今天给大家分享一下2025全景生态流量年度报告。QuestMobile数据显示，截止到2025年12月，全网月活跃用户规模已经达到12.76亿，用 户月人均使用时长达186.2小时，同比提升8.4%；黏性的高速增长，与AI技术红利释放密切相关，12月，AIGC APP行业月活跃用户规模 净增量超2亿，MAU同比增速达150.4%；AI应用插件也展现出强劲增长势头，月活跃用户规模达到6.96亿，同比增速达37.8%。 生态流量正在形成规模化矩阵。小程序方面，各平台的生态规模持续增长，生活服务已经成为微信、支付宝及百度智能小程序的核心场 景，各平台TOP100小程序行业占比分别达到35%、50%和29%。这当中，微信平台中，月活用户规模超过千万的生活服务类小程序已经 达到68个，同比增加了14个；相比之下，生活服务类APP中，月活用户规模超过千万的仅为36个，同比只增加了3个，平台流量加持和聚 合作用可见一斑。 同时，内容形态更新、短剧持续崛起，带来了内容平台的快速革新，一方面，红果免费短剧、河马剧场月活用户规模分别达到2.75亿、 0.47亿；另一方面，推动了微信与抖音生态中视频类小程序的繁荣发展，TOP100 ...

Core Insights - The article discusses the significant growth and transformation of the mobile internet landscape driven by AI technology and the integration of online and offline services, emphasizing the importance of scenario-based industry restructuring [3] Group 1: User Engagement and Growth Metrics - By December 2025, the total number of monthly active users (MAU) across the internet is projected to reach 1.276 billion, with an average monthly usage time of 186.2 hours, reflecting an 8.4% year-on-year increase [4][11] - The AIGC app sector saw a net increase of over 200 million monthly active users, with a year-on-year growth rate of 150.4%, indicating strong demand for AI-driven applications [4][14] - AI application plugins also demonstrated robust growth, achieving a monthly active user count of 696 million, up 37.8% year-on-year [4][14] Group 2: Ecosystem and Service Expansion - The small program ecosystem is thriving, with life services becoming a core area for platforms like WeChat, Alipay, and Baidu, where the top 100 small programs account for 35%, 50%, and 29% of their respective industries [4][17] - By December 2025, the number of life service small programs on WeChat with over 10 million monthly active users reached 68, a significant increase from the previous year [4][24] - The integration of short dramas and content updates has led to rapid innovation in content platforms, with notable user engagement in platforms like Red Fruit Free Short Drama and Hippo Theater [5][28] Group 3: Hardware and Content Ecosystem - Smart TVs have emerged as a central hub for scenario-based traffic, with active device numbers reaching 289 million, showcasing the growing importance of hardware in the digital ecosystem [6][21] - The top OTT applications for smart TVs include Galaxy Qiyi and CIBN Cool Cat Movies, with active device counts of 128.4 million and 126.1 million, respectively [70] Group 4: Industry-Specific Developments - The mobile video industry is experiencing a surge in short dramas, with platforms like Red Fruit Free Short Drama and Hippo Theater achieving 275 million and 47.2 million monthly active users, respectively [28][30] - In the mobile banking sector, new internet banks are leveraging WeChat small programs as their primary platform, while traditional banks are gradually increasing their investment in small programs [34][36] - The tourism service industry is witnessing a rise in traffic, with platforms like Tongcheng Travel achieving over 240 million in traffic through WeChat small programs [40] Group 5: Brand and Market Dynamics - The restaurant sector is expanding its reach, with over 40 brands achieving monthly active user counts exceeding 1 million, driven by innovative marketing strategies [55] - Domestic sports brands are effectively utilizing small programs to enhance user engagement, with notable growth in user numbers for brands like Xtep and Li Ning [61]

Core Insights - The perception that television is becoming obsolete is challenged by data showing that large screen viewing is nearly equal to mobile viewing, with significant increases in viewing time on platforms like iQIYI and Youku during the recent holiday season [1][2][3] - The Chinese smart screen market is expanding, with nearly 1 billion people covered and a steady annual growth rate, indicating that viewers are not abandoning television but are reallocating their viewing habits between mobile and large screens [1][5][9] Group 1: User Behavior and Demographics - The total number of television viewers in China remains the highest among all viewing populations, with 1.197 billion television viewers compared to 1.108 billion internet users in 2024 [4][5] - Smart TV users are expected to exceed 1 billion by the end of 2025, with OTT users reaching 940 million, reflecting a 25% growth over the past five years [5][8] - The user demographics for large screen viewing include diverse groups such as couples, single young adults, families with children, and older adults, all of whom share a common preference for high-quality long content [12][19][20] Group 2: Content Consumption Trends - Long-form content, particularly dramas, remains the most consumed category on large screens, accounting for 56% of viewing in 2023, with projections for slight increases in subsequent years [23][24] - The viewing habits of different demographics indicate a strong preference for long content, with single young adults watching 1.5 times more on-demand content than live broadcasts [17][19] - The rise of short video content has not diminished the demand for long-form content on large screens, as viewers still prefer the immersive experience that large screens provide [27][29] Group 3: Market Dynamics and Future Outlook - The market for large screens is expected to grow, with stable sales figures and a projected increase in smart TV sales due to government subsidies [8][9] - The integration of short-form content into large screen programming is being explored, with platforms adapting to include micro-dramas and live broadcasts to attract viewers [36][37] - The relationship between long-form content and large screens is symbiotic, as the latter enhances the viewing experience for long dramas, which in turn drives the demand for high-quality content [45][46]

