如果三年前有人告诉你，一个没有周杰伦等专属大牌、没有热门综艺OST的音乐APP，能在月活上逼近网 易云音乐，你会觉得这是天方夜谭。 在线音乐是版权为王的游戏，这是过去十年的铁律。腾讯音乐花几十亿买独家，网易云砸钱养原创，谁有 歌谁就赢。 但现在，例外出现了。 QuestMobile数据显示，截至2025年9月，汽水音乐月活跃用户达到1.2亿，同比增幅超过90%，直逼网易云 音乐的1.47亿，悄悄杀到了行业第四。 这个增长本身并不神秘。汽水音乐从诞生起就绑定抖音生态，靠短视频BGM导流、靠算法推荐留住用户， 这套模式已经跑了3年。真正让人侧目的是另一件事：2025年下半年，这台增长机器开始获得一种新的燃 料——AI生成的音乐正在批量涌入热榜，占据头部位置。 2025年10月，一个叫"大头针"的AI歌手突然在抖音爆了。他翻唱的《七月七日晴》《泪海》席卷BGM榜 单，那种高音撕裂、情绪拉满的唱法精准踩中短视频的审美。三个月，110万粉丝涌入他的汽水音乐主 页。 如果说之前的汽水还要依赖外部的音乐，那么AI的加入意味着，字节正在获得新一波的供给。1.2亿月活是 过去的成绩单，AI歌手的爆发则预示着这个数字的天花板可能 ...

2025年是字节App工厂迎来收获的一年：豆包以过亿日活领跑AI应用赛道，红果短剧月活迈过2亿门槛，汽水音乐月活数据开始逼近网易云音乐，曾经 的"弃子"多闪重回社交榜榜首…… 然而，字节所构建的娱乐+AI城池并非固若金汤，后方大本营抖音反而可能成为最薄弱之处。 去年10月，OpenAI上线基于Sora 2视频模型的短视频应用Sora App，仅用五天下载量就突破百万，在媒体眼中，这款"AI版TikTok"有望成为下一代短视频 平台。虽然因为用户留存率一路走低，Sora App的爆发之势未能持续，但想必给字节敲响了一记警钟。 在国内，虽然豆包目前保持断层领先，但通过天量投放强势曝光的千问也不容小觑，AI视频玩法成了千问试图"弯道超车"的法宝之一。而可灵AI已经成熟 的创作者社区，更是孕育出"国产版Sora App"的天然土壤。 有了上面的背景，当我们在App Store发现了一款名为"随变"的新应用时，就一点也不感到惊讶了。虽然"随变"的定位是抖音旗下潮流玩法社区，但从AI形 象、AI合拍等核心玩法来看，字节无疑希望将其打造成为一款AI玩法激荡碰撞，吸引更多用户投身其中的AI视频社区。 对于字节而言，"随变"的 ...

