{"id":14922,"date":"2025-05-14T08:01:04","date_gmt":"2025-05-14T00:01:04","guid":{"rendered":"https:\/\/www.ztuzx.com\/?p=14922"},"modified":"2025-05-14T08:01:04","modified_gmt":"2025-05-14T00:01:04","slug":"%e8%89%be%e5%aa%92%e5%92%a8%e8%af%a2-2025%e5%b9%b4%e4%b8%ad%e5%9b%bd%e7%9f%ad%e8%a7%86%e9%a2%91-%e7%9b%b4%e6%92%ad%e5%b8%82%e5%9c%ba%e6%b6%88%e8%b4%b9%e8%a1%8c%e4%b8%ba%e8%b0%83%e6%9f%a5%e6%95%b0","status":"publish","type":"post","link":"https:\/\/www.ztuzx.com\/?p=14922","title":{"rendered":"\u827e\u5a92\u54a8\u8be2 | 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| 2025\u5e74\u4e2d\u56fd\u77ed\u89c6\u9891\/\u76f4\u64ad\u5e02\u573a\u6d88\u8d39\u884c\u4e3a\u8c03\u67e5\u6570\u636e\u300b\u5b8c\u6574\u9ad8\u6e05PDF\u7248\u517135\u9875\uff0c\u53ef\u70b9\u51fb\u6587\u7ae0\u5e95\u90e8\u62a5\u544a\u4e0b\u8f7d\u6309\u94ae\u8fdb\u884c\u62a5\u544a\u4e0b\u8f7d\uff09<\/p>\n<p>With the deep penetration of short-video and live-streaming technologies, their user ecosystem has shown multi-dimensional evolution characteristics, gradually forming a digital lifestyle centered on high-frequency interactive viewing and immersive consumption scenarios, a personalized experience system supported by content-precise matching algorithms, and an industrial ecosystem transformation characterized by virtual-real interaction and cross-border integration\u3002 At the same time, the content rights confirmation mechanism based on blockchain and the cross-platform data intercommunication architecture are reshaping the operation model of short-video and live-streaming institutions, building a full-chain ecological closed loop covering digital entertainment, social consumption, and industrial services\u3002<\/p>\n<p> According to the latest &#8220;Survey data of consumer behavior in China&#8217;s short video\/live streaming market in 2025&#8221; released by iiMedia Research,a global third-party data mining and analysis institution for new economy industries, short-video\/live-streaming content has become a daily high-frequency contact scene for Chinese users, among which 69\u300257% of short-video\/live-streaming users are long-term active viewing groups\u3002 The daily viewing frequency of short-video\/live-streaming users is concentrated in the 4-5 times range, accounting for 43\u300282%, and 53\u300219% of short-video\/live-streaming users maintain the same viewing habits as the previous year, indicating a continuous strengthening of user stickiness\u3002<\/p>\n<p><img src='https:\/\/www.ztuzx.com\/wp-content\/uploads\/2025\/05\/1747180862541_0.jpg' alt='_\u7f51\u7edc\u76f4\u64ad\u6d88\u8d39\u884c\u4e3a\u8c03\u67e5\u62a5\u544a_\u77ed\u89c6\u9891\u76f4\u64ad\u884c\u4e1a\u8c03\u7814\u62a5\u544a' \/><\/p>\n<p>From the perspective of the consumption ecosystem, 79\u300232% of short-video\/live-streaming users have consumption behaviors on the platform, among which shopping consumption accounts for 51\u300280% of the user expenditure structure, and short-video\/live-streaming users invest 5%-10% of their disposable income in this field each month\u3002 Platform selection preferences show a top-concentration feature, with Douyin holding a 39\u300240% share as the preferred platform for short-video\/live-streaming users\u3002 The &#8220;content + consumption&#8221; closed-loop model it has built has made &#8220;purchase convenience&#8221; the core consumption driver with a 39\u3002<\/p>\n<p>56% share\u3002 In terms of content