In the era of micro -short drama, the sweet pet track cannot support the future of the account division drama

Sweet pet discount drama missing good opportunities

Author | Xiang Xuelan

Recently, Iqiyi Private Extraction · Sub -drama Special Exchange Activities announced that in order to make the account split drama the main supply model, iQiyi will gradually hand over the sweet pet track to the accounting drama industry, the platform's homemade drama, custom drama and custom drama and the platform of the platform, and the platform's custom drama and the drama and customized drama and the platform. Copyright dramas will gradually withdraw from this track, and share the high -quality IP that has been reserved to create with the contents of the division drama.

The sweet pet track is indeed the most successful type of subject matter in the drama so far. Just after the adjustment of the division of accounts at the end of last year, this time iQiyi supported the development of the discount drama with major favorable policies, which shows that it attaches great importance to it.

But can the sub -drama that has been born for six years can bear the "wild hopes" of the long video platform under the pressure of taking off and landing? Will the impact of the brutal growth of micro -short dramas be the "last straw" that overwhelms the drama?

Picture source: Weibo screenshot

Long video platform is expected to be too high for sub -drama

On October 27, 2021, the Youku Content Open Platform announced that it would add a new "post -broadcast level" mode based on the original accounting mode, and conduct different levels of accounts based on the broadcast effect.

On December 1, 2021, iQiyi released a new rules of online drama division, emphasizing that the membership of the comprehensive rating of the effective player and the effective playback time -length period was obtained. All works enjoy the "non -cap" dividend dividends.

Recently, iQiyi once again announced that the sweet pet track will gradually be handed over to the sub -drama industry, as well as IP co -creation of help. It is undoubtedly a great help for the accounting drama industry, and it will become another key in the history of the development of account dramas. Measures.

But at present, cost reduction and efficiency have become the main development demands of long video platforms. Under such circumstances, can the split drama support the expectations of the long video platform?

According to the statistics of the TV series Eagle Eye (TV-INSIGHT), the amount of the account of the drama "The Monsters out of Chang'an" in 2016 was 20 million+. The drama king's "Wait until the smoke warm rain collection" is 35 million+, and the amount of the drama "Peerless Thousands of Gold" in 2019 is 66 million. "Mr. Lemon Essence" is 58 million.

At the beginning of this year, iQiyi "One Flash and One Flash Stars" refreshed the record of the box office of iQiyi and the broadcasting period of the broadcast period. Youku's "My name is Zhao Jiadi "'s account box office score was 70.75 million, which refreshed Youku Hyundai Hyundai Box office record of the subject matter. This year, the amount of the drama king is far from 2021, but it is uncertain whether it can exceed the 110 million records in 2020.

Picture source: official Weibo screenshot

From the perspective of the amount of the scorer king in these years, it has not shown an increase year by year, and the fluctuations are large, and the development process of the division drama is not as good as expectations and imagination.

In addition, Yunhe Data "Report | 2021 Continuation Network Performance Performance and User Analysis Report" shows that in 2021, 456 new domestic series (more than 20min or more), of which 72 are divided into drama, accounting for 15.8%; 2021 The full network drama positive film was effectively played by 310.7 billion, of which 9.7 billion were divided into drama, accounting for only 3.1%.

As the type of content that directly faces the C -end user and determines the income level by content quality, there is a huge potential in theoretical sub -drama. However, from the above data, compared with copyright dramas, platform self -made dramas and custom dramas, the division drama has not yet become the most important way for the supply and traffic supply of the long video platform.

In the new online drama in the first half of this year, 33 sub -drama, the number of ministries increased by 4%in the first half of 2021; the new sub -drama effectively played 2.5 billion, an increase of 38%year -on -year. In the new online drama, the effectiveness of effective playback of the division drama increased from 5%in the first half of 2021 to 11%. In the first half of 2022, the newly sub -drama series V30 rose 26%year -on -year. Driven by multiple favorable policies, the sub -drama is accelerating, but there is still a big gap between the "expectation" of the long video platform.

Micro -short drama theme is homogeneous and diverted, and the sweet pet track of the account drama missed the good opportunity

Yang Haitao, senior vice president of iQiyi, said: "After nearly 7 years of development, this market has shown a tendency to gradually mature and more characteristic, and it has also gathered a group of audiences who love the content of the drama. A group of sweet pets and dramas have appeared in a group of creators and production teams with well -produced and new stories. "

Picture source: Yien data "2021" Sweet Pet "drama

Indeed, the sweet pet track is well deserved to be the most main type of the subject matter of account dramas, and its performance continues to be strong. "Sweet Pet+Fantasy", "Sweet Pet+Campus", "Sweet Pet+Food" and other series of segmented theme innovation content has been loved by the target user base.

Yunhe data shows that in 2021 New account dramas, female users account for 65%, of which 55%of users under 29 years old, 10 percentage points higher than serial dramas. The main reason for the development of sweet pets.

This time, iQiyi's strategy to give the entire sweet pet track to the drama is undoubtedly determined. But today is not the same as that in the competing environment facing the competitive environment of the division drama, that is, the sudden protrusion of the micro -short drama. "Report | 2021 Series Playing Performance and User Analysis Report" shows that in 2021, the long video platform launched a total of 471 micro -drama (below 20min in a single set), an increase of 171; the positive film effectively played 3.4 billion, a year -on -year increase of 115% Essence Among them, some micro -drama also uses the method of dividing accounts, but more of the non -non -account drama model.

