说实话 ， 2025 年的恋爱综艺，已经发展到一种非常拧巴的状态。那种一边看一边皱眉、脚趾疯狂施工，却又舍不得关掉的感觉，你懂吧？不浪漫、不治 愈，有时候甚至像精神噪音，但只要热搜一弹出来， kk 还是会条件反射地点进去确认一句 ——" 这回又整出什么新活了？ " 曾经的恋综是门挺体面的生意。那会儿我们看《心动的信号》《再见爱人》，要么是嗑糖嗑到上头，要么是偷偷对照自己的感情生活反思两秒。就算有剧 本痕迹，好歹糖是甜的，情绪也是能对得上的。可到了2025年，恋综的功能已经悄悄换挡了，不再试图教你怎么谈恋爱，而更像一档持续更新的"人类行 为艺术展"。 最近这波抓马的代表作，非《有你的恋歌2》和《有秘密的我们2》莫属。一个把自曝"两度被恋综拒"的机车网红痞幼送上了热搜；另一个，让00后"待爆 花"王梓莼把恋综现场当个人solo舞台，看得人只剩一个疑问：她到底还能多离谱？ 这两种极端，拼在一起，却刚好组成了当下恋综最真实的底色。 恋综，早就不是爱情发生地，而是一个由"网红"混合而成的奇葩样本池。节目组像是在搞高风险社会实验，把各怀心思的人扔进密闭空间，而镜头，就是 我们用来放大人性的显微镜。 从"素人图鉴"到"奇葩 ...

文丨文娱价值官 明远 编 辑丨美圻 2025年的综艺市场诞生了不少新节目、新趋势，比如各平台都在布局微综、又比如"游戏"成为市场的新 关键词。 此消彼长之中，某些经典品类似乎站在了不得不变的十字路口。比如，曾经掀起全网嗑糖热潮的恋爱真 人秀。 今年各大平台卫视推出的恋综并不少，可无论是综N代还是新品类，如往年一样能够引起观众讨论的却 不多，甚至连吐槽声量都不及往昔。 都说"爱是会消失的"，难道观众真不需要恋综了？ 恋综爱得静悄悄 比如引进同名韩综模式的《恋爱兄妹》，主打在亲手足的关注下去谈恋爱；把生存竞技和恋爱糅合到一 起的《偏爱之恋》，看嘉宾在爱情和面包中如何抉择；还有回应观众对于"牛马恋综"的渴求，直接在恋 综上"演我"的《朝九晚五的恋爱》，都是今年诞生的新节目。 平心而论，这些节目本身都有看点和突破性，但观众的心却似乎很难为他们留驻。 韩版《恋爱兄妹》播出时在网上引起超强热议，国内的跟进脚步虽然迅速，可节目播出后，原本对该模 式沉迷的观众却好像瞬间变心了一样；《偏爱之恋》的模式很像欧美经典的《欲罢不能》模式，在国内 引起热议的韩综《单身即地狱》也是该模式，但《偏爱之恋》的关注度却似乎也不像韩综那么高。 ...

Core Insights - The dating variety show market is experiencing a shift with the introduction of new shows like "Love Special Invitation," "Preference of Love," and "Escape from 9 to 5 Love," which aim to explore different aspects of romantic interactions [1][8] - A notable trend is the move towards "all-solo" formats, with most new shows featuring entirely non-celebrity participants, contrasting with the traditional celebrity-driven formats [2][20] Group 1: Show Formats and Trends - "Love Special Invitation" enhances viewer engagement by incorporating a "special witness group" of friends and family who provide real-time feedback and support to participants [10][12] - "Preference of Love" employs a survival game format with 20 singles competing for dates, blending romance with competition [16] - "Escape from 9 to 5 Love" targets working individuals, focusing on relatable themes such as housing and rent, and encourages proactive dating approaches [18][20] Group 2: Market Dynamics - The rise of all-solo dating shows is seen as a cost-effective strategy, allowing for lower production expenses while still engaging audiences [23][25] - The success of these shows relies heavily on the performance of non-celebrity participants, as past experiences indicate that celebrity segments often receive negative feedback [23][30] - The dating show landscape is evolving, with platforms increasingly investing in solo formats to create relatable content that resonates with viewers [22][29] Group 3: Commercialization and Challenges - Despite the challenges of monetizing all-solo formats, shows like "Love Special Invitation" and "Preference of Love" have secured sponsorships and commercial partnerships, indicating potential for profitability [29][30] - The primary challenge for all-solo shows lies in participant selection and background checks to maintain credibility and viewer trust [30][32] - The ongoing interest in dating shows suggests a sustained demand for this genre, with platforms continuing to prioritize dating content in their programming [30][34]

