2025 Internet Industry Annual Review Research Report

Abstract

The year 2025 is destined to be extraordinary. As the concluding year of China’s 14th Five-Year Plan and the foundational year for the 15th Five-Year Plan, 2025 carries significant historical weight, bridging the past and the future. Amidst the accelerating evolution of unprecedented global changes, a new wave of technological revolution and industrial transformation is unfolding. The international balance of power is undergoing profound adjustments. China’s economy, navigating through challenges and headwinds, is steadfastly advancing towards innovation and excellence.

Against this backdrop, the internet industry stands at the forefront of the era, proactively embracing the dual mission of “quality enhancement” and “empowerment.” Despite turbulent waters, the industry is resolutely fulfilling its responsibilities, contributing robustly to the process of Chinese modernization.

Throughout 2025, MoonFox Data has closely monitored key trends across the mobile internet landscape, keenly observing the overarching theme of “breaking inertia and embracing change.” By moving beyond path dependency and established patterns, we have identified and analyzed exemplary cases from within the chaos, using case-based reviews to uncover fundamental industry dynamics. This analytical approach is central to our understanding of the current state of internet development. The “?” encapsulates MoonFox Data’s precise summary of the mobile internet industry in 2025. Our research focuses on core areas such as artificial intelligence, human-machine collaboration, consumer marketing innovation, and emerging content ecosystems, dissecting their developmental logic over the past year.

As a new chapter begins, the mobile internet industry in 2026 will be underpinned by artificial intelligence, with a clear focus on technological innovation, industrial integration, and consumption upgrades. The industry is set to anchor itself to long-term growth trajectories, eschewing short-term volatility in favor of sustainable, high-quality development—becoming, in essence, a true partner of time and a practitioner of long-termism.

Table of Contents

Section 1 Paddling Against the Current: Development Background of the Mobile Internet Industry in 2025

1.1 Macro Development Background

• 1.1.1 In 2025, China's economic growth remained stable, with relatively steady employment and price levels

• 1.1.2 Consumption: The growth rate of total retail sales is showing a clear downward trend, while spending is shifting toward enjoyment-oriented consumption

• 1.1.3 Exports: Amid turbulent global conditions, leveraging channels to offset deficits

• 1.1.4 Investment: The perspective has shifted toward long-termism, with priorities now focused on benefiting people's livelihoods, advancing technology, and boosting consumption

1.2 Industry Development Background

• 1.2.1 Industry: The internet sector is undergoing changes and adjustments, with overall fluctuations showing a clear tug-of-war dynamic. Meanwhile, the operating revenue and technology output of large-scale enterprises are steadily growing

• 1.2.2 Sector: Under the Stable Structure of a Mature Market, Minor Fluctuations Persist

1.3 Core Technological Transformations

Section 2 ？: Current Development Status of the Mobile Internet Industry

2.1 AI: Genius to the Left, Madness to the Right?

• 2.1.1 In 2025, AI Ushers in Disruptive Development, Directly Entering a New "Action-Oriented" Phase

• 2.1.2 AI? — Divine Pearl or Demonic Pill?

• 2.1.3 AI to the Right: Risks Loom

• 2.1.4 AI to the Left: Technology for Good

2.2 Shattering Perceptions! Human-AI Collaboration, Unlocking Next-Level Synergy

• 2.2.1 AI Reshapes Human Patterns of Thinking

• 2.2.2 AI Enters the Emotional Sphere and Adapts to Needs at All Levels

• 2.2.3 AI Continuously Expands the Boundaries of Educational Applications

• 2.2.4 The "Brain-Inspired" and "Embodied" Tracks Remain Booming

2.3 Is Marketing Innovation Dead? No, It's Evolving Toward a New Paradigm

• 2.3.1 Stimulating consumption remains a theme throughout the year, so where exactly does the problem lie?

• 2.3.2 Marketing Innovation Is an Endless Journey

• 2.3.3 User-Centric, Product-Driven

• 2.3.4 A Path Is Formed When Enough People Walk It

2.4 Involution won't disappear—it will only shift

• 2.4.1 The "Involution" Achievements of Internet Giants: Succeeding and Failing by Innovation

• 2.4.2 AI Productivity Tools: The 2025 Battlefield Shifts to Vertical Scenarios Frequent Releases of AI Agents, Transitioning from Traffic Competition to Practical Value Creation

• 2.4.3 Short-Form Drama: Transitioning from Paid to Free, Shifting Focus from Investment Efficiency to Commercial Value

• 2.4.4 Retail: Digital live-streamers intensifying competition in talent and pricing, while "instant retail" triggers an industry storm

2.5 Mastering Cross-Boundary Thinking = Mastering the Wealth Code

• 2.5.1 Cross-Industry: “Technological Innovation + Bold Cross-Industry Moves” Capture User Attention

• 2.5.2 Cross-Border: Internet giants' global expansion in gaming, e-commerce, and AI shows initial success

• 2.5.3 Cross-Scenario: Internet companies expanding from lifestyle services to specialized fields, driving cross-scenario innovation that spans both public livelihood and industrial sectors

Section 3 Be a practitioner of long-termism: Development Trends of the Mobile Internet Industry in 2026

• 3.1 Building Scenarios: Expanding "Usability" with Cognitive Intelligence, Enhancing "Practicality" with Physical & Spatial Intelligence

• 3.2 Shaping Channels: People-oriented, solution-driven, and emotion-valued—focusing on the needs of segmented communities.

• 3.3 Toward Creative Intelligence: Human-Machine Collaboration, Co-Intelligence, and Co-Governance in Progress

• 3.4 Rule: Elevate products from "Made in China" to "Mind from China"

  
  

About MoonFox Data

MoonFox Data, a subsidiary of Aurora Mobile (NASDAQ: JG), is a leading alternative data provider delivering actionable insights to global financial institutions and investment firms. Trusted by top 50 funds, MoonFox leverages proprietary big data and advanced analytics to help clients uncover market trends and drive smarter decisions across China and emerging markets.