传媒行业1月投资策略:GEO重构流量与内容服务生态，AI应用开启向上新周期

Investment Rating - The report maintains an "Outperform" rating for the media industry [3] Core Insights - The media sector underperformed the market in December, with the Shenwan Media Index declining by 1.60%, lagging behind the CSI 300 Index by 3.88 percentage points [4][23] - The report highlights a strong pipeline of new game approvals and the impact of AI applications on the industry, suggesting potential upward movement in the sector [4][6] Summary by Sections 1. Market and Industry Review - In December, the media sector ranked 25th among 31 industries in the Shenwan classification [4][23] - The current TTM-PE for the Shenwan Media Index is 45.8x, positioned at the 69.7th percentile over the past five years [23] 2. Gaming - A total of 144 domestic games and 3 imported games were approved in December, with a cumulative issuance of 1,772 game licenses in 2025, marking a 25.1% year-on-year increase [4][38] - The domestic gaming market is projected to generate revenues of 350.79 billion yuan in 2025, reflecting a 7.7% year-on-year growth [39] - Mobile and client games are expected to achieve revenues of 257.1 billion yuan and 78.2 billion yuan, respectively, with growth rates of 7.9% and 15.0% [46] 3. Film and Television - December's total box office reached 3.712 billion yuan, a 58.0% increase year-on-year, primarily driven by "Zootopia 2" [59] - The top-performing series in December included "The Big Businessman" with 754 million views, followed by "Old Uncle" and "Tang Dynasty's Strange Affairs" [75] 4. AI Applications - The GEO market is expected to reach $24 billion globally by 2026 and $100 billion by 2030, with domestic projections of 11.1 billion yuan in 2026 and 36.5 billion yuan by 2028 [6] - The report emphasizes the transformation of traffic and content service ecosystems due to AI applications, suggesting significant investment opportunities in marketing technology and content creation [6][7] 5. Investment Recommendations - The report recommends focusing on AI-driven marketing opportunities and the performance of new game releases, highlighting companies such as Giant Network, Joyy, and Bilibili as key investment targets [7]