How far is the content of the net?

Author:Media No. 1 Time:2022.09.17

Perhaps it is just a screen distance.

Author ｜ Hu Ti

This year is the tenth year of the media integration.

In the past ten years, in the tide of vigorous media integration and transformation, a remarkable transformation is the multiple volatility of the Taiwan network relationship: from the original confrontation to the deep competition. Today, the relationship between Taiwan has reached a new crossroad.

From the perspective of No. 1, in the next ten years, the important thing is not Taiwan and the net. Instead of occupying the C position, the media that will be touched and faced with both ends of the net ——

Screen.

This means that for the content, whether it is from a TV station or a web. It does not have the first advantage of whether it can go to the explosion. Everyone stands on the same running line again. What can really have a chance to occur around and right, in addition to following the content logic, whether the value of the screen can be achieved reasonably and amplified.

The experience of net students in the post -epidemic era is undoubtedly the best footnote in the above conclusion.

The "removing charm" of "net content", and the gene generated by the explosive model

Under the background of the platform "cost reduction and efficiency", the living environment of net content is becoming more harsh.

Yien's "Research Report in the In the first half of 2022" shows that the number of online dramas in the first half of 2022 decreased significantly, a decrease of 27 units from the same period in 2021, and the average broadcast index fell from 43.2 to 38.7.

Data source: No. 1 Reading Alliance-Yien Data

According to the "2022 Variety Market Research Report in the first half of the year", although the number of network comprehensives is still in a growing channel, whether it is the overall market of variety shows, the broadcast index has declined significantly to the TV variety shows and online variety shows. Obviously, more supply has not been exchanged for more considerable returns.

Data source: No. 1 Reading Alliance-Yien Data

This weakness is also reflected in content investment. Regardless of the episodes or variety shows, the number of cooperative brands/sponsorship attracted by the content of the net students has shown a decline. Even if we have removed the overall impact of the external economic environment, it is difficult for us to deny that the commercial value of the content of the webbage has not been well manifested.

Data source: No. 1 Reading Alliance-Yien Data

However, for explosive content, less does not mean nothing.

In this summer, we properly witnessed a "ancient puppet revival", but if it is about the most exciting dramas of this year, I think many people will be voted for "The World". From the perspective of IP attributes, "The World" is adapted from Liang Xiaosheng's novel of the same name, which belongs to serious literature. "The World" killed the siege with a solid content, and successfully caused a lot of discussions on social media such as Weibo.

There are also some unexpected "dark horse" characters in the market, such as "One Flash and One Shining Star" and "I am Zhao Jiadi" representatives. In the "Flash and One Shining Star", which was broadcast on iQiyi, the film's account income exceeded 100 million yuan, and it won 859 hot search during the broadcast period. effect. "I'm Zhao Jiadi" exceeded the account with a score of 70 million, refreshing the box office record of Youku Modern subjects. One is the superimposed elements of the sweet pet content, and the other takes a different approach to come out of a new way for the "male frequency" cool drama.

These cases undoubtedly provide us with a reflection on explosive models:

To create explosive models, you need to get out of the "circle and vertical worship".

For a long time, regardless of the platform and creators, they often worship the young attitude represented by novelty, and they are attached to the creation of circle explosions. It is reflected in the content of the content. the way. For a period of time, adhering to the thinking of circle and verticalization, many circle explosion has appeared. Instead, the pursuit of circles and verticals is too persistent. To some extent, it is actually self -narrowing the probability of the explosive model at the initial creative stage.

Therefore, even in the traditional sense of the "sinking market" sub -drama, in the context of the current platform's strong promotion of the TO C strategy, it must be committed to opening the "national market". "One Flash and Shining Stars" and "I'm Zhao Jiadi" are the representatives of the "opening of the pattern".

So, how to get out of "circle and vertical worship"?

From the perspective of No. 1, the birth of explosive models depends on the content logic of the needs of users in the cut. It also depends on the existence of a medium that can connect to the vast users, so that the transmission of high -quality content can quickly break the barriers of the circle. Good content and strong medium, they constitute the two sides of the current content of the Internet.

And the best choice for playing strong media characters is the big screen.

Under the current situation of massive content and user diversion, the large screen has two significant advantages:

On the one hand, it is a strong exposure ability. Through one -click diversion, the large screen can achieve the accurate touch of the film and television comprehensive content for users;

On the other hand, it is the same structure of user attributes. The video consumption of large -screen users is also the main body of film and television comprehensive. It can be said that the target audience of large -screen users and film and television comprehensive content is nearly 100%.

These two advantages have enabled the content of the net students to embrace the big screen in the process of refining the model, becoming an inevitable choice.

Large screen potential in family scenes

In fact, since its birth, the impression that net students have left to users often have three characteristics: younger language, more extreme expression, and more penetrating communication.

Therefore, under the current trend of media integration, it has achieved more penetrating communication, especially relying on the formation of mutual connection between large screens. Why do net students need to embrace the big screen?

