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 [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] User Trends in Online Variety Channels - The variety show market remains stable with active monthly device counts between 500-600 million, peaking in June and October 2024 due to seasonal factors [6] User Demographics of Variety Channels - 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 [7] Content Creation Market Performance - There is a growth in new variety shows and sequels, with 20 new shows launched in 2024, reflecting a stable content innovation capability [11] Performance of Different Content Types - The outdoor experience category continues to grow, while comedy shows have seen a 143% increase in viewership compared to 2023, indicating a shift in audience preferences [13] Reality Game Show Performance - In 2024, six reality game shows were produced, with Youku leading in both quantity and viewership, capturing 35.5% of the market share [16] New Variety Show Overview - The new variety shows in 2024 showcase diverse themes, with Q2 and Q3 being peak periods for premieres [18] Key Highlights of Reality Game Shows - Reality game shows redefine the genre by offering immersive experiences that engage viewers with real-world issues [20] Key Highlights of Comedy Variety Shows - Comedy shows prioritize emotional value and address social issues through light-hearted expressions, with Tencent and iQIYI leading the charge [25] Innovation in Content Creation - The industry is transitioning from traffic competition to a focus on high-quality IP development, with a notable increase in the success rate of new IPs [30] Brand Sponsorship Trends - The number of brands sponsoring variety shows has slightly decreased, but the average number of sponsors for top new shows has increased from 3.3 to 3.9 [40] Industry Distribution of Sponsorship Brands - Fast-moving consumer goods account for 62.4% of sponsorship frequency, indicating their dominant role in the variety show sponsorship market [45] Marketing Budget Changes - Overall marketing budgets are tightening, with variations across industries; the internet services sector maintains a higher budget level [50] Evaluation of Sponsorship Effectiveness - The evaluation of sponsorship effectiveness has developed a dual verification system, focusing on both basic traffic and business conversion metrics [57] Ecological Marketing Strategies - The report outlines a shift towards ecological marketing, integrating brand, content, and ecosystem for enhanced value realization [59] Innovative Marketing Strategies - Brands are increasingly co-creating with variety shows to enhance their image and engage younger audiences [62][65]

核心摘要： 本报告聚焦在线综艺行业核心参与者，通过艾瑞自研的第三方网民网络行为监测系统和视频内容监测系统的 大数据分析，系统的呈现2024-2025年中国在线视频综艺市场的用户规模、内容创新及营销趋势。并结合 定量调研与行业专家访谈，深度解析热门赛道的内容创作逻辑，以及全域生态营销、品牌角色共创等前沿玩 法。报告旨在为平台方及品牌主提供综艺IP开发、技术赋能与商业变现的决策参考，推动行业从流量竞争向 精品化、长效化转型。 在线视频用户规模 在线综艺营销趋势 丨白皮书 综艺市场整体处于相对稳定的发展阶段，每月月独立设备数达到 5-6 亿的活跃量级。受益于暑期档 学生用户的涌入、热门节目排播和高温宅家需求的旺盛， 2024 年 6 月月活设备量级达到全年峰 值；受国庆假期集中效应和开学季后年轻用户放松需求的影响， 10 月综艺市场表现再次回升。 在线视频综艺频道用户画像 整体用户数量已达 10 亿级规模，年同比小幅增长，平均增幅达 3.4% ，行业出现显 著回暖迹象 2024 年以来在线视频出现回暖迹象，月独立设备数同比呈现小幅增长，尤其在 2024 年 Q2 和 Q4 两季度同比增幅较高，全年月平均同比增长率达 ...