用户变化 移动互联网流量小幅增长，用户行为向低频深用变迁 ：2025Q3中国移动互联网月独立设备数增至 14.52亿，环比Q2增长0.83%；用户单日使用次数为59.8次，环比Q2下降2.9%；时长为282.9分钟， 环比Q2增长2.3%，用户使用行为深度提升。 中国移动互联网流量 丨季度报告 核心摘要： 本报告利用艾瑞咨询UserTracker多平台网民行为监测数据库等产品数据及桌面研究，综合分析了2025年 移动互联网的用户变化、行业流量变化、APP流量变化。报告指出，2025年第三季度，移动互联网流量小 幅增长，用户行为向低频深用变迁。在用户结构方面，用户性别、年龄结构稳定，中高线未婚群体驱动增 长，用户触媒偏好呈现年龄和城市级别差异。在行业方面，美食外卖巨头大战落幕，短期流量激增后续增长 乏力；旅游出行需求持续释放，使用时长增长亮眼；人工智能流量增长迅猛，语言模型用户规模爆发增长； 游戏服务流量整体下滑，行业存量竞争加剧。APP方面，2025年9月MAU（月活跃设备数）亿级以上的 APP复合增长前三名为：铁路12306、豆包、全民K歌；MAU达5000万级以上的APP复合增长前三名是： 腾讯元宝、汽水 ...

在整治AI技术滥用方面，"天燕""图趣AI"等华为应用市场在架应用传播AI生成低俗内容，荔课账号"伊 人"上传AI生成视频未落实标识要求，微信视频号"优质百货橱窗""邱孟彩"等利用AI技术伪造新闻、生 产低俗猎奇及夸大不实内容，知识星球账号"沉心""momo"等发布违规AI产品使用教程和商品售卖信 息，涉及应用及账号被平台依法依约予以限期整改、禁言、关闭或下架。 针对短视频领域恶意营销乱象，专项行动查处多个账号。腾讯企鹅号"清风侃搞笑"发布虚假摆拍内容， 传播不良价值观；微信视频号"国能股东依珂"冒充权威机构，散布虚假信息；微信视频号"岩岩爱海带 苗""搭讪社交TV"发布低俗"街拍"视频，侵犯他人隐私，违背公序良俗；华为浏览器账号"侃侃养生"、 小鹅通账号"健康兵法"散布健康养生领域"伪科普"内容，违规进行夸大宣传和营销推广。涉事账号均被 限流、禁言或关闭。 围绕净化未成年人网络环境，专项行动查处一批发布涉未成年人低俗信息、虚假摆拍校园暴力视频、利 用未成年人形象牟利引流，以及伪装身份诈骗未成年人的各平台账号，包括网络游戏账号"作品有黄 油""紫孩儿百合"，微信视频号"刘小锡八旗之主""小可乐原创"，全民K歌 ...

核心发现 用户变化 中国移动互联网流量 丨季度报告 核心摘要： 本报告利用艾瑞咨询UserTracker多平台网民行为监测数据库等产品数据及桌面研究，综合分析了2025年 移动互联网的用户变化、行业流量变化、APP流量变化。报告指出，2025年第三季度，移动互联网流量小 幅增长，用户行为向低频深用变迁。在用户结构方面，用户性别、年龄结构稳定，中高线未婚群体驱动增 长，用户触媒偏好呈现年龄和城市级别差异。在行业方面，美食外卖巨头大战落幕，短期流量激增后续增长 乏力；旅游出行需求持续释放，使用时长增长亮眼；人工智能流量增长迅猛，语言模型用户规模爆发增长； 游戏服务流量整体下滑，行业存量竞争加剧。APP方面，2025年9月MAU（月活跃设备数）亿级以上的 APP复合增长前三名为：铁路12306、豆包、全民K歌；MAU达5000万级以上的APP复合增长前三名是： 腾讯元宝、汽水音乐、转转。 移动互联网流量小幅增长，用户行为向低频深用变迁 ：2025Q3中国移动互联网月独立设备数增至 14.52亿，环比Q2增长0.83%；用户单日使用次数为59.8次，环比Q2下降2.9%；时长为282.9分钟， 环比Q2增长2.3%， ...

核心发现 用户变化 用户触媒偏好呈现年龄差异 ：不同年龄段和城市级别的用户在行业偏好上存在明显差异，00后群 体倾向于关注游戏等娱乐内容；25-30岁的青年群体更偏好亲子育儿等。 中国移动互联网流量 丨季度报告 移动互联网流量小幅增长，用户行为向低频深用变迁 ：2025Q3中国移动互联网月独立设备数增至 14.52亿，环比Q2增长0.83%；用户单日使用次数为59.8次，环比Q2下降2.9%；时长为282.9分钟， 环比Q2增长2.3%，用户使用行为深度提升。 行业变化 核心摘要： 美食外卖巨头大战落幕，短期流量激增后续增长乏力 ：京东成功入局，市监局叫停巨头不正当内 卷，强化行业规范，行业流量短期激增，8-9月环比下滑，后续增长动能不足。 本报告利用艾瑞咨询UserTracker多平台网民行为监测数据库等产品数据及桌面研究，综合分析了2025年 移动互联网的用户变化、行业流量变化、APP流量变化。报告指出，2025年第三季度，移动互联网流量小 幅增长，用户行为向低频深用变迁。在用户结构方面，用户性别、年龄结构稳定，中高线未婚群体驱动增 长，用户触媒偏好呈现年龄和城市级别差异。在行业方面，美食外卖巨头大战落幕 ...

