艾媒咨询 | 2025年中国短视频/直播市场消费行为调查数据

　　随着短视频与直播技术的深度渗透，其用户生态呈现多维演进特征，逐步形成以高频互动观看、沉浸式消费场景为核心的数字化生活方式，以内容精准匹配算法为支撑的个性化体验体系，以及虚实交互、跨界融合为特点的产业生态变革。同时基于区块链的内容确权机制与跨平台数据互通架构正重塑短视频/直播机构运作范式，构建起覆盖数字娱乐、社交消费、产业服务的全链路生态闭环。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年中国短视频/直播市场消费行为调查数据》数据显示，短视频/直播内容已成为中国用户日常高频接触场景，其中69.57%的短视频/直播用户为长期活跃观看群体。短视频/直播用户日均观看频次集中分布于4-5次区间，占比达43.82%，且53.19%的短视频/直播用户维持与上年持平的观看习惯，显示出用户黏性持续强化。

　　从消费生态看，79.32%的短视频/直播用户在平台产生消费行为，其中购物类消费以51.80%的占比主导用户支出结构，短视频/直播用户每月5%-10%的可支配收入投入该领域。平台选择偏好呈现头部集中化特征，抖音以39.40%的占比稳居短视频/直播用户首选平台，其构建的“内容+消费”闭环模式推动“购买便利性”以39.56%占比成为核心消费驱动力。内容生态方面，生活类垂类以36.54%的偏好度占据内容消费榜首，短视频/直播用户主动分享行为占比达32.12%，形成社交裂变传播效应。在平台满意度维度，内容质量指标以33.29%的五星好评率居首，但短视频/直播用户同时反馈存在算法推荐同质化、虚拟交互功能适配性不足等问题。

　　艾媒咨询分析师认为，短视频/直播平台需强化垂直领域内容创新，优化虚实融合技术应用场景，同时完善消费链路中的售后保障机制。建议短视频/直播机构深化区块链确权技术应用，通过跨平台数据互通提升内容分发效率，并建立短视频/直播用户消费偏好动态追踪系统以增强商业转化精准度。（《艾媒咨询 | 2025年中国短视频/直播市场消费行为调查数据》完整高清PDF版共35页，可点击文章底部报告下载按钮进行报告下载）

　　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. 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. According to the latest "Survey data of consumer behavior in China's short video/live streaming market in 2025" 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 69.57% of short-video/live-streaming users are long-term active viewing groups. The daily viewing frequency of short-video/live-streaming users is concentrated in the 4-5 times range, accounting for 43.82%, and 53.19% of short-video/live-streaming users maintain the same viewing habits as the previous year, indicating a continuous strengthening of user stickiness.

　　From the perspective of the consumption ecosystem, 79.32% of short-video/live-streaming users have consumption behaviors on the platform, among which shopping consumption accounts for 51.80% of the user expenditure structure, and short-video/live-streaming users invest 5%-10% of their disposable income in this field each month. Platform selection preferences show a top-concentration feature, with Douyin holding a 39.40% share as the preferred platform for short-video/live-streaming users. The "content + consumption" closed-loop model it has built has made "purchase convenience" the core consumption driver with a 39.56% share. In terms of content ecology, the life category has a 36.54% preference rate and ranks first in content consumption, and the active sharing behavior of short-video/live-streaming users accounts for 32.12%, forming a social viral spread effect. In the dimension of platform satisfaction, the content quality indicator has the highest five-star approval rate of 33.29%, 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.

　　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.(“iiMedia Report | Survey data of consumer behavior in China's short video/live streaming market in 2025”full version has 35 pages, please click the download button at the bottom of the article to download the report)

　　2025年中国短视频/直播用户观看行为

　　数据显示，短视频/直播用户观看行为中最高的是“会分享给他人”，占比为32.12%。其次是“会进行点赞、评论、互动等”，占比28.35%.。“会关注创作者”的用户占比为22.89%，排在第三位。“仅限于观看”的用户占比较低，为14.95%。“会进行充值打赏”的用户占比最低，为1.69%。总体来看，大多数用户在观看短视频/直播时会进行一定程度的互动和分享，但愿意进行打赏的用户比例较低。

　　2025年中国短视频/直播用户观看平台偏好

　　数据显示，抖音以39.40%的占比成为用户偏好最高的短视频/直播平台。快手以29.26%的占比位列第二，今日头条以25.62%的占比排在第三位。哔哩哔哩的占比为25.49%，位于第四位。腾讯视频占比25.10%，微信视频号占比24.84%，爱奇艺占比24.19%，处于中游水平。小红书以22.37%的占比排在第八位。西瓜视频、斗鱼直播和虎牙直播的占比均低于20%，分别为18.99%、16.78%和15.08%，位列末尾。

　　2025年中国短视频/直播用户观看内容偏好

　　数据显示，在2025年中国短视频/直播用户观看内容偏好中，生活类内容以36.54%的占比位居首位，显示用户对美食、旅游、运动等生活相关主题有较高兴趣。娱乐类以32.77%的占比紧随其后，反映出用户对娱乐搞笑的内容的关注度较高。新闻类和音乐类分别以31.73%和29.91%的占比位列第三和第四，说明新闻、音乐表演等内容也受到用户喜爱。剧情类和购物类分别占比27.83%和27.70%，位于中游水平。教育类、纪录类和萌宠类占比相对较低，分别为25.62%、25.62%和23.15%，但仍有一定用户基础。儿童类内容占比最低，为20.81%。

　　2025年中国短视频/直播用户在短视频/直播平台消费类型

　　数据显示，在2025年中国短视频/直播用户消费类型中，购物占比最高，达到51.80%，显示出用户在短视频/直播平台上购物的活跃度和偏好。其次是会员充值，占比47.05%，反映出用户对平台会员服务的接受度较高。主播打赏和内容消费分别占比38.85%和37.05%，两者相差不大，说明用户对内容创作者的支持和内容消费需求较为均衡。

　　2025年中国短视频/直播用户认为直播带货现存问题

　　数据显示，在2025年中国短视频/直播用户认为直播带货现存问题中，商品质量不过关的问题最为突出，占比高达51.27%。其次是主播虚假宣传，占比为50.63%。这两个问题占比均超过了50%，显示出用户对于直播带货商品质量及真实性的强烈关注。数据造假问题占比为46.20%，位列第三。商品种类不齐全和货不对板的问题占比相近，分别为和42.72%和42.09%。售后服务不好的问题占比最低，为41.46%。整体来看，商品质量和主播诚信问题是用户最为关心的两大问题。

本文内容节选自艾媒咨询发布的《艾媒咨询 | 2025年中国短视频/直播市场消费行为调查数据》，完整版报告共35页，点击文末下方链接可直达完整版报告。