The number of short video users in my country has continued to grow in the past five years. As of June 2023, the number of users has reached 1.026 billion, and the usage rate of netizens has reached 95.2%. Short videos have further penetrated into various Internet groups.
html On January 12, the 4th Golden Drama Award and Kuaishou Short Plays was hosted by Kuaishou Short Drama, exclusively titled by Tmall, guided by the Guangdong Internet Audiovisual New Media Association, and co-organized by Shenzhen Radio, Film and Television Group and Shenzhen Internet Video and Audio Association. The Ecological Conference was held in Shenzhen.
Event site
In recent years, the scale and popularity of the short drama industry have grown explosively, and it has become a new force that cannot be ignored in the entertainment market. In 2023, major short video platforms will serve as the main supply of short drama content, and the supply of short dramas will account for more than 70% of the overall market.
It is worth mentioning that among the top 50 short dramas played on short video platforms in 2023, Kuaishou accounted for 60%, making it undoubtedly the leading platform for short drama content. Chen Yiyi, vice president of Kuaishou and head of Kuaishou Entertainment Business, revealed at the Kuaishou Short Drama Ecosystem Conference that by the end of 2023, the total number of Kuaishou Xingmang short dramas has been online, with 326 works exceeding 100 million views and exceeding 300 million views. There are 68 works, and there are 4 super hit projects that have exceeded 1 billion; in terms of audience size, the average daily DAU of Kuaishou short dramas in 2023 will reach 270 million, and the number of users who watch more than 10 episodes of heavy micro short dramas every day will reach 94 million, year-on-year Growth of 52.6%; in terms of creator ecology, as of the end of 2023, the number of short drama creators on the Kuaishou platform has exceeded 100,000.
Kuaishou, from the launch of "Kuaishou Little Theater" in 2019 to the fourth Golden Drama Award today, is the earliest pathfinder in the short drama industry and a witness to the explosive development of this industry. At the Kuaishou Short Drama Ecological Conference, many industry practitioners and platform leaders made staged summaries and prospects for future development of the new content track of online short dramas.
Yu Ke, head of the plot business center of Kuaishou Entertainment Business Department, described the short drama track in 2023 as "volumey". According to data from Yien Data-Content Think Tank, there will be more than 1,400 short dramas launched on the market in 2023, with a year-on-year growth rate of more than 50% for two consecutive years. According to a research report on the market size of China's online micro-series released by iiMedia Consulting, the market size in 2021 is 368 million. By 2023, in just two years, the market size will reach 37.39 billion, an increase of 10 times. , the data of Chinaâs film market size is 54.915 billion. In just five years since its birth, the short drama market has reached about 70% of the size of the film market with a history of more than a century. And the report predicts that by 2027, the market size of micro-short dramas will reach 100 billion. In the discussions and speeches of the participants, the changes in the short drama industry in 2023 were summarized into three levels: user changes, content changes, and platform changes.
Yu Ke
User changes: paying users have increased nearly 10 times, with more diverse interest choices
In today's society, people's demand for fragmented entertainment is constantly increasing. In the past five years, the number of short video users in my country has continued to grow. As of June 2023, users The scale has reached 1.026 billion, and the usage rate among netizens is as high as 95.2%. Short videos have further penetrated into various Internet groups. Liu Cuiping of
Yien Data Solution Center said that the number of users of short dramas is constantly expanding, and young people constitute the main audience group. The "2023 China Online Audiovisual Development Research Report" by the Internet Audiovisual Program Service Association mentioned that more than 50% of users have watched short dramas, instant noodles and other content of less than 3 minutes, among which young people account for nearly 60%, becoming the short-term users. The main audience of the play. With the rapid development and popularization of the Internet, middle-aged and elderly people are also rapidly integrating into the Internet.
