Q3 Inventory | Dramas dominate the big and small screens, and iQiyi leads the way in multiple dimensions

2022-10-10 00:34:13 starnews 2424℃

Written by

丨Zhang Yuan

Editor丨Meiqi

Entertainment Value Officer Interpretation:

ID:wenyujiazhiguan

The third quarter just passed, the entertainment market ushered in the annual summer session, and it has become the most intuitive "examination room" for the platform's comprehensive hard power. Long video platforms such as iQIYI, Tencent Video, Youku, Mango TV are all fully "new", and more platforms are detonated one after another and seamlessly connected. The "upgraded" ancient puppets have returned to the market center, and the new comprehensive N generation is still in the "hit year".

In this long video platform "big test", regardless of market share, Internet popularity, word of mouth and other dimensions, iQiyi handed in a high score answer sheet. Not only the solo drama series leads the market, but also the relay output of many popular works, and it has won the top spot in the two popular genres of ancient costume fairy tales and suspenseful criminal investigation dramas. The most popular variety show in Q3.

Next, Cultural and Entertainment Values will delve into the market performance in the third quarter from data from third-party platforms, small-screen mobile terminals, and large-screen TV terminals.

" Canglan Jue ", " Punishment ", " Please " tops the charts

" China rap peak showdown " fault leading

As an authoritative third-party data platform in the industry, Yunhe, Beacon , Maoyan, and Guduo data can basically show the market response of a drama in a comprehensive and three-dimensional manner.

is on Yunhe Data's online drama dominance list, August "Canglan Jue" ranked first with 13.7% of the effective broadcast market share of feature films, and iQiyi's three solo drama "Canglan Jue" in September "Punishment" and "Please King" have swept the top three in the effective broadcast market share of feature films.

Beacon is on the daily list of the market share of feature films broadcast on the entire network. "Punishment" and "Please King" swept the top two in September, and "Canglan Jue" set the market share of feature films on the entire network for 2 times weekly and the highest in the day. 13 good grades. "Please King" has won 2 weekly titles and 20 daily titles in the market share of full-length feature films on the entire network, which is like a rainbow. The combined broadcast market share of the three dramas "Punishment", "Please King" and "Canglan Jue" is close to 30%.

is on the daily list of cat's eye online dramas, and the three iQiyi dramas are on the air. In the TOP10 list. On

Guduo Popularity Index Ranking, "Canglan Jue" and "Please King" won the championships in August and September respectively, and "Punishment" won several championships in the daily rankings in September, whether it is an ancient costume fairy love drama Whether it is a suspenseful detective drama, the performance of iQiyi's solo dramas is better than that of similar main dramas on other platforms.

Yien data freshly released "Q3 Domestic Drama Market Research Report" also once again proved iQIYI's position in the drama market. The report shows that in Q3, iQIYI ranked first in both the number of episodes online and the average broadcast index; among the four major lists, iQIYI's drama broadcast index TOP10, exclusive drama broadcast index TOP10, broadcast volume index TOP10, and user popularity TOP10, iQIYI ranked first in the list. The number of Qiyi's rankings is ahead of other platforms; iQiyi's solo dramas "The Secret of the Orchid", "Please You" and " Genius Basic Law " not only ranked TOP3 in the broadcast index of the solo dramas, but also launched dramas on all platforms. The concentration index is ahead of other series.

In addition to the episodes, iQiyi also continued to explode in the variety show market in the third quarter. "China Rap Peak Showdown" has become the champion of this summer's summer season with a market share of 18.57%, and it is also the only pure online comprehensive in the TOP5.

" annual comedy contest " is known as the biggest variety show "dark horse" in 2021. The second season of this year is the airborne Maoyan variety show market share champion, and has dominated the list for 13 days after its launch. This shows the audience's enthusiasm for "a long drought meets the rain". What's more worth mentioning is that the second season of "Annual Comedy Contest" broke the spell of "the first season is the peak" of variety shows. The Douban score was higher than the first season, and it became the most popular variety show in the third quarter. The comprehensive performance of

in the summer season also proves that iQIYI's strategy of reducing costs and increasing efficiency in the first half of the year is effective. It is precisely because of the "underpinning" of the layer-by-layer screening mechanism that there is a strict system from creativity, evaluation, production, online, review and other links, which has laid a solid foundation for improving the success rate of projects and the stable output of popular models. The performance, innovation and success rate of iQIYI's new dramas have been significantly improved, and the influence of top dramas has increased significantly.

The linkage between large and small screens

successively spawned "national hits"

The just-released Xiaomi TV September movie viewing report shows that "Punishment" is firmly ranked TOP1 in the TV drama broadcast hot list in September, which is enough to see that the big screen audience Love this iQIYI drama.

can also see this kind of discussion on Weibo - "My mother watched Punishment on TV, and then my dad came back and saw a lot of old actors in it and watched it." "After dinner, I finished chasing Punishment with my family. "... It can be seen that is different from the small-screen content "Canglan Jue" and "Please King" that meet the needs of young users on the mobile terminal. Episodes such as "Punishment" may be more in line with the needs of large-screen and mature users. , and family viewing scenes.

