一、2019年中国互动剧产业发展概况
1. 互动剧概念介绍及流程示意
2. 互动剧特点与价值概述
3. 互动剧产业发展历程
4. 国内外互动剧代表
5. 中国互动剧主要出品平台
6. 互动剧行业标准制定进程加快
7. “X因子”作用流程
8. 2020年中国互动剧用户规模预测
二、2019年中国互动剧用户调查分析
1. 中国互动剧用户渗透率
2. 中国网民互动剧偏好分析
3. 中国网民观剧意愿受多重因素影响
4. 中国视频平台投资互动剧产业前景
5. 中国互动剧未来影响力分析
6. 2019中国互动剧市场发展现状总结
三、2019年中国互动剧产业前景展望
1. 中国互动剧产业前景展望（一）
2. 中国互动剧产业前景展望（二）
图表目录
图1-1 2018-2020年中国互动剧用户规模及预测
图2-1 2019中国互动剧网民认知情况调查
图2-2 2019中国互动剧网民观看情况调查
图2-3 2019中国互动剧网民偏好题材调查
图2-4 2019中国互动剧网民观看意愿调查
图2-5 2019中国互动剧网民观看意愿影响因素调查
图2-6 2019中国视频平台投资互动剧产业前景网民态度调查
图2-7 2019中国互动剧流行程度网民预判调查
图2-8 2019中国互动剧对传统影视剧影响网民预判调查
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　　中国互动剧产业当前处于探索发展的早期阶段，产业规模及用户认知度都较低。iiMedia Research（艾媒咨询）数据显示，仅有37.9%的受访网民表示对互动剧有所了解，超四成网民对互动剧多种结局及交互式剧情体验较感兴趣；40.8%受访网民未来观看意愿较积极。艾媒咨询分析师认为，互动剧的产生，为视频行业带来技术和内容方面的创新，在满足受众多元化、个性化的观赏需求同时，也能推动传统影视剧行业进行升级，带动需求方和供给方的双向增长。未来在产业投资增加、5G技术不断成熟、行业标准逐渐完善的作用下，互动剧剧作数目快速增加，用户规模随之增长，预计2020年互动剧用户规模将突破1亿人。（《2019-2020中国互动剧产业现状剖析及用户行为调查报告》完整高清PDF版共31页，可点击文章右侧浏览高清报告按钮进行报告浏览）

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　　China's interactive drama industry is currently in the early stage of exploration and development, with low industrial scale and user awareness. According to iiMedia Research, only 37.9% of the netizens surveyed said they knew about the interactive drama, and more than 40% of the netizens were more interested in the multiple endings and interactive plot experience of the interactive drama; 40.8% of the netizens surveyed had more active willingness to watch in the future. iiMedia consulting analysts believe that the emergence of interactive drama brings technological and content innovation to the video industry. It can not only meet the diverse and personalized viewing needs of the audience, but also promote the upgrading of traditional film and television drama industry, and drive the two-way growth of the demand side and the supply side. In the future, driven by the increase of industrial investment, the continuous maturity of 5G technology and the gradual improvement of industrial standards, the number of interactive dramas will increase rapidly, and the user scale will increase accordingly. It is estimated that the user scale of interactive dramas will exceed 100 million in 2020.（"2019-2020 China Interactive Drama Industry Status Analysis and User Behavior Investigation Report” full version has 31 pages,please click the Browse HD Report button on the right side of the article to browse the report ）

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　　核心观点

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　　中国互动剧产业仍处于发展初期，2020年用户规模有望突破1亿

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　　当前中国互动剧产业仍处在发展初期，用户规模基数相对较小，预计在技术与投资的带动下产业将快速发展，用户规模将呈现高速增长态势，2020年有望突破1亿。

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　　网民对互动剧发展呈开放接受态度，但对其未来影响力看法相对保守

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　　40.8%受访网民未来观看意愿较积极，50.0%受访网民看好视频平台对互动剧产业的投资。

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　　44.4%的受访网民不确定互动剧未来能否成为市场主流。

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　　视频平台加速布局，助推互动剧产业发展

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　　当前移动视频行业呈现三足鼎立，各视频平台加速布局互动剧抢占竞争新赛道，有利于加速互动剧产业实现规模化发展。

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　　以下为报告节选内容：

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　　互动剧概念介绍及流程示意

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　　互动剧产业发展历程

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　　国内外互动剧代表

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　　中国互动剧主要出品平台

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　　2020年中国互动剧用户规模将突破1亿

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　　iiMedia Research（艾媒咨询）数据显示， 2018年中国互动剧用户规模超过4000万，预计未来两年将以73.2%复合增长率高速增长，2020年用户规模有望突破1亿。艾媒咨询分析师认为，当前中国互动剧产业市场和技术都不成熟，用户规模基数较小，未来在产业投资增加、5G技术落地、行业标准完善的推动下，互动剧剧作数目快速增加，用户规模随之增长。

