2025年综艺市场 洞察报告 击壤科技出品 01 电综市场洞察 02 网综市场洞察 content 目录 数据来源：击壤科技 2024年-2025年 央卫视频道 季播综艺监测（不含新浪、音乐播放器类、场地合作等非商客户） 电综市场洞察 01 层级分布 节目规模 电综市场收缩，新节目份额较高，第三季度上新逆势增长 32 36 28 48 29 31 39 34 20 25 30 35 40 45 50 Q1 Q2 Q3 Q4 Q1-Q4新上线电综数量分布 2024年 2025年 2025年各季度上新节目，仅第三季度实现同比增长，其余三个季度均 较2024年同期有所下滑 平台剧集分布 电综整体规模有所缩减，相较于综N代，新节目在整体 占比上较为突出 • 2025年电综市场新节目与综N 代并存，新节目占比超52%， 可以看出 节 目 从"延续 " 向 "创新"转移，但新节目突破 仍面临挑战。 综N代, 48% 新节目, 52% 2025年节目代占比 192 172 2024年 2025年 在播电综总量 • 2025年在播电综总量为172部， 较2024年减少20部，同比下 降约10.4%，整体呈"减量" 趋势。 2 ...

Core Viewpoint - The "Film and Television Model · 2025 Annual Ranking" event highlighted the success of "The Silence of Glory," which won four awards, including "Best Series" and "Best Actress" [1][6]. Group 1: Event Overview - The event took place on January 31 in Beijing and is the only official media-sponsored film and television awards in the city, guided by the Beijing Municipal Radio and Television Bureau [3]. - The initiative aims to promote mainstream values and establish a unified evaluation system combining public opinion, expert review, and market testing [3][4]. Group 2: Award Winners - "The Silence of Glory" was awarded "Best Series," while "Best Actor" went to Hu Jun for his role in "Return to the Team," and "Best Actress" was awarded to Wu Yue for her performance in "The Silence of Glory" [1][8]. - Other notable awards included "Best Director" for Liu Jiacheng for "The Silence of Glory," "Best Screenwriter" for Lu Min, and "Best Producer" for Wang Bing [6][20]. Group 3: Additional Awards and Recognitions - The "Quality Series" awards were given to "Life of All Things," "Return to the Team," and "Our Rivers and Mountains," while "Innovative Series" awards went to "The Tang Dynasty's Strange Events" and "Northbound" [6][16]. - In the variety category, "Best Variety" was awarded to "Wonderful Night Season 2," with other categories recognizing various popular and innovative shows [14][17]. Group 4: Future Expectations - The committee selected 15 series for the "Annual Anticipated Series" list, including titles like "The Great Long March" and "The Taste of Humanity," indicating a focus on quality and audience engagement in upcoming productions [12][21].

Core Insights - The 2025 variety show landscape is shifting from large-scale cultural programs to deeper, immersive experiences that connect audiences with history and culture [8][9][10] - Programs like "Master's Biography: Song Dynasty Poets" exemplify the integration of narrative and technical aesthetics, focusing on individual poets' inner worlds [9][10] - Emotional observation shows are gaining popularity, with a focus on authenticity and real-life experiences, moving beyond scripted narratives [12][13] Industry Trends - The trend of large-scale cultural variety shows is slowing down, allowing for a focus on more profound cultural exploration [9][10] - Programs such as "Heritage in China" and "Homes Between Mountains and Waters" emphasize the connection between culture and everyday life, shifting focus from static objects to dynamic human experiences [10][11] - The emergence of "Academy Wind" shows like "Chinese Academy" and "Youth Academy" highlights a new space for cultural dialogue, blending ancient wisdom with modern values [11] Emotional Observation Genre - Emotional observation variety shows are increasingly prioritizing authenticity over scripted drama, becoming a core competitive advantage [12] - Shows like "Goodbye Lover" and "Sisters in Charge" explore deeper social relationships and personal growth, reflecting a broader narrative scope [12][13] - The genre is evolving to provide emotional resonance and real-life reflections, moving away from mere topic generation [12] Future Industry Outlook - The variety show industry is navigating between the desire for change and the need for stability, with established series continuing to dominate the market [14][15] - Content strategies are becoming more conservative yet differentiated, with platforms focusing on specific genres like music competitions and comedy [14] - Innovation in content remains crucial for revitalizing the market, as seen with successful shows like "Earth Super Fresh," which has boosted confidence in original formats [15]

