文｜犀牛娱乐 沈婉婷 编辑｜朴芳 毫无疑问，2025年对长剧来说并不好过。 行业周期的变化、流量红利的消逝、短剧的持续冲击……让长剧在过去一整年都几乎面临着震荡"下行"的焦虑，市场水位的整体缩水与超级头部作品的缺 位也已成为不可逆的事实。 在此背景下，随之而来的是发生在内容、平台、公司、演员等各个层面的剧烈洗牌，而只有那些真正回归创作本质、尊重并理解观众的作品，才能跨越不 确定性找到"上行"的空间。 变与不变之中究竟得失几何？本文将结合云合、灯塔、猫眼、德塔文等第三方平台公布的年度数据报告或榜单，详细回顾2025年长剧市场在这一年的具体 表现，也为刚到来的2026提供可供参考的一二经验及反思。 大盘再收缩，"超头"缺失 流量规模的整体收缩体现在各个维度。 根据云合数据《报告|2025年长剧集网播年度观察》，2025年上新长剧霸屏榜TOP20正片有效播放296亿，较去年同期缩减20%；其中，41部云合评级为 S+，同比减少3部。 长视频平台长剧上新数量也呈现下滑态势，2025年共上新长剧624部，同比减少31部，可看出"提质减量"大方针仍在坚定贯彻。 头部流量的缩水更加明显，要说去年还有一部热播期集均破亿的"独 ...

文娱商业观察 文/浮萍 2025年的长视频市场依然激荡。 从年初的大爆款《漂白》《国色芳华》，到年中全民热议的《生万物》《水龙吟》《沉默的荣耀》，再到年末的《唐诡3》《扫毒风暴》《反人类暴行》 等诸多高口碑内容的涌现，将观众的注意力焦点一次又一次拉回到长视频内容上来。 只有身处其中的人，才知道这样的成绩来之不易。在过去的几年中，长视频内容经历了短剧等一系列多样化娱乐方式的冲击，但令人欣慰的是，越是面临 各种挑战，就越能证明长视频内容中深度内容叙事、复杂议题讨论和深切情感共鸣的价值无可替代，这是长视频内容最核心的价值，也是广大用户和整个 社会最刚需的情感慰藉。 站在2025年末回顾过去一年，我们不难观察到，精品内容的创作方在推进"提质增效"的过程中，也面临诸多不确定性因素的挑战。与此同时，各平台也展 现出快速适应与调整的能力，在保持自身内容优势的基础上，持续探索创新方向，尝试以差异化的内容策略开拓市场空间，为平台在内容层面的发展提供 了新的可能。 借着年终盘点的机会，文娱商业观察也希望和大家分享一下，我们眼中的长视频平台的差异化内容是什么，以及它们是如何带来市场增量的，这或许能够 进一步成为2026年的长视频行 ...

回望2025年全年，AI成为贯穿中国科技行业一整年的核心主题词。 AI被普遍视为驱动下一轮生产力革命和商业模式迭代的确定性技术方向。伴随人口与流量红利的逐步 消退，腾讯、阿里巴巴、字节跳动等互联网头部企业纷纷将发展重心聚焦于AI领域，2025年的相关布 局动作更为密集。 相较于比拼模型参数，2025年行业发展更看重技术落地。大厂们基本沿着两大路径推进：对内，将AI 深度植入核心业务，将其作为激活存量业务价值、挖掘护城河的工具；对外，则竞相布局有望定义下一 代交互范式的原生AI应用与硬件产品，全力争夺面向未来的"超级入口"入场券。与此同时，企业也持续 大手笔投入，相关资本开支规模达到数百上千亿元。 短期的财务承压在所难免，而缺席赛道的风险则更大。大厂们正依托自身资源禀赋，在技术研发、生态 构建、商业化落地等多个维度全面展开竞争。 千亿资本开道 打开任何一家中国互联网科技巨头的财报，最引人注目的数字往往与AI直接相关。2025年以来，AI已 成各大公司财报电话会上的核心议题，其相关投入的规模和节奏，显示出各企业对未来技术话语权与市 场份额的激烈争夺。 阿里巴巴是最早宣布明确AI投资规模的巨头。2025年2月下旬， ...

