2024当代文娱人群行为洞察报告

Industry Investment Rating - The report does not explicitly provide an industry investment rating [1][2][3] Core Insights - The entertainment industry is experiencing robust growth, particularly in offline activities such as concerts and live performances, despite a general trend of rational consumption [4][13] - Online video subscriptions have surpassed gaming as the most popular digital paid service, indicating a shift in consumer preferences [6][13] - Consumers are increasingly engaging in social media sharing and interactive activities, such as bullet screen comments during video streaming, which has become a new social space for viewers [8][9][13] - There is a growing demand for high-quality, short-form content, with short dramas gaining significant traction [11][13] - Consumers are showing a heightened interest in diverse cultural and artistic activities, both online and offline [11][13] Consumer Behavior Trends - High Willingness to Pay: Online video subscriptions have become the top digital paid service, surpassing gaming [6][13] - High Social Engagement: Bullet screen comments and social media sharing have become integral to the viewing experience, with a 745% increase in bullet screen engagement for popular dramas [8][9][13] - Pursuit of High-Quality Content: Short dramas and high-quality productions are gaining popularity, with a significant increase in the share of short-form content (12 episodes or less) [11][13] - Cross-City Experiences: Consumers are increasingly willing to travel across cities or provinces to attend live performances, with 58% of concert-goers in 2023 traveling from different cities [13][14] Entertainment Consumer Segmentation - The report identifies 7 content preference groups and 4 behavior preference groups based on consumer data from Alibaba's entertainment platforms [15][16][17] - Content Preference Groups: - Commuter Clockwork (都市生活, 职业影剧, 港剧) [16] - High-Sugar Couple Enthusiasts (言情浪漫, 青春校园, 恋综, 星综) [16] - Brainy Top Students (悬疑影剧, 推理解谜综艺, 人文纪实) [16] - Experience Collectors (旅行综艺, 演出展览, 体育赛事) [16] - Trend Diviners (新热剧综, 动漫, 游戏, 演唱会) [16] - Parenting Partners (少儿亲子, 家庭情感剧综) [16] - Small-Town Trendsetters (古装仙侠, 欢乐剧综, 历史传奇, 短剧) [16] - Behavior Preference Groups: - Early Bird Explorers (search, reservation, previews) [18] - Binge-Watching Specialists (highly active members, exclusive content, behind-the-scenes) [18] - Bed Surfers (late-night viewing, 22:00-9:00) [18] - Weekend Couch Potatoes (Friday-Sunday viewing) [18] Marketing Strategies - Brands are advised to focus on emotional value and stress relief for the Commuter Clockwork group, leveraging content that resonates with their daily pressures [21] - For High-Sugar Couple Enthusiasts, brands should engage in social topic co-creation and IP character marketing, encouraging fans to share their experiences and participate in brand activities [22][23] - Trend Diviners are highly engaged with new and trending content, making them ideal targets for bullet screen marketing and offline event promotions [25] - Early Bird Explorers are keen on new releases and exclusive content, making them a key audience for product launches and exclusive experiences [27][28] - Binge-Watching Specialists are highly active in discussions and sharing, making them a valuable audience for hot topic promotions and interactive campaigns [29][30]