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 ...

作为腾讯视频全新推出的语言类喜剧综艺IP，《主咖和Ta的朋友们》于2026年1月24日上线，每周六中午12点更 新。节目由张绍刚主持、范志毅担任品牌挚友，以"名人不说暗话"作为slogan，每期围绕一个具有时代特征的话 题，邀请来自不同圈层的、具有代表性的嘉宾，在喜剧表达的框架下展开真诚对话。在舆论场日益嘈杂、情绪对 立频现的当下，这档节目尝试搭建一方理性沟通的舞台，让话题在光亮处展开，让对话在幽默中沉淀，其意义不 仅在于娱乐，更在于为社会公共讨论提供一种温和而有力的新可能。 腾讯视频全新推出的语言类喜剧综艺IP，《主咖和Ta的朋友们》于2026年1月24日上线。 【圈层共讲】 当说唱遇见脱口秀，将"对线"在台面上摊开来说 《主咖和Ta的朋友们》诞生之初，便明确了自己的定位：它不只是一档带来欢乐的喜剧节目，更是为不同圈层、 不同观点主动搭建的"对话桌"。这一点，在"说唱VS脱口秀"的首期节目里体现得尤为明显。节目没有选择一位传 统意义上的"主咖"，而是将说唱与脱口秀这两个时常被放在舆论天平两端对比，甚至偶有摩擦的潮流文化圈层的 代表人物请到了现场。SHarK米尔艾力、艾福杰尼、VaVa 毛衍七（D.M.G）、 ...

来源：北京日报客户端 节目将"名人不说暗话"作为slogan，希望以事件话题为切入口、以喜剧语言为表达方式，邀请来自不同 圈层的嘉宾，通过调侃、自嘲与回应，在轻松氛围中彼此交流。节目邀请张绍刚担任主持人、范志毅作 为品牌挚友，每期将围绕一个具有时代共鸣的社会话题，邀请不同领域、不同圈层的嘉宾，通过轻松调 侃与幽默自嘲展开观点碰撞，在笑声中传递思考。首期节目以"说唱VS脱口秀"为主题，集结了SHarK米 尔艾力、艾福杰尼、VaVa 毛衍七（D.M.G）、MC Hotdog 热狗四位知名说唱歌手，以及何广智、步惊 云、哈哈曹、小奇等人气脱口秀演员，共同展开一场交流。 1月24日，由腾讯视频出品的语言类喜剧综艺《主咖和Ta的朋友们》正式开播。 此前，节目在京举办超前看片交流会，活动上，腾讯在线视频七盎司工作室负责人、《主咖和Ta的朋友 们》节目总制片人白洪羽表示，节目把问题的焦点以及具有时代表达的话题放到台面上，以公平坦诚的 姿态，用喜剧的形式去表达，搭建起沟通的桥梁。同时，现场亦有专家表示，该节目是用喜剧语法做公 共冲突的文明化处理，让笑声成为理解的入口。 ...

Core Viewpoint - The article discusses the trend of former idol group members returning to the variety show scene, highlighting the shift from stage performances to variety shows as a primary source of exposure for these artists [3][5][17]. Group 1: Industry Trends - The phrase "再就业" (re-employment) reflects the challenges and realities faced by idol group members as they transition to variety shows for continued visibility [5][11]. - Recent months have seen a surge of "re-employed idols" appearing in various variety shows, creating a nostalgic atmosphere for fans [3][6]. - The success of shows like "欢迎来到蘑菇屋2" (Welcome to Mushroom House 2) is attributed to the strong fan base of groups like R1SE, which has maintained public interest despite individual controversies [8][15]. Group 2: Show Dynamics - "欢迎来到蘑菇屋2" successfully captures the essence of the R1SE group dynamics, showcasing their camaraderie and humor, which resonates well with fans [8][15]. - The production team has invested effort in understanding the history and popular moments of the idol group, enhancing the show's appeal to its audience [8][15]. - The absence of a full reunion of the group members is noted, reflecting the complexities of individual career paths and company affiliations [9][17]. Group 3: New Formats and Opportunities - The innovative concept of "有你的恋歌2" (With Your Love Song 2) introduces a new genre by featuring former idols in a dating show format, which has sparked significant discussion and interest [11][15]. - The blending of music and dating elements in shows like "有你的恋歌2" demonstrates a potential growth area for the industry, appealing to both nostalgic fans and new audiences [11][15]. - The commercial viability of reunion shows is highlighted, with examples like the F4 reunion concert illustrating the emotional and financial potential of nostalgia-driven content [13][15]. Group 4: Future Implications - The article suggests that while the idol group reunion trend may not be universally applicable, it remains effective for certain groups and within specific time frames [17]. - The current landscape of the entertainment industry indicates that variety shows serve as a stable platform for idols whose other career avenues may be limited [17]. - The ability for former idols to remain relevant and memorable in the industry is seen as a sign of ongoing potential, despite the challenges they face [17].

