In the midst of the ongoing internet wave, online audiovisual content has become an indispensable part of people's daily lives. The newly released "China Online Audiovisual Development Research Report (2025)" provides a comprehensive overview of the current state and future trends in the online audiovisual industry.
As of December 2024, the number of online audiovisual users in China has surged to 10.91 billion, an increase of 172.2 million users year-over-year. The internet penetration rate has reached an impressive 98.4%, with the market size growing to 12,226.49 billion yuan, a 6.1% year-over-year increase. This massive user base and steadily growing market size have solidified online audiovisual content as the leading internet application, attracting continuous investment and resources.
Meanwhile, the lower-tier markets, including third, fourth, and fifth-tier cities, have shown remarkable potential, with user penetration rates increasing as the market extends to these areas. These regions, accounting for 62.0% of the user base, present a fertile ground for businesses to explore and meet the unique demands of these users.
In terms of industry composition, as of December 2024, the total number of companies in the online audiovisual sector has reached 757,000, with 125,700 new companies established in 2024 alone. Small and micro-enterprises make up 98.31% of the total, playing a crucial role in job creation and innovation. This trend suggests that policy support for these smaller entities may increase, fostering stable industry growth.
The development of content formats is diverse and integrated. Short video users have reached 10.40 billion, with a penetration rate of 93.8%, leading the segment for six consecutive years. Micro-drama users have grown rapidly to 6.62 billion, with a penetration rate of 59.7%. Long video users have reached 7.52 billion, the highest since 2018. Live streaming users have reached 8.33 billion, and audio streaming users stand at 3.35 billion. These various formats intertwine, creating new growth models and contributing to a thriving content ecosystem.
Notably, the large-screen market saw a significant turnaround in 2024. With the implementation of regulations addressing complex fee structures and operations for TV services, the number of cable TV and IPTV users, as well as smart TV activations, has shown impressive growth. Smart TVs have high monthly active rates, with an average daily usage time of 331 minutes, indicating substantial market potential.
The creative ecosystem has also undergone a profound transformation, ushering in an era of mass content creation. As of December 2024, the number of short video creator accounts has reached 16.2 billion, with over 130 million videos uploaded daily. Users are transitioning from mere consumers to creators, injecting continuous innovation into the industry.
The impact of online audiovisual content on consumption is equally significant. Short videos and live streaming have become powerful tools for product recommendations, with the "content as a shelf" model driving new consumption patterns. In 2024, the national online retail sales reached 155,225 billion yuan, a 7.2% year-over-year increase. Nearly half of the surveyed consumers made purchases influenced by short videos or live streams, with 57.8% of these purchases being unplanned, fundamentally altering traditional consumption behaviors.
On the international stage, the influence of China's audiovisual industry continues to grow. Driven by short videos and micro-dramas, Chinese audiovisual apps account for over a quarter of the top 100 global downloads and nearly 30% of the top 100 revenue-generating apps. Chinese micro-dramas, in particular, have gained significant popularity overseas, serving as cultural ambassadors for Chinese stories and models.
However, the industry's development is not without challenges. The rapid advancement of generative AI, while revolutionizing content production and lowering creation barriers, also presents issues such as the spread of misinformation and unclear copyright ownership, necessitating stronger regulation and oversight.
The "China Online Audiovisual Development Research Report (2025)" paints a picture of an industry filled with both opportunities and challenges. Whether you are a business, creator, or consumer, there are new directions and possibilities to explore in this dynamic field. Let us look forward to the exciting future of the online audiovisual industry!
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