Yu Ke mentioned, âIn the past period of time, the GMV of our native paid short dramas has increased nearly 20 times, and our number of paid users has also increased nearly 10 times.â And he will also add Kuaishouâs The size of the paying crowd is compared with the mini program dramas that have attracted much attention in the past two years. âFirst, the potential for user growth is greater. Through interest exploration and strong content reach, paid content has the opportunity to be distributed to users on all Kuaishou platforms, and new customer conversions among daily paying users account for more than 40% and continue to grow; Second, the gender ratio of users is more balanced, and the age coverage is wider. Relying on the continuous exploration of peopleâs interest and purchasing power, it can drive the payment motivation of users in different circles."
According to him, judging from the performance of gmv on different themes in the past period, Kuaishou users have more diversified interest choices. In addition to the popular God of War and sweet themes, the content selection also includes sadomasochism, fast travel, and passionate counterattacks. , ancient style and other themes have also achieved high paid conversions. At the same time, the expansion of the scale of middle-aged and elderly Internet users has also ushered in new possibilities for the short drama market, and platforms and experts have also begun to play in the middle-aged and elderly short drama content track. For example, in 2023, Kuaishou launched "Please, Grandma" and other empathy short dramas targeting the preferences of the silver-haired crowd, all of which achieved outstanding broadcast results.
"Please, Grandma" poster
Platform changes: Creatorsâ income is guaranteed, and brand investment is more flexible
In the past year, Xingmang short drama has been one of Kuaishouâs featured head contents, and has gradually become one of the pronouns for high-quality content in the micro-short drama industry. As of the end of 2023, Kuaishou Xingmang Short Drama has launched a total of nearly a thousand top short dramas, and 326 short dramas have been played over 100 million times. The number of core users has increased by more than 29%. At the same time, in terms of off-site influence, the annual off-site exposure has increased by 160%. There are a total of 525 hot searches outside the site. The user scale has become larger, which has made the business model more diverse. In terms of commercialization, it covers customers in multiple industries such as e-commerce platforms, 3C digital, and big health, and explores Scene package placement, brand customized short plays, celebrity creative short plays, advance screening mode, aigc and other brand placement cooperation methods and gameplay. "From the beginning, we have been making short plot videos, which correspond to short video advertisements and live broadcasts. For monetization, you can now directly go to 2b and 2c to pay, which shows the particularly strong vitality of the entire industry. "
In 2024, Kuaishou will conduct a new upgrade of Xingmang short dramas to help creators achieve lower thresholds, more secure income, and higher gradients of account sharing. Yu Ke said: "We provide the most basic and stable income generation, and focus on high-quality content. Topic management to increase video exposure opportunities. In terms of monetization, the Magnet Wanhe + Photosynthetic Project incentive policy is open to all plot creators. A high-quality ordinary plot expert can earn more than 10,000 yuan a month on Kuaishou. In addition, we provide creators with multiple ways to get rich, opening up the monetization ceiling. Regarding the monetization of plot experts, we will continue to provide traffic subsidies for Magnet Stars in the long term. Through the operation and matching of the team, it will be easier for high-quality creators to monetize on Kuaishou. "
He also revealed that starting from the first quarter of 2024, he will embrace higher-quality and more diverse paid short drama content through a commission distribution model; continue to provide huge traffic and cash support for good short drama content; and will Provide content creators with the platform's professional content review and compliance capabilities, focus on copyright protection, and protect the entire link of good content. "From the perspective of the platform, turning good content into good business is Our responsibility and mission, so in 2024 we will upgrade again in business monetization and content marketing. "
Kuaishou disclosed such a set of data in the third quarter report of 2023. The investment income of Kuaishou Xingmang short drama in the third quarter increased by more than 10 times compared with the previous quarter. It is reported that the core iteration of the brand investment of Kuaishou Xingmang short drama is " Itâs more flexible.â For example, in terms of content creation, Kuaishou conducted a brand-customized short play for the first time, âmaking the brand the core thread of story promotion and achieving a creative combination of content and brand.â Xingmang short play is also in cooperation with SAIC Volkswagen During the cooperation, star creative short dramas were created, and Wang Yaoqing was collaborated to create creative content, with three episodes of views exceeding 60 million.
