今日早参 2025 年 12 月 18 日 易峘 首席宏观经济学家 邮箱：evayi@htsc.com 张继强 研究所所长、固收首席研究员 座机：13910012450 邮箱：zhangjiqiang@htsc.com 今日热点 宏观：广义财政支出增长边际回升 11 月财政收入端数据显示国内经济活动总体保持平稳，微观体感并未出现与 消费、投资等宏观数据相同幅度下滑的"体感差"；广义财政支出同比增速 边际回升、修正后的广义财政支出（季调后）环比增长进一步上行，显示用 于形成实物工作量的广义财政支出力度维持韧性。具体看，企业投资和工业 生产活动总体保持平稳，今年前 11 个月增值税/企业所得税累计同比增长 3.9%/1.7%、快于去年全年的-3.8%/-0.5%，投资、工业生产等宏观数据走弱 可能受到高基数和口径变化等"技术性因素"扰动；另一方面，11 月广义财 政（一般公共预算+政府性基金）支出同比降幅较 10 月的 19.1%收窄至 1.7%，剔除注资特别国债和用于化债的"特殊专项债"后同比降幅亦较 10 月的 20.2%收窄至 3.8%；此外，修正后的（季调后）广义财政支出环比增长 从 10 月的 15%进 ...

Investment Rating - The report indicates a positive investment outlook for the gaming sector, highlighting its strong performance compared to other sub-industries within the media sector [3][4]. Core Insights - The A-share media sector reported an 8.2% year-on-year revenue growth and a 59.8% increase in net profit attributable to shareholders in Q3 2025, with significant differentiation among sub-industries [3][4]. - The gaming industry showed remarkable growth, with a 28.6% year-on-year revenue increase, marking six consecutive quarters of accelerating revenue growth and achieving a profit margin of 19.0%, the highest quarterly level since 2022 [3][4]. - The external environment for gaming continues to improve, with an increase in the average monthly number of domestic game approvals and relaxed third-party payment policies from platforms like Google and Apple, which are expected to enhance channel cost efficiency [3][6][10]. - The advertising sector, particularly focusing on Focus Media, has seen substantial growth in internet advertising spending, leading to improved profit margins and a return to historical highs in gross margins [3][4]. - The publishing sector has shown mixed results, with some state-owned publishing groups experiencing significant profit growth while others face challenges due to changes in educational material subscription methods [3][4]. Summary by Sections Gaming Sector - The gaming sector's revenue in Q3 2025 grew by 28.6% year-on-year, with a profit margin of 19.0%, the best performance since 2022 [3][4]. - Domestic PC game sales increased by 20% year-on-year, driven by titles like "Dream" and "Delta" [11]. - Key companies to watch include ST Huatuo, Giant Network, and Jiubite, which have shown significant growth [3][4][19]. Advertising Sector - Focus Media has optimized its cost structure, leading to a gross margin that has reached historical highs [3][4]. - Future observations will focus on the elasticity of internet advertising spending and the impact of new partnerships and acquisitions [3][4]. Publishing Sector - The performance of state-owned publishing groups varies, with some recovering from previous declines while others continue to face challenges [3][4]. - The overall trend indicates a need for adaptation to changing market conditions and consumer demands [3][4]. Long Video Sector - Mango TV is at a critical juncture, with expectations for operational improvements as policy support strengthens [3][4]. - The focus will be on innovative IP operations and product cycles in the coming years [3][4].

Group 1 - The gaming sector experienced a slight decline in early trading on October 13, with the gaming ETF (159869) dropping to around 1.5% [1] - As of October 10, the gaming ETF (159869) saw a net inflow of funds amounting to 2.102 billion yuan over the past five trading days, indicating strong investor interest [1] - The product size of the gaming ETF reached 10.936 billion yuan, facilitating investors' access to leading A-share gaming companies [1] Group 2 - On October 12, the official announcement of the game "Black Myth: Wukong" revealed an update aimed at performance optimization and bug fixes, set to be released on October 13 across platforms [1] - The update is intended to enhance player experience and strengthen the game's reputation and longevity, highlighting the importance of ongoing maintenance for AAA titles in the gaming industry [1] - Investors are likely to place greater value on companies capable of continuous content updates and technological iterations, shifting the competitive focus towards the full lifecycle operation of products [1] Group 3 - Citic Securities released a report indicating that the typical peak seasons for gaming are during summer and winter vacations, but this year, the National Day and Mid-Autumn Festival holidays showed strong performance in tourism and dining [2] - Several games, including "Delta," "Dream of the Westward Journey," and "Supernatural," achieved daily revenue during the holidays that was approximately 50% higher than the average daily revenue during the summer [2] - The gaming sector is experiencing multiple catalysts for transformation, including AI, content, and commercialization models, with the gaming ETF (159869) tracking the performance of the A-share listed companies in the animation and gaming industry [2]