Cover News Reporter Xiong Yingying After two consecutive years of rapid development, the wind of short drama has finally hit the "Sunset Red" track. In recent times, a number of "The Boss's Sweet Pet" short dramas aimed at middle-aged and elderly people have frequently appeared o

After two consecutive years of rapid development, the short drama wind has finally blown to the "Sunset Red" track.

In recent times, a number of "The Boss's Sweet Pet" short dramas for middle-aged and elderly people have frequently appeared on the short drama hot search list, achieving over 100 million views. It's still a familiar formula and familiar routine. The protagonist is replaced by a middle-aged and elderly group, and he successfully "hardly controls" his parents' wallets. Some elderly people even paid thousands of yuan for the short drama.

However, the bonus of subject matter is fleeting. Many industry insiders said that short dramas will "stop for a while" on middle-aged and elderly themes, and then move to new themes and continue to look for the next hit. And those themes that have become popular in long plays may be reinterpreted in short plays one by one.

"Post-60s" short drama actor He Yusheng is a native of Shanghai and settled in Chengdu after retirement. At the beginning of this year, due to an accidental opportunity, he got involved in the field of short plays and has now appeared in more than ten short plays. He told reporters that not long ago, he received an invitation from a Hangzhou film and television company, which was planning to produce a short drama about middle-aged and elderly people. Although

failed to get this role in the end, according to his observation, middle-aged and elderly themes are becoming popular in the field of short dramas. "After a drama became popular a while ago, many production units and short drama editors are now moving in this direction."

Stills of He Yusheng in the short drama (photo provided by the interviewee)

Since August this year, "Flash Wedding" Short dramas about middle-aged and elderly people such as "Fifty Years Old" and "Flash Marriage My Wife Is a Rich Family" have been released one after another. As of now, the number of Douyin topics for "Flash Marriage Is a Rich Man" has exceeded 2.7 billion, and the number of account album plays has exceeded 560 million; the number of Douyin topics for "Flash Marriage at 50 Years Old" has exceeded 700 million.

is not only the title of the film, but also the plots of these short dramas are quite similar. The male protagonists are all "overbearing" uncles, hiding their identities as chairman and president, and having an efficient blind date with a single mother, marrying first and falling in love later, interspersed with the family ties between children, mother-in-law and daughter-in-law. Disputes and other scenes.

People in the industry generally believe that a recharge of more than 10 million is considered a hit short drama. At the beginning of this month, leading short drama label Tinghuadao revealed in an interview with the media that "Flash Marriage My Wife is a Rich Family" was the company's most profitable short drama after the Spring Festival, with a mini program recharge amount of 30 million and end-user revenue of 2 million. Ten thousand yuan, with an estimated total income of 6 million yuan. It is understood that the short drama was officially launched on August 29, which means that its monthly recharge amount has reached 30 million.

Why can middle-aged and elderly short dramas become popular? He Yusheng believes that on the one hand, it may be that the tastes of the audience have changed. The young "tycoon" stories are tired of them, and the themes of middle-aged and elderly short plays are relatively new; on the other hand, the plots of middle-aged and elderly short plays are more down-to-earth and have a better understanding of the emotional world of middle-aged and elderly people. The description of life conditions resonated with many peers. In addition, the audience of the short play is mainly middle-aged people. The protagonist of the short play is similar in age to this group of people, and the subject matter is closer to their lives.

However, according to Fan Yuedong, the manager of the short drama label "Weaving Bureau", the core of the popular short dramas for middle-aged and elderly people on the market is still the cool drama routine of "the overbearing president fell in love with me", which is not essentially different from ordinary short dramas. .

A research report on China’s micro-short drama industry previously released by iResearch shows that among paying users of short dramas, about half are over 40 years old. Fan Yuedong believes that short dramas for middle-aged and elderly people are aimed at this group of people to shoot a series of "cool" stories to provide them with emotional value. "It's no different from selling health care products. It's just a different way to please the elderly and cash in on the elderly market."

