QuestMobile·2025-12-16 02:01Core Insights - The article discusses the evolving landscape of new media platforms and their user engagement trends, highlighting the growth in active users and usage duration by 2025 [4][5][6]. User Engagement and Demographics - By October 2025, the active user base of typical new media platforms is projected to reach 1.149 billion, with an average monthly usage time of 3367.5 minutes, reflecting year-on-year growth of 7.3% and 5.4% respectively [5]. - Platforms like Weibo, Xiaohongshu, and Bilibili show a significant concentration of users under 30 years old, with respective proportions of 58.6%, 54.2%, and 66.5%, while Douyin and Kuaishou have 22.2% and 22.6% of users aged 51 and above [5][6]. Multi-Platform Usage - A notable trend is the combination usage of multiple platforms, with 39.8% of users engaging with three or more new media platforms, particularly among users under 30 (54.2%) and those from first and new first-tier cities (31.6%) [6]. Content Quality and User Attention - The article emphasizes that the growth in user engagement is increasingly driven by content quality and algorithmic recommendations rather than just user base expansion [18]. - New media platforms are focusing on enhancing user attention through improved content quality and technology, leading to deeper user participation [13][18]. Competitive Landscape - The competitive landscape among platforms is stabilizing, with distinct user demographics and content strategies emerging. Platforms are shifting from broad traffic competition to focusing on unique ecological characteristics and user engagement [30][32]. - The rise of AI content and tools is reshaping user engagement, with a 9.9 percentage point increase in AI-related content penetration among users by October 2025 [34][36]. Monetization Strategies - New media platforms are entering a phase of strategic deepening in monetization, with hard advertising revenues leading the way. The unique characteristics of each platform are shaping differentiated advertising models [48][50]. - Soft advertising is becoming a significant revenue stream, with brands selecting platforms based on their marketing goals, reflecting the alignment of KOL income with platform content and user expectations [54]. Local Business Integration - Platforms are increasingly integrating local businesses into their ecosystems, transitioning from rapid growth to a more stable phase in local merchant numbers [63].