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.

艾媒咨询｜2024-2025年中国无糖饮料行业研究及消费者洞察报告

随着国民消费观念和消费方式不断升级，追求健康生活方式已是大势所趋。无糖化、低糖化渐成全球健康饮食新标准，无糖饮料行业得到快速发展。2023年中国无糖饮料市场规模已达401.6亿元，预计2028年有望达815.6亿元。产业链分布上，上游的茶叶、咖啡豆等原料需求激增，消费旺盛。中游市场上头部企业竞争优势突出。下游渠道上，即时零售业态风起，成为无糖饮料品牌商的新增长渠道。健康属性成为无糖饮料受消费者青睐的主要原因，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《2024-2025年中国无糖饮料行业研究及消费者洞察报告》数据显示，45.5%的消费者在购买无糖饮料时注重其健康、减脂效果。目前，线上商超、电商平台为无糖饮料主要购买渠道，即时零售成全渠道发展新增量。未来，无糖饮料市场将朝着“大健康化”的消费方向发展。相关品牌应建立自身技术壁垒，突出产品的差异化和功能化优势，从而满足消费者日趋多元的需求。
As the national consumption concept and methods continue to upgrade, the pursuit of a healthy lifestyle has become an irresistible trend. Sugar-free and low-sugar diets are gradually becoming the new global standard for healthy eating, and the sugar-free beverage industry is developing rapidly. In 2023, the market size of sugar-free beverages in China has reached 40.16 billion yuan, and it is expected to reach 81.56 billion yuan by 2028. In terms of industry chain distribution, the demand for raw materials such as tea leaves and coffee beans in the upstream has surged, and consumption is vigorous. In the midstream market, leading companies have a prominent competitive advantage. In the downstream channels, instant retail formats are emerging, becoming a new growth channel for sugar-free beverage brands. Health attributes have become the main reason for sugar-free beverages to be favored by consumers. The latest "2024-2025 China Sugar-Free Beverage Industry Research and Consumer Insight Report" released by iiMedia Research, a third-party data mining and analysis institution of the global new economic industry, shows that 45.5% of consumers pay attention to the health and fat reduction effects when purchasing sugar-free beverages. At present, online supermarkets and e-commerce platforms are the main channels for purchasing sugar-free beverages, and instant retail has become an additional volume for the development of all channels. In the future, the sugar-free beverage market will develop towards the direction of "big health" consumption. Relevant brands should establish their own technical barriers, highlight the differentiation and functional advantages of products, so as to meet the increasingly diverse needs of consumers.

艾媒咨询｜2024-2025年中国研学游经济市场运行监测报告

近年来，旅游市场强力复苏，居民出游意愿高涨。随着国民教育文化需求的提升、政府政策红利的释放以及家长教育观念的转变，研学游成为旅游市场重点发展方向。2023年中国研学游行业市场规模达1469亿元，预计2028年将突破3000亿元。中国研学游市场发展迅速，产业配套快速形成。产业链分布上，上游的资源提供方构成复杂，主体为高校、事业单位、研学基地和营地等。中游市场上，竞争格局较为分散，行业集中度较低，存在大量营收规模在千万元/人民币以下的中小机构。下游则对应用户层，如师生、学校、家长等。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《2024-2025年中国研学游经济市场运行监测报告》数据显示，在研学游目的地的选择上，57.7%的消费者偏爱省内的短途旅行，单次1000-6000元的研学游产品成为超半数消费者的选择。随着研学游市场发展逐步成熟，同质化的研学旅行服务将越来越难以满足消费者需求。科技、制造、能源、互联网等跨领域的佼佼者也已进入这个庞大的市场，不断拓展行业边界，开发出丰富多样的跨界融合研学产品。相关企业需根据研学旅行未来趋势制定分众细化的特色研学项目应对市场挑战。
In recent years, the tourism market has seen a robust recovery, with a surge in residents' desire to travel. As the national demand for education and culture increases, along with the release of government policy dividends and the transformation of parents' educational concepts, study tours have become a key direction for the development of the tourism market. In 2023, the market size of China's study tour industry reached 146.9 billion yuan, and it is expected to exceed 300 billion yuan by 2028. The development of China's study tour market is rapid, with industry support quickly taking shape. In terms of the industry chain distribution, the upstream resource providers are complex, mainly consisting of universities, public institutions, study bases, and camps. In the midstream market, the competitive landscape is relatively fragmented, with a low industry concentration, and there are many small and medium-sized institutions with a revenue scale of less than 10 million yuan/RMB. The downstream corresponds to the user layer, such as teachers, students, schools, and parents. The latest "China Study Tour economic Market Operation Monitoring report from 2024 to 2025" released by iiMedia Research shows that in the choice of study tour destinations, 57.7% of consumers prefer short-distance travel within the province, and study tour products priced between 1000-6000 yuan per trip have become the choice of more than half of the consumers. As the study tour market gradually matures, homogenized study travel services will increasingly fail to meet consumer needs. Leaders in cross-disciplinary fields such as technology, manufacturing, energy, and the internet have also entered this vast market, continuously expanding industry boundaries and developing a rich and diverse range of cross-disciplinary integrated study products. Relevant companies need to formulate targeted study projects based on future trends in study travel to meet market challenges.

