In the first half of 2024, China’s variety show market will be in full bloom. According to the "Survey Analysis and Development Trend Forecast Report on the Current Situation of China's Variety Show Industry (2024 Edition)", the total number of variety shows in the first half of

In the first half of 2024, China’s variety show market will be in full bloom. According to the "Survey Analysis and Development Trend Forecast Report on the Current Situation of China's Variety Show Industry (2024 Edition)", the total number of variety shows in the first half of the year exceeded 300, a year-on-year increase of 10%, and it is expected to reach 400 throughout the year. The data of fully reflects the vigorous development trend and huge potential of the variety show market.

In terms of program types, traditional popular categories such as music, comedy, outdoor reality shows, and mystery remain strong. Classic categories such as have always dominated the market with their mature models, stable audience base and good business development prospects.

At the same time, emerging types such as slow variety shows and cultural variety shows have also emerged, and has injected fresh vitality into the market. These programs meet the audience's diverse and personalized content needs with unique perspectives and innovative forms.

In the first half of the year, a number of phenomenal variety shows appeared one after another. "Singer 2024" uses the "live broadcast + full open mic + zero pitch modification" competition format and the "whole network shakes people" hot memes to start the music competition craze again; "Hahahahahaha 4" goes to the larger world to continue to explore life Interesting, " 50 Kilometers Taohuawu 4" once again takes the audience into a healing journey of diverse social methods; "Farming Bar 2" restores pastoral life and promotes new farmer values. Whether it is the high ratings and online communication volume, or the stimulation of related industries, they all demonstrate the strong commercial value and cultural influence of variety shows.

Following the hot momentum in the first half of the year, the summer variety show war has begun with , and major platforms such as Tencent Video, iQiyi, Mango TV, and Youku are gearing up.

Of course, as major platforms become more homogeneous in variety show categories, how to achieve differentiated breakthroughs and strengthen platform awareness will become a common problem. In this fierce summer competition, ’s top players who have high-quality variety show IPs, grasp the mood of the times, and stand on the side of users will undoubtedly have first-mover advantages.

1

Summer program strategic position, E variety has a strong breakthrough

Looking at the summer variety show lists of major platforms that have been released by Reuters, we can find that multiple categories such as music variety, comedy, culture, romance, parent-child, etc. go hand in hand.

First of all, comprehensive n-generation IP is still a solid cornerstone. such as " run " that has been broadcast for 12 seasons, the inspirational experience variety show " extreme challenge " is in its tenth season, and the celebrity self-guided travel reality show "flowers and teenage friends" is in its sixth season, 2024 series Others include "New Rap 2024", "Mengtan 2024", "Chengfeng 2024", etc. Although the comprehensive N generation is faced with the common problems of brand aging and other problems, it still shows its tenacious vitality and audience stickiness.

Secondly, leading players have set out on the cultural and tourism track, and the integration of variety shows and cultural tourism has become a common practice. includes the Greater Bay Area humanities exploration interview variety show " Marie Claire's Friendship Date ", including the micro variety show " Taohuawu Travel Season ", and the highly anticipated " Renewal of Travels ", etc.

Furthermore, the two major genres of Yinzong and Xizong are expected to have breakout hits, with Mizong and Lianzong enriching the audience’s choices. After " singer ", there is an urgent need for a music variety show that can ignite the audience's enthusiasm. Xizong has the expectation of returning and starting again.

The summer variety show list covers works that are already on the air, such as "Fifty Kilometers Peach Blossom 4", " Very Dare Team ", "Let's Start Reasoning 2", " Mao Xuewang ", as well as " Happy and Wonderful Night " "Run to! Thousands of People Live", "Renewal Travels" and other new IPs that will be launched soon.

Ezong has accumulated rich experience in the continued creation of comprehensive n-generation IP. Whether it is the "Wuha Series" or "Taohuawu", while maintaining the brand influence of the program, E Zong has also achieved innovative breakthroughs in terms of subject matter and gameplay, thus attracting a more diverse audience.In the process of seeking differentiated breakthroughs, Ezong has also laid out subdivided tracks such as the workplace and sports.

The key to why Ezong has emerged in the fierce market competition is that it has a deep understanding of users' emotional needs and proactively layouts variety show content with both differentiation and emotional depth. This strategy is not only a precise grasp of the changing market demand, but also a profound interpretation of the value of brand variety shows.

Against the background of increasingly fierce competition in the variety show industry, the trend of Hengqiang, the leading platform powerhouse, has become increasingly obvious.

As an industry leader, Tencent Variety Show has established significant advantages in terms of traffic scale, user loyalty, and commercial monetization capabilities. Relying on these advantages, Ezong can achieve precise insights into users' emotional states and content preferences, and accordingly optimize variety show scheduling strategies to best match user needs.

