Nandu News Reporter Lin Jingwu The "fireworks" of this year's Spring Festival are back. Go to "Erbin" to play in the ice and snow, go to Xi'an to visit the temple fair...Visit relatives and friends, and regain the time of family reunion. The travel and hard work of the year are finally relieved. This kind of relaxation and comfort is also reflected in the choice of entertainment consumption: watching variety shows, catching up on popular dramas, watching movies, and catching up on what is not enough on weekdays.
According to data from the iQiyi Data Research Center, the viewing time of iQiyi Variety Channel during the seven-day Spring Festival holiday increased by 175% compared to before the holiday. CCTV and local 23 channels continued to broadcast the Spring Festival Gala, and the "Annual Comedy Competition" was no surprise Being "watched again and again"; the viewing time of movie channels increased by 6% compared with before the Spring Festival, and action movies have become a dark horse; the popular TV series "South to North" is even more popular among viewers, and the viewing time of users is higher than before the Spring Festival. An increase of nearly 400%. Obviously, whether on the road or at home, this audience "laughed, slowed down, and moved" during the holidays with diverse and good content.
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During the Spring Festival, it’s time to laugh out loud.
During the Spring Festival Gala, “the popular ones will not be given up” and language programs will be “discounted again and again.”
“Xiao Ni’s cards are not right” has dominated all major social media during the Spring Festival this year. Watching the Spring Festival Gala is not only an indispensable ritual of the Spring Festival, but also the wonderful programs and hot memes every year are the common memories of the times for the audience.
iQiyi Data Research Center data shows that during the seven-day Spring Festival holiday, "2024 CCTV Spring Festival Gala" leads the platform variety show list, ranking first in popularity. Spring Festival Galas in Beijing, Shanghai, Henan, Jilin, Shandong and other places also entered the top 20 on the list. It is worth mentioning that this year is the first time that iQiyi supports "Frame Qi Pictures Max" 4k ultra-high definition on the TV side to watch the CCTV Spring Festival Gala live broadcast. The 2024 CCTV Spring Festival Gala "Porcelain Shadow", "Koi", "Wing Chun" and other programs, with the support of "Frame Qiying Max" 4khdr, truly restored the beautiful lighting and stage beauty, and delicately presented Chinese traditional culture and The charm of intangible cultural heritage.
What’s interesting is that Taochang’s “fronts”—actors and contestants from many of iQiyi’s self-produced dramas and variety shows have also appeared in the 2024 CCTV Spring Festival Gala. "Spring Festival Gala Team Building" brought the sketches "Can It Be the Same" and "Can't Open My Mouth"; the young men from "Farming" and "Ten Days of Diligence" made their first appearance at the Spring Festival Gala and presented the song "Young You". ..... Audiences who didn’t watch enough during the Spring Festival Gala just rewatched "Annual Comedy Competition Season 2" and "Annual Comedy Competition" as expected. The content of the two seasons has firmly ranked in the top 10 of the variety show popularity list.
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During the Spring Festival, it is rare to slow down
New drama continues the fireworks of the world "Made by iQiyi" has become a new classic
During the long Spring Festival holiday, many people choose to work hard to remove the New Year flag and "slow down" with a good drama.
After "Human World" and "Hurry" delivered outstanding results in the Spring Festival of 2022 and 2023, this year's Spring Festival, iQiyi's emotional group drama "South to North" also has a good start. According to data from the iQiyi Data Research Center, the user viewing time of "North and South" increased by nearly 400% compared to before the Spring Festival, ranking first on the entire site. The highest popularity value on the iQiyi site exceeded 9,000, ranking among the popularity of drama series. Single first. At the same time, the ratings of "South to North" premiered on CCTV's eight channels exceeded 3, far exceeding other content in the same period. In addition, three new dramas in 2024, "Gou Sheng Run", "Amai Joins the Army" and "Sword and Sword IV", have also entered the top five in terms of popularity and user viewing time respectively.
iQiyi’s self-produced high-quality dramas and animations have a significant long-tail effect and are “watched again and again” by the audience. Data shows that during the 7 days of the Spring Festival, 8 iQiyi dramas, "Human World", "Everyday Life", "Crazy", "Changfeng Ferry", "Lotus Tower", "Ning'an Like a Dream" and "One Thought Guanshan", exceeded 10,000 users in previous years. Both ranked among the top 30 in terms of duration, with "Kurst" ranking 6th and "Lotus Tower" ranking 7th. The user viewing time of "Kurst" and "Human World" increased by 7.6% and 10.4% respectively compared with before the holiday. In terms of animation, "Against Evil 3D" and "The Year of the Lord", two iQiyi-produced and solo works, entered the top 10 of the animation popularity list.
Children’s IP continues to be popular during the Spring Festival.Those born in the 80s and 90s who grew up watching "Black Cat Sheriff", "Journey to the West" and "Popeye" are now old enough to accompany their children to chase "Paw Paw Squad", "Pleasant Goat Big Big Wolf" and "Peppa Pig". Data shows that during the 7 days of the Spring Festival, "Paw Paw Team: Little Lili and the Engineering Family Season 1", "Paw Paw Team Make Great Contributions Season 9", "Pleasant Goat and Big Big Wolf: Adventures in the World" and "Peppa Pig Complete Works" ranked among the most popular among children Top 5 on the list. Parents this year are also using a "very new" way to raise their children. Children's movies and cartoons have also become the two most frequently searched terms by users during the Spring Festival, ranking first and second respectively.
