中国互联网视听行业发展报告（2023）
| 书 名： |
中国互联网视听行业发展报告（2023） |
| 英 文 名： |
ANNUAL REPORT ON THE DEVELOPMENT OF NETCASTING INDUSTRY IN CHINA （2023）
|
| 作 者： |
陈鹏 司若 陈锐张维肖沈文瀚 |
| I S B N： |
978-7-5228-3140-4 |
| 丛 书 名： |
网络视听蓝皮书
订阅
|
| 关 键 词： |
网络视听 互联网 网络视频 产业升级 |
| 出版日期： |
2024-01-01 |
中文摘要
网络视听蓝皮书《中国互联网视听行业发展报告（2023）》是中国第六个年度系统全面梳理网络视听行业发展现状、分析产业问题、探索未来趋势的权威研究报告。网络视听已经成为人们日常生活的一部分，成为企事业机构信息发布、宣传公关的“标配”，其影响力日渐扩大。因此，对这个重要行业的跟进研究显得越发重要，成为推进网络视听行业发展的重要参考。
本报告通过数据、案例、调研、访谈等方法，对网络视听行业的市场、产业、政策、趋势等进行分析，汇总2022年网络剧、网络电影、网络综艺、网络直播、短视频、网络音频等分支产业的发展特征，并对2022年发展趋势和需要面对的问题进行探讨。
2022年是网络视听行业在疫情影响下奋力转型高质量发展的一年。这一年，中国网络视听用户规模达10.4亿人，占网民整体的97.47%，其中短视频用户规模为10.12亿人，占网民整体的94.8%，网络直播用户超过7.5亿人，网络音频用户超过6亿人，整体市场规模超过7200亿元。这些特征使中国继续保持网络视听世界第一大国地位。
网络视听行业在“互联网+”的基础上，继续呈现多元化发展、外部性赋能的特点，“视听+”成为“互联网+”的具体化体现和升级聚焦后的全新体现。人们的信息搜索、知识获取、沟通交流、经验分享、消费决策、娱乐休闲、文体活动、工作展示等形态，都与视听深深绑定在一起，“无视听不传播”逐渐浮上台面，视听也成为构建传播力的保障。同时，视听还在AIGC、元宇宙的新技术加持和场景匹配下，迎来了自身迭代变革的新契机。“视听+”正在为各个需要沟通传播的行业不断赋能，新的技术、场景和表达需求也在为视听行业缔造更大的发展空间。
2022年，网络视听行业在上一年“减量提质”的基础上，继续在高质量发展上做文章，相应的结果是数量减质量增、成本降效益增，供给侧改革继续取得明显成效，精品化内容持续涌现，专业化的制作和运营能力持续加强。在这一年，网络剧数量较上年略有增加，网络电影上新量下降30%，网络综艺新产品数量下降14%，但整体质量再上台阶，《星汉灿烂》《卿卿日常》《苍兰诀》《狂飙》《他是谁》《三体》《冰球少年》等网络剧，《技惊四座》（第二季）等网络综艺，《特级英雄黄继光》等主旋律网络电影，《守护解放西》（第三季）等网络纪实类作品，都获得较好的口碑和较大市场价值。
在多元化内容供给方面，长视频和短视频在竞争中的融合也带来一些新气象，在IP拉动的衍生作品发展的基础上，又出现了更多的微短剧和微综艺作品，形成更多类型的内容供给和更丰富的竞争赛道，“短微小”作品的涌现成为一种新现象。在管理方面，政府继续推动网络视听内容规范化发展，网络剧片头由标注“上线备案号”转为插入“网络视听”网标，对微短剧创作与发布进行更有效的引导。
网络视听蓝皮书课题组将继续关注行业发展动态，从市场调研、舆情分析、数据分析、专家分析等方向出发，对网络视听内容、产业、受众、市场进行持续研究，解析行业问题、研判产业风险、分析有效对策，集学界、业界智慧，用高价值研究成果助力网络视听行业在高质量发展的道路上扬帆远航。
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