2025年综艺市场 洞察报告 击壤科技出品 01 电综市场洞察 02 网综市场洞察 content 目录 数据来源：击壤科技 2024年-2025年 央卫视频道 季播综艺监测（不含新浪、音乐播放器类、场地合作等非商客户） 电综市场洞察 01 层级分布 节目规模 电综市场收缩，新节目份额较高，第三季度上新逆势增长 32 36 28 48 29 31 39 34 20 25 30 35 40 45 50 Q1 Q2 Q3 Q4 Q1-Q4新上线电综数量分布 2024年 2025年 2025年各季度上新节目，仅第三季度实现同比增长，其余三个季度均 较2024年同期有所下滑 平台剧集分布 电综整体规模有所缩减，相较于综N代，新节目在整体 占比上较为突出 • 2025年电综市场新节目与综N 代并存，新节目占比超52%， 可以看出 节 目 从"延续 " 向 "创新"转移，但新节目突破 仍面临挑战。 综N代, 48% 新节目, 52% 2025年节目代占比 192 172 2024年 2025年 在播电综总量 • 2025年在播电综总量为172部， 较2024年减少20部，同比下 降约10.4%，整体呈"减量" 趋势。 2 ...

Core Insights - The article reflects on the significant moments in the Chinese variety show industry in 2025, highlighting the evolving content strategies of major platforms and the emergence of popular shows that resonate with audiences [1][3][19] Group 1: Tencent's Strategy - Tencent has successfully identified the "hit formula" for variety shows, with "Now Just Start 3" and "Happy Night 2" being standout examples that have garnered significant public attention and acclaim [6][10] - The audience's primary demand for variety shows is "pure joy," which Tencent has effectively captured with its programming, leading to high engagement metrics such as a score of 8.2 on Douban for "Now Just Start 3" [8][10] - Tencent's ability to adapt and innovate in content production is evident in its successful execution of shows like "One Meal to Fame" and "We Have Secrets 2," which reflect current market trends and audience interests [10][11] Group 2: Mango TV's Approach - Mango TV's content strategy has shifted to focus on revitalizing major IPs while also leveraging its strong ability to create buzz around smaller IPs [11][13] - The platform has successfully launched new seasons of popular shows like "Singer 2025" and "Mom and Daughter 2," demonstrating its knack for tapping into relevant social themes and audience interests [11][13] - Mango TV's ability to capture audience attention is highlighted by its innovative approaches to both large and small IPs, ensuring a diverse range of content that resonates with viewers [13] Group 3: iQIYI's Focus - iQIYI has adopted a "quality over quantity" approach, producing fewer but higher-quality variety shows, such as "Now Just Start" and "Sisters in Charge," which focus on empowering narratives [14][16] - The platform's commitment to producing premium content is evident in its strategic decision to concentrate resources on fewer projects, allowing for deeper engagement and higher production values [14][16] - iQIYI's expansion into new markets with shows like "Asian New Voice" reflects its ambition to innovate within the variety show landscape and attract a younger audience [16] Group 4: Youku's Innovation - Youku has positioned itself as a pioneer in the variety show space by experimenting with new formats and concepts, such as "Speed Racer" and "I Praise Red People," which target niche markets [17][19] - The platform's willingness to take risks with unconventional programming is seen as a vital strategy for revitalizing viewer interest and engagement [19] - Youku's innovative approach, while not always yielding immediate commercial success, is recognized as essential for the long-term sustainability of the variety show market [19]

Core Insights - The content industry is evolving in 2025, facing challenges such as peak traffic dividends, changing user aesthetics, and technological waves [1] - Quality content that resonates emotionally and reflects societal sentiments remains the cornerstone of the industry, with future winners being those who understand and respect content rules, creators, and audiences [1] Variety Show Trends - Variety shows are expanding beyond entertainment narratives to reflect social emotions and cultural values, but face issues like innovation fatigue and rigid formats [1] - The travel variety show segment is experiencing a "high open, low close" trend, with shows like "Flowers and Youth" initially gaining high ratings but later losing audience engagement due to overemphasis on harmony and safety [3] - The second season of "A Journey of Flowers" faced criticism for excessive commercial placements, leading to a low rating of 4.1 on Douban, indicating audience resistance to content being overshadowed by traffic [4] Dating Shows - Dating variety shows are encountering a crisis of credibility, with popular shows like "Goodbye Lover" and "Heartbeat Signal" experiencing a decline in audience trust and ratings due to sensationalism and negative portrayals [7][8] - "Goodbye Lover" shifted focus to extreme relationship examples, losing emotional resonance, while "Heartbeat Signal" struggled with authenticity due to overemphasis on scripted drama [7][8] Comedy Shows - The comedy segment is witnessing a shift towards female-led narratives, with shows like "Comedy King" and "Talk Show with Friends" blending humor with deeper life reflections [9] - Female comedians are breaking stereotypes and addressing societal issues, with performances resonating strongly with audiences, showcasing the transformative power of comedy [11][12] Music Shows - Music variety shows remain a significant category, with shows like "Singer 2025" and "New Rap 2025" achieving high viewership but facing criticism for low ratings of 3.8 and 5.7 on Douban [13][15] - The exploration of offline performances is emerging as a new avenue for extending the longevity of music variety shows, with successful live events enhancing the visibility of participating artists [15] New Variety Shows - The market for new variety shows is challenging, with few innovative programs emerging, but some have gained attention, such as "Earth Super Fresh" and "One Meal to Fame," which have achieved good ratings [16][17] - Despite the success of some new shows, there is a prevailing sentiment that many lack true innovation, often recycling old formats and concepts [17]

Core Viewpoint - Mango TV, once a leader in the Chinese long video platform landscape, is experiencing a significant decline in its variety show production capabilities and audience engagement as of 2025, marked by a slowdown in innovation and content output [2][3][10]. Group 1: Content Production and Innovation - In 2025, Mango TV is described as operating in a "low battery mode," with a noticeable slowdown in the pace of new project launches and difficulties in maintaining the momentum of existing IPs [3][4]. - The platform's once-stable program scheduling has become increasingly erratic, breaking its previous reputation for reliability in content delivery [4][6]. - The introduction of new shows in 2025 lacks the innovative edge that characterized earlier productions, leading to a perception that they do not offer unique value that only Mango TV can provide [8][10]. Group 2: Audience Engagement and Market Position - The audience's viewing habits are heavily reliant on continuous updates and discussions; interruptions in this rhythm lead to a rapid loss of viewer attention [6][12]. - Compared to 2024, when Mango TV's variety shows covered multiple popular genres, the current year shows a stark contrast with fewer engaging programs [6][8]. - The platform's reliance on established IPs is nearing its limits, as repeated seasons lead to viewer fatigue and diminishing returns in audience engagement [12][17]. Group 3: Performance Metrics and Industry Context - Data and audience reception for key IPs have declined, with shows like "The Brothers Who Break Through the Thorns" and "Flowers and Youth" experiencing reduced public discussion and engagement compared to previous seasons [13][16]. - The overall drop in performance metrics indicates that Mango TV can no longer maintain its market position solely based on brand recognition and past successes [17][19]. - The industry is evolving, with competitors launching innovative formats that challenge Mango TV's traditional approach, highlighting the need for the platform to recalibrate its strategies [12][19].