National Day Entertainment Boom: Offline Performances ‘Sink,’ Animation Viewing Soars
Shanghai, China – October 8, 2025 – China’s National Day holiday (October 1-6) delivered a robust boost to the entertainment sector, but the way people are enjoying their leisure time is undergoing a fascinating transformation. A new report from Orca Entertainment reveals a significant “sinking” of offline performances – meaning growth is concentrated in smaller cities – alongside a dramatic surge in online animation viewing, reshaping how families celebrate and spend their holidays. This is breaking news for anyone tracking consumer trends in the world’s largest market.
The Rise of the ‘Niche’ and the Smaller City
Forget the mega-concerts dominating headlines in previous years. While overall attendance at performances rose nearly 40% year-on-year to 1.94 million, the real story lies in where and what people are watching. The report highlights a 34.1% increase in performances held in third, fourth, and fifth-tier cities. This isn’t just about quantity; the total box office revenue in these areas jumped an impressive 86.6%.
“We’re seeing a democratization of entertainment,” explains Li Wei, a senior analyst at Damai Entertainment, in a statement to Securities Daily. “For years, the biggest acts focused on Beijing, Shanghai, and Guangzhou. Now, organizations are actively expanding, bringing high-quality experiences to audiences across the country.”
This shift is coupled with a growing appetite for more intimate and specialized performances. Theater productions (dramas, talk shows) saw a 16.8% box office increase, while livehouse performances – smaller venues showcasing independent music – experienced a surge of over 16%. Events like the 2025 WTT China Grand Slam (90,000 attendees) and the 11th Taihu Bay Music Festival (140,000 attendees) still drew large crowds, but the trend is undeniably towards diversification.
Animation Takes Center Stage: A New Family Tradition?
While people flocked to smaller cities for live events, those staying home turned to their big screens – and increasingly, to animation. Viewing time on large screens increased by 23% year-on-year, but the standout performer was animation, with a staggering 76% increase. This isn’t just about children’s cartoons; the report specifically points to the rising popularity of “Guochao” – Chinese-style comics – as a key driver.
Youku, a leading Chinese streaming platform, attributes this trend to a generational shift. “Those born in the 80s and 90s are now parents,” a Youku spokesperson explained. “They’re looking for entertainment that they can share with their children, and high-quality Chinese comics are filling that void, creating a new ‘link’ between generations.”
Who’s Watching What? Age and Entertainment Preferences
The data also reveals a fascinating split in entertainment preferences based on age. The 30-39 age group, often juggling demanding careers, showed the largest month-on-month increase in online viewing time (38.2%), suggesting they’re using holidays to “recharge” with convenient, immersive entertainment. Conversely, middle-aged and elderly viewers demonstrated a stronger preference for offline cultural experiences, seeking to enrich their lives through real-world activities.
This divergence highlights the importance of understanding nuanced consumer behavior. It’s no longer enough to simply offer entertainment; businesses need to tailor their offerings to meet the specific needs and preferences of different demographic groups. This is a crucial insight for anyone involved in the entertainment industry, and a key factor for successful SEO strategies targeting specific audiences.
The National Day holiday entertainment report provides a valuable snapshot of a rapidly evolving market. The shift towards smaller cities, the rise of niche performances, and the explosion in animation viewing all point to a more diverse, dynamic, and localized entertainment landscape in China. Staying ahead of these trends will be essential for success in the years to come. For more in-depth analysis of Chinese consumer trends and market insights, explore the resources available at archyde.com.