New quality productivity possesses unique attributes and is closely linked to common prosperity, especially in the digital era. In recent years, China has steadily advanced the process of common prosperity in the digital era based on new quality productivity, but still faces several challenges: overall effectiveness needs further enhancement; regional disparities are significant; the extent of benefits varies markedly among different groups; and the capacity to digitally empower rural common prosperity remains limited. These challenges primarily stem from: certain local governments’ lack of emphasis; weaker governance foundations in some areas; and certain factors hindering non internet users from becoming online. The prospects for advancing common prosperity in the digital era through new quality productivity are promising, with the main approaches being: strengthening the emphasis on advancing common prosperity in the digital era based on new quality productivity; solidifying the foundation for diverse entities to exert their effectiveness; and facilitating the transformation of non-internet users into online participants.