Core Insights - The entertainment industry is on the brink of significant changes driven by generational shifts in content consumption and creation, particularly influenced by platforms like Douyin [1] - The rise of AI is heralding a new productivity revolution in content production, which is expected to reshape the operational paths of IP and the landscape of downstream platforms [1] Group 1: Family Entertainment - The concept of family entertainment is evolving, with a focus on cross-generational empathy as the core element, as evidenced by the success of films like "Nezha 2" which grossed 15.4 billion [2] - The new phase of family entertainment is characterized by catering to diverse audience segments, with productions like "Sheng Wan Wu" appealing to both older and younger viewers [2] Group 2: Market Recovery - The industry is increasingly focused on practical solutions for market recovery, with the importance of blockbuster content being amplified to boost confidence and stabilize expectations [3] - Recovery strategies will involve a mix of releasing backlog projects and returning to strong genre content, emphasizing the need for content to flow to create market repair opportunities [3] Group 3: AI Production Capacity - AI has transitioned from experimental phases to becoming a crucial driver of productivity in the entertainment sector, with many companies integrating AI into traditional production processes [4] - The emergence of AI agents signifies a shift towards a more platformized and streamlined production structure, moving away from project-based models [4] Group 4: Electronic Actors - 2025 is marked as the year of electronic actors, with AI-generated performers beginning to establish themselves as professional artists, as seen with AI singer Yuri's successful MV [6] - AI actors are expected to play a significant role in reducing production costs for localized content and enhancing engagement with overseas audiences [6] Group 5: Human-Machine Collaboration - Human-machine collaboration in creative processes is redefining the roles and capabilities of creators, allowing AI to assist in creative ideation and decision-making [7] - This trend is expected to lower creative barriers and foster diverse expressions, while also raising questions about copyright and ethical considerations [7] Group 6: AI Content Quality Concerns - The proliferation of AI-generated content is leading to an influx of low-quality, homogeneous material, which risks diminishing user engagement and attention [8] - Platforms are facing challenges in balancing traffic and content quality, necessitating new content standards to maintain a healthy ecosystem [8] Group 7: Cyber Burnout - Users are experiencing cyber burnout due to the overwhelming volume of fragmented content, prompting a shift towards more immersive long-form content and offline experiences [9] - Platforms are investing in high-quality content to counteract this trend, as seen with Douyin's focus on premium offerings [9] Group 8: Aesthetic Trends - The "rough edge aesthetic" is emerging as a response to the polished AI-generated content, emphasizing authenticity and rawness in short videos [10][11] - This trend is fostering a unique sub-ecosystem of creators who prioritize genuine storytelling over perfection [11] Group 9: Individual Imaging Era - The new generation is increasingly using video as a primary form of social expression, supported by affordable professional equipment and user-friendly editing tools [12] - This shift is leading to a rise in personal storytelling and diverse aesthetic expressions, becoming a vital source of content vitality [12] Group 10: IP Development - The ByteDance ecosystem is facilitating the incubation of more IPs, with short dramas gaining strength in their ability to carry IP value, as demonstrated by successful series [13] - The music sector is witnessing a transformation, with platforms like Qishui Music rapidly growing and reshaping the competitive landscape [14] Group 11: Short Drama Evolution - 2025 is a pivotal year for short dramas, with significant growth in user engagement and the emergence of new stars, indicating a shift in the entertainment landscape [15] - The industry is questioning whether short dramas can produce universally appealing breakout stars, potentially rewriting the power dynamics in entertainment [16] Group 12: Market Segmentation - The short drama market is expanding into lower-tier markets, focusing on relatable themes for specific demographics, leading to a cost-effective production model [17] - This segmentation is creating a robust production system that efficiently meets the needs of targeted audiences [17] Group 13: Vertical Distribution - Vertical distribution is gaining traction in the film market, allowing for more stable revenue streams by connecting specific films with niche audiences [18] - The success of targeted distribution strategies is evident in the growth of companies focusing on high-quality niche content [18] Group 14: Niche Economy - The entertainment landscape is increasingly defined by niche economies, where success is achieved within specific interest groups rather than broad audiences [19] - This trend is fostering micro-communities that engage deeply with content, creating a self-sustaining commercial ecosystem [19] Group 15: Self-Identity Focus - Consumers are prioritizing self-identity and active participation in content creation, seeking deeper experiences and social connections through their consumption [20] - This shift is reflected in the rise of immersive experiences and fan-driven events that enhance community engagement [21] Group 16: Affordable Idols - The idol industry is decentralizing, with new avenues for aspiring performers emerging through live streaming and interactive experiences [22] - This trend is transforming audience roles from passive viewers to active participants, fostering closer emotional connections [22] Group 17: New Trends in Trendy Toys - The demand for trendy toys is surging, prompting new narratives and strategies from brands to engage younger consumers [23] - Brands are exploring direct-to-consumer models and leveraging social media to connect with target audiences [23] Group 18: IP Saturation - The IP market is experiencing intense competition, leading to a higher frequency of IP turnover and a need for strategic management of IP assets [24] - This saturation is raising concerns about the longevity and viability of individual IPs in a crowded marketplace [25] Group 19: Global Cultural Symbols - Chinese pop culture is beginning to establish its own global symbols, with brands like labubu gaining international recognition [26] - This development signifies a new phase in cultural export, with opportunities for content companies to participate in creating globally recognized cultural icons [26] Group 20: Event Festivals - Sports events are evolving into comprehensive experiences that blend entertainment, social interaction, and cultural engagement [27] - This trend is activating local economies and fostering community identity through integrated event experiences [27]

