2026，再没有综艺人敢小瞧AI。 过去一年，AI继续在综艺界频繁"抢镜"。前有《快乐趣吹风》AI锐评秦昊综艺界咖位不如大张伟当场愣住，后有《王牌9》AI答题飞机扔人平等得罪在场 嘉宾，再有《音乐缘计划2》让AI评选最不具潜力歌曲吓坏众歌手，更有AI创作的《技能五子棋》在2025年魔性洗脑了全网…… 综艺人如何妙用AI为节目赋能？目前来看，多数节目是把小嘴淬毒的AI当成了"人性检测仪"来用。正如周深在音综里一语点破"你们是不是借AI说节目组 的心里话？"，惨当背锅侠的AI要是有权利意识，当场就该大喊一句臣妾冤枉啊。 不过，以上只是综艺人对AI的常规用法，跑得更快的综艺公司，已经开始研究怎么全程动用AI以低成本"手搓大片"了。近日，综艺公司大千影业在微博官 宣了联合PUAI出品的内娱首档AI长综艺《我 AI 2025》，短短1分30秒cue到了后视镜坦克、苏超联赛、外卖大战、团播、具身智能、疯狂动物城夏奇羊等 2025年度爆梗的预告片，真的很难让人相信完全是"0真人"出演。 事实上，去年由B站UP主黄浦江三文鱼自制的多达千万级别播放量的《把远古沧龙做成六道菜》系列，就曾引发行业内外热议AI综艺能不能规模化生产。 ...

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, contributing 35.5% of the total viewership 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 [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] Sponsorship Trends in Variety Shows - The number of sponsorship brands for variety shows has slightly decreased, but the number of brands sponsoring new shows has increased, with an average of 3.9 brands per top 10 new shows in 2024 [40] Brand Sponsorship Distribution - Fast-moving consumer goods (FMCG) 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] Innovative Marketing Strategies - Brands are increasingly leveraging variety shows for integrated marketing, utilizing deep product placement and co-creation strategies to enhance brand visibility and engagement [62][65][68]