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]

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 to transition from traffic competition to quality and sustainability [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] Variety Show User Trends - 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] User Demographics - 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 (TGI=111) [7] Content Creation Market Performance - There is a growth in new variety shows and sequels, with 20 new shows launched in 2024, an increase from 19 in 2023, and a significant improvement in viewership [11] - The existing variety IPs are gaining market recognition, with 32 sequels produced in 2024, up from 29 in 2023 [11] Content Type Performance - The outdoor experience category remains the highest in market share, with continued growth in 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, contributing 35.5% of the total viewership 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 [18] Reality Game Show Highlights - Reality game shows redefine the genre by offering immersive experiences that engage viewers with real-world issues [20] Comedy Variety Show Highlights - The comedy genre is characterized by a dual-leader competition, with Tencent and iQIYI launching multiple shows that leverage both online and offline traffic [25] Content Innovation Trends - The industry is witnessing a rise in content innovation driven by precise positioning and technological advancements, enhancing the success rate of IP incubation [30] - The integration of film and variety shows is becoming a significant trend, with over 75% of viewers having watched derivative shows from popular films and variety programs [32] Sponsorship Trends - The number of sponsorship brands for variety shows has slightly decreased, but the number of brands sponsoring new shows has increased, with the average number of sponsors for the top 10 new shows rising from 3.3 to 3.9 [40] - Fast-moving consumer goods (FMCG) account for 62.4% of sponsorship frequency, indicating their dominant role in the variety sponsorship market [45] Marketing Budget Changes - Overall marketing budgets are tightening, with a projected decrease of 7-10% for 2025, varying significantly across industries [50] Sponsorship Effectiveness - The effectiveness of sponsorship is evaluated through a dual verification system, focusing on both basic traffic metrics and specific business conversion indicators [57] Ecological Marketing - The evolution of content monetization has transitioned through four main stages, culminating in ecological marketing that integrates brand, content, and ecosystem for mutual benefit [59] Innovative Marketing Strategies - Brands are increasingly co-creating with variety shows to enhance their image and engage younger audiences [62] - KOL strategies leverage high-traffic IPs to achieve synergistic marketing outcomes [65] - Combination strategies are becoming common, allowing brands to maintain high visibility across multiple shows [68]