**:Finance**.
*: Lanfu Finance Network.
On December 4, the opening of the short drama concept continued to strengthen, and Zhongguang Tianze (603721SH) auction limit. After the opening, Insai Group (300781SZ), Gravity Media (603598SH) also quickly closed the daily limit.
The agency believes that the micro-short drama industry is ushering in explosive growth, and the market size is expected to be 20 billion to 30 billion yuan in 2023.
The short drama market has a broad space.
Micro-short dramas, the full name is online micro-short dramas, refers to episodes with a single episode length from tens of seconds to about 15 minutes, with a relatively clear theme, and a complete storyline.
Compared with traditional dramas, micro-short dramas have the characteristics of short and concise, fast-paced, and diverse reversals, which can bring more surprises and laughter to the audience.
Many years ago, the Internet "Shuangwen" was all the rage, such as "Traveling through ancient times to become a princess" and "The domineering president fell in love with me" attracted countless readers. Nowadays, with the advent of short dramas, this exhilarating experience has changed from words to video forms. From "cool text" to "cool drama", micro-short drama quickly became popular on the Internet as an emerging cultural "fast food".
The popularity of micro-short dramas is a product that caters to the needs of the audience and conforms to the interests of all parties. In the process of economic and social development, people's audio-visual, reading and browsing Xi habits have shown a trend of fragmentation, and micro-short dramas cater to this trend well, which is convenient for the audience to use fragmented time to watch dramas.
Since the beginning of this year, there has been frequent good news from micro-short dramas. Relevant data show that the daily recharge consumption of paid short dramas on all platforms in China is 60 million yuan, and the peak will exceed 100 million yuan in the event of a holiday peak.
Some institutions pointed out that the micro-short drama industry is ushering in explosive growth, and it is expected that the market size of micro-short dramas will reach 20 billion yuan to 30 billion yuan in 2023.
The track is hot, and many players are entering the game.
It is understood that the single episode of the micro-short drama has a short episode time, a short production cycle, and a low production cost, and the minimum shooting cost per minute is only a few thousand yuan, but the benefits it brings are far greater than the cost.
Based on the huge market demand and broad development space, more and more capital has begun to pour into the field of micro-short drama creation.
Statistics show that "Oops!The queen mother came to work" exceeded 12 million recharges within 24 hours of its launch;"After the flash marriage, Mr. Fu's vest can't be hidden" exceeded 20 million within 24 hours of being launchedThe filming of "Wushuang" took only one week, with an income of more than 100 million yuan in 8 days, and he became rich in 10 days.
There is not only income, but also traffic, and more and more players are joining the micro-short drama track.
In the A** field, Zhongguang Tianze actively laid out the short drama business, and the company did a lot of preparatory work from script selection and creation, copyright purchase and content production. The company is the first state-controlled listed company in China to be listed on the main board.
In the field of brand marketing business, Gravity Media has accumulated rich capabilities in content creativity, R&D, production and IP commercialization, and has given full play to it in the field of short marketing. The company's Kuaishou platform boutique short dramas have accumulated more than 1500 million times.
Insai Group's subsidiary, Shadow World, began to lay out the short drama business at the end of last year. The youth sweet pet short drama "Attack on Secretary Jin" participated in the production of Yingxing World has been released, and the ancient sweet pet crime-solving web short drama "Love Flower Face Royal Catch" and the soft sci-fi sweet pet online short drama "My Robot Boyfriend" will also be released next year. The company expects that 4 short dramas will be released next year, and at the same time, it will also lay out the mini program short drama business next year.
The popularity of the short drama has also led to the stock price of a number of listed companies. Recently, there have been a number of short drama concept stocks that have performed very strongly. As of noon on December 4th, Zhongguang Tianze achieved 7 boards in 10 days, 2 boards in Gravity Media, and Insai Group has gained 2 20cm daily limits, and Huace Film and Television has exceeded 24% in 2 trading days.
Market chaos still needs to be strengthened.
While satisfying market demand and obtaining commercial benefits, there are also many problems in the development of micro-short dramas.
It is worth noting that some micro-short dramas put interests first, and there are a lot of "chaos" in the operation model. Some netizens reported that false propaganda is often encountered when the mini program is on the ** micro-short drama, and there will be no way to complain in the future. Some netizens may jump to other platforms after clicking on the link, but after recharging, they find that they have been deceived and can't find customer service*** Some netizens said that the advertisements of some short** platforms claim "99 yuan to unlock the full episode of this show", but when I saw half of it, I was asked to recharge again to continue watching it.
This kind of behavior of treating consumers as "leeks" is very clumsy, and the way of "shooting one shot for one place" has seriously damaged the "ecological environment" of micro-short dramas, and it is difficult to bring sustainable benefits.
In addition, some micro-short dramas also have vulgar content, and even have distorted values. For example, the domineering president fell in love with me, wanted to catch the old and fell in love, and saw the truth in the kidnapping case, etc., the content is exaggerated and cliché, the character style is weird, the story content lacks depth, and there are no correct values, which is difficult to bring the audience a good aesthetic experience.
It should be pointed out that micro-short dramas should carry more positive value orientations. Since last year, the State Administration of Radio, Film and Television has stepped up efforts to rectify online short dramas, continuously strengthened standardized management, effectively purified the industry ecology of online short dramas, and effectively curbed its barbaric growth.
Regulators and mainstream online platforms have sent a strong signal that micro-short dramas need to quickly return to the right track of creating cultural masterpieces and produce high-quality works that can truly satisfy the audience's demand for high-quality content.
If a micro-short drama becomes popular, it is even more important to be attentive, and only by being attentive can it become popular.