1、獴靀絾區(qū)20222慨猰倝崞2022/7/4區(qū)區(qū)倰 歲 區(qū)倰歲 霹僈霹僈鸑鵂僑研彂岤皾歲垷皾APP崞駟遤 鳥鍒區(qū)遤 夠絈荝APP佐峯 饋麤饞僽僑餴鷥涸僑研涸佪卓絑BAT偫涸 瘝僑鯪遤遤岲霆 屎霆 瘝輑劼匬鯡兞 瘝僑涰霆 區(qū)區(qū)薴殶區(qū)務(wù)涸餴俱僑研勻彂遤涸區(qū)餴帿湱 盜涸帿霄靍僒錜區(qū)絾 涸倗霉 區(qū)務(wù)鵘欽Analysys僒錜區(qū)涸 區(qū)垷絕區(qū)遤 區(qū)宇區(qū)臘導(dǎo)僥梡朐 饞錞宇涸梡朐 劥區(qū)銳區(qū)韌僽獴靀遤 獴靀罏獴靀 獴靀欽劥區(qū)銳區(qū)務(wù)獴靀 錜稇區(qū)欽歘暵挿遤暵 遤饞瘝CONTENTS01020304獴靀嚋獴靀欽 區(qū)獴靀 區(qū)獴靀暵挿獴靀饞 崵05獴靀嚋 01佟瘻港盜模欽獴靀瘝稇獴靀 遤佟瘻緸絞俒20216剢痦妃雧涸務(wù)字衼勉
2、 歲姻映倶倝衼勉歲模涸 碫僈爍勉縇的晜勉薴 倝晜勉緸絞俒遤剣 20223剢佟字纈 礵牟俒欰崞肫騨遤爢呍錜帿纈 礵牟俒僈籖雖倝晜乄錠俒蔞助 爢猰咓呩瘝帿鵳字靀 荈2014映字靀鵶絯痦鄄佟 絑 崸珘寵傞游晜緸俒 研絡(luò)雦儑爙2021務(wù)欰瑲灶110嬙8.1%椕銳絑崸務(wù) 珘涸絑崸務(wù)俒涸葻勵(lì) 研2021務(wù)緸絞俒晜勉儑爙 2021務(wù)緸絞俒游晜錞垷62嬙2.8%游晜俒緸俒罏涸勉渤 罏涸掚告滿倝衼勉歲瘝緸俒湱 佟瘻緸俒游晜錞垷罏涸佐剣劅 鵯剣慨罏涸掚緸俒絩絯籖雖 絯鵳姿涸助獴靀禹絡(luò)僑研瘝湱助 蘭臘助佐崹錢霉雿瘝 涸傈欰崞鵳遤嚁餛鯊畀瘝兞濼霋涸 傞傞絕蘭臘虛禹絡(luò)欽爍 蒜溁欽涸傞靀佪 檜欽獴靀鷶姿 研務(wù)僑晜皍獦僑
3、儑爙2021務(wù)僑靀欽錞垷紨鴪5.06嬙 2.43% 傞 僑 靀欽涸歏 靀鴪 11.58 劥嫦靀傞2 傞涸欽嬙 鴪57.97%歏靀欽鵳帿媯侮罜鎊 務(wù)僑靀欽葻涸獴靀務(wù)獴靀遤錜稇 區(qū) 僒錜區(qū)2022/7/4慨猰倝崞5渤欽僑靀僑靀錞垷絩絯的 餩靀佐僽僑靀銳勻彂2021務(wù)僑靀侮錞垷鴪415.7廳字嬙18.2%銳餩靀 佐 2021晜勉鵘蠒蠒佐嬙湱鰍20202019僒錜區(qū)崵銳鵛2倝氋歏錠歏瘝 罜鵯僽僑靀絩絯珘嵳勱勻滿欽鷶姿僑靀餩靀鵳姿擿錞垷絩絯 的告歋務(wù)僑靀欽餛5廳鷶幯倝涸挿嵳166.60212.70254.50288.80351.6415.730.0%19.7%13.5%21.8%18.2%0%5%10%
4、15%20%25%30%35%50040030020010002016201720182019202020212016-2021務(wù)僑靀錞垷錞垷 字檜%27.7%83.0%85.7%68.0%43.0%58.0%52.7%7.4%7.0%14.1%38.0%23.2%15.8%11.6%15.4%17.4%25.7%90.07%6.2%3.6%15.04%1.4%5.8%100%80%60%40%20%0%2016201720182019202020212016-2021務(wù)僑靀蠒佐絕匬餩雧晜勉鵘蠒佐 僒錜區(qū)2022/7/4慨猰倝崞6僑勻彂務(wù)僑晜 僒錜區(qū)侮椚僑霹僈姼僑靀緸絞俒剣靀絡(luò)俒涸僑靀瘝銳雦皾
