爱奇艺已经手忙脚乱了观点

TMT观察网2025-12-10

作者丨高凌朗编辑 | 吴玮12月6日晚间，爱奇艺尖叫之夜上演了一出令人瞠目的"换人戏码"。原本在11月21日公示中排名第三的刘诗诗角色，在颁奖现场被白鹿角色取代，杨幂的名次也从第二降至第三。这场涉及付费投票的乌龙事件迅速点燃舆论，平台深夜发布的"工作疏忽"声明更是被批诚意不足。就在半个多月前，爱奇艺刚刚交出一份由盈转亏的三季度财报。根据财报数据，该公司Q3净亏损达2.489亿元，而去年同期还有...

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吴玮12月6日晚间，爱奇艺尖叫之夜上演了一出令人瞠目的\"换人戏码\"。原本在11月21日公示中排名第三的刘诗诗角色，在颁奖现场被白鹿角色取代，杨幂的名次也从第二降至第三。这场涉及付费投票的乌龙事件迅速点燃舆论，平台深夜发布的\"工作疏忽\"声明更是被批诚意不足。就在半个多月前，爱奇艺刚刚交出一份由盈转亏的三季度财报。根据财报数据，该公司Q3净亏损达2.489亿元，而去年同期还有2.29亿元的净利润。营收、会员、广告三大核心指标集体下滑，让外界对这家长视频平台的处境多了几分担忧。信任危机叠加经营压力，爱奇艺正在经历一个相当棘手的年末。01翻开爱奇艺2025年三季度财报，几乎找不到令人振奋的数字。总营收66.8亿元，较去年同期缩水8%；会员服务作为最大收入来源，贡献了42.12亿元，同比仍下滑约3.5%；在线广告收入12.41亿元，降幅超过7%；内容分发业务更是以超20%的跌幅成为重灾区。财报明确指出，会员收入下滑的主因是本季度内容供给相对较少。与此同时，芒果超媒的归母净利润同比暴跌33.47%，腾讯视频付费会员数也从1.16亿微降至1.14亿，整个长视频赛道都在承受压力。在所有下滑的指标中，广告收入的变化最能说明问题。当短视频平台能够提供更短的转化链路和更直观的效果反馈时，品牌方自然会重新分配预算。QuestMobile数据显示，古驰2025年5月在抖音、微信等平台加大投放后，硬广曝光和私域流量均实现超70%的环比增长。作为对比，B站三季度广告收入达到25.7亿元，同比增长23%，规模已是爱奇艺的两倍有余。有头部茶饮品牌高管对21世纪经济报道记者直言：\"短视频与小红书是我们的投放重点，暂不考虑长视频，因为变现效果不可控。\"爱奇艺依赖的快消等传统大客户正在收缩预算，伊利、蒙牛等乳企均在控制投放规模。内容端的表现其实并不差。三季度《生万物》热度破万，创下央视八套近年收视新高；《朝雪录》同样数据亮眼。但这些爆款并未转化为财务报表上的正向数字，单靠一两部热播剧拉动增长的时代已经过去了。02主业承压之下，爱奇艺一直在寻找新的增长点，财报中为数不多的亮点来自海外和微短剧业务。三季度，爱奇艺国际版日均会员数创下历史新高，会员收入同比增长超40%，巴西、墨西哥、印尼等市场的涨幅甚至超过100%。泰语剧集《灵魂重生》成为现象级作品，会员收入创下平台泰剧纪录。微剧业务的增速同样值得注意。截至9月底，微剧已成为仅次于长剧集的第二大内容类型，带来的会员收入环比增长140%。平台正加速开发多语种自制微剧，年内将陆续上线。除了内容出海和短剧，爱奇艺也在尝试把线上IP搬到线下。目前，扬州、开封和北京三座主题乐园已在规划或建设中，采用轻资产模式运营以降低投入风险。不过，面对迪士尼、环球影城等成熟玩家，能分到多少蛋糕还是未知数。技术层面，爱奇艺CEO龚宇在业绩会上透露，AI在降低制作成本、提升广告投放精准度等方面已初见成效。平台还联合奥斯卡奖得主鲍德熹设立AI剧场，计划2026年一季度上线首批AI叙事影片。与此同时，\"广电21条\"取消了剧集40集上限、放宽古装剧数量限制，爱奇艺首席内容官王晓晖透露，部分项目已受益于新政策，更快达到备播状态。但必须承认的是，这些新业务目前体量有限——海外市场的基数较小，微短剧赛道竞争激烈，AI应用尚在早期阶段。对于刚刚经历颁奖乌龙的爱奇艺来说，眼下更紧迫的问题或许是：当粉丝的付费投票被\"工作疏忽\"四个字轻描淡写地带过，下一次还有多少人愿意买单？","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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