2025年在线综艺营销趋势白皮书

Core Insights - The report focuses on the online variety show industry in China, analyzing user scale, content innovation, and marketing trends for 2024-2025, aiming to provide decision-making references for platforms and brands to transition from traffic competition to quality and sustainability [1] User Scale of Online Video - The overall user base has reached 1 billion, with a slight year-on-year growth of 3.4%, indicating a significant recovery in the industry [2] - In 2024, the online video sector shows signs of recovery, with monthly unique device numbers experiencing a small increase, particularly in Q2 and Q4 [2] User Trends in Online Variety Channels - The variety show market remains stable, with monthly active device numbers reaching 500-600 million, peaking in June and October due to seasonal factors [6] - The influx of student users during summer and the impact of the National Day holiday contributed to the market's performance [6] Audience Profile of Variety Channels - The primary audience for variety channels consists of young people, female viewers, and residents of new first-tier cities, with a TGI index of 122 for the 18-24 age group [7] Content Creation Market Performance - There is a growth in new variety shows and sequels, with 20 new shows launched in 2024, an increase from 19 in 2023, and a notable improvement in their viewership [11] - The willingness to produce sequels has increased, with 32 sequels in 2024, up from 29 in 2023 [11] Performance of Different Content Types - The outdoor experience category remains the highest in market share, while comedy shows have seen a significant increase in viewership, up 143% from 2023 [13] - The emergence of reality game content is noted, indicating a potential new market opportunity [13] Reality Game Content Performance - In 2024, six reality game shows were produced, with Youku leading in both quantity and viewership, contributing 35.5% of the segment's total viewership [16] New Variety Show Overview - The new variety shows in 2024 exhibit diverse themes, with Q2 and Q3 being peak periods for premieres [18] Key Highlights of Reality Game Shows - Reality game shows redefine the genre by offering immersive experiences that engage viewers with real-world issues [20] Key Highlights of Comedy Variety Shows - Comedy shows prioritize emotional value and address social issues through light-hearted expressions, with Tencent and iQIYI leading in this category [25] Innovation in Content Creation - The rise of new IPs and the phenomenon of second seasons indicate a shift towards long-term value driven by content innovation [30] - The integration of film and variety shows enhances fan engagement and extends the life cycle of popular IPs [32] Changes in Sponsorship Trends - The number of sponsorship brands for variety shows has slightly decreased, but the average number of brands for top new shows has increased from 3.3 to 3.9 [40] - Fast-moving consumer goods account for 62.4% of sponsorship frequency, indicating their dominance in the market [45] Marketing Budget Changes - Overall marketing budgets are tightening, with a projected decrease of 7-10% for 2025, varying significantly across industries [50] Evaluation of Sponsorship Effectiveness - The effectiveness of sponsorship is assessed through both basic metrics like viewership and specific business indicators relevant to the industry [57] Ecological Marketing Strategies - The evolution of content monetization has led to the emergence of ecological marketing, integrating brands, content, and ecosystems for mutual benefit [59] Innovative Marketing Strategies - Brands are increasingly co-creating content with variety shows to enhance their image and engage younger audiences [62] - The use of KOLs and multi-platform strategies is becoming common to maximize brand exposure and sales [65]