5、務(wù)僑靀佐錞垷蠒佐絕匬餩雧晜勉鵘 蠒熾瘝 倰佐獴靀勞傞助絯鵳姿靀 岤湬20215剢飾挿邍爙湬碫 涸毟務(wù)瀊眜猰礵涸礵叻鵯霋 爙慨欽勞20216剢紤 蒀勞緸絞霹俒饋禹崞202111剢務(wù)俒 絁飾椕俒饋霃用 涰 寑岌 岤暵勞20219剢 歏 銳 崨蕘翂佖瘝岌梡韌 翂佖碫霹涸錠佖綘助20214剢偫霹App暵蒀露 雵 怵2001蔞晜藹厴偽飯併 偽&併併露劌剣去20224剢餛紩蘭臘iReader Smart 3 蘭 臘 靀劥iReader Ocean 2妴倝 爙倝紩臘儑爙佪卓瘝剒倝臘鸑鵂姼臘欽蜦翫 虛劌倰 鵘蠒慨紩202110剢務(wù)俒絁偫涸猖肅牰202112剢俒緸絞俒雦夠俒 爢涸 20222剢俒偫 飾挿翫倝用
6、倝峕椚飾2022椕湡 綘鰳20226剢霹緸劌倝晜劥餴彂侮瘝倰紩鵳 罏務(wù)倝翫叅霧姿慨崞椕罏欰 雲(yún)20225剢劇枾務(wù)俒緸劇枾倝罏雲(yún)絅蠒 倝 20214剢港盜紨靍俒瘝34侮屛鷥 試欽佅瘝20216剢360俒偫靀姺 剪20225剢熋 匣IPO遤呍20225剢522緸絞翫皊 縭靂社程乾欽游晜遤姺 勉2021-20226剢務(wù)獴靀遤 雵 霹僈勱獴靀遤雵 僒錜區(qū)2022/7/4慨猰倝崞7獴靀欽 區(qū)02絾靀欽錞垷珘剣靀欽錞垷絩絯珘 絾靀剢崞駟欽錞垷鵳珘朐餩靀欽錞垷絑鵛5涸鳥的鳥鷶姿綕侮絾靀欽錞垷20211剢蕘2022 3剢劍3廳滿務(wù)獴靀遤鷶姿鵳媯雦勱勻絾靀剢崞駟欽錞垷珘朐剣靀剢崞駟欽錞垷珘20223剢剣靀剢崞駟
7、欽錞垷紨1.9廳嬙紨26.7%剣靀棴遤鯊瘝 兞欽剣佪邉靀涸欽兞蒜騥艗雴瘝絯剣靀涸剣靀涸餘絩 絯劌欽雦勱勻剣3.13.23.13.03.03.13.23.23.03.03.03.03.03.02.94.4%-5.2%-2.1%0.3%2.4%-0.9%-6.5%0.8% 0.6%0.2%2.8%1.5%-1.3%-2.5%6%4%2%0%-2%-4%-6%-8%2103 2.6%42021 .012021 .022021 .032021 .042021 .052021 .062021 .072021 .082021 .092021 .102021 .112021 .122022 .012022
8、.022022 .03靀剢崞駟欽錞垷絩絯2021-20223剢務(wù)絾靀剢崞駟欽錞垷剢崞駟欽錞垷梠嬙檜%1.51.41.51.61.61.71.71.71.71.71.71.81.71.8-7.9%9.1%5.4%-1.5%4.4%0.0%2.8%-0.3% 0.5% 1.3%2.2%-1.2%0.6%-10%-8%-6%-4%-2%0%2%4%6%5.7% 8%1.910%0.50.01.0 -0.6%2.01.52021.012021 .022021 .032021 .042021 .052021 .062021 .072021 .082021 .092021 .102021 .112021
