艾媒咨询 | 车载音乐新蓝海——2026年音乐行业用户体验研究报告

近年来，音乐行业持续受益于智能座舱、AI生成音乐、多终端协同、内容付费及演出融合生态的全方位赋能，其消费场景已从单一的手机听歌延伸至车载出行、运动穿戴、家居休闲与便携播放等多场景融合，车载音乐正成为行业增长的新蓝海。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《车载音乐新蓝海——2026年音乐行业用户体验研究报告》数据显示，中国车载音乐市场规模由2018年的28.4亿元持续增至2025年的350.8亿元，7年间规模扩大约12.4倍，年均复合增速约43%，整体呈高速扩张态势，车载场景已成为音乐消费的重要增量入口。
从用户期待看，独立音乐人扶持体系完善（29.78%）、AI生成音乐普及化（28.99%）、音乐付费模式多元化（28.77%）及线下线上演出融合（28.54%）位列用户期待前列，反映出用户对内容生态、技术应用与商业模式创新的多元诉求。从终端分布看，2026年中国音乐用户使用手机体验音乐App占比达43.37%，车载音乐系统、手表/穿戴设备、便携音乐播放器分别占31.60%、29.67%、28.88%，多终端分布特征显著，手机虽仍居首位，但车载与穿戴设备已形成重要补充。
艾媒咨询分析师认为，音乐消费正从手机单极向车载、穿戴、家居等全场景渗透，通勤与运动等碎片化场景需求加速释放，跨终端无缝衔接已成为用户体验核心诉求。建议商家加快开发适配车载与穿戴设备的轻量化产品，实现多终端账号同步与内容无缝流转，并针对通勤、运动、家居等场景构建差异化曲库推荐及场景化会员营销策略，全面提升用户全场景粘性与付费意愿。未来，随着智能座舱普及与车载内容生态完善，车载音乐市场仍具备强劲的增长潜力与商业创新空间。
In recent years, the music industry has continuously benefited from comprehensive empowerment across intelligent cockpits, AI-generated music, multi-terminal collaboration, paid content models, and integrated performance ecosystems. Its consumer scenarios have evolved from standalone mobile music listening to multi-scenario integration encompassing in-vehicle entertainment, sports wearables, home leisure, and portable playback, with in-vehicle music emerging as a new blue ocean for industry growth. According to data from iiMedia Research—the world-leading third-party data mining and analytics firm for the new economy sector—published in its latest report "The New Blue Ocean of In-Vehicle Music: 2026 Music Industry User Experience Research Report," China's in-vehicle music market size has grown steadily from CNY 2.84 billion in 2018 to CNY 35.08 billion in 2025, representing a roughly 12.4-fold expansion over seven years, with a compound annual growth rate of approximately 43%. This overall trend indicates rapid market expansion, and the in-vehicle scenario has become a crucial growth channel for music consumption.
In terms of user expectations, the following factors rank highest: well-established support systems for independent musicians (29.78%), widespread adoption of AI-generated music (28.99%), diversified paid music models (28.77%), and integration of offline and online performances (28.54%). These findings reflect users' diverse demands for content ecosystems, technological applications, and innovative business models. From the perspective of terminal distribution, in 2026, the proportion of China's music users accessing music apps via mobile phones will reach 43.37%, while those using in-vehicle music systems, smartwatches/wearable devices, and portable music players will account for 31.60%,29.67%, and 28.88% respectively. This demonstrates a pronounced multi-terminal distribution trend: although mobile phones remain the primary channel, in-vehicle and wearable devices have become important complementary channels.
Analysts at iiMedia Research believe that music consumption is evolving from a single-channel reliance on mobile phones to encompassing all scenarios—including in-vehicle, wearable, and home environments. The demand in fragmented scenarios such as commuting and exercise is growing rapidly, and seamless cross-terminal integration has become a core requirement for user experience. Merchants are advised to accelerate the development of lightweight products tailored for in-vehicle and wearable devices, enabling synchronized accounts across multiple terminals and seamless content transfer. Additionally, they should create differentiated music library recommendations and scenario-based membership marketing strategies for specific contexts like commuting, exercise, and home use, thereby enhancing overall user engagement across all scenarios and boosting willingness to pay. In the future, with the widespread adoption of smart cockpits and the continuous refinement of in-vehicle content ecosystems, the in-vehicle music market is poised to maintain strong growth potential and ample room for commercial innovation.