Report Industry Investment Rating - Not provided in the content Core Viewpoints of the Report - Since its premiere on September 26, 2025, "The Comedians' Wonderful Night 2" has witnessed an explosive growth in social media popularity, especially on Douyin and Weibo [3]. - The audience's emotional inclination towards the show is polarized, with both strong love and support, as well as rational criticism and concerns [3]. - In terms of brand collaboration, various brands have effectively utilized the show's influence for brand promotion through different forms of cooperation [3]. Summary by Relevant Catalogs 1. Subject Introduction - "The Comedians' Wonderful Night 2" is a comedy competition variety show jointly produced by Tencent Video and Mew Media, targeting young people and office workers interested in comedy [4]. - The show features guests like Ma Dong, Hu Xianxu, and others, and has made adjustments to its competition system, abandoning the point - scoring system [4]. 2. Social Media Overall Performance Analysis 2.1 Social Media Trend Analysis - Pre - launch period (June - August 2025): There were small peaks in June on Weibo, Douyin, and the grass - planting platform due to the official announcement of the show's return, followed by a decline in July and August [9][10]. - Initial broadcast and popularity explosion period (September - October 2025): All platforms saw an explosive increase in volume and interaction after the show premiered on September 26, with the peak in October [10]. - Sustained high - heat period (November 2025): Weibo volume reached a new high, while Douyin interaction volume slightly decreased, but the overall popularity remained high [10]. - Show finale period (December 2025, partial data): The popularity declined but remained at a relatively high level, with Weibo interaction volume even higher than in November [10]. 2.2 Social Media Channel Volume Comparison - Weibo is the main platform for information dissemination and discussion, accounting for 80.84% of the social media volume, while Douyin is the main source of interaction, accounting for 86.88% of the interaction volume [13]. 2.3 Social Media Emotional Trend Analysis - The social media sentiment towards the show is mainly neutral, followed by positive emotions, and negative emotions, although with a small proportion, have a higher content depth [14][18]. 2.4 Social Media Keyword Clustering Analysis - The core topics of audience discussion focus on specific show works, comedians and their teams, show competition system and evaluation, and brand collaboration [20][22]. 3. Core Events Analysis 3.1 Core Event One: Show Premiere (September 26, 2025) - The premiere had a significant initial impact on the show's social media popularity, with an explosive increase in volume and interaction on all platforms [23]. 3.2 Core Event Two: Hit Sketch "Skill Gomoku" - The sketch, with its "abstract comedy" style and easy - to - learn core gags, became the core engine for the social media popularity explosion, driven by KOL and star promotion [24][25][27]. 4. Brand Collaboration Case Analysis 4.1 Case One: Meituan Group - Buying (Exclusive Sponsor) - Meituan Group - Buying achieved effective brand implantation through innovative voice - over and content embedding, and its hot - meme advertising also received a positive response [32][33]. 4.2 Case Two: Anmuxi (Co - Sponsor/Artist Cooperation) - Anmuxi adopted a marketing strategy of in - depth co - creation with the show content and stars, achieving "advertising - free" brand implantation [33][35]. 4.3 Case Three: Yili (Hot - Meme Leveraging Marketing) - Yili quickly captured the hot - meme of "Grandpa Niu" Zhang Xingchao and launched an abstract advertisement that resonated with users [36]. 4.4 Case Four: DQ (Non - official Collaboration and Hot - Meme Application) - DQ combined the "Bangbang Hard" eating method of "Zootopia 2" with the show's hot - meme, resulting in increased sales and high popularity [40]. 5. Summary and Suggestions - The show has achieved remarkable success on social media, and the key elements of its successful brand collaboration are content integration, star effect, and hot - meme leveraging [36]. - Suggestions for the show include continuous content innovation, balancing commercialization and artistry, and strengthening in - depth interaction with the audience [37][38][41].

