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 variety show market in the first half of 2025 has shown stability in content supply and popularity, with major platforms like iQIYI, Tencent Video, Youku, and Mango TV maintaining a consistent release schedule, leading to a competitive environment where multiple platforms have shows airing almost every day [1][3][4] - iQIYI has emerged as a leader in the new variety show segment, holding a significant market share with four out of the top five shows and six out of the top ten shows, indicating a strong performance in content creation and audience engagement [1][5][10] - The trend of sponsorship in variety shows has stabilized, with many successful shows securing multiple brand sponsors, although the ability to attract sponsorship has become more evenly distributed among top shows [1][20][31] Content Changes - The variety show market is undergoing a transformation, focusing on creativity and quality, with a notable shift towards "pure" content that meets audience demands [4][15] - The "N-generation" variety shows are being revitalized, with innovative formats and themes that resonate with viewers, such as "Planting Season 3," which emphasizes agricultural responsibility and community engagement [5][7][10] - New IPs are being introduced to invigorate the market, with shows like "A Journey of Flowers" leading the charge in providing fresh content and engaging narratives that appeal to diverse audiences [10][12][14] Commercialization Trends - The commercialization of variety shows is evolving, with a focus on emotional marketing that resonates with younger audiences, as seen in shows like "A Journey of Flowers" and "New Rap 2025" [20][21][25] - Brands are increasingly leveraging variety shows for scene-based marketing, creating immersive experiences that extend their reach and engagement with consumers [26][29] - The market is witnessing a blend of new and established brands utilizing variety shows for exposure, with data indicating that beverage and internet brands dominate sponsorship visibility [31][33]