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CNBC AI News, July 28th – Baidu Hot Search, in collaboration with China Survey & Media Research (CSM), today unveiled its Mid-Year Report for 2025. The report, leveraging a wealth of trending data and in-depth analysis, paints a comprehensive picture of the topics capturing the nation’s attention in the first half of the year.
The report reveals that Baidu Hot Search, a keen barometer of public attention and societal sentiment, aggregated a staggering 55,000 trending topics, drawing over 170 million users seeking updates and insights.
Baidu Hot Search amassed over 910 million clicks in the first half of the year, solidifying its position as a central hub for public attention.
Users turn to Hot Search to decipher current events, follow prominent figures, and access verified information, while simultaneously exploring diverse interests and tapping into cultural trends.
The report highlights a distinct “dual-track” content ecosystem within Baidu Hot Search. While news and information remain the cornerstone of traffic, the content landscape has broadened from singular social events to encompass international affairs, military developments, finance, and technology.
Concurrently, niche interests are experiencing explosive growth. Topics related to entertainment, sports, education, travel, and culture are witnessing significant increases in user engagement, signaling accelerated penetration within specific communities and demographics.
According to the report, Baidu Hot Search remains closely aligned with the societal pulse, functioning as a critical window for the public to understand livelihood issues, track breaking news, and access emergency information.
The Top 10 social hot topics attracting Baidu users included events such as the “315 Gala” exposé on counterfeit sanitary napkins, the Guizhou Rongjiang floods, new marriage registration policies, the National College Entrance Examination (Gaokao), and the Xiaomi SU7 explosion incident in Anhui. Authoritative content, in-depth analysis, and practical guides drove user interest.
Baidu Hot Search exhibits rapid response capabilities to breaking and trending events, instantaneously presenting first-hand perspectives from those directly involved. Furthermore, the platform efficiently aggregates official announcements and media coverage, ensuring widespread dissemination of verified information.
For example, in the aftermath of the devastating floods in Rongjiang, Guizhou, Baidu Hot Search rapidly delivered on-the-ground firsthand accounts, providing a comprehensive overview of the real-time situation, rescue efforts, and subsequent reconstruction initiatives. The platform also proactively pushed out practical disaster recovery guides, demonstrating a commitment to both humanitarian considerations and platform responsibility.
Simultaneously, in response to widely discussed social issues such as the “315” counterfeit sanitary napkin scandal, the “anti-pornography” campaign in Sanhe city, the Luo Shuaiyu falling incident, and JD.com’s entry into the food delivery battle, Baidu Hot Search accurately consolidated official statements and authoritative responses. It rapidly presented key facts and clarified event timelines, catering to users’ desire for comprehensive and in-depth information.
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