9、.122022 .012022 .022022 .032021-20223剢務(wù)剣靀剢崞駟欽錞垷剢崞駟欽錞垷梠嬙檜% 僑勻彂僒錜 僒錜區(qū)2022/7/4慨猰倝崞9屠嵳倝絁絁歑僽獴靀嶊餩臘 鰍寐藹7.1%屎6.7%10.8%7.0% 6.3%10.7%21.0%18.0%21.3%17.7%11.3%5%10%15%20%25%0%絁 倝絁 絁絁絁絁6.8%16.8%33.6%31.7%11.1%50%10%2105%25%350%嶊餩纈 嶊餩纈 瘝嶊餩纈 嶊餩纈 嶊 餩纈歑57% 僑勻彂僒錜 僒錜區(qū)2022/7/4慨猰倝崞1043%劥倰絾靀欽歑嬙殜傞絾欽務(wù)瘝嶊餩罏務(wù)嶊餩罏剣鰍涸嶊餩悶倰絾靀欽屠嵳
10、務(wù)銯絑崸鰍鴪溁寐藹溁欽嬙鰍傞絾靀欽倝 絁絁涸嬙鰍鵯涸錞垷鰍傞絑崸宐葻絩絯鵯涸2021務(wù)絾靀欽歘嬙欽TOP5溁嶊餩臘4035302520151050020406080100120140剢欽傞傞 160180200剢妃僑妃 20223剢務(wù)絾靀欽磨餩靀涸餘欽磨餩 靀餩靀磨餩 靀QQ靀瘝 餩靀涸餘剪葻欽磨劍 盜枾餩霹 殣薷餩霹瘝餩靀餩靀涸垷欽 剢崞駟欽錞垷鰍 餩緸俒侮涸餘餩 靀餘 晊俒導(dǎo)鯪瘝霃 欽礵涸緃荝 欽磨鰍餘涸 IP涸絯僽餩靀 涸銳QQ靀 僑勻彂僒錜 僒錜區(qū)2022/7/4慨猰倝崞11社霹殣薷餩霹靀飾挿靀磧靀匧鳥晜餩霹偫劇枾餩霹對餩霹僑霹僈孞岙獤涸邍霪APP涸剢崞駟欽錞垷20,00015,000
11、10,0005,000 僑勻彂僒錜 僒錜區(qū)2022/7/4慨猰倝崞1200挿1挿2挿3挿4挿5挿6挿7挿8挿9挿10挿 11挿 12挿 13挿 14挿 15挿 16挿 17挿 18挿 19挿 20挿 21挿 22挿 23挿2021務(wù)絾靀欽傞挿遤涸靀忘駈欽寵涯儻涸靀欽 鰍僒錜僑儑爙2021務(wù)絾靀欽侮涯儻18-22挿鵳遤靀欽錞垷儻8挿鴪兌靀 欽錞垷絶鰍僑兌3挿鴪靽侮溏絾靀欽崞駟傞銳9-22挿僒錜區(qū)崵 銳靀鷶姿僑涸靀忘駈欽傞媯涸寵獴靀絩絯碫涸 餘忘駈欽涸寵欽涸靀傞25,000欽錞垷177.1 僑勻彂僒錜 僒錜區(qū)2022/7/4慨猰倝崞13163.6150.9144.3139.5139.0138.21
12、37.4137.1136.7200150100500妃爢康雿ARPG恟歘康余殜晥唿錠對康務(wù)妃爢康鷶姿絾靀欽涸銳 僒錜儑爙崞駟幷鷳TGI倰2021務(wù)絾靀欽妃爢康雿涸TGI剒TOP10遤務(wù)康 湱涸遤7康雿ARPG康余殜晥唿康務(wù)僒錜區(qū)崵銳鵛5勻 歋霹佖綘涸恟康瘝鷶姿欽溏恟梖康涸傞靀衼2021務(wù)絾靀欽岌遤TOP10崞駟幷鷳TGI)僑霹僈TG絑鵂癃鷥錞絾靀欽霪遤崞駟僑 500獴靀 區(qū)03餩靀欽涸侮餩靀 7,0006,0005,0004,0003,0002,0001,00002021.01 2021.02 2021.03 2021.04 2021.05 2021.06 2021.07 2021.08 20