Core Insights - The ratio of small screen to large screen usage has reached 1:1, indicating a significant presence of large screen users in the entertainment landscape [1] - Despite the perception that television is declining, data shows that large screen viewing is thriving, with platforms like iQIYI and Youku reporting substantial increases in viewing time on large screens [1][3] - The Chinese smart large screen market is expanding, with nearly 1 billion people covered and a steady annual growth rate [1][4] User Demographics - The total number of television users in China remains the highest among all viewing populations, with 1.197 billion television users compared to 1.108 billion internet users [4][7] - Smart TV users are projected to exceed 1 billion by the end of 2025, with a 25% growth rate over the past five years [4][7] - The user base for large screens is diverse, including couples, single young adults, families with children, and older adults, each with distinct viewing preferences [8][10] Viewing Behavior - Large screen users are primarily engaged in watching long-form content, with a significant portion of viewing time dedicated to dramas and movies [12][13] - The viewing habits of different demographics show a preference for quality long content, with single young adults and families particularly active during prime viewing hours [10][11] - The demand for long-form content on large screens remains strong, despite the rise of short video formats [11][15] Market Trends - The sales of smart TVs are on the rise, with an expected increase of 23.59 million units in 2024, driven by government subsidies and consumer demand [7][20] - The content landscape is shifting, with a growing emphasis on high-quality long-form content as the primary draw for large screen users [18][22] - Platforms are adapting to the large screen environment, with strategies that include offering exclusive content and enhancing user experience [20][22] Industry Implications - The resurgence of large screens as a viable platform for long-form content suggests a potential shift in content strategy for streaming services [19][23] - The integration of short-form content into large screen viewing is being explored, but long-form content remains the dominant format [11][15] - The industry must address the operational challenges of large screen platforms to fully capitalize on the growing user base and viewing habits [22][24]

Group 1 - The core viewpoint of the report is that CIBN KuMiao has become the leading platform in the smart screen market with 148 million monthly active users by 2024, surpassing Galaxy Qiyi [1][5] - The report indicates that the total number of activated smart TVs in China reached 390 million by the end of 2024, representing a year-on-year growth of 2.6% [5] - The daily average viewing time for smart TV users is 4.5 hours, which exceeds the average daily internet usage time on mobile phones, recorded at 4.1 hours [10] Group 2 - The report highlights that the viewing time for children's content has seen the fastest growth, increasing by 76% year-on-year [9] - Classic content continues to attract viewers, with 20 classic dramas accounting for 22% of the viewing time among the top 100 dramas [9] - Youku has upgraded its user experience across all platforms, focusing on content recommendation, immersive viewing, and visual upgrades to enhance user decision-making efficiency [10]

Core Insights - The report indicates that the smart screen (OTT) traffic growth rate is nearly double that of mobile internet users over the past three years, positioning smart screens as a new growth area for traffic in family settings [1][6]. Group 1: Market Overview - In 2024, the number of smart TV households in China exceeds 336 million, with a penetration rate of nearly 70% [6]. - The monthly active family users of OTT and TV box platforms, such as Koomiao, reach 135 million, with daily active users at 51 million, leading the industry [6]. - The average daily activation rate of OTT households in China increases by 4.2% year-on-year, with over half of households turning on their TVs daily to watch video content [6]. Group 2: User Engagement - The daily average usage time for OTT on-demand long videos is nearly 4 hours in 2024, which is double that of mobile devices, indicating high user engagement and stickiness [6]. - The monthly active user growth rates for major OTT video platforms, including Koomiao, Galaxy Qiyi, and Cloud Vision Aurora, have significantly increased, with Koomiao showing a 19% year-on-year growth, the fastest among major competitors [6]. Group 3: Content Consumption Trends - The daily active scale and total viewing time for different types of content on smart TVs are increasing, with children's content seeing the fastest growth in viewing time at 76% year-on-year [7]. - Popular new content such as "The Story of Roses," "Snow Maze," and "I Am a Criminal Police Officer" continues to attract viewer attention, while classic content remains a consistent draw, with 20 out of the top 100 TV dramas accounting for 22% of viewing time [7]. - As mobile traffic growth peaks, the smart screen sector is emerging as a blue ocean market for long video content, seeking new growth and breakthroughs [7].