Text | DataEye Short Drama Observation, Author: DataEye Research Institute Since July, costume-themed short dramas have become popular. According to DataEye-ADX backend data, since this year, a total of 413 short dramas have been launched, including 291 in the summer season (July

article | dataeye short drama observation, author: dataeye research institute

According to dataeye-adx background data, since this year, a total of 413 short dramas have been launched, including 291 in the summer season (July to early September), and their popularity has soared. At the beginning of September, "Peach Blossom Please Chang Ying" continues to be popular, "The Demonic Concubine is Here" and "The Empress of the Beginning Eyes on My Betrothal Gift" have become popular. After being online for 10 days, the heat value is around 20 million! Why are these costume short dramas so popular?

Source: dataeye-adx

Source: dataeye-adx

In this issue, Dataeye Short Drama Observation will review the costume-themed short dramas with you! Look at the past six months, what are the new changes in costume-themed short dramas?

1. Data inventory of costume short dramas

(1) Trends in the delivery of materials for costume short dramas

Judging from the advertising material delivery trend, the number of costume-themed advertising materials has increased month by month since this year. Looking at the summer season (July to early September), the number of advertising materials for costume-themed short dramas was 1.9 times the total in the first half of the year (January to June). Just after early September, the number of advertising materials on ancient costume themes has far exceeded the number of materials in June. In the 10 days of early September, the number of advertising materials on ancient costume themes exceeded 310,000 sets.

(2) The trend of costume short dramas on the list

According to dataeye-adx data, judging from the number of short dramas on the list, August has the most costume-themed short dramas on the list, with 127, of which new dramas account for 35%, reaching 44; followed by 107 in June, including 38 new dramas; in July, there were 99 short dramas on the list, ranking third, of which new dramas accounted for 41%, showing strong performance in the summer season.

Judging from the trend of the list, there have only been 10 days in September, but the number of films on the list has reached 65, exceeding 50% of August. It is expected that the number of costume-themed short dramas will continue to rise this month, and the number is expected to exceed 150. Judging from the proportion, the extension effect of costume short dramas is better. The proportion of new dramas fluctuates around 40%. Most short dramas are still popular within 1-2 months after they are launched.

(3) The heat value of costume short dramas top40

Judging from the cumulative heat value of short dramas, "The Princess Arrives" has the highest cumulative heat value, nearly 75 million, and was launched in April this year. Secondly, "Peach Blossoms Please Grow Ying Immediately", which was launched at the end of August, has been on the hot and popular charts for a total of 30 times in less than 20 days since its launch. The third is the male channel God of War-type costume short drama "Changfeng Tage", which was launched in January this year.

Since the beginning of this year, a total of 413 costume-themed short dramas have been launched. Judging from the cumulative top 40 popularity, 11 of them have been launched for the summer season. Among them, "The Demonic Concubine" and "The Empress Eyes on My Betrothal Gift" newly released in September broke into the top 30.

(4) Producers and Platforms

From the perspective of producers, Malya Homemade has claimed 9 costume short dramas, with a total cumulative heat value of over 200 million, ranking first; followed by Chuyi Shiwu, who claimed 6 The third one is "Ge Wu Zhi Zhi", which claimed 5 costume short dramas, with a total cumulative heat value of over 65 million.

It is worth noting that Big Fish and Small Entertainment only has 2 works, but the total cumulative heat value exceeds 50 million. Ares Pictures has produced 11 costume short dramas, with a cumulative heat value of over 45 million, ranking seventh. The top three are leading by a cliff, and the producers after the fourth on the list have a smaller gap in cumulative heat value in terms of costume short dramas. The business model of the

head platform is changing. The total heat value of Malya’s self-made short dramas exceeds 200 million. At the same time, Shanhai Self-made has also entered the top 10. The platform has paid more attention to the content strategy and gradually made efforts towards high-quality PGC content. From the perspective of the platform,

has an obvious head effect. Among the 413 short dramas launched this year, Jiuzhou ranks first with its strong copyright advantage, accounting for 57 short plays; followed by Tomato, accounting for 52 short plays; and Dianzhong third, accounting for 40 short plays. What is noteworthy about

is that iaa continues to make efforts and is expected to become mainstream. According to data from the dataeye-adx short drama hot list of the top 100 in August, Tomato dominated the list with 26 seats in August, and this year’s costume-themed short drama Tomato also ranked second. At present, dataeye short drama observation has learned that the daily consumption of iaa short dramas has increased to 30 million, accounting for more than 30% of the short drama market. A certain leading iaa platform has more than 20 million daily users, and is expected to reach 100 million by the end of the year. The iaa model is the general trend.

2. Combining the themes of costume short plays with new changes

With the in-depth development of short play creation, the integration of themes is an inevitable trend. The "era of costume dramas" where princes, generals and harems fought each other seems to be a thing of the past. Today's costume dramas favor "the growth of little people". From the perspective of theme integration, the three categories that are most combined with costume-themed short dramas are time travel, counterattack, and emotion. The most time-traveling short dramas, with 152, are followed by counterattack themes, with 133.

From the perspective of female videos, in addition to the common "costume + time travel", "costume + emotion", "costume + counterattack" and "costume + revenge", you can also watch movies with big heroines, sadomasochism, power struggles, sweet pets, and farming stories. , light comedy and other theme elements are combined, which have been reflected in many previous film and television dramas.

In addition, some short plays will draw on elements from popular film and television dramas, using familiar film and television scenes to create topical buzz and increase the popularity of the short plays. For example, the recent popular "The Demonic Concubine" is a fusion of elements such as the heroine of "Ruyi's Royal Love in the Palace" encounters a nobleman in the cold palace, and uses the pretext of a fire in the cold palace to regain the emperor's attention; the little palace maid in "The Palace Lady Fu Yao Lu" takes revenge, Scenes such as framing blame and grabbing credit are also similar to "Story of Yanxi Palace".

From the perspective of male videos, the ones that combine more are "Ancient Costume + Counterattack" and "Ancient Costume + Fantasy". The most outstanding one is "Wuji Tianzun 2: God Realm Chapter", with a cumulative heat value of over 3200w, full of The unique martial arts fighting scenes and exquisite special effects greatly satisfied the audience's chivalrous feelings. Among the more popular male videos of

is the "female strong and male weak" setting of "The Empress Eyes on My Betrothal Gift", which breaks the gender model of traditional costume dramas and reverses the traditional gender model to strong women and weak men, making The relationship between the characters creates a strong sense of contrast, making it easier to create sparks and enhance the emotional impact. This drama is also similar to the character settings of the film and television drama " Celebrating More Than Years ", as well as the plot settings of modern business wizards who travel to an imaginary world to develop a business empire.

3. Costume long dramas vs short dramas: changes in industry supply and demand

(1) Demand side

1. Audience time has become longer, both long and short dramas

Summer is when young groups such as middle school students, college students, and teachers have the most time and energy to In the period of consuming entertainment products, the demand for entertainment products is strong. Both long-form and short-form dramas will be heated up to a certain extent. Ancient costume themes are still the main force in the summer schedule of long-form dramas.

According to data from a large arithmetic platform, the 31-40 year old crowd is still the main force in the popular costume short dramas during the summer vacation, while the 18-30 year old crowd has slightly increased.

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