巨量算数：6亿人的体育生活-2021抖音体育生态白皮书（48页）.pdf

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1、2021年抖音体育生态白皮书抖音体育&巨量算数出品2022年6月数据说明?2021?1?-2022?2?1?KOL?TGI?TGI=?/?*100?3?/?100?5?1?目录?去?01?02?03?04?05体育行业加速发展?务?研?2021?2025?2025?务?5?10?2012-2021?务?216?986?108?务?2020?7?务?37.2%?2012-2021?216?986?108?研?2021?2025?201601000020000300004000050000190112017219882018201920202025?26579294832737250000?0%5

2、%10%15%20%25%201720182019GDP?务?2017-2019?10%?GDP?2020?2020?告?导?研?2017-2019?GDP?.?的?千? ?务?2035?2025?模?38.5%?15?橇?2.16?5? ?2021?2025?2017-2019?2021?2022?2021?务?2021-2022 ?8?9?6?2?11?2021?姿?研?3030. .5 5?280280?名?2016?139139%?务?/?113454150425?2016?2020+33%?/?161847217512?2016?2020+34%?研?Tokyo?2020?Audie

3、nce?&?Insights?Report?研?linear?TV?/?digital?coverage?务?2015?3.46?24%?2021-2022?务?3.05?3233?研?2022?2022?2016-2021?270033003860146039001.71.71.971.972.242.240.940.942.32.300.511.522.50500100015002000250030003500400045002016-2017?2017-2018?2018-2019?2019-2020?2020-2021?冰雪旅游收入/亿元人数/亿人次? | 务?1?研? 2021?1?

4、-2022?2?去?务?2022?1-2?2021?2021?2022?2021?2022?2021?2022?+49%+112%+52%?6.3?+?2020?8?6 6?模?2022?2?1 1. .2 2?+ +?6 6. .3 3?+ +?4 4. .7 7?+ +?3?/?100?2022?2?2022?5?研?2022?5?2020?研?2021?1?6?4.7?+?1.2?+6?+?抖音体育生态图谱体育创作者?体育内容体育兴趣用户?IP?多元的抖音体育创作者? ?2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?202

5、1?9?2021?10?2021?11?2021?12?2022?1?2022?2?2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?1.2?2021?1?2022?2?1.2?+?研?3?研? 2021?1?-2022?2?31-40?1.2?+?务?31-40?研? 2021?1?-2022?2?18-2324-3031-4041-5050+?TOP5?38%62%2021?1?2021?2?2021?3?2021?4?2021?5?202

6、1?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?2022?3?2022?4?2022?5?2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?2022?3?2022?4?2022?5?6.3?5000?2022?5?6.3?KOL?2022?5?5000?研? 2021?1?-2022?5?6.3?+5000?+?6.3?+?1?王小羽?659.7?铁豆?529.8?野

7、球帝?2699.2?活蹦乱跳的体育老师?117.2?研?2022?5?31?研?务?姿?姿?70%70%79%97%72%?研?2022?2?匹?2022?2?2021?2?60%?越?2021?2?2022?2?天?60%?研?2022?2?务?姿?杨倩粉丝量：955.2万?8?2500?750?48?谷爱凌粉丝量：2026.7万?2000?+?uv1.2?+?1800?+?研?2022?5?31?姿?张怡宁粉丝量：387.2万郭晶晶粉丝量：464.1万?研?2022?5?31?姿?埋?姿?姿?运动员抖音?潘晓婷粉丝量1183.0万?林丹粉丝量546.4万?张继科粉丝量925.7万?模?研?

8、2022?5?31?姿?姿?姿?务?&?&?IP?33.5?170.9?创意 x 内容 x 流量平台?运动员?品牌商?研?2022?5?31?丰富的抖音体育内容?覆?2021?1?2022?2?2?务?2?TOP10?篮球足球拳击格斗台球乒乓球竞技跑步羽毛球滑冰跳水马拉松?研?2021?1?-2022?2?2021?6?研?2021?1?-2022?5?202101202102202103202104202105202106202107202108202109202110202111202112202201202202202203202204202205?2021012021022021032

9、02104202105202106202107202108202109202110202111202112202201202202202203202204202205?2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?2021?1?2021?2?

10、2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?研?匹?匹?2021?研?2021?1?-2022?2?40%2022?2?vs2021?2?41%2022?2?vs2021?2?41%2022?2?vs2021?2?2022?2021?研? 2022?2?2021?1?-2022?2?TOP102021?1?-2022?2?TOP10?研?2021?1?-2022?2?IP?越?匹?IP?14.9?5600?+?10.1?3500?+?研?2022?2?2021?匹?

11、匹?匹?2021?2022?2021?2022?2021?2022?2021?2022?+52%+49%+39%+43%?研?2021?1?-2022?2?吕?34?10?6800?匹?研?2021?1?-2022?2?热情的抖音体育用户2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?务?2022?5?研? 2021?1?-2022?2?18-2324-3031-4041-5050+?务?31-40?务?2022?6?9?TOP?5?研? 2

12、021?1?-2022?2?重庆杭州苏州上海成都西安深圳广州保定天津东莞武汉长沙郑州北京123456789 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24?研? 2021?1?-2022?2?TGI?TGI?19-23?2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?

13、10?2021?11?2021?12?2022?1?2022?2?2021?1?-2022?2?1.3?1.9?务?1.3?+?1.9?+?研? 2021?1?-2022?2?18-23?25%?研? 2021?1?-2022?2?0%5%10%15%20%25%30%35%18-2324-3031-4041-5050+?TGI0%5%10%15%20%25%30%35%18-2324-3031-4041-5050+?TGI46.59%53.41%41.37%58.63%2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021

14、?12?2022?1?2022?2?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?2021?2022?2022?2?研? 2021?1?-2022?2?务?务?务?77%?40?91%?77%23%-5%5%15%25%35%18-23 24-30 31-40 41-5050+0%5%10%15%20%25%?研? 2022

15、?1?-2022?2?00.20.40.60.811.21.41.60%5%10%15%20%25%30%18-2324-3031-4041-5050+占比TGI?2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?TOP10?埋?姿?务18-23?务?4?研? 2021?1?-2022?2?2021?1?2022?2?1.6?研? 2021?1?-2022?2?1.6?+?010002000300040005000600070008000?务?天?务?去?2022?5?31?7000?4?21?天?920?+?5700?+?研?2022?1?1?-2022?5?31?2022?1?2022?2?2022?3?2022?4?2022?5?2022?1-2?300%?研? 2021?1?-2022?2?684%514%322%265%250%210%198%190%143%142%0%100%200%300%400%500%600%700%800%?抖音体育新势能?俱乐部赛事机构运动员教练员? ?达人媒体、自媒体全网用户?匹?PGC?6?