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艺恩&米都传媒:2016中国专业网生内容(PGC)用户白皮书(附下载)

报告下载:添加199IT官方微信【i199it】,回复关键词【2016中国专业网生内容用户白皮书】即可

2016年网生内容质量不断升级,影响力不断扩大,展现出更加广阔的发展空间。伴随着精品化的进程,越来越多的传统电视、综艺、电影人进入网生内容领域,传统内容与网生内容之间的界限越来越微妙,如何准确把握网生内容用户的特质,进行对口内容的制作和输出成为致胜关键。

艺恩联合米都传媒发布《中国专业网生内容(PGC)用户白皮书》,通过调查问卷和桌面研究对网生内容用户进行全面和深入的研究,从用户属性、观看场景、付费行为、类型偏好等维度对网络综艺用户、网络剧用户、网络电影用户进行横向比较,透视网生内容用户的细分属性和需求,从而在网生内容的制作、类型选择、营销渠道、盈利模式上进行有益指导。

网生内容市场呈现三高特点

2016年网生市场呈现高产出、高质量、高回报的特点。与此同时,2016网剧预计达到60部,网综达到221档,网大达到2500部,整体水平较之前都有了很大提升,用户的整体满意度也达到95%。尤其是网络综艺,因为有了传统平台的介入,网络综艺的整体水平已经比肩电视综艺。

已婚女性将成为平台用户抢夺战成败关键

数据显示,目前网生市场用户六成以上为已婚群体。尤其是在网络综艺和网剧用户群中,女性占据了压倒性的主导地位。30岁以下的网生内容用户偏好观看网络综艺和网络电影,30-39岁用户较喜欢观看网络剧。未来一段时间内,是否能成功吸引已婚女性群体的关注,将成为网生内容成败的关键点。

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