艾媒咨询｜2024年中国饰品行业发展状况与消费行为洞察报告

随着居民消费水平的提高，消费整体呈现恢复向好态势，饰品行业供需两端双向回暖。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年中国饰品行业发展状况与消费行为洞察报告》数据显示，2023年中国社会消费品零售总额累计值为47.2万亿元，同比增长7.2%。其中金银珠宝类商品零售累计值增长至3310亿元，增长率为9.8%。在宏观经济环境和消费需求的共同影响下，我国饰品行业消费市场将继续扩大。当前，居民消费正处于持续升级阶段，国内消费市场呈现出“品质消费需求旺盛”的特点，实用性、美观性、实惠性已成为消费者购买饰品时的主要考量因素。同时，饰品行业的消费群体愈发年轻，90后乃至千禧一代已逐渐成为黄金珠宝饰品的主力消费群体，这将推动饰品行业在产品设计和营销模式方面进行升级与革新。截至2023年，众多时尚珠宝品牌纷纷推出与热门动漫游戏联名的产品，以个性潮流的设计与年轻消费者实现情感共鸣。未来，将会有更多的珠宝品牌通过联名的方式为品牌赋予更多可能性。
With the improvement of residents' consumption level, consumption as a whole has shown a positive trend of recovery, and the supply and demand of the jewelry industry have recovered in both directions.According to the latest "2023-2024 China Jewelry Industry Development Status and Consumer Behavior Insight Report" released by iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, In 2023, the cumulative value of China's total retail sales of consumer goods will be 47.2 trillion yuan, a year-on-year increase of 7.2%. Among them, the cumulative retail value of gold, silver and jewelry increased to 331 billion yuan, with a growth rate of 9.8%.  Under the combined influence of the macroeconomic environment and consumer demand, the consumer market of China's jewelry industry will continue to expand. At present, residents' consumption is in the stage of continuous upgrading, and the domestic consumer market is characterized by "strong demand for quality consumption", and practicality, aesthetics and affordability have become the main considerations for consumers when purchasing jewelry. At the same time, the consumer group of the jewelry industry is getting younger and younger, and the post-90s generation and even millennials have gradually become the main consumer group of gold jewelry, which will promote the upgrading and innovation of the jewelry industry in terms of product design and marketing model. As of 2023, many fashion jewelry brands have launched co-branded products with popular anime and games, and achieved emotional resonance with young consumers with personalized and trendy designs. In the future, there will be more jewelry brands that will give more possibilities to the brand through co-branding.

艾媒咨询｜2022-2023年中国冰淇淋行业消费趋势监测与案例研究报告

随着国民经济水平的不断提高以及消费能力的增强，消费者对于休闲食品的消费意愿不断上涨，我国冰淇淋行业市场规模逐年扩大。不光老牌冰淇淋品牌在不断推陈出新，联合IP进行跨界联名，其他行业企业，如新茶饮、餐饮、白酒也跨界进入冰淇淋行业，使整个冰淇淋行业更加多元化，也不断刺激消费者的购物欲望。

艾媒咨询｜2022年中国兴趣消费趋势洞察白皮书

90后、00后的新青年消费群体成为消费市场的新力军，推动消费需求更迭，新的消费需求驱动“兴趣消费”潮流涌起。调研显示，兴趣消费产品持续渗透到新青年消费者的生活中，拥有高颜值、IP联名、高品质的「好看、好玩、好用」的产品在新青年消费者中的影响力较强。

