易观分析发布：中国移动阅读市场年度综合分析2022

ConfidentialandProtectedbyCopyrightLaws劥❡ᄩ⥂㺙䎇「ⵌ晜勉岁⥂䫡⚥㕂獴⸓ꢓ靀䋑㖞䎃䏞絾ざⴔ區2022 2慨〄猰䪮♸⴯倝崞⸂2022/7/4ⴔ區㹁⛐♸ⴔ區倰岁ⴔ區倰岁尢䋕霹僈l尢䋕霹僈尢䋕鸑鵂㢴ꅾ侨研彂岤Ⰶ皾岁垷㘗䲀皾ⴀAPP崞駟遤⚹䌐⸔⟱⚌䘯鸟✫鍒䋑㖞կ尢䋕ⴔ區곭㚖Ⰼ꬗ծ遤⚌够ⴔ絈荝ծAPP佐䔶ꆀ넞⸔⸂⟱⚌峯㻋䋑㖞㖑⡙⿺饋麤〄㾝馋⸷կ尢䋕僽侨㶶⻊⟱⚌ծ䫏餴Ⱆ぀ծ䎛デⰖ぀⠏鷥涸㣐侨研❡ᄩ䎇⚂䎁䋕涸❡ᄩ佪卓䊺絑㖈BAT偫♴涸⠍㢴⟱⚌䎂㸝ծ廾⚹瘝侨㶶⻊鲮㘗⟱⚌䊨(休)Ꜿ遤ծ䬸(休)Ꜿ遤ծ廾岲霆ⵚծꜾ屎霆ⵚ瘝ꆄ輑劼匬⟄⿺鲱Ꜿ䡦兞㛇ꆄ瘝侨涰㹻⟱⚌䖤ⵌ✫낉霆կⴔ區㹁⛐⿺ⴔ區薴殶lⴔ區ⰻ㺂务涸餴俱ㄤ侨研勻彂✵㼆遤⚌Ⱆ䒓⥌䜂涸ⴔ區ծ㼆⚌ⰻ餴帿➃㡦ㄤ湱Ⱒ⟱⚌넞盗涸帿䏞霄靍⟄⿺僒錜ⴔ區䋗絾ざ⟄♳ⰻ㺂⡲ⴀ涸⚁⚌䚍ⴼ倗ㄤ霉⟟կlⴔ區ⰻ㺂务鵘欽Analysys僒錜ⴔ區涸❡⚌ⴔ區垷㘗䎇絕ざ䋑㖞ⴔ區ծ遤⚌ⴔ區ㄤ宇(休)ⴔ區腊㢿导僥䔲⵸䋑㖞梡朐馋⸷ㄤ錞䖒⟄⿺宇(休)涸〄㾝梡朐կl劥ⴔ區ⰻ㺂⚺銳ⴔ區㼆韌僽獴⸓ꢓ靀遤⚌⺫ゎ獴⸓ꢓ靀ⰻ㺂⴯⡲罏ծ獴⸓ꢓ靀䎂〵ծ獴⸓ꢓ靀欽䨪կl劥ⴔ區ⰻ㺂⚺銳ⴔ區务㕂獴⸓ꢓ靀䋑㖞〄㾝䞔ⲃ⺫ゎ㸪錜㔔稇ⴔ區ծ欽䨪歘⫸ծⰩ㘗⟱⚌〄㾝暵挿ծ遤⚌〄㾝暵䖄ծ遤⚌〄㾝馋⸷瘝կ ⚥㕂獴⸓ꢓ靀䋑㖞〄㾝嚋ⲃ⚥㕂獴⸓ꢓ靀䋑㖞欽䨪㾩䚍ⴔ區⚥㕂獴⸓ꢓ靀䋑㖞Ⱙ㘗色(休)ⴔ區⚥㕂獴⸓ꢓ靀䋑㖞〄㾝暵挿CONTENTS01020304⚥㕂獴⸓ꢓ靀䋑㖞〄㾝馋⸷곫崵05 ⚥㕂獴⸓ꢓ靀䋑㖞〄㾝嚋ⲃ01 