These micro -short dramas are also dominated by sweet pets, which may have a huge impact on the entire episode industry and the accounting drama industry.

Taking 2021 as an example, the top five of the effective playback volume of micro -short drama on the long video platform are: "Ru Dream Order", "Datang Snack Stomato", "Give you my exclusive love", "ugly female concubine", " Love first and love ". It can be seen from the name of the episode, and most of them are also sweet pets.

Picture source: "Report | 2021 serial network broadcast watch

In addition, the micro -short drama of sweet pets such as Douyin and Kuaishou and other short video platforms such as "This male is a bit cold" and "Qin Ye's little dumb" is hot and short. Accurate homogeneous competition.

In addition, there are low time costs, direct emotional impact, rich and rich plot settings, diverse business monetization models, and other advantages. The quality of content production is also rapidly improved. Its "threat" of the drama is obvious, especially the sweet pet track.

Faced with the strong and short dramas that have risen in the past two years, the sweet pet track of the accounts seems to have missed the opportunity to develop.

The future of the division drama

In the past two years, the development of long video platforms is undergoing "dark moments", and "cost reduction and efficiency" has become the main development demand and trend. In this case, increasing the supply of division dramas and reducing content procurement costs may be one of the inevitable choices for long video platforms.

The development environment of "cost reduction and efficiency" may be unfavorable for other long video episodes, but it may further promote the accelerated development of account division dramas.

Yang Haitao, senior vice president of iQiyi: "The industry's industry is fully capable of producing more boutique content, and after the successful implementation of the strategy of sweet pet tracks, iQiyi does not rule out the addition of more independence to the sub -drama to add more independence. Enjoy the content track. At the same time, the platform will take the project quality as the core on the recommendation resources and recommendation algorithms, so that the split drama will be the same as the same exposure as other types of episodes. "

As the sub -drama began to enjoy more content tracks, and began to obtain the same exposure and marketing support of other types of episodes, its broadcast effect and influence will definitely be improved accordingly. High requirements.

The first is to expand the subject matter.

In order to further break through the circle, effectively broaden the audience group, and enhance the possibility of becoming a national explosion, it is necessary to rush out the sweet pet track and create more popular theme tracks.

For example: "Erlong Lake Love Story", "My name is Zhao Jiadi", "The scene of the murderer" and other account dramas have effectively expanded the Northeast comedy, male frequency themes, and suspense themes involved in the case.

Picture source: official Weibo

Among them, the "Scene of the Culinary Case" is the first criminal investigation suspense type type division drama, with a discount box office of 30 million, and the return on investment is nearly 300%, which provides more possibilities for the subject matter of the account. Li Li, general manager of iQiyi Drama Center, said in an interview that iQiyi has always encouraged the producer to try the diversified type. ","

The second is to improve quality.

When major platforms update the regulation of the account division's account division, they all chose to change the transition from the effects of the membership to the time of viewing. This puts forward higher requirements for the quality of the division drama, and it is necessary to use more exciting content to continuously be involved in users for a longer period of time.

From the high -quality IP selection of the script, to the quality control in the content production process, to the announcement link, the sub -drama needs to start from the full process to comprehensively improve the content of the content. In this process, the resource support of long video platforms is important.

For example: Youku's "Fuyao Plan", which has been promoted in September 2021, cooperates with the high -quality network text and comic IP platforms of the entire network to cooperate with the producer and tower reading literature, palm reading, and watching comics. Create a bridge of cooperation.

Youku also launched the "Integration of Propaganda" services. In the early stage of the project preparation, shooting, production, and broadcasting, it provides full link support for the producer. Wait for various departments to work.

The future of the division drama faces many uncertain factors, including competitive factors and more favorable factors, such as: cost reduction and efficiency and support policies. In the future, whether the scoring drama can get rid of the stereotype of the tail drama, it has become another large content support after copyright dramas, homemade dramas and custom dramas, which has a lot to do with whether the quality of the episode can be effectively improved.

No. 1 conclusion

For the long video platform at this stage, which content supply channels are good, low cost, and great influence, which will tend to support.

As an innovative content supply model, it has been basically verified by the market after six years of development. Next, it is necessary to further increase the development of various resources to test this model. I hope the drama will live up to expectations!

* Picture source network, if there is any infringement, please contact delete.

Reference materials:

1. iQiyi will give the sweet pet track to the sub -drama industry platform to launch an IP co -creation model

https://mp.weixin.qq.com/s/8fcjik7tjgv9bkq8y0f1tw

2. [Eagle Eye Headline] How much space is there in 2022?

https://mp.weixin.qq.com/s/boxmjbk9Zocqgvdj4p1kg

3. Look at the four major creative cheats, break the ceiling of the drama in 2022

https://mp.weixin.qq.com/s/4dy5cq_yfac4n6rki2ytag

4. "Barbaric Growth" has become the past.

https://mp.weixin.qq.com/s/ivvzteki9re3feaob4fl8a

5. [Eagle Eye Headline] Why does Youku frequently produce discount dramas?

https://mp.weixin.qq.com/s/l56atqiwj3tjf2dw_52ika

6. 68 million box office refresh iqiyi account records, successful methodology of "One Flash and One Shining Star" 丨 Interview with Li Li

https://mp.weixin.qq.com/s/iq8h-dor86to85gv8ha6q

No. 1 Interactive Topic: Are you optimistic about the future of the division drama?

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