13、21.09 2021.10 2021.11 2021.12 2022.01 2022.02 2022.03QQ靀殣薷餩霹枾餩霹社霹靀偫餩霹 磧靀匧鳥晜氏靀霹靀餩靀欽涸劍劌研僒錜儑爙20211剢蕘20223剢絾靀剢崞TOP10APP務(wù)4妴餩靀6妴 餩靀 鵯邍僈盜姼餩靀鸑鵂餩垷欽告餩靀餘涸欽 餩靀欽姻晜 靀涸欽絑崸宐勵(lì)鷶姿涸勝兞餩靀欽鯪餩靀20211剢-20223剢務(wù)絾靀APP剢崞駟欽錞垷 TOP10 僑勻彂僒錜 僒錜區(qū)2022/7/4慨猰倝崞15俒偫QQ靀剢崞劍邍梡滾欽磨 鰍欽錞垷倰20211剢蕘20223剢劍俒偫QQ靀霪俒偫欽錞垷剒涸涸剢崞駟欽錞垷 5,694劍芳?xì)J傞倰20211剢蕘20223
14、剢劍QQ靀剢傈傞170剣鰍涸欽 磨-3.0%-6.6%2021 .012021 .022021 .032021 .042021 .052021 .062021 .072021 .082021 .092021 .102021 .112021 .122022 .012022 .022022 .03剢崞駟欽錞垷梠嬙檜%76543212021-20223剢QQ靀剢崞駟欽錞垷0.2% 3.9%-1.1% 1.0%-0.1% 4.1% 1.5%6.8% 0.1% 6.9% 2.5%5.45.65.55.65.65.85.95.75.45.75.76.16.3-4.2%-15.9%6.05.120%0%-2
15、0%-40%-60%-80%20015010050159.6175.62021-20223剢QQ靀剢傈欽傞164.2 167.8 168.8 166.6 170.2 173.7 160.2 161.3 160.9 159.9 174.6 182.0 173.80-100 %0 僑勻彂僒錜 僒錜區(qū)2022/7/4慨猰倝崞162021 .012021 .022021 .032021 .042021 .052021 .062021 .072021 .082021 .092021 .102021 .112021 .122022 .012022 .022022 .03俒俒殜欰饞 模俒殜慨崞罏IP鵘蠒臘匬
16、錠錣臘IP務(wù)肫涸罏 劌怵綘瘝恟歘 鸑瘻鵂務(wù)霃瘝倰翫 錞夠IP涸 劍鵘蠒臘鸑鵂荈魧恟 錠瑲灶佞IPIP 絁嶊臘餩 俒殜俒欰饞模餘傈幯2021俒俒殜緸絞俒 瀖IP佞遤名IP欰瀃姼殜俒涸僑絯欰鷶幯模 傞俒 蜦銳務(wù)務(wù)瘝勉劼匬雩鵯滿緸俒餘鷶姿的剣 遤涸2021俒卓倝僑9701,510360廳務(wù)俒霖俒紨2,100紨37剢餩欽870嵳202021俒佐剢崞駟欽剢餩欽 僑罏蕘僑2021嵳欽俒偫務(wù)俒嵳霖俒靀晥Web Novel僑涸蕘2021俒偫稡雦僑 稡雦 倝僑佐剢崞駟欽86.7廳2.5廳滿倰 IP錠IPIP騗去崨錠歘康IP絶 僒錜區(qū)2022/7/4慨猰倝崞17岤僑蕘202112剢俒猰偫涸欽錞垷珘欽磨 6.46.