围绕2026年文娱行业，《新声Pro》梳理出了21个关键词，涵盖长内容、PUGC、短剧、线 下等多个领域，其中既有用户和社会情绪洞察，也包含AI等新技术可能产生的变化，以及 变化之下平台维度的版图变化。 我们正处在变化的前夜，这个感觉在2025一整年的工作中变得越来越明确。 如果我们以抖音的上线作为节点，10年足够养成在内容消费和创作上都有独特代际色彩的「抖音一 代」。事实上，在过去一年无论是以二次元为代表的年轻文化的再次兴起，还是在短视频、音乐等领域 不断涌现的年轻创作者，都印证了新一代内容消费者已经走到舞台中央，成为当下内容消费和创作的主 力。 与此同时，以AI作为驱动，新的生产力革命正在内容上游酝酿，并来到爆发节点，它不仅意味着产能 的爆发，还将带来创作者思维和工作模式的全面革新，内容制作能力的普惠将改变IP的运营路径，也大 概率会重塑下游平台格局。 围绕2026年文娱行业，《新声Pro》梳理出了21个关键词，涵盖长内容、PUGC、短剧、潮玩、线下等 多个领域，其中既有用户和社会情绪洞察，也包含AI等新技术可能产生的变化，以及变化之下平台维 度的版图变化。我们选择以关键词形式呈现趋势，旨在为发生中的变化 ...

"别墅里面唱K、水池里面银龙鱼……"当《大展鸿图》的BGM洗脑了每个人的抖音，汽水音乐的月活用 户已不知不觉来到了1.2亿，直逼网易云音乐的1.47亿。 作为一款基础服务产品，其不仅为抖音、剪映、西瓜视频等内容平台提供版权音乐库，也为字节跳动探 索音乐市场提供一个支点。在音乐平台"一超一强"的时代，版权向来是最大的护城河。但汽水音乐的打 法是，不挑战你拥有多少"周杰伦"，而是重新定义"用户如何遇见一首歌"。 依托抖音的流量倾斜、算法加持以及"免费策略"，汽水音乐俨然扮演了市场"搅局者"的角色。然而，这 种增长模式也将其带入了一个甜蜜陷阱：如何进行商业化？因为字节显然不会做亏本赚吆喝的事。也许 对于一个上线不到三年的应用来说，谈赚钱有些为时过早。但在这个瞬息万变、人和万物都可以被AI 取代的时代，谈"背靠大树好乘凉"也不再现实了。没有不能割席的同行者，也永远有虎视眈眈的替代 者。 "喂"出来的1.2亿 很多人第一次接触汽水音乐，都是在刷抖音的时候。听到好听的音乐想搜原唱，左下角图标会帮你自动 跳转到汽水音乐；很多和音乐相关的视频，会自动带应用下载橱窗；一些长视频解说博主，会插入"在 汽水听抖音"的口播。不仅如此 ...

一定意义上来说，汽水音乐确实是在抖音流量、资源的"喂养"下快速长大的。 北京商报记者丨赵天舒 "别墅里面唱K、水池里面银龙鱼……"当《大展鸿图》的BGM洗脑了每个人的抖音，汽水音乐的月活用户已不知不觉来到了1.2亿，直逼网易云音乐的1.47 亿。 "喂"出来的1.2亿 很多人第一次接触汽水音乐，都是在刷抖音的时候。听到好听的音乐想搜原唱，左下角图标会帮你自动跳转到汽水音乐；很多和音乐相关的视频，会自动 带应用下载橱窗；一些长视频解说博主，会插入"在汽水听抖音"的口播。不仅如此，汽水音乐还和抖音数据互通，用户可以直接用抖音账号登录。 回过头看，汽水音乐的诞生源于字节跳动生态补全需求。官方数据显示，78%的用户在创作短视频时都会使用歌曲，但是用户从哪里找这些歌曲是一个很 大的问题。另一方面，独家版权的松绑，为新玩家打开了大门。2021年，国家市场监管总局叫停音乐平台独家版权协议，终结了头部音乐平台手握近九成 独家资源的垄断时代。 2022年6月，汽水音乐正式上线。其初期形态更像是抖音的"音乐收藏夹"，但因曲库有限、功能简洁，一些用户对它的印象基本就是"抖音神曲播放器"。 东方证券的研报指出，汽水音乐热歌榜中抖音神 ...