Core Viewpoint - The article discusses the rise of the entertainment group "Ten Kintian" and its innovative business model that combines fan culture with commercial success, drawing parallels to Disney's operational strategies [1][3][8]. Group 1: Fan Engagement and Economic Impact - The "Ten Kintian" group has successfully leveraged fan engagement, with their merchandise ranking high on sales platforms like Tmall, indicating strong consumer interest and purchasing power [3][8]. - The group's flagship store on Tmall reportedly generates over 3.5 million in monthly revenue from top-selling items, with an estimated annual revenue of around 50 million from clothing alone [8]. - The "Zhongdi Xingqiu" (Planting Star Planet) serves as a physical space for fans, enhancing their emotional connection to the brand and providing a unique experience that traditional theme parks cannot offer [12][13]. Group 2: Business Model and Strategy - The operational strategy of "Ten Kintian" mirrors Disney's model, focusing on content-driven emotional engagement that translates into consumer spending through merchandise and experiences [9][10]. - The group has created a continuous content matrix, including main and derivative shows, live events, and social media engagement, to maintain high fan loyalty and interaction [19][20]. - The physical space "Zhongdi Xingqiu" represents a successful integration of online and offline experiences, showcasing a sustainable model for urban tourism and community engagement [21][22]. Group 3: Community and Cultural Significance - The article highlights the importance of community in the success of "Ten Kintian," where fans are not just consumers but active participants in the brand's ecosystem, enhancing its cultural relevance [23]. - The collaboration between the entertainment group, fan communities, and local government has transformed a simple agricultural area into a vibrant cultural and commercial hub, demonstrating the potential of fan-driven economic models [22][23]. - The group's ability to create a living IP that evolves with its audience sets it apart from other brands, ensuring ongoing relevance and engagement [14][19].

Core Viewpoint - The company, 星空华文, is attempting a strategic shift towards AI music through a joint venture, aiming to revitalize its business amidst declining core IP value and financial losses [1][4]. Group 1: Joint Venture and Investment - The company announced a joint venture with 北京无界音场文化传媒有限公司 to establish an AI music company, with an investment of 115 million yuan for a 32% stake [1]. - The joint venture partner will invest 244 million yuan, holding a 68% stake, indicating a significant control over the new venture [1]. Group 2: Industry Challenges - The AI music sector faces multiple challenges, including unclear copyright laws regarding AI-generated content, leading to frequent infringement disputes [2]. - Data monopolies and a shortage of cross-disciplinary talent in AI and music creation hinder innovation for smaller companies [2]. - The standardization of AI-generated music may threaten niche genres and traditional cultural expressions, impacting the artistic quality of music [2]. Group 3: Financial and Operational Risks - The company reported a revenue of only 59.035 million yuan and a net loss of 11.002 million yuan as of mid-2025, raising concerns about cash flow with the new investment [2]. - The joint venture's structure, with the partner holding 68% control, may limit the company's influence on business direction and resource integration [2]. - The competitive landscape is tough, with major players like Tencent Music and NetEase Cloud Music dominating the AI music space, making it difficult for the company to establish a foothold [2]. Group 4: Brand Image and Market Perception - The company is still dealing with negative public sentiment from the "李玟事件," which may affect the market acceptance of its new business initiatives [3]. - The fallout from this incident has damaged the company's brand image, potentially impacting partner confidence and collaboration opportunities [3]. Group 5: Historical Context and Previous Attempts - The company has experienced a significant decline from its peak, with a notable drop in revenue and market value following the "李玟事件," which led to a 50% drop in stock price and a market cap loss of nearly 26 billion HKD [4]. - Previous diversification attempts, such as ventures into the metaverse and short dramas, have not yielded substantial results, highlighting the challenges of successful transformation [5][6]. - The current shift to AI music aligns more closely with the company's traditional content strengths, but it must navigate significant challenges in balancing technological innovation with artistic quality [6].