5慨〄猰䪮♸⴯倝崞⸂2022/7/4佟瘻港盗模㊤ծ欽䨪獴⸓ꢓ靀⛴䟗Ⱞ䧭瘝㔔稇ⵄ㥩獴⸓ꢓ靀遤⚌佟瘻ⵄ㥩緸絞俒㷖〄㾝p2021䎃6剢痦♲妃⥝雧涸շ务廾➃字Ⱏㄤ㕂衼⡲勉岁ո姻䒭䒓映㹊倶կ倝շ衼⡲勉岁ո模㊤✫⡲ᄩ涸㹁⛐ㄤ碫㘗䎇僈烁⸈㣐⤀勉䟐縇⸂䏞ծ的㾝晜勉⥂䫡薴㔵ծ⸈䔂倝㘗⚌䙖晜勉⥂䫡⸔䲀緸絞俒㷖遤⚌剣䎸〄㾝p2022䎃3剢佟䏎䊨⡲䫣デ䭷ⴀ⚪㺢➃字纈⠍礵牟俒⻊欰崞㛆肫ㄤ騨遤爢⠔⚺⛐呍䗱⟟⧩錜帿⻊纈⠍䚍礵牟俒僈⴯䒊籖虽倝ꢉⴀ晜ծ䎛乄䕧錠ծ俒㷖蒌助ծㆹ㷖爢⠔猰㷖ㄤ咓呩瘝✲⚌帿Ⰶ䲀鵳Ⰼ字ꢓ靀կ荈2014䎃䒓映Ⰼ字ꢓ靀鵶絯痦⛰䎃鄄ⱗⰆ佟䏎䊨⡲䫣デ絑崸珘㹁〄㾝⸔䲀㬛⛙꨽宠㟞Ɤず傞游晜緸俒䰀㣟㼜Ⲹ㼱p研㕂㹻絡雦㽷儑爙2021䎃务㕂㕂ⰻ欰❡䚪⧩瑲灶110♰➉⯋ず嫱㟞Ɤ8.1%㖈Ⰼ椕⚺銳絑崸⡤务⡙㾀⵸⴩珘㹁涸絑崸⚹务㕂俒㬛䋑㖞涸㟞Ɤ䲿⣘葻㥩勵⟝p研շ2021䎃务㕂緸絞俒㷖晜勉⥂䫡♸〄㾝䫣デո儑爙2021䎃务㕂緸絞俒㷖游晜䰀㣟錞垷⚹62➉⯋ず嫱♳巛2.8%կ游晜俒㷖⤀㹲緸俒䎂〵♸⴯⡲罏涸勉渤䩧ⴁ⴯⡲罏涸⴯⡲掚䞔կ告ꥥ满倝շ衼⡲勉岁ո瘝緸俒湱Ⱒ佟瘻ⴀ〵緸俒游晜䰀㣟錞垷㼜Ⲹ㼱⴯⡲罏涸佐Ⰶ剣劅㟞⸈鵯㼜剣ⵄ✵慨〄⴯⡲罏涸掚䞔⸔⸂緸俒絩絯籖虽〄㾝䭯絯鵳姿涸䪮助⚪㺢獴⸓ꢓ靀⡤낉p㛇✵⠛䠭㐼ծ㹁⡙禹絡ծ㣐侨研瘝湱Ⱒ䪮助➃䊨兰腊䪮助佐꧋⚡➃⥌䜂⺫䭍崹錢ծ霉雿瘝䎇➝Ⰶ➃涸傈䌢欰崞鵳遤⸅Ⱆ嚁ծ馄䋑ծ鲨畀瘝㖞兞濼霋䎽♸➃涸㹊傞❜✽ず傞絕ざ兰腊䲀虛禹絡⚹欽䨪⚺⸓䲿⣘ⲥ烁⥌䜂蒜溁欽䨪㼊䪪⥌䜂涸傞ꢂ䲿넞ꢓ靀佪桧欽䨪獴⸓ꢓ靀⛴䟗䊺鷶姿Ⱞ䧭p研务㕂갉⫸♸侨㶶ⴀ晜弓⠔皍獦갉侨弓儑爙2021䎃务㕂侨㶶ꢓ靀欽䨪錞垷䊺紨鴪5.06➉ず嫱㟞Ɤ2.43%կず傞侨㶶ꢓ靀欽䨪涸歏㶩ꢓ靀ꆀ䊺鴪➃㖲11.58劥嫦㣔ꢓ靀傞Ɤ⚹2㼭傞⿺⟄♳涸欽䨪毛嫱鴪57.97%歏㶩ꢓ靀欽䨪䊺鵳Ⰶ帿䏞ꢓ靀꣌媯կ侮⡤罜鎊务㕂侨㶶ꢓ靀欽䨪䊺Ⱞ䧭葻㥩涸獴⸓ꢓ靀⛴䟗务㕂獴⸓ꢓ靀遤⚌㸪錜㔔稇ⴔ區©僒錜ⴔ區www.analysys.cn 