Cultural industry analyst Zhang Shule also gave a similar view. In fact, the content of middle-aged and elderly short dramas generally raises the age of Internet "tycoons" to middle-aged and elderly people, thus forming a new phenomenon.The essence is that as the overall competition in short dramas becomes more and more fierce, the original short drama of the boss is no longer popular among young people, and the "Metamorphosis" is staged for the second time to make money.

"Bazong comes with a refreshing writing experience, which can easily be used by some people as a source of support for their own 'dreams' and 'adventures'." Zhang Shule said that for this reason, it is still useful for the elderly.

"Flash Marriage My Wife Is a Rich Family" has been viewed more than 560 million

Since the launch of " Wushuang " last year, the recharge exceeded 100 million in 8 days. To "I am in eight" "Becoming a Stepmother in the 2000s" became a popular myth during the Spring Festival, and then "Flash Marriage at 50" triggered a craze for middle-aged and elderly short dramas. In recent years, popular short dramas with different themes have continued to emerge, but it seems to be increasingly difficult to make money from short dramas.

For a long time, the profit model of short dramas has mainly been the account sharing model. According to the number of plays and payment status on the platform, the publisher and the producer divide the income. In recent years, the cost of short play production has been rising, from the initial 50,000 or 100,000 yuan to the current 400,000 yuan, and some even invest nearly one million; at the same time, a large number of production companies have poured in , making the market competition more and more fierce; coupled with the increasing number of homogeneous plots, many short dramas are difficult to see even if they are filmed.

Fan Yuedong believes that when consumers gradually calm down, the market needs to provide better quality content to attract them to continue paying. "The future development of the short drama industry should follow the trend of long dramas. The themes that have been popular in traditional film and television will be popular again in short dramas." In the future, more film and television stars and content IP will sink to short dramas. drama market, bringing about an improvement in overall quality.

In Zhang Shule’s view, in the short term, young female themes (similar to the otome genre of games) may be the next trend. But just relying on the current "turnaround" model will soon lead to fatigue. "Short plays should be the same as long plays in the future, gradually becoming more high-quality, with more efforts in service and screenwriting."

[If you have any news clues, please report them to us. Once adopted, we will be compensated.Follow us on WeChat for reporting materials: ihxdsb, reporting materials qq: 3386405712】

After two consecutive years of rapid development, the short drama wind has finally blown to the "Sunset Red" track.

In recent times, a number of "The Boss's Sweet Pet" short dramas for middle-aged and elderly people have frequently appeared on the short drama hot search list, achieving over 100 million views. It's still a familiar formula and familiar routine. The protagonist is replaced by a middle-aged and elderly group, and he successfully "hardly controls" his parents' wallets. Some elderly people even paid thousands of yuan for the short drama.

However, the bonus of subject matter is fleeting. Many industry insiders said that short dramas will "stop for a while" on middle-aged and elderly themes, and then move to new themes and continue to look for the next hit. And those themes that have become popular in long plays may be reinterpreted in short plays one by one.

"Post-60s" short drama actor He Yusheng is a native of Shanghai and settled in Chengdu after retirement. At the beginning of this year, due to an accidental opportunity, he got involved in the field of short plays and has now appeared in more than ten short plays. He told reporters that not long ago, he received an invitation from a Hangzhou film and television company, which was planning to produce a short drama about middle-aged and elderly people. Although

failed to get this role in the end, according to his observation, middle-aged and elderly themes are becoming popular in the field of short dramas. "After a drama became popular a while ago, many production units and short drama editors are now moving in this direction."

Stills of He Yusheng in the short drama (photo provided by the interviewee)

Since August this year, "Flash Wedding" Short dramas about middle-aged and elderly people such as "Fifty Years Old" and "Flash Marriage My Wife Is a Rich Family" have been released one after another. As of now, the number of Douyin topics for "Flash Marriage Is a Rich Man" has exceeded 2.7 billion, and the number of account album plays has exceeded 560 million; the number of Douyin topics for "Flash Marriage at 50 Years Old" has exceeded 700 million.

is not only the title of the film, but also the plots of these short dramas are quite similar. The male protagonists are all "overbearing" uncles, hiding their identities as chairman and president, and having an efficient blind date with a single mother, marrying first and falling in love later, interspersed with the family ties between children, mother-in-law and daughter-in-law. Disputes and other scenes.