Jeff Han Zhijie, vice president of Tencent Online Video, said that Tencent Variety Show has always paid attention to user needs and insights, and has provided users with emotional value-oriented diversified programs over the past year.

In 2024, Tencent Variety Show discovered that "short escape" has become an emerging lifestyle. In the fast-paced life, young people can recharge and heal through short-term relaxation methods, such as watching variety shows and participating in camping music festivals. Based on the insight into "short escape", Tencent Variety Show proposed the concept of "gap time". That is, creating relaxing and enjoyable leisure time for users in the gaps of busy life.

Ezong cleverly captures this user pain point and creates three major matrices of "haha time", "meet time" and "show time", striving to bring the audience a multi-emotional experience of joy and relaxation, warmth and healing, and inspiration and passion. The launch of the gap time trilogy also means that the summer program of EZong is the first implementation of the gap time concept in the variety show industry.

Specifically: "haha time" focuses on the light comedy track, using humorous jokes to relieve life stress; "meet time" focuses on slow variety shows, creating warm moments of spiritual dialogue; "show time" focuses on competitive experience, igniting The youthful passion of hard work and progress. Therefore, the "gap time" trilogy forms a key pillar of the EZong content landscape, which not only meets the diverse viewing needs of users, but also provides valuable exploration directions for industry variety show innovation.

It is foreseeable that Ezong’s “gap time” will set off a wave of emotional experience innovation in the 2024 summer season. It not only conforms to the industry reform trend of variety shows "taking the heart route", but also echoes people's desire for emotional value in fast-paced life.

2

The "gap time" trilogy, users' emotional experience is "personally customized"

Whether it is through watching a happy and interesting variety show, or immersing in a slow-paced healing program, or following a competitive performance The program burns passion together... These seemingly insignificant gap times unknowingly soothe users' tense nerves.

In today’s fast-paced and high-pressure life, the rise of “gap style” comes at the right time. The emotional state of contemporary youth is affected by multiple factors, including changes in the social environment, personal psychological state, cultural expressions, etc. Through new ways of self-expression and emotional regulation such as "crazy literature" and healing experiences, contemporary youth are trying to find emotional outlets and self-healing methods amid uncertainty.

Variety shows are also an outlet. For the variety show industry, the rise of "gap style" is undoubtedly a trend and an opportunity for innovation. In the past, variety shows focused more on gorgeous stages, fierce competition, or the attention-grabbing celebrity effect.

These elements are important, but with the advent of the "gap era", what users are craving is a brand new emotional experience - the kind that allows them to break free from the gaps in reality and relax, heal and laugh. requires variety shows to achieve an upgrading in content planning and emotional shaping, and to meet the multi-level and multi-faceted emotional needs of users with more diversified and segmented content forms.

After watching the Tencent variety show list, I can clearly see that this trend has taken hold. By creating "gap time" in three different dimensions: "haha time", "meet time" and "show time", Ezong has taken the lead in this "gap style" revolution.They are either joyful and funny, warm and healing, or passionate and inspiring, forming a rich and three-dimensional matrix of "gap moments", allowing the "gap style" to take root in the variety show industry.

Specific to the summer movie list, there are many high-quality movies and a wide variety of genres. Among the programs that have already been aired, the fourth season of "Fifty Kilometers Taohuawu" continues the healing warmth of the slow variety show IP;

"The Dare Team" explores the fun of life with comedy collision;

The second season of "Let's Start Reasoning" is in Brain-burning suspense triggers new thinking.

It is worth mentioning that the talk show appeared. This time, 's "Talk Show and His Friends" has assembled new and old lineups, and will show the charm of talk show under the new competition system. Bai Hong, head of Tencent Video's Seven Ounce Studio, said that last year, without updates to online talk show programs, many users were repeatedly watching past programs, with more than 1.54 billion views; this year, there were no updates to online talk show programs. In April, Tencent Video released information about the production of talk shows. “Talk shows are back” immediately became a hot search topic, and users’ expectations for talk shows were high.

Next, more popular projects will also debut: Tencent Variety Show and Ma Dong’s Miwei Media’s new comedy program "Happy and Wonderful Night" will finally be unveiled;

"Run to! Thousands of People Live" will be unveiled Use the immersive feeling of music live to ignite the people's enthusiasm for music;

"Renewal Travels" opens up national culture from a new perspective through study tour experience;

"Fighting to the Top 3" goes deep into e-sports clubs and presents the transformation of e-sports players. course.

"Supernova Games 5" once again creates a youth sports event in a cross-border format, echoing the 2024 Summer Olympics.

Goose Summer Summer Festival shows the strength and ambition of the industry’s leading platform in terms of size and quality. Through the clever division of the three major sections of "haha time", "meet time" and "show time", Ezong has achieved a diverse layout of content categories and strives to provide users with different viewing preferences with personalized emotional experiences. This strategy will undoubtedly give it an edge in the fierce competition for summer slots.

has developed a deep insight into the emotional status and movie-watching demands of young people, and has polished the "gap time" content matrix in order to relieve users' anxiety to the greatest extent and guide them to gain spiritual comfort from the laughter, emotion and excitement of variety shows.