First of all, the trend of the return of mainstream users towards the large screen is significantly significantly.

Related data on seconds show that in recent years, the overall user scale of smart families has risen. As of 2022, it is estimated that the overall users of smart families (dependent) will exceed 1 billion.

Data source: second hand system

Under this strong return trend, we see the changes in the big screen itself. Different from the "TV" in the previous impression, as the core of the living room economy in the family scene, the large screen has become a collection and hub for users to satisfy leisure and entertainment and watch massive content. In addition to the traditional drama comprehensive content, all kinds of layered, lifestyle, and entertainment needs can be met by large screens.

The most direct impact is the continuous expansion of the size of large -screen video members. According to Gouzheng Technology's "Long Wind Broken Waves" -2021 Smart Screen Industry Development White Paper ", long video platform Tencent-Cloud Audiovisual Aurora, Iqiyi-Galaxy Qi Qi Guotou's average monthly length of users on the big screen exceeds 100 million, Youku- Cool meow and mango TV monthly users are also growing. The coverage rate of large -screen membership has rapidly increased from 11.5%in 2019 to 28.3%in 2021. The paid membership market has entered a high -growth runway. The user behavior habits of users who watch dramas and movies through large screens have been developed.

Data source: Gouzheng Technology

A data worth mentioning is that even if it is a short drama, it is more suitable for small screen viewing and can be "collected" by large screens. Data show that users who watch short dramas on large screens have reached 36.1%. In the field of micro -short drama, long video platforms have tried to set up a "micro -short drama" section on the large screen. For example, Mango TV has set up a "mini theater", and the "micro -drama" column has set up a "micro -drama" column. At the moment when the entire micro -short drama industry is constantly upgrading in the direction of quality, for users, the large -screen watching micro -short drama provides a more ultimate audiovisual experience, and the demand for broadcasting on the large screen also accelerates the micro -short drama in turn. The process of the industry.

Data source: second hand Mroi T1

Massive content and diversified demand make OTT users present the dual characteristics of high stickiness and highly active. According to Corporal Data, the average daily daily life of smart TV users reached 141 million, with an average daily turnover of 307 minutes; Ovi Mutual Entertainment data showed that OTT users accumulated 41.8%of terminals for more than 20 days.

Secondly, the family scene has given the big screen a more imaginative marketing value potential.

In terms of large -screen use scenarios, "family" is undoubtedly the most eye -catching label. Related data show that in the viewing scene of large -screen users, multiple people's scenes occupy an absolute advantage.

Data source: second hand Mroi T1

For platforms and brands, large -screen family attributes have the irreplaceability of marketing value. In addition, with the help of new technical means, multi -dimensional data labels such as equipment, geographical, equipment use, viewing content, family basic characteristics, and consumption level can provide greater empowerment for the precise release of the target people of smart families.

Therefore, whether it is traditional episodes, variety shows, evenings, or more online dramas and online movies, more and more content chooses to cooperate with the smart TV marketing service platform in the large screen industry ecosystem to allow OTT's large screen has become a "standard" promotion.

Taking the smart screen terminal covering the scale of 100 million screen steps as an example. Including "Extreme Challenge", "Living Life", "Xiaomin's Family", and "Happiness to Wanjia" and other hit drama comprehensives and Huanwang have a variety of forms on the large screen. The head satellite TV party with the live broadcast attributes such as the Spring Festival party and the New Year's Eve party to seize the viewing entrance through the smart screen, thereby helping them stand out in direct -demand various contents and attract users' attention. The combination of the species of the species helps large screen ratings.

For the content of online dramas and online movies, such as a stronger online atmosphere, the smart screen can realize the one -click drainage of the same screen and the online movie, and accurately target the target audience. This also prompts many content to produce The company and the marketing company began to use large smart screens as an important channel for marketing promotion. The online movies "Evil to Eliminate", "Golden Spider City", "Ghost Hands", "Northeast Sniper" and the online drama "Saying Heroes is Hero", " Different types of net students such as bravery you are put on large screens, which brings more intuitive and effective heat, box office and membership users to increase the content of these contents.

From the perspective of No. 1, the smart TV marketing service platform such as Huanhuan.com is an intermediary connecting the terminal platform, brand and user value. No. 1 is even more convinced that the increasingly complete large -screen ecology enables the content and brand to use the digital marketing links in family scenarios to obtain greater value release.

No. 1 conclusion

At the end of the article, we might as well return to data insight.

The size of the large -screen users is still expanding: the data of the second needle system "2021 TV Large -screen Marketing Report" shows that it is expected to have the ownership of the smart television market in 2023, which will reach 389 million units, covering about 1 billion people Family coverage and more than 69%of national population coverage.

The value of large -screen marketing is also expanding: In 2021, the total revenue of China's OTT advertising operation reached 15 billion yuan, and it is expected to reach 17 billion yuan in 2022, and there is still much room for growth in the future.Answer the initial question: How far is the explosion in the net content.

The answer may be the distance of a screen.