Article｜Kudo Edit｜Park Fang
At the end of 2019, the drama market is very lively.
"Once upon a time there was a mountain of spirit swords", "Celebrating More Than Years", "Crane Huating" and other new episodes in November, the popularity continues to grow, and so far it has received more and more viewers' attention.
, you should know that when they were just launched in November, these episodes were all "Zero Propaganda" and landed on major video platforms, but then they drove low and went high, the popularity rose, and the hot search continued. The "true fragrance" plot attracted audiences. Join the army of chasing drama. The analysis report of the new episodes released by
Maoyan data in November more intuitively reflects the overview of the TOP10 episodes of the November episodes. And through this data report, we can understand the changes in the drama market in 2019 from multiple dimensions, gain insights into industry phenomena and trends, and enhance our prospects for the 2020 drama market.
The hot list of new episodes was released in November, and the popularity of "Once upon a Time There was a Spirit Sword Mountain" and "Celebrating More Than Years" was bursting with popularity.
Cat's Eye data shows that in the TOP 10 episodes of November, "Once upon a time there was a Spirit Sword Mountain" "Qing Yu Nian" and "The Second Time Is Beautiful" respectively ranked the top three with 9867.62, 9859.03 and 9708.6 popularity.
, which was launched on Tencent Video and iQiyi on November 12, "Once upon a time there was a mountain of spirit swords" performed well. The play is adapted from the novel of the same name by His Majesty the King, and it is mainly in the ancient costume fairy genre. But unlike the traditional fairy tales, "Once upon a time there was a mountain of spirit swords" has a lively style and innovatively incorporates elements such as funny, sand sculptures, play stalks, and sugar, which has been loved by many young audiences.
"Once upon a time there was a mountain of spirit swords" starring Xu Kai and Zhang Rongrong, this pair of "Double Kings CP" triggered a discussion among the audience. Some viewers said, "This is the source of my daily happiness. The Double Kings CP locked me up. ", during the viewing process, the barrage was not stopped. As of December 11, the total number of barrage in "Once Upon a Time There was a Spirit Sword Mountain" reached 2.013 million, and reached the top 10 list of the total barrage of the entire network. Among them, the barrage The most mentioned role is Wang Lu, accounting for 61.4%.
, the second place on the hit list, "Celebrating More Than Years", belongs to the IP of China Reading University, and is adapted from the novel of the same name by the great netizens. The original novel has a very high popularity, with a score of 9.2 on the starting point Chinese website and a recommendation index of more than 3.4 million. As early as the beginning of the adaptation, the audience was worried that the big IP would not be easy to change, and that the theme of traversal and conspiracy would be subject to trial. But from the current point of view, the play has not only passed the trial under the writing of the gold medal screenwriter Wang Juan, but also scored 8 on Douban The good reputation.
In the "content is king" drama market, word-of-mouth is the best fuel to drive popularity. The audience will join the drama chasing army based on friends and social media Amway. "Celebrating the New Year" is a good example. Judging from the popularity of the media, the number of Weibo topics in "Qing Yu Nian" is as high as 6.445 billion, which is currently the number one in the social media popularity list. The topics derived from the drama series Qing Yu Nian and TV series celebrating the rest of the year have more than 2.9 million discussions. The audience's discussion was enthusiastic. At the same time, "Celebrating More Than Years" has a total of 16 million readings in headlines and WeChat articles, surpassing the same period dramas, and it can be described as a double-buzz. Among the top three on the
hit list, "The Second Time Is Beautiful" is the only modern fashion drama that is broadcast on Taiwan and the Internet. The drama is starring Wang Ziwen and Zhang Luyi, and is currently hit on Dragon TV. In the play, Wang Ziwen's single pretty mom An'an and Zhang Luyi's poisonous tongue lawyer Xu Lang continue to interact with each other continuously, and the audience calls "relaxed and romantic, the top of the play". The mainstream
costume drama in the webcast integration market is still the traffic high. The November drama analysis report of
Maoyan reflects several industry trends that cannot be ignored.