Core Viewpoint - The article emphasizes the necessity for creators to transition from traditional audio podcasts to video podcasts, framing the latter as a more versatile and engaging format that aligns with current media consumption trends [2]. Group 1: The Shift to Video Podcasts - Creators are increasingly referring to their work as "shows" rather than "podcasts," reflecting a broader trend towards video content across platforms like YouTube [4][6]. - The integration of various media platforms has led to a convergence where video podcasts are becoming a common format, with platforms like Tencent Video and Douyin embracing this trend [8][10]. Group 2: The Importance of YouTube - In the U.S., not engaging with YouTube is seen as detrimental for podcasters, as it serves as the primary discovery platform for podcasts due to its powerful recommendation algorithms [12][16]. - YouTube's ability to revive older content and its dominance in the living room viewing experience provide significant advantages for video podcasts over traditional audio formats [16][17]. Group 3: The Chinese Market Dynamics - The podcast discovery mechanism in China is more fragmented, with users primarily discovering new podcasts through platforms like Xiaoyuzhou and Douyin, rather than traditional podcast apps [19]. - Short video clips serve as a means of promoting longer video podcasts, creating a saturation effect that enhances visibility and engagement [21]. Group 4: Cost Considerations for Creators - Concerns about the high costs of video production are prevalent among creators, but the article argues that the marginal cost of converting existing content into video is relatively low compared to the potential audience reach [23][25]. - The analogy of a singer producing a music video for a hit song illustrates the importance of video content in maximizing audience engagement and visibility [26]. Group 5: Content Value and Distribution - The essence of video podcasts lies in the distribution of high-quality content, which should be presented in a way that resonates with a broader audience [28][30]. - The format of the content—whether audio or video—should be left to the audience's preference, emphasizing the importance of accessibility and choice [31].

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 文|《BUG》栏目 闫妍 今日，网易云音乐推出了2025年度听歌报告。随后在社交媒体上有网友称"年度听歌报告数据不准 确"、"出现我没有听过的音乐"等，引发热议。 有用户表示，"我每个榜单都是五月天，结果年度作词作曲不是阿信，而是一个只听了几天的纯音乐， 这是怎么统计的？"还有人向《BUG》栏目表示，"有的歌都没听过，但显示听了快100遍。" 对此，《BUG》栏目向网易云音乐官方进行问询，截至发稿暂无回应。网易云音乐官方客服表 示，"2025年年度报告数据从1月1日统计至12月20日，基本包括所有端的有效听歌数据计入，具体以实 际展示数据为准。" 针对用户提出的"账号是否被他人用于刷数据"的疑问，其官方客服明确否认了此类可能："这个不会 的。"并表示，"年度报告一经生成，数据便无法修改。" 用户质疑年度听歌报告数据不准，官方回应 今日，网易云音乐正式推出了2025年度听歌报告，随即引发用户热议。但在社交平台上，不少用户直接 表达了对年度报告数据真实性的质疑。 一位用户发帖称："这年度总结还不如不出，一看又是两眼发黑发现账号被人拿去刷数据 ...

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%， ...

Investment Rating - The industry investment rating is "Overweight," indicating that the industry is expected to outperform the overall market [8]. Core Insights - The commercialization of AI applications by ByteDance and the acceleration of MaaS (Model as a Service) may compel major internet companies like Alibaba, Tencent, and Baidu to expedite their AI strategies and monetization efforts [1]. - The demand for self-indulgent consumption among the post-90s and post-00s generations is expected to continue growing, with gaming and music sectors showing resilience despite market fluctuations [1]. - The gaming sector is anticipated to rebound quickly, driven by the upcoming Spring Festival and the global expansion of gaming applications [1]. - Companies with high-frequency data demonstrating growth certainty for 2026 are likely to see early rebounds in their stock performance [1]. Summary by Sections AI and Internet Media - ByteDance's AI application commercialization and partnerships are expected to enhance its market position, with the daily token usage surpassing 50 trillion [1]. - The market share of ByteDance's Volcano Engine in the MaaS segment is projected to reach 49% by the first half of 2025 [1]. - Major competitors are urged to accelerate their AI cloud strategies and monetization efforts in response to ByteDance's advancements [1]. Gaming Sector - The gaming industry is poised for growth, particularly with the Spring Festival approaching, which is expected to boost user engagement and revenue [1]. - Key recommended stocks include Giant Network, which is expected to see increased revenue and daily active users, and 37 Interactive Entertainment, noted for its high dividends and low PE ratio [1]. Music and Other Entertainment - The music subscription model shows strong user retention and cash flow potential, with NetEase Cloud Music still in its growth phase [1]. - The collectible toy market, represented by Pop Mart, has shown significant revenue growth, driven by product innovation and market expansion [1]. Advertising and Media - Focus on advertising sustainability remains, with the acquisition of New Wave expected to enhance bargaining power within the industry [1]. - The advertising sector is projected to maintain growth despite competition from e-commerce and local services [1].