wen | xiniuyule shenwanting

编辑 | 朴芳

2024nianshi“wei”lisishedeyinian。

zhongguowangluoshitingxiehuifabude《zhongguoweiduanjuxingyefazhanbaipishu（2024）》xianshi，jiezhi2024nian6yue，woguoweiduanjuyonghuguimoyidadao5.76yiren，zhanzhengtiwangminde52.4%，chengwenbuzengzhangtaishi。qiejuyugu，2024nianwoguoweiduanjushichangguimojiangda504.4yiyuan，tongbizengzhang34.90%，huojiangshoucichaoguoneididianyingpiaofang。weiduanjuxingyeyizhengshimairu2.0shidai。

zaizheiyifazhanrechaoxia，yiaiyoutengmangweidaibiaodezhangshipinpingtaizaijinnianyejielianjiasubujuweiduanjusaidao，zaijuchanghuayunying、fenzhangzhengce、neirongxingtaidengfangmianchixujiama，fenzhangpiaofangguimoshixiantupoxingzengzhang，yigengduoyuanhuadejingpinneirongtuidongzhenggexingyedezhuanxingshengji。

腾讯视频：量、质持续领先

2024nian，tengxunshipinweiduanjurengzaisidapingtaizhongchuyulingpaodiwei，wulunshishangxinshulianghaishishichangbiaoxianjiebaochiqiangjingdejingzhengli。

genjucsmxiangguanshujutongji，jiezhi2024nian10yue，csmdingxiangjiancedeweiduanjuzongliangda196bu，qizhongtengxunshipinyixianzhuyoushizhanjulingxianyoushi。

tongshi，tengxunshipinweiduanjujihuzaigedadisanfangxingyebangdanzhongdoubaolantoubuxiwei。liruzaiyunheshujugongbude2024nianh1duanjuzhengpianyouxiaobofang、jijunv7、jijunv30sandabangtop10zhong，tengxunshipinweiduanjujiezhanju80%debili，shejiguzhuangaiqing、bazongtianchong、nvxingfuchoudenggeleirementicai。

zaifenzhangpiaofangfangmianyihuodexirenchengji。genjuqiguanfanggongkaishuju，zaitengxunshipinkanweiduanjudeyuehuoyonghuyijingdadaoyijibie，toubuzuopinfenzhangpoqianwanchengweichangtai。2024nianjiezhi10yue，tengxunshipinweiduanjuleijifenzhangpiaofangyipo4yi，yifabule15gepoqianwanfenzhangpiaofangdexiangmu。

qizhongjinnian3yue20ribochudeguzhuangaiqingqihuanduanju《zhibi》shangxianliangzhoufenzhangjipo1000wan，chuangzuikuaipoqianwanfenzhangweiduanjujilu，jiezhimuqianfenzhangjineyida2700wan，erquniantengxunduanjude“fenzhangzhiwang”yejinhuode2000wanpiaofang；shangxiandisantianzhanneiredubianpo21000，shuaxinletengxunshipinweiduanjuzhanneiredujilu，lianxu16tianwenzuotengxunshipinreduriguan；zhanwaibofangchengjitongyangjingren，lianxuduorichanlianyunhequanwangweiduanjubapingbangtop1、maoyanduanjuredubangtop1deng，bingzaidoubanhuode7.5degaofenpingjia。

erzhisuoyinengqudefenzhanghekoubeideshuangfengshou，haishiyuanziqineirongcengmiandetupoxing，yi“edunvpei”nixishijiaohe“shuzhongrenpociyuanfanshazhibiren”dexinyingshedingdianfulechuantongguoutaolu，zaijiashangkanbizhangjudezhizuobandihezhuchuangzhenrong，lagaolezuopindezhengtizhigan。

chu《zhibi》wai，chunjiedangshangxiandeguzhuangaiqingduanju《shoutayibing》heshuqidangbochudeminguotananxuanyiju《jiangchengguishi》yiji1yuefendedoushiaiqingduanju《wojiaozhaowudi》yishouhuobucuoshouyi，zuixinfenzhangpiaofangfenbiewei1900wan、1700wanhe1600wan。

zhideguanzhudeshi，tengxunshipinguoquyinianzaiweiduanjusaidaodeziyuanfuchi、zhengceyouhuadouweineirongdeguimohuazengzhangtigongleliangxingdepingtaishengtai。ru10yueduihuiyuanfenzhangpingjiatixijinxinglequanmianshengji，bingjiangfenzhangzhouqicong6geyueyanzhangzhi12geyue，haituichule“youxiuzuopinjilijihua”he“shenduhezuochangpaijilijihua”，yijiyizuigao80%defenchengshouyigulipianfangzizhuzhaoshang。