In fact, the reason why iQIYI has been able to continuously produce "national hits" that are watched by all age groups this year is due to the success of the segmentation strategy of large and small screens, which has broadened the consumption scenarios and audience groups. The market space for explosive dramas. In the first quarter, the final battle report of the lighthouse showed that the peak market share of "The World" was as high as 31.75%; The monthly market share is the highest; the popularity of "Punishment" in the third quarter once again exceeded 10,000. Data from

shows that in the first half of 2022, the number of smart TV activations exceeded 300 million, the coverage of smart TV activation users increased by 6.3%, and the average daily boot time increased by 4%. As video platforms continue to optimize playback solutions, larger screens with better picture quality and higher definition are becoming the new first choice for users to watch movies and become the most potential growth terminal. As the mobile market is close to saturation and caught in the " zero-sum game ", large-screen users are becoming a "blue ocean of traffic" that military strategists are fighting for.

According to Ovi data, Kiwi TV has always been in the leading position in the OTT market, with a daily active scale of over 40 million. According to the latest data released by iQIYI, during the National Day holiday, the viewing time of iQIYI large-screen users increased by 22% compared with the week before the holiday. The reason why iQIYI can be favored by large-screen users is that the cross-generational family dramas, military themes, and classic film libraries are just right for their tastes. Episodes such as "Housing ", "'s Crime Hunting Guide ", and " Dear Child " are still very popular on the big screen, and the effect of pulling new ones is remarkable. On the other hand, because of the tailored membership model, it directly hits the “pain points” of large-screen users’ consumption. In addition to the membership model of

, which is more "close to the people", Kiwi TV has also made great efforts in the immersive viewing experience, making full use of the advantages of the large screen. For flagship TV products, iQIYI has created a home theater-level audio and video standard "Frame Qiyinghua MAX", and has comprehensively improved four aspects of "4K MAX + ultra-high frame rate + HDR + panoramic sound", allowing users to experience More high-definition, delicate and colorful pictures, smooth and smooth dynamic shots, and all-round immersive stereo sound effects.

The degree of fan absorption of "Frame Qiying Pictures", from Weibo and Xiaohongshu's full screen "see "Canglan"This is evident from the discussion of "Tactics", it is not allowed to open a frame without a picture. The 's beautiful effect of "every frame can be used as a screen saver", and the immersive atmosphere of "it's like watching a real person" makes the audience shout "" A visual feast". Not only that, many users who have played "Canglan Jue" for the second time also felt the "flying" of the audio-visual experience after the upgrade, and turned into "tap water" to open the crazy Amway mode.

First- and second-tier cities and sinking markets

How does iQIYI "take it all"?

Counting down iQIYI's popular dramas this year, you will find that there are not only national-level hits like "The World", but also popular hits for audiences in different cities. Whether it is the value expression of first- and second-tier and new-tier users, or the needs of the sinking market for wonderful stories and emotional value, iQIYI can satisfy them. Because the scale of these two groups of people is large enough, they have enough energy To support the explosive dramas, it may also give birth to breaking dramas that resonate with the whole people.

For users in first- and second-tier cities, " Twenty Do Not Confused 2" reflects the life of different urban women, whether it is a first-timer Whether you are in a workplace or in a relationship, you can see your own shadow in it. "Canglan Jue" changed the self-motivation of ancient puppets, and moved countless audiences with the core of mutual growth and mutual respect. "China Rap Showdown" swayed With the young generation's passionate, real, real and unpretentious rapper spirit; the second season of the "Annual Comedy Contest", which is currently on air, not only continues the vivid expression of taking care of reality, but also brings joy and comfort to urban youth. .

For the audience who pursue entertainment stimulation and emotional impact, "Basic Law of Genius" through the fantasy setting of parallel time and space, the family emotion of laughter and tears is unstoppable. " Trek Kunlun Ruins " relies on the exciting adventure elements, The passionate narration of the bloody treasure hunt creates a thrilling experience of watching the drama. " The Great Detective of the Republic of China " successfully "localized" the detective novels of "grandma", with magical reasoning and detective cases and the Republic of China where China and foreign countries are mixed. The perfect combination of rivers and lakes will satisfy fans of the Republic of China drama and detective drama at the same time.

In addition to the targeted content layering, iQIYI's "all-in-one" for this second-tier city and sinking market is also related to refinement The product model, scheduling strategy, and operation method are inseparable.

Among the domestic long video platforms, iQIYI is the only one that has launched the product of the extreme speed version. An innovative attempt for the sinking market. In the second quarter of this year, the average DAU of iQiyi Express Edition exceeded 5 million, and the DAU overlap with the main site was less than 4%, which was equivalent to opening up a new incremental market.

In overseas markets, Netflixz3 Streaming media platforms such as z, Hulu, HBO Max, etc., have launched a basic membership model with superimposed advertisements, which not only increases the base of streaming media users, but also establishes a multi-layer membership system through differentiated experience. In China, the iQiyi Express Edition has become a "testing field" for the business model. has launched a basic membership package with a lower price. The membership price is as low as 15 yuan per month. Users only need to watch the advertisement content to "unlock" membership. content. For users in the sinking market, such a flexible membership strategy is undoubtedly attractive. Just like the rapid momentum of the short video speed version, the long video speed version is also expected to become a powerful tool to break the ceiling of membership scale.