艾媒咨询｜2022-2023年中国汉服产业现状及消费行为数据研究报告

中国汉服市场快速发展，2022年市场规模预计达125.4亿元，2025年有望达到191.1亿元，同比增长13.2%。未来汉服市场仍有较大的上行空间。艾媒咨询（iiMedia Research）调研数据显示，近七成的消费者购买汉服的渠道为淘宝、闲鱼等线上购物平台，49.8%的消费者从线下汉服实体店购买汉服。

艾媒咨询|2021中国月饼行业新消费趋势研究报告

本报告研究涉及企业/品牌/案例：稻香村（苏州），五芳斋

随着国民消费购买力增加，以及中国人民对传统节日越来越重视，在互联网时代的月饼延伸出了更多的社交属性，中秋佳节送礼成为了中国消费者表达祝福的最重要方式之一。在此背景下，国内的高端月饼市场崛起，月饼行业有高端化、精品化发展的趋势，使得整体月饼价格有所提升，带动销售规模增长。iiMedia Research(艾媒咨询)数据显示，2015-2020年，从131.8亿元上升到205.2亿元，预计2021年中国月饼销售额达到218.1亿元。
As the purchasing power of national consumption increases and the Chinese people pay more and more attention to traditional festivals, moon cakes in the Internet era extend more social attributes. Mid Autumn Festival gift giving has become one of the most important ways for Chinese consumers to express their blessings. In this context, the domestic high-end moon cake market is rising, and the moon cake industry has the trend of high-end and high-quality development, which improves the overall moon cake price and drives the growth of sales scale. According to the data of iimedia research, from 2015 to 2020, it increased from 13.18 billion yuan to 20.52 billion yuan. It is expected that the sales of moon cakes in China will reach 21.81 billion yuan in 2021.

艾媒咨询|2021年中国文玩电商行业发展研究报告

本报告研究涉及企业/品牌/案例：微拍堂，玩物得志，天天鉴宝

随着物质生活的日益丰富，人们对精神文化的消费需求也越来越高，文玩艺术品作为文化的载体，受到了越来越多消费者的青睐。在线上化模式兴起的趋势以及直播模式的带动下，文玩电商的用户规模呈现跨越式增长。iiMedia Research(艾媒咨询)数据显示， 2020年文玩电商行业用户规模达6085万人，交易规模达1630亿元，预计2023年整体用户规模将突破一亿人次，交易规模超过5000亿元。目前文玩电商行业已形成了“直播+竞拍+鉴定+社群”的商业模式，不仅解决了用户在购买、鉴定等场景下的痛点，同时整合了行业资源，大大完善了文玩收藏平台的生态圈，有效激发了文玩市场的发展活力。
With the increasing enrichment of material life, people's consumption demand for spiritual culture is also higher and higher. As the carrier of culture, stationery and artworks are favored by more and more consumers. Driven by the rising trend of online mode and live broadcast mode, the user scale of entertainment e-commerce has increased by leaps and bounds. According to iimedia research, in 2020, the number of users in the entertainment e-commerce industry will reach 60.85 million and the transaction scale will reach 163 billion yuan. It is expected that the overall number of users will exceed 100 million in 2023 and the transaction scale will exceed 500 billion yuan. At present, the entertainment e-commerce industry has formed a business model of "live broadcast + Auction + appraisal + community", which not only solves the pain points of users in the scenes of purchase and appraisal, but also integrates industry resources, greatly improves the ecosystem of the entertainment collection platform, and effectively stimulates the development vitality of the entertainment market.

艾媒咨询|2021H1中国在线音频产业运行监测调研报告

本报告研究涉及企业/品牌/案例：喜马拉雅，Clubhouse，蜻蜓FM，荔枝

随着线上娱乐发展以及音频技术的创新，以及线上音频社交的逐渐兴起，在线音频行业受到广大用户的关注。iiMedia Research(艾媒咨询)数据显示，2020年中国在线音频用户规模达5.7亿人，预计2022年整体用户规模达到6.9亿人。目前，在线音频行业正向全生态发展，内容布局也不断拓展广泛，未来在线音频行业将逐渐精细化，头部平台将更有机会提供优质资源，在未来竞争中获得先机。
With the development of online entertainment, the innovation of audio technology and the gradual rise of online audio social networking, the online audio industry has attracted the attention of the majority of users. According to iimedia research, the number of online audio users in China will reach 570 million in 2020, and the overall number of users is expected to reach 690 million in 2022. At present, the online audio industry is developing towards the whole ecology, and the content layout is also expanding widely. In the future, the online audio industry will be gradually refined, and the head platform will have more opportunities to provide high-quality resources and take the lead in the future competition.