优酷：“相拥”1500万分账门槛

youkuzai2024nianshangxinweiduanjudeshuliangjinciyutengxunshipin，bingqierengranzaitoubushichangbaoyouyixizhidi。zai2024shangbanniandetawenweiduanjujingqizhishubangtop30zhong，youkushangbangbumuzuiduo，remenzuopinduofaduozhong。

congfenzhangshujulaikan，jinnianjiezhimuqianyiyou《womenzaiheiyezhongxiangyong》he《yongyezhangming》liangbujufenzhangpiaofangtupoqianwan，erqunianyoukufenzhangzuigaode《suoaisansheng》piaofangwei1000wan、qiejinciyibumairuqianwanmenjian。

jutilaikan，8yueshangxiandedoushixuanyiaiqingduanju《womenzaiheiyezhongxiangyong》zishangxianhouzaidetawen、yunhe、maoyandengduanjubangdanzhongchixuweijuqianlie，zuixinfenzhangpiaofangyida1500wan，dapoleyoukuduanjuzuikuaipoqianwanjilu，tongshidengdinghuanwang1-9yueduanjudapingdianbobangtop1。

gaijucaiyongdeshi“badaoqiangshinanzhuxwaibiaorouruoxiaobaihua”derenshedapei，suiranjuqingtaoluyoudiangouxuedanshengzainannvzhudejuemiaocpgan、butuonidaishuidejiezouyijilingrenyixiangbudaodefanzhuan，baokuodaoyanduifenweigandebakongrangguanzhongyuekanyueshangtou。

tongyangyushuqibochudeguzhuangduanju《yongyezhangming》leijifenzhangpiaofangzeyida1100wan，kaibohouyizaigedaduanjubangdanzhongminglieqianmao，gaibianzifanqiexiaoshuo《beifengpiguoshiqiangquhaoduohou》，pingjiegudaibazong、xianhunhouai、fengpiqiangzhizouxiangdengshedingxiyinchuizhishouzhong，ernvzhushiyanzhelifeipingjiechunjiedangde《shoutayibing》xunsuchuquan，yewei《yongyezhangming》dailailebushaoliuliang。

ciwai，jinniankuanianqijianshangxiande《junxinzangbuzhu》he6yuefenbochude《meirengonglve》junhuode700wanfenzhangpiaofang，qianzheronghelefuchou、qingmeizhuma、tiannvejiaozhidengxijuxingyuansu，jiezouqingkuaibutuota；houzhegaibianzikuaikanappguzhuangnvpinquanmouzuopin《yidailinghou》，dutedejuqingshedinghejingliangdezhizuoweijujijiafenliangduo。

eryoukufengfudeduanjuchubeiyuqiyu2021niantuichude“fuyaojihua”xixixiangguan，genju《youkuneirongkaifangpingtai2023niandubaogao》，2023nian93%detoubuduanjuxiangmuzaipingtaiyingli，fuyaoduanjufenzhangshouyilvgaoda200%。zheiyijihuazai2024nianyeyiquanmianshengji，youyuanyoudezhuanzhuyouzhiiptuozhanneirongyuantou，shengjidao“ippingtai/neirong+youzhibanquandingzhigongsi+qianlixinrenzhuchuang”sanjiamachebingxingmoshi。

youkuyebuduangengxinpingtaifenzhangguize，baokuozengjiabohoudingji、diaozhengneirongdanjia、yinrulaxinxishudeng，jilizhehengpingduanjugongyingshangkaifagengduopinzhineirong。

爱奇艺：跑步进场，成效显著

xiangbiqianliangniandexiexujinshen，aiqiyi2024nianzaiweiduanjusaidaorouyankejiandijiadafali，bingqiehuodeliganjianyingdexiaoguo。csmshujuxianshi，jiezhi10yue，aiqiyiweiduanjushangxinshuliangchaoguomangguotv。

jinnian9yue，aiqiyizaiqiujiyuexianghuishangxuanbuzhengshirujuweiduanju，tuichu“duanjuchang”he“weijuchang”，qianzheyihengpingduanjuweizhu，meijishizhangwei5-20fenzhong；houzheneirongshizhangwei1-5fenzhong/ji，yishupingduanjuweizhu，lianggejuchangneideweiduanjuyouaiqiyi vip huiyuanzhuanxiang，wuxuewaidandianfufei。

11yuechu，aiqiyiyoufabuleduanjufenzhanghezuoxingui，jianghuiyuanyouxiaobofangshizhangzhibiaojietihua，shizhangchaoguo800wanxiaoshi、800wanxiaoshi-2000wanxiaoshiqujianfenzhangjichudanjiashangfu10%，2000wanxiaoshiyishangdefenzhangjichudanjiashangfu20%，rangyouzhitoubuneirongzaifenzhangqineihuodegengkeguandeshouyi。

shishizhengming，aiqiyiyishangdezhongzhongdongzuoxunsuzhuanhuachenglekeguandeshuju。yunheshuju11yuequanwangduanjuyouxiaobofangbapingbangyuebangxianshi，top10zhongaiqiyiduboduanjuzhan6bu，qizhong《houfufurenbuhaodang》《yuanzui》《hai1995》baolanqiansan，fugaiguzhuang、xuanyi、xijudengduoyuansaidao。

