艾媒咨询 | 2025年中国电视剧行业市场消费行为调查数据

随着在线视频平台的快速发展，中国电视剧消费模式呈现显著特征，用户行为偏好与行业生态紧密关联。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年中国电视剧行业市场消费行为调查数据》数据显示，在线视频平台以66.54%的观看占比主导用户收视场景，其中爱奇艺以48.05%的平台偏好率成为市场首选。从内容消费习惯看，50.18%的观众日均观看时长为1-2小时，36.54%的用户以“娱乐、打发时间”为核心观看诉求。在内容形态选择上，爱情、都市题材以33.58%的偏好度占据类型榜首，反映现实主义题材的持续吸引力。剧集体量方面，55.19%的观众倾向20-30集中等长度作品，体现市场对叙事紧凑性与内容深度的平衡需求。艾媒咨询分析师认为，当前电视剧消费已形成“内容质量-平台生态-用户粘性”的闭环体系。建议行业参与者重点强化三方面能力建设：一是深耕爱情、都市等核心赛道的同时拓展多元题材创新，二是优化20-30集剧集的叙事结构与排播策略以适配观众习惯，三是通过会员权益分级与独家内容矩阵提升付费转化效率。
With the rapid development of online video platforms, the consumption pattern of Chinese TV dramas shows significant characteristics, and user behavior preferences are closely related to the industry ecology. According to the latest "Survey data of Chinese TV drama industry market consumption behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, online video platforms dominated user viewing scenes with 66.54% of viewing. Among them, iQiyi became the first choice in the market with a platform preference rate of 48.05%. From the perspective of content consumption habits, 50.18% of viewers watch 1-2 hours per day, and 36.54% of users take "entertainment and killing time" as the core viewing appeal. In the choice of content form, love and urban themes occupy the top of the category with 33.58% preference, reflecting the continuous appeal of realistic themes. In terms of drama volume, 55.19% of the audience prefer 20-30 episodes of equal length, reflecting the market's demand for balance between narrative compactness and content depth. iiMedia Research believe that the current TV series consumption has formed a closed-loop system of "content quality - platform ecology - user stickiness". It is suggested that industry participants focus on strengthening the capacity building in three aspects: first, expand the innovation of diversified themes while deeply cultivating the core track such as love and city; second, optimize the narrative structure and scheduling strategy of 20-30 episodes to adapt to audience habits; third, improve the efficiency of payment conversion through the classification of member rights and exclusive content matrix.

艾媒咨询 | 2023-2024年中国美瞳产业发展及消费者洞察研究报告

艾媒咨询分析师认为，中国消费者已经不再一味关注美瞳产品的性价比，而是对产品的健康性、舒适性、美观性都有极高的需求。因此，美瞳产品的客单价正在提升，这为中高端美瞳产品提供了坚实的客户基础；另一方面，隐形眼镜的作用也逐渐从视力矫正扩展为一种美妆效果，用于彰显消费者个性，这也是美瞳产品未来发展的新方向。

艾媒咨询｜2021-2022年中国商业航天产业发展趋势专题研究报告

在全球航天战略部署的新形势下，中国也积极投入“航天强国”的建设中，商业航天在近几年得到快速发展，市场已初具规模。iiMedia Research（艾媒咨询）数据显示，2022年中国商业航天市场规模预计突破1.5万亿元。从市场规模看，中国商业航天产业已经初具规模，并且迈入产业发展的快车道，从应用场景看，虽然商业航天仍处于产业发展的初级阶段，但发展空间及潜力极大。

艾媒咨询｜2022年中国个人网盘市场研究报告

随着各类型智能终端的发展运用，用户对于备份同步和在线文件管理的需求增加，数据显示，2021年中国个人云存储的用户规模达4.41亿人，预计2022年达4.89亿人。目前，政府相关政策出台，要求网盘企业确保免费用户的下载速率满足基本需求。随着消费观念的转变，用户逐渐习惯为虚拟产品付费，个人网盘用户的付费比例将不断增加。丰富的网盘功能将会吸引更多的潜在用户。

艾媒咨询 | 2021年中国协同办公行业趋势及标杆案例研究

本报告涉及的案例/品牌/企业：360织语，钉钉，飞书，360亿方云，联想，有道云笔记

iiMedia Research（艾媒咨询）数据显示，2021年中国协同办公市场规模达264.2亿元，市场持续稳步增长。中国数字经济助推高质量发展，企业数字化转型已成定势。预计2021-2023年，中国协同办公行业将保持每年10%以上的增长率，2023年的市场规模将达330.1亿元。艾媒咨询分析师认为，在企业降本增效诉求不断凸显的环境下，低代码和零代码开发平台迎来增量市场，互联网头部厂商纷纷入局，钉钉、360织语等平台化产品顺势而起，率先进入3.0模式，进一步推动政企数字化转型的进程，低代码、零代码成为协同办公的价值增长点。
According to the data of iiMedia research, the market size of Collaborative office in China will reach 26.42 billion yuan in 2021, and the market will continue to grow steadily. Chinese digital economy has boosted high-quality development, and digital transformation of enterprises has become a foregone conclusion. It is expected that Chinese collaborative office industry will maintain an annual growth rate of more than 10% from 2021 to 2023, and the market size will reach 33.01 billion yuan in 2023. iiMedia consulting analysts believe that in the environment where enterprises' demands for cost reduction and efficiency increase are constantly highlighted, low-code and zero-code development platforms embrace incremental market, and Internet leading manufacturers have entered the market one after another. Platform products such as DingTalk and 360Zhiyu have taken the lead in entering the 3.0 mode, further promoting the process of government and enterprise digital transformation. Low code and zero code become the value growth point of collaborative office.