Core Insights - The article discusses the return of the comedy variety show "Single Row Comedy Competition 2," which aims to integrate online and offline experiences, leveraging Douyin live streaming for auditions and promoting local culture through innovative products like "Douban Coffee" [2][3][5] Group 1: Show and Product Integration - "Single Row Comedy Competition 2" utilizes Douyin live streaming for auditions, enhancing audience engagement and participation [5] - The introduction of "Douban Coffee," a fusion of Sichuan cuisine and coffee culture, serves as a unique product that embodies the show's abstract comedy theme and connects with urban culture [6][10] - The C6 Comedy Club in Shanghai, as the first offline experience space for the "China Comedy Dream Factory," has become a popular destination for fans and consumers [9][10] Group 2: Economic and Cultural Impact - The show represents a shift towards a new consumption model, termed "laugh economy," which integrates online engagement with offline consumer experiences [12][14] - The collaboration with Douyin facilitates smoother consumer transitions from online attention to offline purchases, enhancing the overall economic impact of the show [10][12] - The initiative aims to create a complete cycle from content production to cultural consumption, benefiting local tourism and cultural industries [14][18] Group 3: Strategic Development and Future Plans - Chengdu Cultural Tourism Group is strategically expanding its influence in the "film and tourism" sector, establishing a presence in Shanghai to leverage its market potential [15][16] - Future plans include the development of "Tianfu Small Box," a new consumption scenario that connects local products with entertainment IPs, further enhancing the integration of film and tourism experiences [18] - The ongoing efforts reflect a broader trend in the industry towards IP consumption and the exploration of new business models in the cultural tourism sector [18]

Core Viewpoint - The integration of variety content with regional culture is transforming laughter on screen into tangible consumer power, exemplified by the launch of the comedy show "Single Row Comedy Competition 2" in Shanghai, which features unique local coffee experiences [1][13]. Group 1: Event Launch and Unique Offerings - The "Single Row Comedy Competition 2" was launched on November 10 at the C6 theater in Shanghai, showcasing a blend of Chengdu cultural elements and unique coffee offerings [1][2]. - The event featured a special coffee called "Douban Coffee," which quickly gained popularity among attendees, highlighting the innovative fusion of local flavors and entertainment [2][14]. Group 2: Cultural and Economic Impact - The C6 theater represents the first offline experience space for the "China Comedy Dream Factory," aiming to create a new consumption scene that combines comedy with cultural experiences [8][15]. - The initiative aligns with national policies promoting the integration of online content with offline consumption, fostering diverse cultural consumption scenarios and enhancing service experiences [14][15]. - This innovative model of "variety content + regional culture + physical consumption" aims to transform Chengdu's cultural identity into tangible experiences, bridging the gap between watching shows and experiencing culture [14][15]. Group 3: Future Directions - Chengdu Cultural Tourism Group plans to leverage the success of the Shanghai experience to create a consumption loop that encourages visitors to explore Sichuan and engage with local culture [15].

Core Insights - The video platform industry is shifting its focus from mere "innovation" and "quality" to deeper user engagement and emotional connection as the key themes for the upcoming long video battle in 2024 [1][3] Group 1: Emotional Engagement - The recent Tencent Video V-World Conference highlighted the importance of audience emotions in content creation, with keywords like "emotional resonance" being frequently mentioned [3][5] - The demand for emotional release and connection among viewers has become increasingly prominent, with approximately 70% of variety show audiences prioritizing "joy and stress relief" over the past three years [5][19] - Programs like "Five Kilometers Peach Blossom Dock 5" and "Heart Signal 8" have become integral to users' daily lives, providing emotional support and companionship [8][19] Group 2: Content Strategy and Trends - The 2026 program lineup includes successful IPs such as "Now Departing 4" and "Earth Super Fresh 2," which continue to emphasize joy and emotional relief [6][19] - New content types, including music variety shows and innovative formats like "Crazy Vacation Experience," are being introduced to attract diverse audiences [9][20] - The industry is witnessing a shift from "attention economy" to "experience economy," integrating offline experiences with online content to enhance user engagement [27] Group 3: Audience Participation - The concept of inviting audiences to "join in" is becoming essential, transforming viewers from passive observers to active participants in the content ecosystem [31] - The success of shows like "Talk Show and Friends 2" demonstrates the potential for offline events and brand collaborations to enhance viewer engagement and industry growth [19][20] - The trend of focusing on specific cultural and emotional themes, such as "expired friendships," is gaining traction, aiming to create stronger emotional connections with audiences [31]