Core Viewpoint - The article discusses the trend of long video platforms in China focusing on creating content that resonates with the working class, referred to as "牛马" (cattle), by addressing their emotional struggles and workplace challenges in various reality shows and comedy programs [2][10][12]. Group 1: Industry Trends - Long video platforms are increasingly prioritizing "emotional value" in their content, aiming to provide comfort and understanding to the working class [2][10]. - The trend of empathizing with the working class has become a key strategy for variety shows in 2025, with many programs featuring relatable narratives about workplace struggles [3][12]. - Shows like "Tonight No Overtime" and "Chinese Restaurant 9" highlight the real-life challenges faced by ordinary workers, fostering a connection with the audience [3][12]. Group 2: Content Evolution - Comedy variety shows, particularly "喜综" (comedy variety), have been at the forefront of addressing workplace dilemmas and the "牛马" lifestyle, evolving into a mature creative model that resonates with viewers [4][6]. - Recent seasons of shows like "脱友" (Talk Show Friend) have emphasized the importance of storytelling that reflects the struggles of the working class, showcasing a shift from mere criticism of employers to a more nuanced exploration of workplace dynamics [6][7]. - The success of these shows has prompted other genres to adopt similar approaches, focusing on the authentic experiences of ordinary people rather than celebrity-centric narratives [10][13]. Group 3: Audience Engagement - The rise of "共情牛马" (empathizing with the working class) as a dominant theme in variety shows reflects a growing awareness of the collective anxiety faced by modern workers [11][13]. - The ability of these shows to provide both humor and healing has allowed viewers to find their own reflections and dignity within the content, enhancing audience engagement [9][12]. - The industry's shift towards addressing real-life issues faced by the working class is seen as a positive development, indicating a deeper connection between content creators and their audience [13].

Core Insights - The article discusses the evolving trends in the Chinese variety show market, highlighting key competitive dynamics and upcoming shows for the second half of the year [1][3]. Group 1: Market Trends - The primary keyword for the second half of the year is "same-topic competition," which has led to high-quality content production due to intense rivalry among platforms [3][5]. - Major shows like Mango TV's "Singer 2025," iQIYI's "Asian New Voice," and Tencent Video's "Let Me Sing" have demonstrated the benefits of this competitive landscape by producing engaging content [3][5]. Group 2: Upcoming Shows - The summer will feature a "comedy variety season" with Tencent Video's "Talk Show and Its Friends 2" and iQIYI's "Comedy King Stand-up Season 2" set to launch, promising fresh content and engaging performances [5][7]. - Culinary shows are also making a comeback, with Tencent Video's "One Meal to Fame" and Youku's "Hot Game: Hundred Chefs Battle" competing for viewership, showcasing a resurgence in this genre [7][10]. - The dating variety show segment is heating up with Tencent Video's "Heart Signal 8" and Youku's upcoming "Love Has Thousands of Forms," indicating a competitive environment in this category as well [10][12]. Group 3: Content Creation Strategies - The concept of "creating buzz topics" is emphasized as a crucial strategy for variety shows, with programs like "The Great Entertainer" aiming to leverage social trends and audience interests [14][16]. - The success of shows like Mango TV's "Flowers and Youth" illustrates the importance of engaging content that resonates with viewers, prompting other platforms to adopt similar strategies [17][19]. - Mango TV's extensive IP reserves, including upcoming projects like "Escape Room 7" and "Goodbye Lover 5," position it as a leader in the market, with a focus on executing viable projects rather than just conceptual ones [19].