One is the integration of webcasts into the mainstream of the market. In the TOP10 list, webcast episodes account for 80% of the total. Only two episodes are co-broadcasted by Taiwan and the Internet, namely Dragon TV's "The Second Time Is Beautiful" and Beijing Satellite TV's "Heshan". Among them, video platforms account for 50% of solo dramas, and iQiyi has the most solo dramas, with 3 of them on the list, namely "Forensic of the Mind", "You Who Seen the Taste" and "Half City Is Bright and Half City Rain". The
video platform has entered the era of full payment, and the demand for high-quality content is even stronger, because high-quality content is the most important way to motivate members to pay. From the perspective of several episodes on the hit list, the commercial value of high-quality episodes is increasingIt highlights that, for example, "Celebrating More Than Years", which has the highest score on Douban, has launched an advanced on-demand mode on both Tencent Video and iQiyi platforms. Although this mode has encountered many doubts, there are always viewers willing to pay for high-quality content. The Love Order is a precedent.
The second is that costume drama is still a traffic highland. In fact, the proportion of costume dramas is not an overwhelming victory. Contemporary themes and ancient themes account for 40%, and modern themes account for 20%. However, the traffic of costume dramas is real. There are three costume dramas in the top five on the hot list, namely "Once upon a time there was a mountain of spirit sword", "Celebrating more than one year" and "Crane Huating".
costume drama has always been the most popular type of drama for the audience, and it is often easy to burst out. Last year’s "Yanxi Palace", this year's "Chen Qingling" and "The Twelve Hours of Chang'an" are all smash hits. , The diversion effect on the video platform is very obvious.
Although these several costume dramas are considered to be "Big Male Lead" dramas, and last year, the "Big Male Lead" dramas have been broken and worrying, but this year, whether it is "Celebrating More Than Years" or "Crane Huating" have overcome Word-of-mouth barriers have high scores of 7 or more on Douban, indicating that the "big male lead" drama still has market potential. At the end of the year,
released several heavyweight costume dramas in one breath, which inevitably makes people feel that the costume dramas are picking up and the heroes are recovering. However, according to industry insiders, most of Shangxin's costume dramas are backlogs, which are actually destocking and digesting the barrier lake, rather than recovering. Under the policies of "restricting ancient order" and "restricting mysterious order", costume drama is still a key area of control.
From the movie to the drama market
Maoyan's full-text entertainment data penetration and service power
The drama analysis report released by Maoyan this time, presents a comprehensive presentation from multiple dimensions such as popularity, subject classification, social media popularity, and word of mouth , It shows the market performance of the drama more objectively, and provides a reliable market feedback and data reference for the industry insiders.
Since iQiyi and Youku have closed the front-end playback display, how to judge the playback effect of a drama in the entire network system has become a difficult problem. Maoyan consciously established a new evaluation system last year, replacing the broadcast volume and ratings with the popularity of the entire network, which undoubtedly provides a relatively uniform reference index for the industry.
Maoyan has already laid a solid foundation for the data service capabilities of the drama market. In the film market, Maoyan data has become a benchmark for industry insiders. Real-time box office data updates, number of people who want to see index, material marketing data, etc. have had a positive impact on the industry, helping the industry see the situation and understand trends.
Now Maoyan's data capabilities have penetrated from the movie to the drama market, and it still has sufficient fairness and reference. It can also be seen that Maoyan is gradually implementing its full-text entertainment strategy proposed in July of this year. Maoyan’s "cat claw model" clearly indicates that Maoyan wants to build a five major platform integrating ticketing, product, data, marketing, and funding. The full-text entertainment platform covers the full-text entertainment industry chain such as live entertainment, short videos, videos, movies, entertainment media, drama series, music, and artist KOLs.
Maoyan not only provides full-text entertainment data services for the series, but also actively participates in the marketing of the series. For example, this summer, Maoyan’s media matrix helped Youku’s "Changan Twelve Hours" promotion, which was widely disseminated on 15 platforms including Douyin and Weibo. Among them, Maoyan’s three major accounts jointly released 26 video content. The total number of views exceeded 25 million; Maoyan also held the Maoyan Shadow Fan Meeting for Tencent Video’s "Full-time Master", the National Four Cities Watching and the Main Creators Meeting, this is the first time that Maoyan has created an offline drama watching event.
started from movies, not just movies. To copy the successful experience in the film field to the drama field or even the larger full-text entertainment field, Maoyan undoubtedly has greater ambition and confidence. Maoyan has been serving the industry as an Internet platform. While its own platform is developing rapidly, it has opened its platform capabilities to all links of the film and television industry chain, released the service capabilities of full-text entertainment, and promoted the tooling, digitalization and transparency of the film and television industry.
