Investment Rating - The report does not explicitly state an investment rating for the health and medical content consumption industry. Core Insights - The report highlights a significant shift in public health management attitudes post-pandemic, with a growing trend towards proactive health management and information consumption [9][19]. - There is an increasing engagement with health content on social media platforms, with 63% of users regularly following health science accounts [20][24]. - The demand for diverse health knowledge is rising, with a notable increase in health content consumption driven by public interest in comprehensive health information [26][55]. Summary by Sections Health Literacy Improvement - By 2024, the health literacy level of Chinese residents is expected to continue improving, with a growing ability to understand basic health information and make informed health decisions [13][18]. - The percentage of users actively seeking health information has increased, with 63% of users regularly checking health content [14][18]. Active Health Management - The report notes that over 21.82 million people participated in online fitness events in 2024, indicating a rise in active health engagement [16]. - Health consumption on platforms like Tmall has seen a year-on-year increase of 34% in the number of buyers and a 31% increase in per capita spending [18]. Social Media as a Health Information Source - Social media has become a crucial channel for health information, with 55% of users obtaining health knowledge online [20][21]. - The number of health-related topics on social media platforms has surged, with over 2000 health topics emerging on Weibo in the first half of 2025 [72][74]. Public Engagement with Health Content - The report emphasizes that public interest in health topics is often driven by relatable content, with a focus on disease prevention and personal health issues [82][211]. - The engagement with health content is characterized by a trend towards fragmented information consumption, where users actively seek out specific health topics of interest [145][158]. Future Trends in Health Content Consumption - The report anticipates that advancements in technology, such as AI and wearable devices, will further shape health content consumption trends, with a growing public interest in these areas [179][181]. - There is an expected increase in the focus on disease prevention and chronic disease management as public awareness of health issues continues to grow [211].

Core Insights - The report highlights a significant shift in public health awareness post-pandemic, moving from a passive approach of seeking medical help only when ill to a proactive stance on health management, leading to an overall upgrade in health content consumption [1][2]. Group 1: Health Awareness and Content Consumption Trends - By 2024, 63% of users regularly check health content, with health check rates and participation in primary healthcare services on the rise [1][2]. - 73% of users acquire health knowledge online, with 55% relying on social media as a primary source, indicating a shift towards digital platforms for health information [1][2]. - The topics of interest among users span health monitoring, disease detection, prevention, and healthy living, with disease prevention and scientific knowledge becoming central to consumption [1][2]. Group 2: Challenges in Health Information Consumption - The rise in health content consumption has led to information anxiety, characterized by the mixing of true and false information, algorithm-driven echo chambers, and content homogeneity, making it difficult for users to filter effective information [2]. - Users are increasingly seeking authoritative sources, such as government accounts and medical professionals, to validate information and build personalized health knowledge maps [2]. Group 3: Future Trends in Health Content Consumption - The future of health content consumption is expected to focus on "more worry-free" experiences, with artificial intelligence and advanced technologies gaining attention in the medical field [2]. - There is a growing emphasis on disease prevention and personalized health consultations, with expectations for a streamlined "one-stop consultation-service" process, facilitated by the expansion of online medical services [2].