6慨〄猰䪮♸⴯倝崞⸂2022/7/4「渤✵欽䨪侨㶶ꢓ靀⛴䟗Ⱞ䧭侨㶶ꢓ靀䋑㖞錞垷㼜絩絯的㣐p➰餩ꢓ靀♸䎛デ佐Ⰶ僽侨㶶ꢓ靀⚺銳勻彂2021䎃务㕂侨㶶ꢓ靀侮⡤䋑㖞錞垷鴪415.7厅⯋➃字䋏ず嫱㟞Ɤ18.2%⚺銳「➰餩ꢓ靀ㄤ䎛デ佐Ⰶ䌄⸓կ2021䎃晜勉鵘蠒蠒佐毛嫱湱鳅✵2020䎃ծ2019䎃♴꣭僒錜ⴔ區䲀崵⚺銳韭㔔㖈✵鵛2䎃倝ⱟ氋䞔Ȿⴁ♴歏錠ⶢծ歏䕧瘝ⰻ㺂❡ᄩⲸ㼱罜鵯❈ⰻ㺂❡ᄩ僽緸俒IP佖綘涸⚺銳倰ぢկ姼㢪䎛デ蠒佐毛嫱鷶䎃♳巛鵯䠑㄂满⯝餩ꢓ靀➠絩絯ぢ㥩〄㾝կp侨㶶ꢓ靀絩絯珘⨴〄㾝⟱⚌㼜⸈㣐嵳㢪䋒㽷劢勻ꥥ满欽䨪䊺鷶姿Ⱞ䧭侨㶶ꢓ靀⛴䟗⸈⛓⯝餩ꢓ靀䎂〵鵳♧姿䧭擿䋑㖞錞垷㼜絩絯的㣐կ告歋✵务㕂侨㶶ꢓ靀欽䨪䊺馄5厅㕂ⰻ䋑㖞鷶幯껒ㄤ⟱⚌⚹㼊䪪倝涸㟞Ɤ挿㼜⸈㣐䋒㽷嵳㢪䋑㖞կ166.60212.70254.50288.80351.6415.730.0%27.7%19.7%13.5%21.8%18.2%0%5%10%15%20%25%30%35%01002003004005002016201720182019202020212016-2021䎃务㕂侨㶶ꢓ靀䋑㖞錞垷錞垷➉⯋➃字䋏㟞Ɤ桧%83.0%85.7%68.0%43.0%58.0%52.7%7.4%7.0%14.1%38.0%23.2%15.8%0.7%1.0%11.6%15.4%17.4%25.7%9.0%5.4%6.2%3.6%1.4%5.8%0%20%40%60%80%100%2016201720182019202020212016-2021䎃务㕂侨㶶ꢓ靀䋑㖞蠒佐絕匬➰餩雧ꢓ晜勉鵘蠒䎛デ佐ⰆⰦ➭侨䰘勻彂务㕂갉⫸♸侨㶶ⴀ晜弓⠔·僒錜ⴔ區侮椚侨䰘霹僈姼㢅侨㶶ꢓ靀⚹䎛⛐♳⺫ゎ緸絞俒㷖ծ剣㡮ꢓ靀ծ⠛絡俒㷖涸侨㶶ꢓ靀瘝⚺銳雦皾务㕂侨㶶ꢓ靀⟱⚌佐Ⰶ錞垷⿺蠒佐絕匬⺫ゎ➰餩雧ꢓծ晜勉鵘蠒ծ䎛デծ炽⟝瘝倰꬗佐Ⰶ©僒錜ⴔ區www.analysys.cn 