More importantly, these high-quality contents will also feed back into the shaping of lifestyle. On the one hand, Ezong is rooted in the real life of urban youth such as their social status and emotional dilemmas, providing insight into and responding to their joys, anger, sorrows and joys; on the other hand, these contents also subtly influence the value orientation of the audience, such as diverse social interactions , pay attention to health, pay attention to yourself, etc.

Variety show content is the foothold and starting point. Lifestyle is the source of inspiration and reflection of variety shows. E Zong's summer program is a comprehensive display of "variety show content - lifestyle - business and social value".

3

"Gap time": not only in the summer, but also in the long term

The above-mentioned "gap time" is no longer limited to the summer, but penetrates into all aspects of users' lives, with more three-dimensional and diverse content forms. Provide users with emotional companionship throughout the entire period and in multiple scenarios.

In terms of "haha time", Tencent Video relies on "head IP + top comedians + industrial ecological layout + user demand insights + platform empowerment" to fully blossom in the comedy track, building a "happy texture" and "emotional temperature" "A content matrix with equal emphasis.

For example, the mysterious "Comedy Conference";

"Love Like Comedy" blessed by Shen Teng, Ma Li, Chang Yuan, and Allen;

Such as "Single Row Comedy Alliance" to "discover the strongest personal comedy IP of the year" As the goal, the performance forms cover musicals, talk shows, rap, emotional dance dramas and other types;

"Extreme Story King" is based on "cool drama + language", "reshaping IP", "ultimate contrast" and "laughing with laughter" The innovative logic of "Tears" opens up a new track for comedy variety shows.The program invites "artists who have no chance to play protagonists" and allows them to "force themselves to be protagonists" in the reshaping of classic film and television IPs. This model can "satisfy the psychological demands of young people to "have fun" in the cyber world."

"Douxiaoshe 3" has upgraded the "Special Training for Comedians" to help crosstalk actors get out of the circle...

It is foreseeable that these differentiated comedy works will always be with users and add more to their lives. Happy colors.

"meet time" focuses on the social needs and emotional difficulties of contemporary youth, and continues to provide them with "electronic ibuprofen" and "electronic hormones".

In addition to familiar TV series such as "Fifty Kilometers Taohuawu 4" and "Heartbeat Signal 7", E Zong also launched new social experience products such as "Team Building Can't Stop", which brought together Wang Sulong, Li Xueqin, Xu Zhisheng and Li Jiaqi's "650 "She Niutian Group continues the joyful team building;

"Healing Planet", which focuses on "healing" travel, touches the audience with visual beauty and story beauty through "super scenes" and arouses the yearning for beautiful things deep in the soul. Zhou Yun, Yi Lijing and wildlife photographer Gu Ying, together with "Shquan Tiancai", embark on an unknown and desirable secret journey. "Free exploration" mode focuses on real texture. The program only provides guests with scene photos and longitude and latitude, and the travel process is completely controlled by the guests.

In addition to the summer's major competitive variety shows such as "Go! Thousands of People Live", "Supernova Games 5", "Fight to the Top 3" and other competitive variety shows, Goose Zong also has many highlights in the show time.

"Actors Please Take Your Place 3" will also be released again in the second half of this year. In this top acting competition, 30 actors will receive professional guidance from four mentors, impress the audience with their acting skills, and compete for the "Best Actor of the Year". The program will also try to connect online and offline, using the "National S Card" as a link. Build a two-way platform for actors and audiences.

In addition, the workplace observation reality show "Heartbeating Offer" will also usher in its sixth season. The program will continue to use the real employment environment as the background, record the growth process of newcomers in the workplace, and present users with vivid and vivid workplace scenes.

It can be seen that Tencent Video's Gouzong World is starting from the "gap time trilogy", moving from the summer season to the full time period, from audio-visual experience to multi-emotional companionship, and building a three-dimensional content ecology that runs through multiple scenes. This is not only an in-depth insight into the current movie-watching needs of young people, but also the platform’s long-term layout in terms of the value of emotional companionship.

Through these rich and diverse content of Ezong, we can see the courage to face the difficulties of life, the tenacity of hard work, and the wisdom of self-regulation... To a large extent, Ezong has become a user An indispensable part of their lifestyle and a partner in their spiritual world. As Han Zhijie said, Ezong works with the industry to create the gap time that users yearn for, and can also bring the brand's products and brand concepts into users' daily time.

In the future, this "gap time" may become a tacit understanding among users. responds to user needs with continuous and in-depth content innovation, and creates value highlands with three-dimensional and diverse emotional products, thus achieving the normalization of emotional connection with users and the sustainability of brand influence.