央视网消息：随着春节的脚步日益临近，不管是逛大集买年货，还是看表演赏美景，消费火热的同时，年味儿也越来越浓。 河南郑州：传统美食热销 古镇大集人气旺 CC la 6 Land 8 80 r 非遗土布与 ea 派土布服装制作 n "i P 在河南郑州，有着500年历史的洧川大集迎来采购高峰，上千个摊位有序铺开，非遗美食、特色年货齐聚，吸引多地群众前来品美食、办年货，"一站 式"纳福迎新。河南省级非遗"洧川豆腐"和麻酱烩面、多层锅盔等本地小吃，都是赶集人的必买美食。大家围炉而坐，在热腾腾的香气里感受地道中原年 味。当地还开通了多条旅游专线，覆盖开封、新乡等城市。 新疆喀什：干果市场销售旺 打包发货销全国 ein e (C A 版 时间： 相关 過這 rely 175 记者 r 图 a D 在新疆喀什，干果市场同样迎来了春节前的销售旺季。在喀什市库克兰农产品综合批发市场，干果销售店铺摊位上，葡萄干、巴旦木、核桃、无花果等 数十种坚果和果干色泽诱人、摆放整齐。不少店铺还设置了专门的快递打包区，为大家提供选购、打包、发货一站式服务。 上海浦东：灯光秀打铁花 千场活动点亮中国年 CCTN 这几天，上海浦东也举行多个活动迎 ...

中国电影家协会报告显示，2025年，中国电影观众对不同类型影片的偏好程度中，喜剧占比40%左右。中国演出行业协会数据显示，2025上半 年，脱口秀票房同比增长134.9%，已成为剧场类演出第二大品类，人们把看开放麦当成心灵"按摩"。喜剧综艺带动观演热潮，相关话题也频上 热搜，成为社交互动的重要载体。 不止于笑：从"被逗乐"到情感共鸣 他们买的不是票，是两小时的"情绪价值"。 近年来，喜剧正突破传统的舞台与荧屏界限，迈入一个多元融合的"喜剧+"时代。从形式创新到内容深耕，创作者们将目光投向现实生活。当 下喜剧打动观众的关键是什么？ 从二人转、小品、相声到喜剧短剧、即兴喜剧，再到与戏曲、音乐剧、地方文化的跨界混搭，或许身穿戏服演员下一秒就甩出一个现代梗。方 言配上限定场景，定格了一代人的集体记忆，舞台上的"笑点"正在不断重构。 央视网消息：文化市场即将迎来春节档，从喜剧电影到喜剧综艺，再到小剧场的演出，喜剧正跳出银幕与舞台深入生活每个角落。 舞台小品、沉浸式喜剧、脱口秀、相声……近年来，有关"喜剧"的演出越来越成为人们生活中不可或缺的部分。 "笑声"不仅承载着喜剧作品中的各种"梗"，同时也承载着对喜剧新的需求。" ...

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] - Monthly active devices in the online video sector showed a notable increase, particularly in Q2 and Q4 of 2024, with an average year-on-year growth rate of 3.4% [2] User Trends in Online Variety Channels - The variety show user market remains stable at 500-600 million, with peaks in June and October 2024 due to seasonal programming and user influx [6] - The market is benefiting from the influx of student users during summer and the demand for popular programs during holidays [6] User Demographics of Variety Channels - Young audiences, particularly those aged 18-24, and female viewers are the primary demographics for variety channels, with a TGI index of 122 for young viewers and 111 for female viewers [7] Performance of Variety Content Creation - The number of new variety shows and sequels has increased, with 20 new shows launched in 2024, reflecting a stable content innovation capability [11] - Existing variety IPs are gaining market recognition, with 32 sequels produced in 2024, an increase of 3 from 2023 [11] Content Type Performance of Exclusive Variety Shows - The outdoor experience category remains the highest in market share, with significant growth in both quantity and viewership in 2024 [13] - Comedy variety shows have seen a resurgence, with viewership increasing by 143% compared to 2023, becoming the second-largest contributor to viewership [13] Performance of Reality Game Shows - In 2024, six reality game shows were produced, with Youku leading in both quantity and viewership, contributing 35.5% of the total viewership in this category [16] Overview of New Exclusive Variety Shows in 2024 - New variety shows in 2024 exhibit diverse themes, with Q2 and Q3 being peak periods for premieres [18] Key Highlights of Reality Game Shows - Reality game shows redefine the boundaries of "game variety," using immersive experiences to engage audiences with real-world issues [20] Key Highlights of Comedy Variety Shows - The comedy variety sector is characterized by a "dual-hero" competition, with Tencent and iQIYI leading in viewership through innovative programming [25] Innovation in Content Creation - The rise of new IPs and the "second season phenomenon" indicate a shift towards a focus on content innovation and long-term value creation [30] - The integration of film and variety shows is becoming a significant trend, enhancing audience engagement and extending the lifespan of IPs [32] Changes in Sponsorship Brand Trends - The number of sponsorship brands for variety shows has slightly decreased, but the number of brands in top new variety shows has increased from 3.3 to 3.9 [40] - Fast-moving consumer goods (FMCG) brands 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 a decrease of 7-10% expected in 2025, affecting various industries differently [50] - The internet service industry maintains a high marketing budget, while the food and beverage sector is seeing a decline due to budget constraints [51] 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] Innovations in Marketing Strategies - Brands are increasingly leveraging variety shows for integrated marketing, utilizing KOLs and co-creation strategies to enhance brand visibility and engagement [62][65] - The trend of "combination投放" is emerging, allowing brands to maximize exposure across multiple shows while reducing costs [68]