Open the computer and pick up the chopsticks, and the urban people's "electronic mustard" suddenly became popular, the reason is that this →

"What are you‘ meal ’recently?”

Sun Yan, 27, is currently single, who is engaged in administrative work in a company, and often communicates with friends. Of course, the "next meals" of these young people are not food, but videos or audio books watching when eating. Such videos and audio have a name recently -electronic mustard.

Electronic mustard, as its name, is "tasteful" in people's eyes. It is "a good partner" but "a single taste" and "not nutritious." Some people are worried that the popularity of electronic mustard cannot bring a real "cultural meal", instead allows young people to add to the Internet and reduce interpersonal exchanges; And "You can get a certain amount of information for a meal, why not?"

What is the electronic mustard?

After getting home from get off work in the evening, after Sun Yan came to the table with dinner, he opened the tablet on the table — this computer almost kept here, then click on the website, search for several UP owners, and click on the recent updated video, as At the beginning of the video, she also picked up the chopsticks. Recalling the scene that repeated almost every day, she laughed: "Is this a sense of ritual?"

Video watching time watching is called "electronic mustard"

Sun Yan's recent electronic mustard is a video of an electronic product testing UP master on station B. From a single -wheel car, floor sweeping robot to drone, the UP owner introduces the pros and cons of these products by personal experience. The right product will also put it in a shopping cart and buy it when discounted. "For 4 years, she has always been a fan of electronic mustard. Previously, she was watching film and television drama. Earlier was a tourist video. Essence

"Electronic mustard content is easy, and the information is straight." Sun Yan said that the attention will not be particularly concentrated during meals. "Some information can be available, but it is not particularly important information. For example, some talks in the Taiwan area talks about variety shows.

Since it is a "background sound", why not simply choose music? "Electronic mustard taste can be adjusted according to individuals, but emotions must not be too strong." Mr. Hu, who works in government departments, click on a music video during dinner. "There is a" Lu Binghua "in the result. , I thought of my family again, and I broke the defense while eating? How can I eat it? "Sun Yan also had a similar experience:" One time I ordered the UP main inventory of 2000-2009 Golden Melody, and the whole process was singing. Too little noisy with the netizens in the barrage. After the video was broadcast, the meal didn't move much. "

In addition to content, duration is also the key. A movie time is about 90 minutes, and it is only 15-30 minutes to eat alone. Mr. Hu said, "It's finished, do you want to continue watching the movie?"

Various short videos are also not suitable for "meals". "The short video jump is too frequent." Sun Yan tried to brush the short video platform "meals" during the company's lunch once, "Choose the next video in less than a minute; Repeated paragraphs. The entire mobile phone cannot be left, and there is no harvest in the content. "

Electronic mustard is difficult to produce fine products?

Mr. Hu's electronic mustard for a while is a series of videos about survival of modern people in the wild. Each video is about 20 minutes. . "However, Mr. Hu later found that many plots could not stand the scrutiny. It was not until he saw the whole film that he found that in order to decompose into different themes of duration, many details were edited.

Yuan Lizhang, who is engaged in creative design work, likes a UP owner who specifically explained various low -scoring film and television dramas. Demand, most electronic mustard content is mainly based on second creation, and the content can only be tasted. "Now the text of many film and television public accounts is 6000 words. This volume is more than 40 minutes in the video with the picture. Some high -quality film and television appreciation videos are up to 3 hours. "

Although the mustard is delicious, it is not a rare cuisine after all.

However, in the eyes of some creators, whether the "boutique" should pay attention to the work itself: "For example, a poem cannot be compared with" Dream of Red Mansions ", and a ten -minute video cannot be compared with a movie." OGV (OCCUPATIONALLY Generated Video professional content) and PUGV (Professional User Generated Video Creation Video). Mid -video. "Mr. Tong, who is engaged in the second dimension and game content analysis at station B, believes that the major function of electronic mustard is" popular science ", which explains some professional issues to most people. Chen Rui, the CEO of station B, said that 91%of the video playback volume of station B comes from PUGV, of which the popularity content video playback volume accounted for 45%. In Mr. Tong's view, "Isn't this high -quality content?"

The reporter also found that there are many high-quality film and television dramas listed by many citizens: "Zhen Huan Biography" with 9.3 points of Douban score, "Wulin Wai Zhuan" with 9.6 points, 9.7-9.8 American drama "Old Friends", which appeared in many people in many people In the electronic mustard list. Mr. Hu said, "Although I can memorize every plot, every bridge, once it is released, it is as kind as the old friend talks with us." In Yuan Liyu, this work is not only very attractive, but the details are very attractive, and the details are very attractive. It can also be repeated, "But this can make people repeatedly chew too little." Why is the electronic mustard popular?

34 -year -old Yuan Lizhang moved his TV from the living room to the restaurant 5 years ago. Parents who came from afar could not understand, but this was his needs: "I only have one person to start a TV when I eat."

The increase in young people alone is one of the important reasons for electronic mustard. According to the sampling survey data released by the National Bureau of Statistics, the proportion of households in my country has increased year by year since 2015, which has increased from 13.15%in 2015 to 18.45%in 2019. Data from the Ministry of Civil Affairs show that in 2018, my country ’s single adult population is as high as 240 million, of which more than 77 million adults are alone. It is expected that this number in 2021 is close to 100 million.

Sun Yan remembers a "lonely grade watch" on the Internet, ranking fifth in "eating hot pot alone". She was quite touched by this, and "it will definitely make a sound when eating." The medium -length video with the companion effect is gradually attracting the attention of the industry. In 2020, watermelon videos began to launch "mid -video", which focused on 1 to 30 minutes of horizontal video. In June 2021, watermelon video combined with Douyin and today's headlines jointly launched the "China Television Video Partner Program". The content distributed three clients with one -click synchronization. Creators can harvest the traffic sharing of three platforms.

However, two years have passed, and "Mid -Video" has not yet developed a representative platform such as Douyin or "Love Young". In August of this year, it was rumored that the content creator "Witcher Finance", which caused the watermelon videos to sign a contract with 10 million contracts, and announced that "the Witcher Finance" was announced, and it was announced that "restoring the video of the entire network" and also said that "maybe everyone has forgotten who I am."

The "Witcher Finance", which has just "returned" station B, usually has a video duration in the past 15-30 minutes

Sun Yan remembers "Wizard Finance". The creator of this investment bank, most of the past videos of about 15-30 minutes, the topic selection is easy to explain. Looking at the cultural phenomenon, you can understand the strange phenomenon of the rice circle today. "

In Yuan Liyu's view, this is another reason why electronic mustard is popular among young people. "In addition to 'lower meals', there must be a certain amount of information. We are so busy at work. Electronic mustard is a channel for fragmentation to obtain knowledge and information . "Mr. Xun also said frankly, maybe the Chinese TV video represented by electronic mustn may not be able to become the" rigid "of contemporary people like long videos, and may not have a vast sinking market like Douyin:" But this fits today's today's today Part of the needs of society. "

Author: Jian Gongbo

WeChat editor: nano

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