艾媒咨询 | 2025年中国剧本杀市场消费行为调查数据

　　随着剧本杀产业生态的持续完善，其消费行为特征呈现多维分化趋势，主要形成以社交裂变传播为核心的消费生态体系，以沉浸式体验升级为驱动的玩法创新体系，以及以文化融合为导向的内容创作体系三大发展方向。在消费生态层面，用户触达路径已形成以短视频平台引流、线下门店社群运营、熟人社交裂变为代表的传播矩阵，同时通过剧本杀+文旅、剧本杀+党建等跨界模式延伸消费场景。玩法创新领域则呈现出以实景搜证剧场、AI角色交互系统、跨时空剧本联机为代表的科技融合趋势，以及桌面推理、红色教育、情感沉浸等多元形式并存的格局。内容创作体系更聚焦于以国风悬疑、科幻解谜、都市情感为典型题材的垂直细分市场，并衍生出历史复原型、乡村振兴类、非遗活化类等文化赋能型剧本创作方向。

　　全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国剧本杀市场消费行为调查数据》显示，74.73%的消费者都玩过剧本杀，消费者们偏好和朋友一起玩剧本杀，玩得比较多的是开放本，占比达到69.76%。43.33%的消费者认为剧本杀能够锻炼他们的思维，这是他们游玩剧本杀的一个重要原因，58.33%的消费者都对当前的剧本杀感到满意。但同时消费者们也认为现在的剧本杀存在剧本质量参差不齐，剧本同质化严重，玩法过于单一等问题。艾媒咨询分析师认为，剧本杀工作者应更加关注剧本杀的价格，质量等问题，加强剧本杀工作人员的服务质量，了解更多剧本杀消费者的内在需求。（《艾媒咨询 | 2025年中国剧本杀市场消费行为调查数据》完整高清PDF版共43页，可点击文章底部报告下载按钮进行报告下载）

　　With the continuous improvement of the play-killing industry ecology, its consumer behavior characteristics show a multi-dimensional differentiation trend, mainly forming a consumer ecosystem with social fission and communication as the core, a gameplay innovation system driven by immersive experience upgrading, and a content creation system oriented by cultural integration. At the level of consumption ecology, the user access path has formed a communication matrix represented by short video platform drainage, offline store community operation, and acquaintance social splitting, while extending the consumption scene through cross-border models such as script killing + cultural travel, script killing + Party building. The field of gameplay innovation shows the trend of technology integration represented by real scene search theater, AI role interaction system, and cross-time script online, as well as the coexistence of multiple forms such as desktop reasoning, red education, and emotional immersion. The content creation system is more focused on vertical market segments with typical themes of national style suspense, science fiction puzzle solving, and urban emotion, and has derived cultural empowerment script creation directions such as historical replicas, rural revitalization, and intangible cultural heritage activation.

　　According to Survey data of consumption behavior in China's scripted market in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 74.73% of consumers have played script kill, consumers prefer to play script kill with friends, and play more open books. That's 69.76 percent. 43.33% of consumers believe that script kill can exercise their thinking, which is an important reason for them to play script kill, 58.33% of consumers are satisfied with the current script kill. But at the same time, consumers also believe that there are problems such as uneven script quality, serious homogeneity of scripts, and too single gameplay. Ai media consulting analysts believe that script kill workers should pay more attention to the price, quality and other issues of script kill, strengthen the service quality of script kill staff, and learn more about the inherent needs of script kill consumers.(“iiMedia Report | Survey data of consumption behavior in China's scripted market in 2025”full version has 43 pages, please click the download button at the bottom of the article to download the report)

　　2025年中国剧本杀消费者参与剧本杀游戏情况

　　数据显示，74.73%的剧本杀消费者表示曾经玩过剧本杀游戏，而25.27%的剧本杀消费者表示没有玩过。这表明剧本杀游戏在中国剧本杀消费者中的普及度较高，接近四分之三的剧本杀消费者有过参与经历。相比之下，未玩过剧本杀游戏的消费者比例相对较低，仅占四分之一左右。这反映出剧本杀作为一种新兴的娱乐方式，已经获得了较广泛的接受和参与。

　　2025年中国剧本杀消费者剧本杀类型偏好

　　数据显示，欢乐戏剧本以50.48%的占比位居榜首，成为最受欢迎的类型。烧脑推理本紧随其后，占比50.24%，两者差距不大。换装情感本占比47.38%，排名第三。惊悚恐怖本占比最低，为44.05%。整体来看，消费者更偏好轻松愉快的剧本杀类型。

　　2025年中国剧本杀消费者剧本杀题材偏好

　　数据显示，在2025年中国剧本杀消费者偏好的题材中，现代悬疑题材以37.14%的占比位居榜首，显示出消费者对于现代背景的悬疑故事有较高的兴趣。现实逻辑题材以35.71%的占比紧随其后，说明消费者偏好逻辑严密的现实题材。奇幻魔幻题材占比31.43%，位列第三，表明消费者对超自然元素的题材也有一定的喜好。都市情感题材占比30.95%。民国谍战和武侠世界题材均占30.24%，显示出对特定历史时期背景的偏好。科幻脑洞占比28.81%；古代架空题材占比27.62%。历史还原和恐怖灵异题材分别以26.67%和26.19%的占比位列末尾。

　　2025年中国剧本杀消费者玩剧本杀频率

　　数据显示，在2025年中国剧本杀消费者中，平均每月玩3-5次的占比最高，达到47.86%。其次是平均每月1-2次，占比36.19%。这两类消费者合计占比超过84%，显示出剧本杀的高频消费特征。较少玩、平均每月6-8次和每月9次及以上的消费者占比均不足10%，分别为9.05%、6.19%和0.71%，相对较少。整体来看，剧本杀消费以月均1-5次为主，高频玩家占比较高。

　　2025年中国剧本杀消费者认为当前剧本杀市场存在的问题

　　数据显示，剧本质量参差不齐的问题最为突出，占比高达38.81%。其次是剧本同质化较高，占比35.24%。此外，剧本杀玩法过于单一（34.76%）和Dm（主持人）专业性有待提高（33.10%）也是消费者关注的重点问题。价格不合理（32.14%）和市场竞争无序（31.43%）也占有一定比例。游戏时间过长占比31.19%，售后服务不完善占比29.52%。

本文内容节选自艾媒咨询发布的《艾媒咨询 | 2025年中国剧本杀市场消费行为调查数据》，完整版报告共32页，点击文末下方链接可直达完整版报告。