personal consumption confidence, with emotional connection being the core engine. At the same time, consumer decisions show a high degree of rationalization: even if they are passionate about stars, factors such as geographical location, time cost, and ticket prices remain key constraints, reflecting that the market has entered a new stage of "rational love" where emotional impulse and careful calculation coexist.
Analysts from iiMedia Research believe that the Chinese concert market will present three major trends in the future. First, the market structure will continue to be segmented and sink: while competition in core cities intensifies, performances will accelerate their penetration into second- and third-tier cities to match consumers' sensitive demand for "distance of the hosting city". Second, experience value will become the core competitive dimension: the market will shift from being solely driven by stars to being driven by a comprehensive experience of "star IP × innovative production × immersive technology", with VR/AR and other technologies deeply applied in live streaming and on-site interaction to increase added value and balance consumers' consideration of ticket prices. Third, business models will be integrated: the "concert +" model will mature and develop, deeply binding with tourism, commercial real estate, and brand marketing to form a cross-industry consumption closed loop, thereby optimizing costs and broadening revenue sources. The Chinese concert market will move towards a more professional and refined new stage in the dynamic balance of enthusiasm and rationality. -
-
- 1
- 2
- 3
- 4
- 5
- 6
- 61
