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]

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 variety show market remains stable with active monthly device counts between 500-600 million, peaking in June and October 2024 due to seasonal factors [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 Different Content Types - The outdoor experience category continues to grow, while comedy shows have seen a 143% increase in viewership compared to 2023, 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 offering immersive experiences that engage viewers with real-world issues [20] Key Highlights of Comedy Variety Shows - Comedy shows prioritize emotional value and address social issues through light-hearted expressions, with Tencent and iQIYI leading the charge [25] Innovation in Content Creation - The industry is transitioning from traffic competition to a focus on high-quality IP development, with a notable increase in the success rate of new IPs [30] Brand Sponsorship Trends - The number of brands sponsoring variety shows has slightly decreased, but the average number of sponsors for top new shows 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 variations across industries; the internet services sector maintains a higher budget level [50] Evaluation of Sponsorship Effectiveness - The evaluation of sponsorship effectiveness has developed a dual verification system, focusing on both basic traffic and business conversion metrics [57] Ecological Marketing Strategies - The report outlines a shift towards ecological marketing, integrating brand, content, and ecosystem for enhanced value realization [59] Innovative Marketing Strategies - Brands are increasingly co-creating with variety shows to enhance their image and engage younger audiences [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 brand owners [1] - The online video user base has reached 1 billion, showing a slight year-on-year growth of 3.4%, indicating a significant recovery in the industry [2] - The variety show user market remains stable at 500-600 million, with peaks in June and October 2024 due to seasonal factors [4] User Trends - The variety show audience primarily consists of young people, female viewers, and residents of new first-tier cities, with a TGI index of 122 for the 18-24 age group [7] - Monthly active devices in the variety show market reached a peak in June 2024, driven by summer programming and high demand for home entertainment [4] Content Creation Market - There is a growing confidence in the market, with an increase in new variety shows and sequels, reflecting a stable content innovation capability [9] - In 2024, 20 new variety shows were launched, a slight increase from 2023, with improved viewership performance [9] Content Type Performance - The outdoor experience category remains the highest in market share, while comedy variety shows have seen a significant increase in viewership, up 143% from 2023 [11] - Reality game shows are emerging as a new category, with six new shows launched in 2024, particularly led by Youku [14] Marketing Trends - The number of sponsoring brands for variety shows has slightly decreased, but the number of brand placements in new shows has increased from 3.3 to 3.9 [37] - Fast-moving consumer goods (FMCG) brands accounted for 62.4% of sponsorship frequency, indicating their dominant role in the variety show sponsorship market [42] Brand Marketing Strategies - Brands are increasingly leveraging variety shows for deep product integration and brand endorsement, with a focus on achieving quick audience engagement [49] - The trend of "combination投放" is rising, allowing brands to utilize multiple shows for sustained visibility and audience recall [64] Content Innovation - The integration of technology in variety shows is enhancing viewer immersion, with AI and digital characters playing significant roles in audience engagement [30] - New content formats, such as micro-variety shows, are being explored to meet changing audience preferences and enhance brand resonance [32]

核心摘要： 本报告聚焦在线综艺行业核心参与者，通过艾瑞自研的第三方网民网络行为监测系统和视频内容监测系统的 大数据分析，系统的呈现2024-2025年中国在线视频综艺市场的用户规模、内容创新及营销趋势。并结合 定量调研与行业专家访谈，深度解析热门赛道的内容创作逻辑，以及全域生态营销、品牌角色共创等前沿玩 法。报告旨在为平台方及品牌主提供综艺IP开发、技术赋能与商业变现的决策参考，推动行业从流量竞争向 精品化、长效化转型。 在线视频用户规模 在线综艺营销趋势 丨白皮书 综艺市场整体处于相对稳定的发展阶段，每月月独立设备数达到 5-6 亿的活跃量级。受益于暑期档 学生用户的涌入、热门节目排播和高温宅家需求的旺盛， 2024 年 6 月月活设备量级达到全年峰 值；受国庆假期集中效应和开学季后年轻用户放松需求的影响， 10 月综艺市场表现再次回升。 在线视频综艺频道用户画像 整体用户数量已达 10 亿级规模，年同比小幅增长，平均增幅达 3.4% ，行业出现显 著回暖迹象 2024 年以来在线视频出现回暖迹象，月独立设备数同比呈现小幅增长，尤其在 2024 年 Q2 和 Q4 两季度同比增幅较高，全年月平均同比增长率达 ...