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CTR洞察:2025年中国媒体市场发展趋势报告
Sou Hu Cai Jing· 2025-09-19 02:58
Group 1 - The core viewpoint of the report emphasizes the need for media to play a crucial role in emotional value, social consensus, and cultural exchange, focusing on three main directions: inward deepening, centralization, and forward movement [1][2] - Inward deepening indicates that media serves as a trendsetter and laboratory for brands to build emotional value, with the rise of the emotional economy leading to a demand for emotional resonance among audiences [1][9] - The report highlights significant engagement metrics, such as over 709.69 billion views on topics related to emotional healing and high engagement on themes like anti-involution, reflecting the public's desire for emotional connection [9][13] Group 2 - Centralization aims to reshape societal consensus, addressing audience dissatisfaction with fragmented content and the need for high-quality content to attract higher-income demographics [2][39] - Over half of users express dissatisfaction with algorithmic recommendations, and 80% are skeptical of AI-generated personalized news, indicating a shift towards centralized, value-driven media strategies [39][42] - The report suggests that brands must return to centralized communication to create a unified brand image, as fragmented marketing leads to higher costs and diluted brand recognition [2][43] Group 3 - Forward movement focuses on media facilitating cultural exchange and connection, with Chinese brands rapidly expanding overseas, achieving an export value of 13 trillion yuan in the first half of 2025 [2] - International media, such as CGTN, is expanding its reach to over 200 countries, helping brands adopt localized perspectives to bridge cultural gaps [2] - The report concludes that media has new opportunities to become analysts of emotional resonance, alchemists of group consensus, and translators of cultural connections, ultimately enhancing emotional warmth and shared understanding [2][5]