Core Insights - The article reflects on the significant moments in the Chinese variety show industry in 2025, highlighting the evolving content strategies of major platforms and the emergence of popular shows that resonate with audiences [1][3][19] Group 1: Tencent's Strategy - Tencent has successfully identified the "hit formula" for variety shows, with "Now Just Start 3" and "Happy Night 2" being standout examples that have garnered significant public attention and acclaim [6][10] - The audience's primary demand for variety shows is "pure joy," which Tencent has effectively captured with its programming, leading to high engagement metrics such as a score of 8.2 on Douban for "Now Just Start 3" [8][10] - Tencent's ability to adapt and innovate in content production is evident in its successful execution of shows like "One Meal to Fame" and "We Have Secrets 2," which reflect current market trends and audience interests [10][11] Group 2: Mango TV's Approach - Mango TV's content strategy has shifted to focus on revitalizing major IPs while also leveraging its strong ability to create buzz around smaller IPs [11][13] - The platform has successfully launched new seasons of popular shows like "Singer 2025" and "Mom and Daughter 2," demonstrating its knack for tapping into relevant social themes and audience interests [11][13] - Mango TV's ability to capture audience attention is highlighted by its innovative approaches to both large and small IPs, ensuring a diverse range of content that resonates with viewers [13] Group 3: iQIYI's Focus - iQIYI has adopted a "quality over quantity" approach, producing fewer but higher-quality variety shows, such as "Now Just Start" and "Sisters in Charge," which focus on empowering narratives [14][16] - The platform's commitment to producing premium content is evident in its strategic decision to concentrate resources on fewer projects, allowing for deeper engagement and higher production values [14][16] - iQIYI's expansion into new markets with shows like "Asian New Voice" reflects its ambition to innovate within the variety show landscape and attract a younger audience [16] Group 4: Youku's Innovation - Youku has positioned itself as a pioneer in the variety show space by experimenting with new formats and concepts, such as "Speed Racer" and "I Praise Red People," which target niche markets [17][19] - The platform's willingness to take risks with unconventional programming is seen as a vital strategy for revitalizing viewer interest and engagement [19] - Youku's innovative approach, while not always yielding immediate commercial success, is recognized as essential for the long-term sustainability of the variety show market [19]

Core Viewpoint - The 2025 China Broadcasting and Television Quality Creation Conference emphasizes the need for mainstream media to adapt to the rapidly changing content ecosystem and technological trends, focusing on systematic transformation and continuous innovation to maintain a leading position in quality content creation and dissemination [2][3]. Content Transformation - The company aims to revitalize its Mango brand by creating a diverse content matrix that includes news, arts, and various formats such as long, medium, and short dramas, while increasing the development of medium and micro-short dramas [3]. - A new content production mechanism has been established, empowering "track managers" with full-chain autonomy, and the company is opening its content ecosystem to external collaboration [3]. - Innovative expression methods are being implemented in news reporting to enhance new media dissemination capabilities, achieving significant engagement with over 50 billion topic spreads and 2,168 trending searches for events like the "Xiangchao" football league [3]. Platform Transformation - The strategy focuses on leveraging Hunan TV and Mango TV as core platforms to create a comprehensive digital media ecosystem that integrates various content formats and enhances user experience [6]. - Hunan TV maintains its position as the top provincial satellite TV station, while Mango TV has surpassed 73.31 million effective members and has launched AI-driven enhancements for content precision [6]. - The company is expanding its international presence through the "Mango Going Global" initiative, with overseas downloads reaching 297 million, and collaborating with countries like Thailand and Vietnam on new programs [6]. Technological Transformation - The company is implementing a cultural and technological integration strategy, utilizing AI to upgrade traditional broadcasting and television engineering [7]. - The self-developed Mango model has achieved over 93% application coverage, generating more than 100,000 videos through AI-driven content creation [7]. - Innovative technologies are being applied in productions like "Singer 2025" and documentaries, enhancing audience interaction and historical scene restoration [7].