Core Insights - The article discusses how companies can leverage AI to enhance operational efficiency and quality while driving intelligent operations, focusing on Tencent Music's practices in AIOps [1][2] - The upcoming AICon event aims to explore the integration of AI into business operations, emphasizing the creation of scalable and commercializable AI systems [1][36] Group 1: AI Integration in Operations - Tencent Music has multiple applications catering to different user groups, supported by a collaborative development team focused on foundational capabilities like microservices and observability [2] - The company is exploring innovative AI applications to improve user experience while integrating AI with existing technology frameworks to enhance engineering systems [2][3] - The exploration of AI is centered around three traditional elements: quality, efficiency, and cost, with a focus on generating tangible value through AI [3] Group 2: AIOps Implementation - The AIOps framework is structured around perception, decision-making, and execution, aiming to leverage AI capabilities for measurable outcomes [3] - The DevOps framework is crucial for continuous integration, delivery, and operations, allowing developers to focus on coding while standardizing other processes [6] - The SRE system aims to ensure the effectiveness and controllability of changes during deployment, alongside the continuous improvement of the SLA system to maintain business quality [6][7] Group 3: Alarm Management and AI Optimization - The company has significantly reduced the number of alarm calls from over 3,000 to around 200 per month by enhancing the effectiveness of monitoring data and implementing the 3-Sigma algorithm [11][15] - AI is utilized to analyze alarm types and root causes, with a workflow that includes problem analysis, plugin invocation, and knowledge base integration to generate solutions [20][21] - A comprehensive classification of alarms has been established, with AI automatically tagging them, revealing that business logic errors account for approximately 40% of issues [25][27] Group 4: Data and Customization - A complete data banking system has been developed to unify data collection and analysis, enhancing root cause analysis capabilities within the AIOps framework [30] - The company is focusing on standardizing business systems, particularly return codes, to improve operational efficiency and response to alarms [28] - Custom alarms for specific business lines are being developed, with an emphasis on ensuring AI understands their meanings and can provide comprehensive solutions [28][30] Group 5: Future Directions in AIOps - Future initiatives include enhancing intelligent Q&A systems, automating execution based on AI conclusions, and upgrading algorithms to improve alarm accuracy [32][35] - The strategic approach for AIOps development is to integrate cloud-native and intelligent analysis to create a more advanced and valuable AI system [35]

Core Viewpoint - The application "Changba," developed by Beijing Xiaochang Technology Co., Ltd., has been highlighted in a recent official report for violating user privacy by illegally collecting personal information, which has reignited public scrutiny of the app [1][3][5]. Group 1: User Privacy Violations - Changba was named in a report by the Ministry of Industry and Information Technology for "illegally collecting personal information," alongside 39 other apps [1][3]. - The app's data collection practices extend to sensitive information in a vehicle environment, including user location and in-car conversations, raising the severity of its violations [2][5]. - The app's privacy policy includes the collection of facial features, fingerprints, bank account details, and voice data, as well as permissions to access the user's contacts [3][5]. Group 2: User Complaints and Customer Service Issues - As of November 14, 2025, Changba has received a total of 629 complaints on the Black Cat Complaints platform, with issues ranging from unauthorized charges to poor customer service [6][10]. - Users have reported being charged for services they did not use, and complaints about unresponsive customer service have been prevalent [10][11]. Group 3: Competitive Landscape and Market Position - Changba's initial success was marked by rapid user growth, reaching over 1 million users within a week of its launch in 2012, but it has since struggled against competitors like Tencent's "Quanmin Kge" [14][18]. - The competitive pressure from Quanmin Kge, which benefits from a larger user base and better music licensing, has significantly impacted Changba's market share [17][18]. - Despite attempts to innovate and expand into offline KTV and other areas, Changba has not achieved its growth targets and has seen a decline in user engagement [20][25]. Group 4: Future Challenges and Opportunities - The company faces the challenge of balancing data collection with user privacy, especially as it seeks to expand into new areas like smart vehicles and the metaverse [27][29]. - Changba's recent focus on enhancing audio-visual interaction technology aims to create an immersive karaoke experience, but results have yet to show significant improvement [27][29]. - The need for Changba to redefine its unique market position and regain user trust is critical for its survival in a competitive landscape [29][30].