Content changes: User aesthetics force creation, traditional film and television enters short dramas
In 2023, the most core change in the short drama industry It still depends on the content. Liu Cuiping of
Yien Data Solution Center said that from the perspective of high-quality head short drama types, love, ancient style, and urban are still the three major types with the highest proportion of short drama tracks. From the perspective of the distribution of Kuaishou short drama types, We have continued to work hard in the areas of ancient style, love, family and other advantages, and have produced such as: ancient style short dramas "Donglan Snow" and "Pillow Dream Crossing", and the love-themed short drama "Wanzha: The Bright Star Road" that resonates with the audience's emotions. , family short dramas "Beauty Comes True" and "A Thousand Paper Cranes" that closely follow social hot topics.Among them, "Beauty Come True" and "A Thousand Paper Cranes" both have more than 1 billion views.
"Beauty Come True" won the Golden Drama Award for the most popular short drama of the year.
In addition, Kuaishou is also continuing to explore innovation tracks, constantly looking for expressions with small incisions that are characteristic of Kuaishou. Works such as "The Reason I Returned to Seventeen" and "Like But Forbidden" that target the aesthetics and preferences of the Z generation are loved by young audiences; "Left and Right" is a successful attempt to explore themes for men.
Malt Media is a leading MCN organization that has emerged in the country in recent years. After entering the short drama track in mid-2022, it has many hit short dramas with sales exceeding 100 million. Its co-founder Wang Yuqian talked about his observations on the production of short drama content, "In the first half of 2023, there are actually opportunities for new creations based on old books. By the second half of the year, they will all be new scripts, new ideas, and new genres. All hit dramas and hit dramas are new." He believes that the advantage of short drama content lies in its short and fast production chain, which can instantly connect with social groups and social hot spots. In his opinion, hit short dramas There are two elements: the lower the threshold of understanding, the better, and the higher the emotional value, the better. "It is best to let everyone of the 1.4 billion Chinese people understand it. Secondly, in the case of low threshold, it gives users a high level of understanding." Emotional value." He believes that among the many forms of entertainment content, "Short plays should be the best for communication and symbiotic interactivity with users."
In the eyes of short play practitioners, 2023 will be a breakthrough for everyone A year in the comfort zone to further explore innovations in short drama themes and content. This track has produced countless hit content worth 500 million and 1 billion in the industry; for example, the short drama Kuaishou Xingmang has grown all the way. Director Zhizhu, after launching the hit short drama "The Eldest Princess" in 2022, created a new hit "Donglan Snow" in 2023.
"Donglan Snow" poster
"We have seen that in 2023, due to the improvement of user aesthetics and the entry of traditional film and television industry organizations, the content production of short dramas will be forced to change." Yu Ke said. Next, Kuaishou will collaborate with Tmall on three star short dramas "I Open a Bar in the Song Dynasty", "Mandarin Duck Broken" and "Super Office Worker". The starring roles include Yin Zheng, who is well-known to the audience in the long-form drama market. Guo Xiaoting, Li Chun, Zhang Xiaolong, Lan Xi and other star cast. There is also "The Bird Is Too Cute Today" which combines fantasy and sweet elements and stars Dai Yanni. The entry of creators of long-form series into short dramas, whether it is a "dimensionality reduction attack" or not, proves the influence of the short drama industry.
Ma Di, general manager of Gugu Studio of Migu Company, said: Major leading film and television organizations are now leaning towards short plays. At the same time, major film festivals will set up separate micro-short play units, "It shows that short plays are in Gradually become more mainstream." All participants also reached a consensus: Mainstreaming will inevitably bring about quality and compliance in the content of short plays, "so that it will not be in a state of disorderly running around, and let it move from an emerging industry to a mature industry."