Core Insights - The mini-game "Living in Longing" has recently shown strong market performance, entering the top 10 of WeChat mini-games popularity list and steadily climbing the sales rankings [1][4] - The game is based on the popular variety show of the same name, which has accumulated over 1.5 billion views in its latest season [2] Market & Product Observation - "Living in Longing" debuted at 8th place on the WeChat mini-game popularity list on October 23 and reached 43rd place on the sales list by October 29, indicating a rapid improvement in rankings [4] - Despite its decent market performance, the game is not particularly outstanding in terms of revenue generation, reflecting the saturation in the mini-game simulation sector [6] - The game emphasizes IP content restoration, featuring a "dual gameplay" core element and recreating various scenes and elements from the variety show, such as the "Mushroom House" [6][7] - The art style employs low-saturation warm colors to create a calming atmosphere, aligning with the show's "slow-paced" theme [6] User Demographics - The game targets a high proportion of female users, primarily aged 20-30, with a significant presence in "new first-tier" cities [7][9] Marketing & Creative Strategy - The game maintained a low volume of marketing materials from July to October, with a peak of nearly 1,000 materials on October 26, followed by a decline [10] - Creative strategies focus on "IP + immersion + lightweight" content, highlighting the unique experience of the variety show and emphasizing a relaxing gameplay experience [10][12][14] - The marketing approach is characterized as "low-key," leveraging the strong influence of the IP to attract initial users and relying on social sharing for further growth [16] Industry Trends - The emergence of mini-games based on variety show IPs like "Living in Longing" suggests a new trend where video platforms are increasingly investing in the mini-game sector to drive user engagement and retention [17][18] - Video platforms see mini-games as a cost-effective way to convert IP resources into revenue, enhancing user interaction and prolonging engagement with their content [17][18] Challenges Ahead - Despite the clear advantages, the cross-industry move into mini-games presents challenges, including potential market saturation and the risk of user attrition if the associated IP loses popularity [19] - The industry must address issues of gameplay innovation and dependency on IP popularity to ensure long-term sustainability and growth [19]

Core Insights - The long video platform industry is facing challenges, prompting companies to focus on strategic resource allocation to weather the downturn [2] - Mango TV's Q3 2025 report shows a decline in revenue and net profit, with Q3 revenue at 3.099 billion yuan, down 6.58% year-on-year, and net profit at 252 million yuan, down 33.47% [2][3] - Despite the overall decline, Mango TV's monthly active users grew by approximately 11.08% from January to September 2025, indicating some resilience in user engagement [2][4] Financial Performance - The decline in revenue is largely attributed to a decrease in traditional e-commerce business, as the company shifts focus to developing Mango IP derivative products [3] - Mango TV's revenue has been on a downward trend over the past three years, with the largest year-on-year decline of 11.82% in the first three quarters of 2025 [3] - The company's net profit has also decreased significantly, with a year-on-year drop of 29.67% in the first three quarters of 2025, following a previous growth of 6.19% in 2023 [3] Cost and Investment - Increased investment in quality content and research and development has led to rising costs, with R&D expenses reaching 174 million yuan, up 35.93% year-on-year [3] - The total profit for Q3 saw a significant decline of 56.24% year-on-year, reflecting the short-term pressure on performance due to rising costs [3] Advertising and User Engagement - Despite challenges in user growth, Mango TV's advertising revenue showed signs of recovery, driven by its popular variety shows [4] - The company reported a net operating cash flow of 674 million yuan in the first three quarters, a substantial increase of 307.14% year-on-year, with cash reserves exceeding 13 billion yuan by the end of September [4] - Upcoming programs, such as the music talent show "Voice of the Future," are expected to enhance brand visibility and attract advertising budgets [5]

