2025年中国短视频行业研究报告

Core Insights - The Chinese short video industry is entering a critical development stage characterized by scale, intelligence, and diversification, projected to exceed thousands of billions of RMB by 2025 with sustained double-digit growth [3][19]. Market Growth and Drivers - The growth is driven by the widespread adoption of 5G technology, deep application of AI algorithms, and continuously evolving user demands [4][22]. - The user base is expanding rapidly, particularly in lower-tier cities and rural areas, where demand for practical and localized content is increasing [22][35]. - The content ecosystem is diversifying, with entertainment, food, education, and e-commerce as the four main sectors, and knowledge-based content is notably rising [7][8]. User Demographics and Behavior - Core users are primarily aged 18 to 35, with a balanced gender distribution, and significant growth in female users in sectors like beauty and fashion [6][35]. - Daily usage time has surpassed one hour, with users engaging during fragmented time periods such as commutes and breaks, indicating that short videos have become essential for information and entertainment [6][41]. Content and Creator Ecosystem - The creator ecosystem is characterized by a dual-driven model of leading creators and emerging talents, with major platforms like Douyin, Kuaishou, and Xigua Video dominating the market [10][11]. - New platforms like Bilibili and Weibo Video are focusing on niche markets, enhancing industry diversification [12][29]. Technological Innovations - Technologies such as VR and AR are reshaping user interaction experiences, enhancing e-commerce conversion rates through innovative applications [13][24]. - Platforms are leveraging deep learning and big data to create precise user profiles, enabling personalized content delivery and targeted advertising, which significantly boosts user engagement and monetization capabilities [14][20]. Regulatory Environment - The industry faces compliance challenges, including content homogenization and privacy concerns, prompting the government to strengthen regulations through laws like the Cybersecurity Law and Advertising Law [15][16]. - Overall, the industry is expected to advance towards a healthier and more sustainable development phase, becoming a vibrant content ecosystem in the digital economy era [16].