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 [1] User Scale of Online Video - The overall user base has reached 1 billion, with a year-on-year growth of 3.4%, indicating a significant recovery in the industry [2] User Trends in Online Variety Channels - The user market for variety shows remains stable at 500-600 million, with peaks in June and October 2024 due to seasonal programming and increased demand [6] User Demographics of Variety Channels - The primary audience for variety channels consists of young people, particularly those aged 18-24, with a TGI index of 122, and a higher preference among female viewers [7] Content Creation Market Performance - There is a growth in new variety shows and sequels, with 20 new shows launched in 2024, reflecting a stable content innovation capability [11] Performance of Content Types in Exclusive Variety Shows - The outdoor experience category remains the largest, while comedy shows have seen a 143% increase in viewership, indicating a shift in audience preferences [13] Reality Game Show Performance - In 2024, six reality game shows were produced, with Youku leading in both quantity and viewership, capturing 35.5% of the market share [16] New Variety Show Overview - The new variety shows in 2024 showcase 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 focusing on immersive experiences and social issues, moving beyond traditional scripted formats [20] Key Highlights of Comedy Variety Shows - The comedy genre is characterized by a dual-leader competition, with Tencent and iQIYI launching multiple successful shows that leverage both online and offline traffic [25] Innovation in New Shows and Sequels - The rise of new IPs and sequels is driven by precise positioning and technological innovations, marking a shift towards a quality-driven industry [30] Content Innovation: Film and Variety Integration - Over 75% of variety show viewers have watched derivative shows from popular films, indicating a trend towards cross-media content development [32] Content Innovation: Technological Empowerment - AI and digital technologies enhance viewer engagement and program immersion, with 80% of users appreciating these innovations [35] Content Innovation: Business Model Transformation - Platforms are exploring micro-variety shows, which are short, interactive, and resonate well with audiences, showing a growing trend in this area [37] Sponsorship Trends in Variety Shows - The number of sponsorship brands has slightly decreased, but the average number of brands per top new variety show has increased from 3.3 to 3.9 [40] Industry Distribution of Sponsorship Brands - Fast-moving consumer goods account for 62.4% of sponsorship frequency, indicating their dominant role in the variety show sponsorship market [45] Marketing Budget Changes - Overall marketing budgets are tightening, with a decrease of 7-10% expected in 2025, varying significantly across different industries [50] Evaluation of Sponsorship Effectiveness - The evaluation of sponsorship effectiveness has developed a dual verification system, focusing on both basic metrics and industry-specific business indicators [57] Ecological Marketing - 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 with variety shows to enhance their image and engage younger audiences, exemplified by successful campaigns [62][65]

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 [1] User Scale of Online Video - The overall user base has reached 1 billion, with a year-on-year growth of 3.4%, indicating a significant recovery in the industry [2] - Monthly active devices in the online video sector showed a notable increase, particularly in Q2 and Q4 of 2024, with an average year-on-year growth rate of 3.4% [2] User Trends in Variety Shows - The user market for variety shows remains stable at 500-600 million, with peaks in June and October 2024 due to popular programming and seasonal demand [6] - The influx of student users during summer and the concentration of young users during the National Day holiday contributed to these peaks [6] Audience Profile of Variety Channels - The primary audience for variety channels consists of young individuals, particularly those aged 18-24, with a TGI index of 122, and a higher preference among female viewers (TGI=111) [7] Content Creation Market Performance - The number of new variety shows and sequels has increased, with 20 new shows launched in 2024, reflecting a stable content innovation capability [11] - The existing variety IPs have gained market recognition, leading to a rise in the production of sequels, with 32 sequels produced in 2024 [11] Performance of Different Content Types - The outdoor experience category remains the highest in market share, with significant growth in both quantity and viewership in 2024 [13] - Comedy variety shows have seen a resurgence, with a 143% increase in viewership compared to 2023, becoming the second-largest contributor to viewership [13] Reality Game Show Performance - In 2024, six reality game shows were produced, with Youku leading in both quantity and viewership, capturing 35.5% of the market share in this category [16] New Variety Show Overview - The new variety shows in 2024 exhibit diverse themes, with Q2 and Q3 being peak periods for premieres, aligning with overall viewership trends [18] Core Highlights of Reality Game Shows - Reality game shows redefine the genre by replacing scripted tasks with dynamic gameplay, fostering audience empathy and reflection on real-world issues [20] Highlights of Comedy Variety Shows - The comedy variety segment is characterized by a dual-leader competition, with Tencent and iQIYI launching multiple shows that leverage both online and offline traffic [25] Innovations in Content Creation - The industry is witnessing a shift towards content innovation driven by precise positioning and technological advancements, enhancing the success rate of IP incubation [30] - The integration of film and variety shows, along with the use of innovative technologies, is enhancing audience engagement and the overall viewing experience [32][34] Trends in Sponsorship and Brand Integration - 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 continue to dominate sponsorship frequency, accounting for 62.4% of the total, with a slight increase [45] Marketing Budget Trends - Overall marketing budgets are tightening, with a projected decrease of 7-10% across various industries, affecting sponsorship strategies [50] - Different industries exhibit varied trends in marketing budgets, with the internet services sector maintaining a higher budget level compared to others [51] Evaluation of Sponsorship Effectiveness - The evaluation of sponsorship effectiveness has developed a dual verification system, focusing on both basic traffic metrics and specific business conversion indicators [57] Ecological Marketing Strategies - The evolution of content monetization has transitioned through several phases, culminating in an ecological marketing approach that integrates brand, content, and ecosystem for mutual benefit [59] Innovative Marketing Tactics - Brands are increasingly co-creating with variety shows to enhance their image and engage younger audiences, exemplified by unique character integrations [62] - The use of KOLs and multi-platform strategies is becoming prevalent, maximizing brand exposure and sales conversion [65] Combination Marketing Strategies - Layered combination marketing strategies are gaining traction, allowing brands to leverage multiple shows for sustained visibility and audience engagement [68] Responsive Marketing Approaches - Brands are adopting agile marketing strategies that respond to audience engagement, as seen in the case of a viral event linked to a variety show [70]