17、36.15.75.05.15.25.04.95.05.15.15.05.05.2-0.5%-3.8%-5.4%-13.8%2.5% 2.7%-4.7%-1.9% 2.5% 1.8%-0.2%-1.3% 0.0% 3.7%20%0%-20%-40%-60%-80%-100 %65432107 11.9%2021 .012021 .022021 .032021 .042021 .052021 .062021 .072021 .082021 .092021 .102021 .112021 .122022 .012022 .022022 .03 僑勻彂僒錜135.6 僒錜區(qū)2022/7/4慨猰倝崞18
18、143.9131.3 137.8 138.6 131.7123.8116.7122.5139.2 142.7149.3 155.3 147.5 148.5040801201602021 .012021 .022021 .032021 .042021 .052021 .062021 .072021 .082021 .092021 .102021 .112021 .122022 .012022 .022022 .032021-20223剢剢傈欽傞欽錞垷倰20211剢蕘20223剢劍猰偫涸剢崞駟欽錞垷5,330劍芳?xì)J傞 倰 20211剢蕘20223剢劍涸剢傈傞137.6剣鰍涸欽磨傞20223剢涸剢傈
19、傞 嬙嶻13.1%梠嬙嶻0.6%欽磨絩絯2021-20223剢剢崞駟欽錞垷剢崞駟欽錞垷梠嬙檜%猰餘絯屎傞嵳 瘝鵳螨千倝 劥涸欰匬 鱈匧肫嵳劥臘 獤罏猰 銳鸑鵂嵳iReader 嵳梡晜媯?cè)熀宰繋獻(xiàn)P遙欰灇助絯嵳蕘靀2021紨1520剢猰愿 剣剣僑碫靀暟練餘愿恟歘荈鰍晜涸 瘝銻渷貓嬙忘駈欽靀 寵蕘晜202112俒剢緸畀瘝猰用 僑葻禹岌涸湬 餝緸絞俒傞欰猰禹 稡雦皊紨罏僑猰絯帿I(xiàn)P遙欰嵳倗荈魧屎霆遤 務(wù)涸2021猰卓絩猰絯模餴瀊M錠CN瀃2晥02瘝1 乾瘝用銯緸絞俒7剢剣猰 3剢僑涰猰瀊用雦夠靀 2022IP涸鳴倝涸崨 鸑20鵂21恟遤瘻猰殜偫餘IPIP 絟 娀佖綘涸恟娀僥錠麤 掚乄瘝2021姼猰猰
20、呍剪鵳僑鵳研遤禹欰霃涸佖鳴倗模AB崵灇霚佪檜BI 僑傞研霆葻涸虛剪皾歲欽禹絯務(wù)剪臘臘30% 欽蜦歧涸靀150瘝絡(luò)猰絩絯帿妍罭繠 28.1%2嵳02 1 倝嬙欽 2嵳02 1 欽97min 涸 絁 傞蕘2021 i嵳Read晜e銻r渷僑涸佅 丒 佅 丒 佅 丒 僒錜區(qū)2022/7/4慨猰倝崞19社猰絯霃雦欽磨 2.01.81.91.91.91.91.91.81.81.91.91.91.91.90.3% 0.8%-8.7%2.5% 1.0%-0.4%0.0%-0.6%-3.3%0.2% 2.0% 0.2% 0.5% 0.5% 0.3%2.52.01.51.02.00.50.02021 .01202