In addition, classic old dramas have become popular again. With the popularity of "Three Brigades" and "South and North", spy war dramas and historical period dramas have also continued to increase in popularity. Data from the iQiyi Data Research Center shows that during the seven days of the Spring Festival, the viewing time of the anti-Japanese spy war drama "Black Rose" increased by 127.1%, and the viewing time of two era classics "Journey to the West" and "The Romance of the Three Kingdoms" also increased by 4.4% and 4.9% respectively. .
The Spring Festival is a rare holiday for "working people". They should not only laugh but also relax in the natural beauty. Rural variety shows, which are set in fields, mountains, rivers and wilderness, keep pace with comedy shows and have become a favorite program type during the Spring Festival. According to data from the iQiyi Data Research Center, during the 7 days of the Spring Festival, iQiyi’s self-made slow variety show "Farming", Dragon TV's "Extreme Challenge Treasure Tour·Hebei Village Season", and Zhejiang TV's "Running Ecology" were respectively featured on variety shows Ranked 4th, 5th and 9th on the popularity list.
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During the Spring Festival, I still want to get active
Action-themed movies have become a dark horse, and "black technology" brings a new experience of watching dramas
The 2024 Spring Festival theater movies that continue to heat up have made online Spring Festival movies "popular". According to Beacon Professional Edition data, the box office of theater movies during the Spring Festival in 2024 has surpassed last year and set a new high in film history. This has also driven the audience's enthusiasm for watching movies online.
According to data from the iQiyi Data Research Center, during the 7 days of the Spring Festival, the viewing time of movie channels increased by 6% compared to before the Spring Festival. Among the top 20 popular movies, the Lunar New Year movie "The Annual Party Can't Stop!" 》 came out on top. With "Flying Life 2" being released in theaters, the user viewing time of "Flying Life" has also risen from 16th place before the Spring Festival to 6th place; iQiyi Cloud Cinema released the movie "Arrogant: After" on the first day of the Lunar New Year. "An Eye for an Eye" also led to an increase in the viewing time of its predecessor "Defiant", entering the top 20.
Surprisingly, in the Spring Festival movie viewing that has always been dominated by comedies, this year's iQiyi "Action Master Season", "Standing in the Horse to Seize the Knife", "Defiant: An Eye for an Eye" and "Episode" have become the most popular action movies. Dark horse. According to data from the iQiyi Data Research Center, "Episode" and "Defiant: An Eye for an Eye" ranked second and third on iQiyi's Spring Festival movie popularity list. As of February 15, the total box office of iQiyi Cloud Cinema's three action movies, "Blocking a Horse and Seizing a Knife", "Anti-Evil" and "Defiant: An Eye for an Eye", has exceeded 17 million. In addition, during the seven days of the Spring Festival, the total number of ticket purchases at iQiyi Cloud Cinema exceeded 2.08 million.
While enjoying thrilling action movies in the cloud cinema, you also need to be "moving" while watching movies and dramas. iQiyi's "black technology" brings a new experience to the audience - iQiyi's AI search provides users with a "silky smooth" experience of one-click access to "famous scenes" and intelligent film list recommendations. Data shows that during the 7 days of the Spring Festival, iQiyi AI search user usage increased by 470% compared with before the holiday. High-frequency user search terms such as "Spring Festival Gala skits", "Dramas to watch with parents during the Spring Festival", "Gou Sheng Run Highlights", "Ma Kui and Wang Xin find the abducted boy", "movie recommendations with a score exceeding 9 points" Article, the search volume increased 10 times compared with before the holiday.
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Popular IP leverages tourists to "check in"
Cultural tourism destinations explode in popularity and feed back the popularity of drama series
The popularity of the Xi'an branch of this year's Spring Festival Gala has led to the continued recovery of Xi'an's cultural tourism. According to the latest data from the Shaanxi Provincial Cultural Relics Bureau, during the 2024 Spring Festival, cultural and museum units in the province received a total of 7.3359 million visitors, an increase of 129% compared to the same period in 2023. Xi'an's popular scenic spot "Datang Never Sleeps" even announced on the third day of the Lunar New Year that its reception capacity will be saturated.
It is understood that iQiyi's national immersive theater "The Strange Stories of the Tang Dynasty: Journey to the West" has launched trial operation in Xi'an Datang Evernight City before the Spring Festival. Just like Li Bai at the Xi'an branch of the Spring Festival Gala traveled through thousands of years and recited "The Wine Will Come in" with everyone, this iQiyi project also uses the blessing of VR to bring tourists an immersive experience that combines reality and reality, tradition and modernity. During the Spring Festival, tourists will be welcomed Almost every venue was packed. The rise in cultural tourism has also led to an increase in the popularity of the series. Data shows that the viewing time of "Tang Dynasty Strange Stories" by iQiyi platform users increased by 11.2% compared with before the Spring Festival.
In addition to Xi'an, the emergence of "Erbin" has also increased the popularity of Northeast-themed movies during the Spring Festival. iQiyi platform data shows that the user viewing time of "Northeast Love Brother 2", "Northeast Police Story" and "Northeast Police Story 2" increased by 40.4%, 82.8% and 91.4% respectively compared with the pre-holiday period. The two-way empowerment of film and television IP and tourist destinations is becoming a new trend in cultural tourism consumption.