云包场、收官礼，线上玩法多元 剧集云包场依然是今年平台拉新的重要手段，云包场模式最早兴起于电影营销，2023年长视频平台将其引进到剧集宣发领域，在今天云包场已经演变成诸 多大剧、爆剧吸引更多路人粉加入的重要手段。 因会员收入超越广告营收成为视频平台的第一大收入，会员增长一度被长视频平台押宝，如今，各平台也陷入了会员拉新越卷，增长越难的境遇。 根据最新数据显示，腾讯视频会员数出现小幅下降，爱奇艺自去年三季度开始宣布不再公布会员数，长视频会员增长由激进整体转入到瓶颈期。这是由多 重原因导致，免费短剧抢占了更多用户时长，剧集上新数量与爆款作品整体减少，以腾讯视频为例，2024年腾讯视频接连推出《与凤行》《繁花》《玫瑰 的故事》《庆余年2》等多部S+评级的大剧，来到2025年，腾讯视频虽然播出了《折腰》《六姊妹》《许我耀眼》等多部爆款作品，但是其在市场声量上 远低于去年的作品。 不过，在这样的环境中也有视频平台会员规模能够持平甚至攀升，根据芒果TV最新披露的数据显示，其有效会员数超过7300万，芒果TV在2024年末公布 的会员数为7331万，创下历史新高，芒果TV今年的会员数可以做到与去年持平甚至更高，另外，根据B ...

Core Viewpoint - Tencent Video held the 2025 Starlight Awards in Haikou, China, showcasing over 100 stars and awarding 49 honors, emphasizing innovation through AI technology in various segments of the event [1][2][19]. Event Highlights - The event's theme was "Imagination Creates All," featuring AI-generated creative images of artists during the red carpet segment, enhancing the audience's experience with a blend of art and technology [1][19]. - The awards ceremony marked the first large-scale film and television event in Hainan since the launch of the Hainan Free Trade Port, generating significant online discussions and boosting local cultural tourism [1][19]. Awards Summary - The first segment awarded 11 honors, including categories such as Best New Face in Drama, Best Potential Actor, and Best Quality Actor, recognizing talents like An Wen and Chen Yungsheng for their performances in popular works [5][8][21]. - The second segment included 9 honors, recognizing popular comedy actors and program stars, with winners like He Guangzhi and the "Departure Family" ensemble [9][22][23]. - The third segment awarded 6 honors in film categories, with notable winners including Zhang Yifan for Best Potential Film Actor and Chen Feiyu for Best Breakthrough Film Actor [10][24]. Performance and Collaboration - The event featured innovative stage designs incorporating AI technology, with performances from various popular shows and artists, creating an immersive experience for attendees [13][15]. - Tencent Video collaborated with multiple partners, including Dong'e Ejiao as the main sponsor, to enhance the event's quality and audience engagement [17][19]. Future Outlook - Tencent Video aims to continue fostering a resilient content ecosystem by collaborating with artists and creators, building on the successes of the past year [19].