艾媒咨询|2021年中国商业查询行业研究报告

本报告研究涉及企业/品牌/案例：天眼查，企查查，启信宝

政府对数据公开和社会诚信体系建设的深入，推动着中国商业查询市场扩大。且随着商业查询行业盈利模式逐渐明晰，其规模稳定增长。2020年中国商业查询用户规模达到4.79亿人，2022年有望增至5.89亿人。商业查询行业经过多年发展，竞争形势逐渐明朗，天眼查等老牌商业查询平台市场竞争优势明显。目前中国商业查询平台已走向差异化竞争阶段，头部平台对于行业的深耕经验以及技术的不断开发能更好地体现数据的深层价值，为他们构筑起平台护城河。
The government's deepening of data disclosure and the establishment of a social credit system has promoted the expansion of China's business inquiry market. And as the profit model of the business query industry gradually becomes clear, its scale has grown steadily. In 2020, the number of business query users in China will reach 479 million, and it is expected to increase to 589 million in 2022. After years of development in the business query industry, the competitive situation has gradually become clearer, and established commercial query platforms such as Tianyancha have obvious competitive advantages in the market. At present, China's commercial query platform has moved towards a stage of differentiated competition. The deep industry experience and continuous development of technology of the head platform can better reflect the deep value of data and build a platform moat for them.

艾媒咨询|2021上半年中国移动社交行业研究报告

本报告研究涉及企业/品牌/案例：爱聊，陌陌，探探，Soul，派派

iiMedia Research(艾媒咨询)数据显示，2020年中国移动社交用户规模已然达到9.24亿人，预计2022年中国移动社交用户整体突破10亿人。随着5G时代的来临，在原有用户基础上，中国移动社交平台产品的创新将进一步释放社交价值。其次，随着政策推动和大众对社交效率的要求越趋提升，真人社交需求得到激发。真人社交能帮助用户解除移动社交身份顾虑，同时助推婚恋等社交需求效率。iiMedia Research(艾媒咨询)数据显示，66.6%的受访者表示会优先选择有完备实名制认证流程的平台。艾媒咨询分析师认为，真人社交能让用户拥有更良好的移动社交安全感，所以更受用户青睐。此外，在满足用户当下、实时社交需求的同时，移动社交平台将加入更多差异化、个性化功能到产品中，提高用户留存度、形成产品核心竞争功能和优势。移动社交平台将从“发现新关系的工具”转变为用户选择在其载体上进行深入交流的社交平台。
As to the data of iiMedia Research, the number of China's mobile social users has reached 924 million in 2020, and it is estimated that the total number of China's mobile social users will exceed 1 billion in 2022. With the advent of 5g era, the innovation of China mobile social platform products will further release social value based on the original users. Secondly, with the promotion of policy and the increasing demand of the public for social efficiency, the demand for real social interaction has been stimulated. Real person social networking can help users relieve their concerns about mobile social identity, and boost the efficiency of social needs such as marriage and love. As to the data of iiMedia Research, 66.6% of the respondents said that they would give priority to the platform with complete real name certification process. The consulting analyst of iiMedia Research believes that real social can make users have a better sense of mobile social security, so it is more popular with users. In addition, while meeting the current and real-time social needs of users, mobile social platform will add more differentiated and personalized functions to the products, improve the retention of users, and form the core competitive function and advantages of products. Mobile social platform will change from "tools for discovering new relationships" to social platforms where users choose to communicate deeply on their carriers.