Core Insights - Tencent Music reported a total revenue of 8.46 billion yuan for Q3 2025, representing a year-on-year growth of 20.6% [1] - The adjusted net profit for the same period was 2.48 billion yuan, showing a year-on-year increase of 27.7% [1] Revenue Breakdown - Online music service revenue increased by 27.2% year-on-year, reaching 6.97 billion yuan, driven by strong growth in online music subscription revenue, offline performances, advertising services, and artist-related income [1] - Online music subscription revenue was 4.50 billion yuan, up 17.2% from 3.84 billion yuan in the same quarter of 2024, primarily due to an increase in average revenue per paying user [1] User Metrics - Monthly active users slightly decreased by 4.3% to 551 million, while the number of paying users rose by 5.6% to 126 million [1] - The average revenue per paying user increased from 10.8 yuan in Q3 2024 to 11.9 yuan in Q3 2025, attributed to the expansion of super member benefits [1] Membership Strategy - Tencent Music's multi-tier membership system enhances user engagement and conversion, offering differentiated services through free, ad-supported, and standard memberships [2] - The newly introduced ad-supported membership has shown increasing appeal to free users, with a rising average daily usage time on the platform [2]

Core Insights - Tencent Music operates popular music products in the domestic market, including QQ Music, Kugou Music, Kuwo Music, and Quanmin Kge, offering services such as online music, audio, karaoke, live streaming, and online performances [1][2] Financial Performance - In Q3 2025, Tencent Music reported total revenue of RMB 84.6 billion, a year-on-year increase of 20.6%, and an adjusted net profit of RMB 24.8 billion, up 27.7% year-on-year [3] - Online music service revenue grew by 27.2% year-on-year to RMB 69.7 billion, driven by strong growth in online music subscription revenue and increases in offline performances, advertising services, and artist-related income [1] User Metrics - Monthly active users slightly decreased by 4.3% to 551 million, while the number of paying users increased by 5.6% to 126 million [1] - Online music subscription revenue reached RMB 45.0 billion, a 17.2% increase from RMB 38.4 billion in the same period last year, primarily due to an increase in average revenue per paying user [1] Membership Strategy - Tencent Music's multi-tier membership system enhances user engagement and conversion, offering differentiated services through free, ad-supported, and standard memberships to meet diverse user needs [2] - The newly introduced ad-supported membership has shown increasing appeal to free users, with daily usage time on the platform continuing to rise [2]

Core Insights - Tencent Music reported a total revenue of 8.46 billion yuan for Q3 2025, representing a year-on-year growth of 20.6% [1] - The net profit attributable to shareholders reached 2.48 billion yuan, up 27.7% year-on-year [1] - The increase in revenue is primarily attributed to the strong growth in online music service revenue, which now accounts for 82.4% of total revenue [1] Revenue Breakdown - Online music service revenue for Q3 2025 was 6.97 billion yuan, a year-on-year increase of 27.2% [2] - Online music subscription revenue was 4.50 billion yuan, growing 17.2% compared to 3.84 billion yuan in the same period of 2024 [2] - The growth in subscription revenue was driven by an increase in average revenue per paying user (ARPPU), which rose from 10.8 yuan to 11.9 yuan [2] Advertising and Other Revenue - Advertising revenue saw a year-on-year increase due to a more diversified product offering and innovative advertising formats, such as incentive-based advertising [2] - Revenue from artist-related activities and offline performances also experienced strong growth, highlighted by successful concerts in six cities [2] Year-to-Date Performance - For the first three quarters of the year, Tencent Music achieved a total revenue of 24.261 billion yuan, an increase of 15.8% compared to the same period in 2024 [3]

Core Viewpoint - Northeast Securities initiates coverage on Tencent Music (01698) with a "Buy" rating, projecting EPS for 2025-2027 at 3.57, 3.47, and 3.96 CNY, respectively, highlighting the company's position as an industry leader with expected moderate revenue growth and improving profitability [1] Group 1: Company Overview - Tencent Music Entertainment Group, established in 2003, has evolved through the integration of KuGou and Kuwo in 2016 and its dual listing in the U.S. and Hong Kong, leveraging Tencent's ecosystem for competitive advantages in copyright, user base, and traffic [1] - As of 2023, the company has surpassed 100 million online music paying users, solidifying its leading position in the industry [1] - The company reported a revenue of 28.401 billion CNY in 2024, a year-on-year increase of 2.34%, with a net profit of 6.644 billion CNY, reflecting a significant profit growth of 35.04% [1] Group 2: Industry Dynamics - The online music market in China has expanded from 9.38 billion CNY in 2018 to 23.98 billion CNY in 2023, with a stable user base of around 700 million, indicating limited growth space but increasing paid penetration driven by younger demographics [2] - The competitive landscape is characterized by a duopoly between Tencent Music and NetEase Cloud Music, with ongoing expansion in copyright content and the application of new technologies like AI composition [2] Group 3: Strategic Focus - The core business of online music services accounts for over 70% of the company's operations, with efforts to deepen ties with musicians and support original works, while expanding long audio and pan-entertainment content [3] - The company enhances user engagement and monetization through platforms like 全民K歌 (Quanmin Kge), live streaming, and social entertainment, while exploring new revenue streams through TME live and virtual concerts [3] Group 4: Investment Highlights - Key investment points include improved paid penetration, strengthened copyright resources, and a growing original ecosystem, ensuring continued growth in core business [4] - The synergy of social entertainment is evident, with live streaming and karaoke services creating a competitive moat [4] - The company maintains a robust financial structure with improving net profit margins and ROE, indicating ample profitability flexibility [4]