People in the industry generally believe that a recharge of more than 10 million is considered a hit short drama. At the beginning of this month, leading short drama label Tinghuadao revealed in an interview with the media that "Flash Marriage My Wife is a Rich Family" was the company's most profitable short drama after the Spring Festival, with a mini program recharge amount of 30 million and end-user revenue of 2 million. Ten thousand yuan, with an estimated total income of 6 million yuan. It is understood that the short drama was officially launched on August 29, which means that its monthly recharge amount has reached 30 million.

Why can middle-aged and elderly short dramas become popular? He Yusheng believes that on the one hand, it may be that the tastes of the audience have changed. The young "tycoon" stories are tired of them, and the themes of middle-aged and elderly short plays are relatively new; on the other hand, the plots of middle-aged and elderly short plays are more down-to-earth and have a better understanding of the emotional world of middle-aged and elderly people. The description of life conditions resonated with many peers. In addition, the audience of the short play is mainly middle-aged people. The protagonist of the short play is similar in age to this group of people, and the subject matter is closer to their lives.

However, according to Fan Yuedong, the manager of the short drama label "Weaving Bureau", the core of the popular short dramas for middle-aged and elderly people on the market is still the cool drama routine of "the overbearing president fell in love with me", which is not essentially different from ordinary short dramas. .

A research report on China’s micro-short drama industry previously released by iResearch shows that among paying users of short dramas, about half are over 40 years old. Fan Yuedong believes that short dramas for middle-aged and elderly people are aimed at this group of people to shoot a series of "cool" stories to provide them with emotional value. "It's no different from selling health care products. It's just a different way to please the elderly and cash in on the elderly market."

Cultural industry analyst Zhang Shule also gave a similar view. In fact, the content of middle-aged and elderly short dramas generally raises the age of Internet "tycoons" to middle-aged and elderly people, thus forming a new phenomenon.The essence is that as the overall competition in short dramas becomes more and more fierce, the original short drama of the boss is no longer popular among young people, and the "Metamorphosis" is staged for the second time to make money.

"Bazong comes with a refreshing writing experience, which can easily be used by some people as a source of support for their own 'dreams' and 'adventures'." Zhang Shule said that for this reason, it is still useful for the elderly.

"Flash Marriage My Wife Is a Rich Family" has been viewed more than 560 million

Since the launch of " Wushuang " last year, the recharge exceeded 100 million in 8 days. To "I am in eight" "Becoming a Stepmother in the 2000s" became a popular myth during the Spring Festival, and then "Flash Marriage at 50" triggered a craze for middle-aged and elderly short dramas. In recent years, popular short dramas with different themes have continued to emerge, but it seems to be increasingly difficult to make money from short dramas.

For a long time, the profit model of short dramas has mainly been the account sharing model. According to the number of plays and payment status on the platform, the publisher and the producer divide the income. In recent years, the cost of short play production has been rising, from the initial 50,000 or 100,000 yuan to the current 400,000 yuan, and some even invest nearly one million; at the same time, a large number of production companies have poured in , making the market competition more and more fierce; coupled with the increasing number of homogeneous plots, many short dramas are difficult to see even if they are filmed.

Fan Yuedong believes that when consumers gradually calm down, the market needs to provide better quality content to attract them to continue paying. "The future development of the short drama industry should follow the trend of long dramas. The themes that have been popular in traditional film and television will be popular again in short dramas." In the future, more film and television stars and content IP will sink to short dramas. drama market, bringing about an improvement in overall quality.

In Zhang Shule’s view, in the short term, young female themes (similar to the otome genre of games) may be the next trend. But just relying on the current "turnaround" model will soon lead to fatigue. "Short plays should be the same as long plays in the future, gradually becoming more high-quality, with more efforts in service and screenwriting."

[If you have any news clues, please report them to us. Once adopted, we will be compensated.Follow us on WeChat for reporting materials: ihxdsb, reporting materials qq: 3386405712】