12月20日，一年一度的盛会——2025腾讯视频金鹅荣誉发布在海口举行。今年，金鹅荣誉发布首次实现全程线上直播，让优质作品及创作者的闪耀时刻不止 停留在现场，也为长期在幕后投入大量心力的创作者，提供了一次走到台前、与观众见面的机会。此外，本次金鹅荣誉发布还特别创新设置红毯环节，成为 活动的一大亮点。 汇聚过去一年腾讯视频平台上的闪光成果，腾讯视频金鹅荣誉发布吸引了众多行业领军人、优秀创作者及艺人齐聚现场，并区别于传统的红毯呈现，将镜头 更多对准内容本身，邀请多品类内容IP的创作者与艺人并肩亮相，通过创作交流与现场互动，展示台前幕后长期协作的共同成果。 这一系列创新设置，不仅增强了金鹅荣誉发布的仪式感，也进一步强化了腾讯视频"尊重艺术、尊重艺术家"的价值取向。在亿万线上观众的共同见证下， 2025腾讯视频金鹅荣誉发布围绕剧集、综艺、动漫、电影、中剧、分账剧、竖屏短剧、纪录片、跨媒介、少儿、AI单元，以70项荣誉为创作者的每一份真 诚耕耘加冕。 记录光影切面，构建未来创作坐标 2025年，腾讯视频在多内容赛道持续释放创作活力，剧集、综艺、动漫、电影、中剧、分账剧、竖屏短剧、纪录片、少儿等全品类佳作不断，既有扎实打 ...

Core Viewpoint - Tencent's AI product "Yuanbao" has been integrated across various platforms, allowing users to interact with it in a human-like manner, raising questions about whether real human editors are involved in the responses [1][3]. Group 1: AI Interaction and Public Perception - Users have expressed surprise at the human-like responses generated by Yuanbao, leading to speculation that real human editors might be behind the replies [3]. - Examples of AI responses include thoughtful advice on social situations, which further fueled the belief that a human touch was involved [3]. Group 2: Official Clarification - Tencent officially clarified that all responses marked with "Content generated by AI" are indeed generated by Yuanbao's AI, with no human involvement or editorial teams [4][7]. - The company emphasized that the volume and frequency of responses across multiple platforms could not be managed by human teams, even with round-the-clock shifts [7]. Group 3: AI Content Identification - Tencent established an AI content identification system in August, allowing users to distinguish between AI-generated content and human responses based on specific markings [8][9]. - This system aims to comply with regulatory requirements and help users avoid confusion regarding the source of responses [9].

Core Viewpoint - Tencent is currently the highest-valued company in mainland China, with a market capitalization of HKD 5.61 trillion, ranking 15th globally [1]. Group 1: Company Valuation and Market Position - Tencent's market capitalization surpasses all other companies in mainland China, making it the leading enterprise in the region [1]. - The company holds several key products, including WeChat, QQ, Tencent Video, WeChat Pay, and a variety of popular online games [1]. Group 2: Innovation and Strategy - There is ongoing debate regarding Tencent's approach to innovation, with some critics arguing that the company tends to imitate others rather than lead with original ideas [3]. - Notable investor Zhu Xiaohu commented that Tencent has historically waited for others to validate ideas before investing, suggesting a cautious strategy rather than a pioneering one [5]. - Zhu's remarks imply that Tencent's strategy involves capitalizing on the successes of others, which raises ethical concerns given its status as a leading company [10].

Group 1 - The core viewpoint of the article is Tencent's response to recent concerns regarding AI-generated content, clarifying that comments labeled as "content generated by AI" are produced by the Yuanbao AI without human intervention [1][3] - Tencent emphasizes that if a user receives a comment reply from Yuanbao without the "content generated by AI" label, it indicates a real human response crafted with care [3] - The company has integrated Yuanbao across various platforms, including WeChat, QQ, and Tencent News, allowing users to interact with Yuanbao for inquiries and chat [3]

Core Points - Tencent officially responded to recent concerns regarding "content generated by AI," stating that all comments labeled as "content generated by AI" are produced by Yuanbao AI without human operation or team shifts [1][3] - The company clarified that if users receive comments from Yuanbao without the "content generated by AI" label, those responses are crafted by real human editors with emotion and care [3] Group 1 - Tencent's various products, including WeChat public accounts, video accounts, QQ browser, Tencent News, QQ Music, Tencent Self-Selected Stocks, and Tencent Video, have all integrated Yuanbao for inquiries and chats [3] - Users can add Yuanbao as a friend on WeChat and QQ, and in QQ group chats, there is a feature for Yuanbao to summarize discussions with one click [3]