Core Insights - Mango TV's popular variety show "Goodbye Lover" Season 5 has sparked significant discussion on social media, coinciding with Mango Super Media's Q3 2025 financial report release [1] - The company reported a revenue of 9.063 billion yuan and a net profit of 1.016 billion yuan for the first three quarters, with Q3 revenue at 3.099 billion yuan, down 6.58% year-on-year, and net profit at 252 million yuan, down 33.47% year-on-year [1] Financial Performance - For the first three quarters, Mango Super Media's revenue was 9.063 billion yuan, with a net profit of 1.016 billion yuan [1] - Q3 revenue was 3.099 billion yuan, showing a year-on-year decline of 6.58%, while net profit was 252 million yuan, reflecting a year-on-year decrease of 33.47% [1] - The decline in performance is attributed to a strategic shift away from traditional e-commerce towards the development of Mango IP derivative products, impacting revenue [1] User Engagement and Content Strategy - User engagement on Mango TV has improved, with average monthly active users increasing by approximately 11.08% year-on-year from January to September [1] - The company maintains a leading market share in the variety show sector at 35.2%, with significant viewership for its exclusive shows [2] - The company is focusing on high-quality content and has seen a recovery in advertising revenue in Q3 [1][2] Regulatory Environment and Future Outlook - The recent "Broadcasting and Television 21 Articles" policy indicates a shift towards more relaxed regulations, which may benefit long-form video platforms like Mango TV [3] - The company reported a strong operating cash flow of 674 million yuan for the first three quarters, up 307.14% year-on-year, with cash reserves exceeding 13 billion yuan, supporting future investments in content and technology [3] - Analysts suggest that the new policy will enhance content release efficiency and improve the financial structure of the industry, indicating potential recovery for major platforms like Mango Super Media [3]

Core Viewpoint - The launch of the singing talent show "Voice of the Future 2025" marks a significant collaboration among multiple major platforms, indicating a new trend in the industry towards joint production efforts [1] Group 1: Program Launch and Collaboration - "Voice of the Future 2025" was globally launched on September 8 in Beijing, created by Hunan TV and Mango TV in collaboration with several leading provincial satellite TVs and online platforms [1] - The program represents a rare multi-party collaboration in the variety show production sector, exploring a new paradigm of joint creation [1] Group 2: Audience Engagement and Growth Potential - In the first half of 2025, the live interaction count for "Singer 2025" exceeded 90 million, indicating strong audience engagement [1] - The peak monthly viewership for "Riding the Wind 2025" increased by over 30% compared to the previous season, showcasing growth in viewer interest [1] Group 3: Content Strategy and Future Prospects - The company is actively expanding its micro-short drama offerings, with 1,179 micro-short dramas launched under the "Big Mango Plan" in the first half of 2025, a nearly sevenfold increase from the same period last year [1] - Upcoming adaptations of popular IPs such as "My Fair Princess" and "New Dragon Gate Inn" into short dramas are expected to generate significant long-tail effects [1] Group 4: Market Position and Investment Outlook - The company is compared with Netflix, Oriental Pearl, and New Media Co., as the long drama market is recovering under new broadcasting regulations [1] - The rich program reserve and the anticipated advertising revenue boost from "Voice of the Future 2025" lead to a positive investment outlook, with an initial "Buy" rating assigned [1]

Core Viewpoint - The broadcasting and television industry is accelerating its digital transformation, with ultra-high-definition (UHD) technology emerging as a key driver for breaking traditional audiovisual boundaries and fostering the integration of culture and technology [1] Group 1: UHD Technology Implementation - Hunan TV officially enters the 4K UHD era starting September 28, enhancing industry quality and providing viewers with a new audiovisual experience [1] - Hunan TV and Mango TV are rapidly implementing UHD technology through flagship programs, achieving significant breakthroughs in 4K UHD applications [1][2] - The first-ever 4K+HDR live broadcast on both OTT and IPTV platforms by Mango TV optimizes the UHD viewing experience for users [1][2] Group 2: Content Development and Strategy - Hunan TV and Mango TV have accumulated over 3,950 UHD content pieces, totaling more than 43,000 hours, covering various genres such as dramas, variety shows, and documentaries [2] - The strategy includes producing, restoring, and acquiring UHD content, ensuring comprehensive coverage of 4K/HDR standards in key program types [2] - The focus on high-quality programs like "披荆斩棘" and "声生不息" aims to systematically advance the incubation of original UHD IPs, enhancing brand uniqueness and industry leadership [2] Group 3: Content Scheduling and Distribution - Hunan TV guarantees 4 hours of UHD programming daily, covering six major categories, including original 4K variety shows and news programs [3] - The channel is negotiating with 34 provincial broadcasting networks to ensure the 4K UHD channel is accessible to households starting September 28 [3] - Testing of 4K UHD broadcast signals is being conducted across 79 IPTV platforms nationwide, with a synchronized launch planned for September 28 [3]