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　　中国互动剧用户渗透率不高

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　　iiMedia Research（艾媒咨询）数据显示，2019年上半年，仅有37.9%的受访网民表示对互动剧有所了解，其中观看过的用户占93.0%。艾媒咨询分析师认为，当前视频平台上线的互动剧剧作数量少且缺乏真正的爆款，导致其在用户的渗透率较低。

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　　中国网民对互动剧投资前景持乐观态度

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　　iiMedia Research（艾媒咨询）数据显示，2019年上半年，五成受访网民看好中国视频平台对互动剧产业的投资，37.0%的受访网民持中立态度，不看好其发展前景的受访网民占13.0%。艾媒咨询分析师认为，供给过剩的传统影视剧内容一定程度上造成了观众的审美疲劳，视频平台需要新鲜的内容血液补给来吸引用户，而用户也乐见参与性更强、选择更多元的新模式内容剧作。

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　　2019中国互动剧市场发展现状总结

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　　中国互动剧产业前景展望

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　　本文内容节选自艾媒咨询发布的《艾媒报告|2019-2020中国互动剧产业现状剖析及用户行为调查报告》，完整版报告共31页，点击文末下方链接可直达完整版报告。

","chartNum":9,"categoryList":[{"id":160,"categoryName":"影视"}],"isShowOnLineReadUrl":"","summary":"近年来，影视剧行业也随着互联网技术的升级发展不断变革与创新。2018年底Netflix推出的互动剧《黑镜：潘达斯奈基》成功引起全球广泛关注。2019年中国5G快速发展，顺势引燃互动剧在视频行业的风潮，各大视频平台纷纷试水互动剧内容，国家广播电视总局也在加速推进互动剧视频标准的制定和出台，中国互动剧产业正式开启发展元年。","shareUrlQrCode":"data:image/png;base64,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","module_type":0,"memberPrice":799.0,"introduce":"本报告研究涉及企业/案例/品牌：爱奇艺，腾讯互娱，林氏兄弟，五元文化，互影科技，Netflix，豆瓣，百度贴吧，微信，优酷，中餐厅，芒果TV，Youtube

中国互动剧产业当前处于探索发展的早期阶段，产业规模及用户认知度都较低。iiMedia Research（艾媒咨询）数据显示，仅有37.9%的受访网民表示对互动剧有所了解，超四成网民对互动剧多种结局及交互式剧情体验较感兴趣；40.8%受访网民未来观看意愿较积极。艾媒咨询分析师认为，互动剧的产生，为视频行业带来技术和内容方面的创新，在满足受众多元化、个性化的观赏需求同时，也能推动传统影视剧行业进行升级，带动需求方和供给方的双向增长。未来在产业投资增加、5G技术不断成熟、行业标准逐渐完善的作用下，互动剧剧作数目快速增加，用户规模随之增长，预计2020年互动剧用户规模将突破1亿人。

China's interactive drama industry is currently in the early stage of exploration and development, with low industrial scale and user awareness. According to iiMedia Research, only 37.9% of the netizens surveyed said they knew about the interactive drama, and more than 40% of the netizens were more interested in the multiple endings and interactive plot experience of the interactive drama; 40.8% of the netizens surveyed had more active willingness to watch in the future. iiMedia consulting analysts believe that the emergence of interactive drama brings technological and content innovation to the video industry. It can not only meet the diverse and personalized viewing needs of the audience, but also promote the upgrading of traditional film and television drama industry, and drive the two-way growth of the demand side and the supply side. In the future, driven by the increase of industrial investment, the continuous maturity of 5G technology and the gradual improvement of industrial standards, the number of interactive dramas will increase rapidly, and the user scale will increase accordingly. It is estimated that the user scale of interactive dramas will exceed 100 million in 2020.","isPublished":1,"filePath":"20191114/2019-2020中国互动剧产业现状剖析及用户行为调查报告.pdf","updateTime":1733305848000,"pageNum":31,"labelList":[{"id":12509,"labelName":"互动剧"},{"id":943,"labelName":"影视"},{"id":8352,"labelName":"大文娱"},{"id":261,"labelName":"腾讯"},{"id":285,"labelName":"优酷"},{"id":1167,"labelName":"爱奇艺"},{"id":9189,"labelName":"芒果TV"},{"id":12510,"labelName":"Netflix"},{"id":12511,"labelName":"中餐厅"},{"id":14857,"labelName":"视频平台"}],"isShowOnLineRead":0,"seourl":"https://report.iimedia.cn/repo160-0/38928.html","showPrice":5999.0,"createTime":1573701496000,"freePages":8,"md5":"b54b44f70c97775ab518ee4fde54afe0"},"isInShopCart":0,"acList":[],"isCollectCategory":false,"isCollected":0,"isBought":0},"isStop":0,"name":"艾媒报告|2019-2020中国互动剧产业现状剖析及用户行为调查报告"}, industryInfo=null, nodeInfo={name=艾媒报告|2019-2020中国互动剧产业现状剖析及用户行为调查报告, isCollect=0, isSub=0, type=5, nodeId=29435531}}}}" />