2022年中国传媒市场十大趋势  

Top 10 Media Market Trends in 2022

作　　者：丁迈 Ding Mai

机构地区：[1]中国广视索福瑞媒介研究(CSM) [2]中国传媒大学

出　　处：《中国传媒产业发展报告》2022年第1期21-33,M0005,I0010,I0011,共16页REPORT ON DEVELOPMENT OF CHINA'S MEDIA INDUSTRY

摘　　要：随着媒体融合向更高阶段迈进,整个传媒市场在内容、渠道、终端、用户和营销等层面不断进行变革,且面临诸多宏观和微观层面的挑战与重塑。本文在对2021年的传媒市场进行分析的基础上,从广电机构融合与变革、技术发展与创新、内容趋势和机遇、广告营销创新、长短视频竞争与融合以及收视测量方法创新等多个角度分析和预测传媒市场在2022年的发展走向,以期为业界提供有益借鉴。As media convergence continue to speed forward,the entire media market is undergoing continuous changes in terms of content,channels,devices,users and marketing,and faces many challenges and reshaping at both macro and micro levels.Based on the analysis of the media market in 2021,this paper makes a muli-angle forward-looking forecast of the media market in 2022,from the integrations and transformations of radio and television companies,technological developments and advances,new content and advertising trends and opportunities,to long-form and short-form video competitions and integrations,innovations in audience measurement methods,and much more.We analyze and predict the development and trends in order to provide useful reference for the industry.

关 键 词：传媒市场 媒体融合 内容机遇 营销创新 价值测量 

分 类 号：G219.2[文化科学—新闻学]