bujinruci，《yuanzui》he《houfufurenbuhaodang》liangbujumuqiandefenzhangpiaofangyifenbietupo2000wanhe1200wan，dachidudexingzhenfanzuiticai、tianshuangshangtoudenanchuannvxingzhuanbanzhaidounixishuangshuangjizhongguanzhongshuangdian；“xiren”nongduchaogaodedongbeishuangju《hai1995》zezai11yue21rishangxiandangtianjishixianbabang，weilieaiqiyidianshijubiaoshengbangtop1、xijubangtop1，dutedediyuteseheyoumofenggepoweixijing。

qishicongjinniankainiankaishi，aiqiyiduiweiduanjushichangdezhongshiyiyousuotixian，diyijiduxiangjituichude《shaoyehewo》he《dawangbiehuangzhang》liangbuxijuweiduanjujunshouhuoliangyanbiaoxian。erzhejieweizongyi《yinianyiduxijudasai》yanshengduanju，qianzhebochuqijianxitidoubanremendianshiweiyizaibangduanju、maoyanxijuresouzhoubangguanjundeng；houzhezaidoubanhuodechao5wanrendachu7.8degaofen，bingchengweimaoyan2024q1duanjuredubangtop1。

juaiqiyiguanfangtoulu，pingtai2025nianjiangshangxinchaobaibufenzhangduanju，shuliangjiangshi2024niandeliangbei，《yuanzui》dengtoubuneironghaijiangbochuxujizuopin。

芒果：自成体系

mangguoxiduiweiduanjudebujuzegengjiatixihua。

jinnian1yue，hunanweishihouwanjianshiduantuichushougeweiduanjujuchangdamangjuchang；4yue，“damangjihua”zhengshibujushupingduanjusaidao，xunsutuijin50+bushupingduanjukaiji；9yue，tuichuquanguoshougehuangjindangweiduanjujuchang“730 damangjuchang”；zai11yuede2025mangguoshengtaikuoquandahuishang，haiguanxuanleweilaiyiniandeweiduanjuneirongbuju，jiangjiyumangxizhangbanziyuanlaidafudukuochongweiduanneirong。

congjinnianyibochujujilaikan，chunjieqijiantuichudehesuiduanju《damadeshijiehesuipian》he《xiaonianshouyuzhuoyaoshi》chenggongbuzhuodaojieriredianyuhuati，jiangzhongguochuantongwenhuayuansuyuxiandaishenghuoqiaomiaojiehe，manzuleguanzhongtedingshiqideqingganxuqiu，bingjundengluhunanweishishangxingbochu。

qizhong，youqunianxianxiangjibaokuanduanju《taochudayingbowuguan》zhuchuangtuanduidazaode《xiaonianshouyuzhuoyaoshi》chuangxinxingdiyichuanyuedexingshitanxunnianshoudegushi，chulezaimangguopingtairebo，gaijuhaidenglukuaishou、xiaohongshu、douyin、weibo、bilibilidengduogepingtai，zaikuaishouyijingshangxiandantiaoshipindianzanjin200wan、3jishipinbofangpoyi，guangshouwangyouhuanying。

yucitongshi，shangbannianmangguoshuangpingtailituideguzhuangqihuanduanju《nanxun》bochuhouzaimaoyanduanjuredubang、vlinkageweiduanjubofangzhishufenfenzhanhuotop1，bingzaiweibo、douyin、xiaohongshudengshejiaopingtaiyinfaguangfantaolun。zhideyitideshi，pingtaihaiweiqijubanledajiejuguanjuli，fenbietuichuledingjia12yuanhe50yuandeguanjulibao，suibuzhizheiliangfenlibaozuizhongmaichuduoshao，dancongqizaizhanneide8yileijibofanglianglaigusuan，xiangbishishourupofeng。

chucizhiwai，mangguozaiwenlvweiduanjudebujugewaijiji，biaoxianbijiaotuchudezuopinrusuzhouguangdianhemangguotvlianheshezhide《yimengzhenxinghe》，ronghelefeiyiheguchengbaohuhuati，xiangdazhongzhanshichuantongyuxiandaixiangronghedesuzhoumeili，daidongguanzhongdangdidakarechao。

buguo，xiangbiqitasandapingtai，mangguoweiduanjudezhengtishichangbiaoxianheshangyehuachengguorengyoujiaodatishengkongjian。

结语：

youcikeyikandao，fanrongdeduanjushichangyijingchengweigedapingtaidebizhengzhidi，keyiyujiandeshi，zaijijiangdaolaide2025nian，weiduanjudexingyetiliang、shichangguimo、neironggongjidengjiangjixuzengzhang、zaichuangxingao。

ersuizheweiduanju2.0shidaidedaolai，zaiwaibuguanliheneishengfazhanluojideduozhongyinsuqudongxia，xingyeyejiangzhujianhuiguilixing，chaozhegengzhuanyehua、guifanhuadefangxiangfazhan。ruheshengchanchugengduodehao“zuopin”qutidaidaliangliushuixiandeshiting“chanpin”，zejiangshipingtaigongtongmianlindeketi。