艾媒咨询|2021年中国付费自习室行业发展现状与消费趋势调查分析报告

本报告研究涉及企业/品牌/案例：去K书，时不我待，自喜空间

随着付费自习室的逐步推广，用户市场对付费自习室的接受程度会逐渐增强，付费自习室的用户结构将由原来单一的白领、学生逐步演变成各种用途、各种需求的用户群体。调研数据显示，付费自习室用户近7成为非学生用户群体，并且48.6%的用户到付费自习室做求职准备。然而，新冠疫情对付费自习室的冲击较大，付费自习室的用户增长放缓。iiMedia Research(艾媒咨询)数据显示，2019年和2020的用户规模增速分别为170.6%和34.8%，增幅收窄。但随着疫苗注射人群规模扩大，预计2021年付费自习室的用户恢复快速增长趋势，用户规模超过500万人，增幅为74.4%。
With the gradual promotion of the paid study room, the user market will gradually enhance the acceptance of the paid study room. The user structure of the paid study room will gradually evolve from the original single white-collar workers and students to the user groups with various uses and needs. According to the survey data, nearly 7% of the paid study room users become non student users, and 48.6% of them go to the paid study room to prepare for the job. However, the impact of COVID-19 on the tuition study room is relatively large, and the growth of users in the tuition learning room is slowing down. According to the data of iimedia research, the growth rate of user scale in 2019 and 2020 will be 170.6% and 34.8% respectively, and the growth rate will narrow. However, with the expansion of vaccination population, it is estimated that in 2021, the number of users in paid study rooms will return to the trend of rapid growth, with the number of users exceeding 5 million, an increase of 74.4%.

艾媒咨询|2021中国虚拟偶像行业发展及网民调查研究报告

在群众娱乐需求持续增长以及网络和影像音频技术不断迭代的环境下，中国虚拟偶像产业逐渐走入发展的高峰期。iiMedia Research(艾媒咨询)数据显示，2020年中国虚拟偶像核心产业规模为34.6亿元，同比增长70.3%，预计2021年将达到62.2亿元；另一方面，随着商业价值被不断发掘，越来越多产业与虚拟偶像联系在一起，虚拟偶像带动产业规模2020年为645.6亿元，预计2021年为1074.9亿元。调查显示，超过八成网民在日常有追星的习惯，其中63.6%网民有支持和关注虚拟偶像的相关动态。艾媒咨询分析师认为，虚拟偶像IP在内容和周边产品的开发上拥有更多的空间和可能性，随着潮流的变化和时代的发展迭代进化，引领不同阶段的审美，在形象开发和内容开发上拥有更强的延续性，有利于持续吸收流量关注，提升变现水平。
With the continuous growth of mass entertainment demand and the continuous iteration of network and video audio technology, China's virtual idol industry has gradually entered the peak period of development. According to the data of iimedia research, the scale of China's virtual idol core industry will reach 3.46 billion yuan in 2020, with a year-on-year growth of 70.3%, and it is expected to reach 6.22 billion yuan in 2021; On the other hand, with the continuous exploration of commercial value, more and more industries are connected with virtual idols. The scale of the industry driven by virtual idols will reach 64.56 billion yuan in 2020 and 107.49 billion yuan in 2021. The survey shows that more than 80% of netizens have the habit of chasing stars in their daily life, and 63.6% of them support and pay attention to the related developments of virtual idols. AI media consulting analysts believe that virtual idol IP has more space and possibilities in the development of content and peripheral products. With the change of trend and the development of the times, it leads the aesthetics in different stages, and has stronger continuity in image development and content development, which is conducive to continuously absorbing traffic attention and improving the level of realization.

艾媒咨询|2020-2021年中国联合办公行业白皮书

本报告研究涉及企业/品牌/案例：梦想加,氪空间,ATLAS 寰图

2022年中国联合办公市场规模预计将达到2273.5亿元，未来联合办公的市场规模有望进一步扩大。首先是全球联合办公空间数量仍呈现持续增长趋势。随着中国办公模式的消费升级，行业市场规模将继续扩张。在此基础上，中国联合办公行业将进一步整合，市场资源向少数头部企业聚集，精细化的运营管理竞争将变得激烈。尽管行业发展潜力巨大，中国联合办公行业企业普遍存在盈利模式的单一问题。如何通过企业增值服务拓展盈利渠道，寻求多元化盈利模式转变，将是行业内接下来的发展重点。iiMedia Research(艾媒咨询)数据显示，51.6%的用户期望联合办公企业能够增加税务、法律、知识产权等企业代理或咨询服务，超七成用户表示会继续使用联合办公行业空间服务，且使用意愿不会下降。随着智能应用进程的快速发展与运营管理等增值服务的不断拓展，联合办公行业精细化的服务品质将得到发展，对目标客群的吸引力也将得到提高。
The size of China's co-working office market is expected to reach 227.35 billion yuan in 2022, and the market size of co-working offices is expected to further expand in the future. First, the number of global co-working spaces is still showing a continuous growth trend. With the consumption upgrade of China's office model, the industry market scale will continue to expand. On this basis, China's co-working industry will be further integrated, market resources will be concentrated in a few leading companies, and competition for refined operation management will become fierce. Despite the huge potential for industry development, companies in the co-working industry in China generally have a single problem with their profit model. How to expand profit channels through enterprise value-added services and seek diversified profit model changes will be the next development focus in the industry. According to data from iiMedia Research, 51.6% of users expect co-working companies to increase tax, legal, intellectual property and other corporate agency or consulting services, and over 70% of users said they will continue to use co-working space services and are willing to use it. Will not fall. With the rapid development of intelligent application process and the continuous expansion of value-added services such as operation management, the refined service quality of the joint office industry will be developed, and the attractiveness of the target customer group will also be improved.