Core Insights - The online video industry is experiencing steady growth, with a significant increase in active users and content innovation driven by major platforms [4][10][12]. Group 1: Online Video Industry Overview - By July 2025, the active user base of online video apps is projected to reach 815 million, with major players like Tencent Video, iQIYI, Mango TV, and Youku Video having monthly active users of 365 million, 358 million, 284 million, and 202 million respectively [4]. - The trend of content premiumization is evident, with a 12.9% year-on-year increase in new series launched by the top four platforms, totaling 157 new series from January to July 2025 [17][19]. - The proportion of exclusive series has significantly increased, with iQIYI and Tencent Video having exclusive series accounting for 78.8% and 78.5% of their total series respectively [5][17]. Group 2: Content Innovation and User Engagement - The industry is shifting from long series to shorter formats, with series of 21 to 40 episodes becoming the norm, allowing for more efficient storytelling and higher user engagement [5][21]. - Genres such as romance, crime, and workplace dramas remain dominant, with their respective viewership shares at 49.2%, 19.9%, and 11.5% [5]. - Platforms are focusing on creating a diverse content ecosystem by blending genres and themes, which enhances user stickiness and engagement [5][25]. Group 3: Advertising and Marketing Trends - The advertising landscape is evolving, with a focus on both content quality and user demographics, as advertisers seek to align their campaigns with the right series [43]. - The number of advertisers on major platforms has varied, with iQIYI leading with 146 advertisers, followed by Youku Video with 131, Tencent Video with 119, and Mango TV with 88 [5]. Group 4: Variety Show Market Insights - The variety show market is stable, with a slight increase in the number of new shows and a growing emphasis on unique IPs to drive viewer engagement [54][56]. - Game, travel, and performance genres are identified as key drivers of viewership in the variety show segment [60]. - Platforms like iQIYI and Mango TV are leveraging established stars to attract diverse audiences, while also focusing on emotional engagement to convert viewer sentiment into commercial value [72][76].