7慨〄猰䪮♸⴯倝崞⸂2022/7/4獴⸓ꢓ靀ⰻ㺂곿勞䠁⸈⚪㺢ず傞䪮助䭯絯鵳姿䲿巛ꢓ靀⡤낉ⰻ㺂pⰢ岤㘌湬ⰻ㺂2021䎃5剢饰挿邍爙㼜⸈䔂㼆✵㘌湬ᄩ碫ⰻ㺂㥵䝧毟ծ猰䎑涸䪜䭯㼆鵯❈ⰻ㺂涸务瀊眜礵ᄩ㟞⸈礵ᄩ叻霋ㄤⴔ勹㾝爙慨⸠欽䨪⴯⡲p㢴⯋곿勞2021䎃6剢껷㾉紤蒀곿勞緸絞㼭霹䖄俒㣐饋禹⴩崞⸓㖈Ⱎ䊜゗⸓2021䎃11剢务俒㖈絁〄饰껷㾉Ⰼ椕⯋㸙㸿䖄俒㣐饋䎇霃用涰♰㤙ꆄծ尢♰㤙寑「ⵌ䎛岌Ⱒ岤pꣳⵖ暵㹁곿勞2021䎃9剢䎛歏䚪㽷䲿ⴀ銳㗏Ɀ䫻ⵖ崨ꆀ荛♳ծ翂佖⛓굥瘝岌㬛⛙⻊梡韌翂佖碫㼭霹涸䕧錠ⶢ佖綘㼜「ⵌꣳⵖ䪮助p2021䎃4剢⛼偫㼭霹App䲀ⴀ暵蒀露갉⺫䶀䩛շ⦭㣔㾭륫雵ո2001䎃晜䓎偽䗻ծ饭併韭ꂁ갉怵プ䓎蒌ծ蔼厣⚽ざ⡲ⴀᄩ偽䗻ㆥㆥ갉&併併龾⚺갉露갉⺫⢪ゑ⛼刿剣去Ⰶ䠭p2022䎃4剢䱍ꢓ〄䋒馄紩兰腊劥iReaderSmart3ㄤ兰腊ꢓ靀劥iReaderOcean2⚙妴倝ᄩ䎇㾝爙倝䩛巛紩䩛ⱗ⸆腊ㄤ儑爙佪卓瘝剒倝㔿⟝p2022䎃6剢굷水㼭霹緸刿倝晜劥㖈⡲罏⚁勹务倝㟞翫䟝叅霧⸆腊կ鸑鵂姼⸆腊欽䨪〳蜦䖤翫䟝〣䲀虛⢪ⱗ⡲刿倰⤑䘯䰦鵘蠒p慨⸠巛紩2021䎃10剢务俒㖈絁ぢ偫♴䎂〵涸⠏猖⡲㹻䱇✮ꣳⵖ䚍肅牰p⸈䔂ざ⡲2021䎃12剢䗎日俒㷖㹒䋒緸絞俒㷖䗎日〄⯕雦够䒸Ⰶꢓ俒꧋㔙䗎日㼜♸Ⱖ䒓㾝㛇✵ⰻ㺂♸爢❜㯮⡤䎂〵涸ざ⡲p⡲㹻㷱⻊2022䎃2剢ꢓ俒偫♴饰挿㕂꣢翫ざ倝⸈㗗㕂用㣐㷖ծ倝⸈㗗文峕椚䊨㣐㷖〄饰2022Ⰼ椕⡲㹻㷱⻊고湡㼜㖈ⰻ㺂⪰㢊ծ綘鳓㛆Ⱞծ餴彂侮ざ瘝倰꬗巛紩鵳♧姿慨崞Ⰼ椕⴯⡲罏欰䙖pⱗ⡲㛆雲2022䎃5剢剧枾务俒緸䒓゗剧枾倝➃⡲罏雲絅蠒⚹倝➃⡲㹻䲿⣘ⱗ⡲䭷㼋Ⱖ➭p2021䎃4剢䋑㖞港盗鿈꡶紨靍ꢓ俒瘝34㹻⟱⚌侮屛✳鷥♧ծ试欽䋑㖞佅ꂁ㖑⡙瘝꡼곿p2021䎃6剢韭360俒㷖偫♴韭⴯䎂〵둊됎ꢓ靀⨢姺䎂〵剪⸉p2022䎃5剢熋꜈꧋㔙䛪㢕⴯⚌匣IPO〄遤♳䋑㹎呍p2022䎃5剢522ぜ緸絞⡲㹻翫ぜ皊縭⦸雳⛼ㄎが社程䒸乾ծ䎾欽䋑㖞ꂁざ䩧ⴁ游晜遤⚹⨢姺⤀勉2021-2022䎃6剢务㕂獴⸓ꢓ靀遤⚌㣐✲雵©僒錜ⴔ區www.analysys.cn霹僈劢⺫ゎ獴⸓ꢓ靀遤⚌Ⰼ鿈㣐✲雵 ⚥㕂獴⸓ꢓ靀䋑㖞欽䨪㾩䚍ⴔ區02 9慨〄猰䪮♸⴯倝崞⸂2022/7/4絾ざꢓ靀欽䨪錞垷⥂䭯珘㹁剣㡮ꢓ靀欽䨪錞垷㼜絩絯珘⨴㟞Ɤp絾ざꢓ靀剢崞駟欽䨪錞垷鵳Ⰶ䎂珘朐䙖⯝餩ꢓ靀欽䨪錞垷㖈血絑鵛5䎃涸䘯鸟㟞Ɤた的䓎鸟䏞鷶姿Ⲹ綕侮⡤絾ざꢓ靀欽䨪錞垷㖈2021䎃1剢荛2022䎃3剢劍ꢂ⥂䭯㖈3厅♳♴կꥥ满务㕂獴⸓ꢓ靀遤⚌鷶姿鵳Ⰶ㶸ꆀ꣌媯곫雦劢勻絾ざꢓ靀剢崞駟欽䨪錞垷➠⥂䭯珘㹁朐䙖կp剣㡮ꢓ靀剢崞駟欽䨪錞垷⥂䭯珘⨴㟞Ɤ2022䎃3剢剣㡮ꢓ靀剢崞駟欽䨪錞垷紨1.9厅ず嫱㟞Ɤ紨26.7%կ剣㡮ꢓ靀〳㖈♳♴棴ⴀ遤ծ끻鲨瘝㢴⚡㖞兞⢪欽剣佪邉⯎ꢓ靀涸⢪欽㖞兞կ⸈⛓㶶蒜騥⸓ծ㋐끩䬘꧈ծ艗雴갉⛙瘝⟱⚌䭯絯⸈㣐㼆剣㡮ꢓ靀涸䫏Ⰶ剣㡮ꢓ靀涸ⰻ㺂餘ꆀ絩絯䲿巛エ䒸刿㢴欽䨪곫雦劢勻剣㡮ꢓ靀剢崞駟欽䨪錞垷㼜絩絯㟞⸈կ3.13.23.13.03.03.13.23.23.03.03.03.03.03.02.92.6%4.4%-5.2%-2.1%0.3%2.8%2.4%-0.9%-6.5%0.8%0.6%0.2%1.5%-1.3%-2.5%-8%-6%-4%-2%0%2%4%6%012342021.012021.022021.032021.042021.052021.062021.072021.082021.092021.102021.112021.122022.012022.022022.032021-2022䎃3剢务㕂絾ざꢓ靀剢崞駟欽䨪錞垷剢崞駟欽䨪錞垷➉➃梠嫱㟞Ɤ桧%侨䰘勻彂僒錜尢䋕©僒錜ⴔ區www.analysys.cn1.51.41.51.61.61.71.71.71.71.71.71.81.71.81.9-0.6%-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%5.7%-10%-8%-6%-4%-2%0%2%4%6%8%10%0.00.51.01