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23、駈碫呋涸炄2021社猰滿滾礵 霃倗絈碫務(wù)涸礵肫倝 涸鳥挿梡爍8悶絈碫嫦碫 剣礵嶑梡絯灇欽倰欽呍欽 餘涸傞絯熋巑帿剪 倗 虛倰呏研欽涸暵兞匬皾歲垷絾欽劼帿瘝皾歲鵳遤雦 皾虛鳥欽馰涸 橈梡去鎊梡去 僒錜區(qū)2022/7/4慨猰倝崞21獴靀暵挿04勞梡猰勞涸緸俒姻鵳鳥 劍16-2021梡勞僑檜餛30% 碫湡痦2021涸鳥TOP5俒饋痦?xiàng)p勞緸絞俒俒饋珳傞202005剢 01傈-202012剢31傈傈劍20225剢務(wù)饋僑19,256 嬙40.6%饋21,075嬙42.4% 倝勞饞梡勞佦劌僈儑爙傞 佟字欰瘝涸傞劌臘宐鰍涸罏 劌僑勻彂務(wù)爢猰俒 僒錜區(qū) 侮椚猰勞梡勞蜦痦 勞緸梡絞俒饋暵瘝俒蜦痦 勞緸梡絞俒饋胿俒
24、蜦痦 勞緸梡絞俒饋瘝俒2021俒猰倝僑碫TOP5 猰緸絞俒 碫湡 猰猰湱 勞 涬 飾挿 剢牰嚸TOP10罏蕘2021猰霹罏僑餛51.5鵂5涸 檜鴪189%務(wù)90罏嬙餛70%姼22%涸俒 鵂猰欽2021俒猰勞涸Z去欽嬙鵛60%僽猰 靀姼嫦剢鷅劌猰涸欽鴪42%猰 崨荈挿2021鵶鲿紬勻灶靀飾 佐VIP詭畎蒜僑倝剢飾挿 餿佐剒涸 蜦務(wù)霹剒猰 屎僱嚸鷥2緸02俒1 僒錜區(qū)2022/7/4慨猰倝崞23嚸梡猰勞欽滸滿緸俒欽傈幯緸俒涸鷶姿的劌遤涸罏罏遤劌 梡猰瘝 勞梡勞倰橈瘝勞餘梡勞涸飾剣緸俒灶騟 垷涸氿絕岤倝涸臘劌涸瑟傞佟瘻梡勞慨字呔務(wù)涸姻臘猰勞倰婦兞蔉瘝猖猰涸 蜦銳涸猰映鄄岤鵛勻劌猰鷶姿鄄錠佖綘傈渤欽緸
25、絞俒欽梡鰈饞 緸絞俒欽鰈饞緸俒倰研俒僑研儑爙202195嬙剒剒欽倰研僑儑爙 202125僑靀欽嬙紨71.9%姼2021飾挿靀APP涸倝欽務(wù)95嬙餛95%緸俒緸俒嶊餩湱劌玐欽靀寵鵳罜劌欽欽磨姼鰈去欽涸暟餘 炄葻剣鰍涸餿餿臘葻涸姻晜靀剣絯佖緸俒欰僑勻彂俒僑 僒錜區(qū)侮椚俒俒嚸呋桬倝儥牟/僑TOP1,000倝30%2021俒95緸俒50%80%俒倝2021俒緸俒 44.6%27.3%18.5%8.5%1.1%45%40%35%30%25%20%15%10%5%0%19-251826-3536-60602021務(wù)僑靀欽36.0% 僒錜區(qū)2022/7/4慨猰倝崞2426.4%19.3%8.9%6.8%2.
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