ecology, the life category has a 36\u300254% preference rate and ranks first in content consumption, and the active sharing behavior of short-video\/live-streaming users accounts for 32\u300212%, forming a social viral spread effect\u3002 In the dimension of platform satisfaction, the content quality indicator has the highest five-star approval rate of 33\u300229%, but short-video\/live-streaming users also feedback that there are problems such as homogenization of algorithm recommendations and insufficient adaptability of virtual interaction functions\u3002<\/p>\n<p>Analysts from iiMedia Research believe that short-video\/live-streaming platforms need to strengthen content innovation in vertical fields, optimize the application scenarios of virtual-real integration technology, and at the same time improve the after-sales guarantee mechanism in the consumption chain. It is suggested that short-video and live-streaming institutions deepen the application of blockchain rights confirmation technology, improve the efficiency of content distribution through cross-platform data intercommunication, and establish a dynamic tracking system for short-video\/live-streaming user consumption preferences to enhance the accuracy of commercial conversion.(\u201ciiMedia Report | Survey data of consumer behavior in China&#8217;s short video\/live streaming market in 2025\u201dfull version has 35pages, please click the download button at the bottom of the article to download the report)<\/p>\n<p><img src='https:\/\/www.ztuzx.com\/wp-content\/uploads\/2025\/05\/1747180862541_1.webp' alt='_\u77ed\u89c6\u9891\u76f4\u64ad\u884c\u4e1a\u8c03\u7814\u62a5\u544a_\u7f51\u7edc\u76f4\u64ad\u6d88\u8d39\u884c\u4e3a\u8c03\u67e5\u62a5\u544a' \/><\/p>\n<p>2025\u5e74\u4e2d\u56fd\u77ed\u89c6\u9891\/\u76f4\u64ad\u7528\u6237\u89c2\u770b\u884c\u4e3a<\/p>\n<p><img src='https:\/\/www.ztuzx.com\/wp-content\/uploads\/2025\/05\/1747180862541_2.jpg' alt='_\u7f51\u7edc\u76f4\u64ad\u6d88\u8d39\u884c\u4e3a\u8c03\u67e5\u62a5\u544a_\u77ed\u89c6\u9891\u76f4\u64ad\u884c\u4e1a\u8c03\u7814\u62a5\u544a' \/><\/p>\n<p>\u6570\u636e\u663e\u793a\uff0c\u77ed\u89c6\u9891\/\u76f4\u64ad\u7528\u6237\u89c2\u770b\u884c\u4e3a\u4e2d\u6700\u9ad8\u7684\u662f\u201c\u4f1a\u5206\u4eab\u7ed9\u4ed6\u4eba\u201d\uff0c\u5360\u6bd4\u4e3a32.12%\u3002\u5176\u6b21\u662f\u201c\u4f1a\u8fdb\u884c\u70b9\u8d5e\u3001\u8bc4\u8bba\u3001\u4e92\u52a8\u7b49\u201d\uff0c\u5360\u6bd428.35%.\u3002\u201c\u4f1a\u5173\u6ce8\u521b\u4f5c\u8005\u201d\u7684\u7528\u6237\u5360\u6bd4\u4e3a22.89%\uff0c\u6392\u5728\u7b2c\u4e09\u4f4d\u3002\u201c\u4ec5\u9650\u4e8e\u89c2\u770b\u201d\u7684\u7528\u6237\u5360\u6bd4\u8f83\u4f4e\uff0c\u4e3a14.95%\u3002\u201c\u4f1a\u8fdb\u884c\u5145\u503c\u6253\u8d4f\u201d\u7684\u7528\u6237\u5360\u6bd4\u6700\u4f4e<a href='https:\/\/www.ztuzx.com\/'>\u4e2d\u6d82\u54c1\u724c\u7f51<\/a>\uff0c\u4e3a1.69%\u3002\u603b\u4f53\u6765\u770b\uff0c\u5927\u591a\u6570\u7528\u6237\u5728\u89c2\u770b\u77ed\u89c6\u9891\/\u76f4\u64ad\u65f6\u4f1a\u8fdb\u884c\u4e00\u5b9a\u7a0b\u5ea6\u7684\u4e92\u52a8\u548c\u5206\u4eab\uff0c\u4f46\u613f\u610f\u8fdb\u884c\u6253\u8d4f\u7684\u7528\u6237\u6bd4\u4f8b\u8f83\u4f4e\u3002<\/p>\n<p><img src='https:\/\/www.ztuzx.com\/wp-content\/uploads\/2025\/05\/1747180862541_3.webp' alt='\u77ed\u89c6\u9891\u76f4\u64ad\u884c\u4e1a\u8c03\u7814\u62a5\u544a_\u7f51\u7edc\u76f4\u64ad\u6d88\u8d39\u884c\u4e3a\u8c03\u67e5\u62a5\u544a_' 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