.52.02021.012021.022021.032021.042021.052021.062021.072021.082021.092021.102021.112021.122022.012022.022022.032021-2022䎃3剢务㕂剣㡮ꢓ靀剢崞駟欽䨪錞垷剢崞駟欽䨪錞垷➉➃梠嫱㟞Ɤ桧% 10慨〄猰䪮♸⴯倝崞⸂2022/7/4屠嵳倝♧絁ծ♲絁㙹䋑歑䚍ꫬ䎃僽獴⸓ꢓ靀⚺⸂嶊餩腊⸂鳅䔂p㖈㛇劥㾩䚍倰꬗絾ざꢓ靀欽䨪歑䚍嫱⢾殜넞✵㥎䚍ず傞絾ざ欽䨪⟄务瘝嶊餩罏ծ务넞嶊餩罏⚹⚺䊺Ⱘ剣鳅넞涸嶊餩䠑䡦ㄤ悶⸂կp㖈㖑㚖ⴔ䋒倰꬗絾ざꢓ靀欽䨪㢴ⴔ䋒㖈屠嵳ծ务鿈ծ銯鿈➃〡㢴ծ絑崸鳅〄鴪溁口䎛⚎ծ寐蔼溁口欽䨪毛嫱鳅넞կず傞絾ざꢓ靀欽䨪㖈倝♧絁㙹䋑ծ♲絁㙹䋑涸毛嫱鳅넞կ鵯❈㙹䋑涸➃〡錞垷鳅㣐ず傞絑崸〄㾝宐䎂葻㥩⟱⚌〳絩絯⸈㣐㖈鵯❈㙹䋑涸䋒㽷կ䎛⚎10.8%寐蔼7.1%屎文6.7%㿋⚎6.3%㔋䊛7.0%10.7%21.0%18.0%21.3%17.7%11.3%0%5%10%15%20%25%♧絁㙹䋑倝♧絁㙹䋑✳絁㙹䋑♲絁㙹䋑㔋絁㙹䋑❀絁㙹䋑6.8%16.8%33.6%31.7%11.1%0%5%10%15%20%25%30%35%⡛嶊餩➃纈⚥⡛嶊餩➃纈⚥瘝嶊餩➃纈⚥넞嶊餩➃纈넞嶊餩➃纈歑57%㥎43%2021䎃务㕂絾ざꢓ靀欽䨪歘⫸侨䰘勻彂僒錜尢䋕©僒錜ⴔ區www.analysys.cn䚍ⵆ嫱⢾欽䨪ⴔ䋒TOP5溁⟧㙹䋑ⴔ䋒嶊餩腊⸂ⴔ䋒 11慨〄猰䪮♸⴯倝崞⸂2022/7/40510152025303540020406080100120140160180200剢䏞➃㖲⢪欽傞Ɤ㼭傞剢䏞➃㖲゗⸓妃侨妃2022䎃3剢务㕂絾ざꢓ靀䎂〵欽䨪磨䚍➰餩ꢓ靀䎂〵涸ⰻ㺂餘ꆀ넞Ⱖ欽䨪磨䚍➠넞✵⯝餩ꢓ靀䎂〵p➰餩ꢓ靀䎂〵磨䚍넞✵⯝餩ꢓ靀䎂〵䱍ꢓծQQꢓ靀瘝➰餩ꢓ靀䎂〵涸ⰻ㺂餘ꆀ넞❡ᄩ♸剪⸉葻㥩Ⱖ欽䨪磨䚍Ɤ劍⡙㾀