At the beginning of 2023, the drama variety market announced that it would "Go to a Windy Place", and then "Hurricane" all the way, all the way to "Riding the Wind", standing at the turn of the old and the new in 2023 and 2024, the drama variety is full of "Flowers". What is worth remembering about the content storm in the drama market in the past year?And what inspires you?Where will the wind blow in 2024?This article will passOverview of the drama industry, the style of big dramas, and the style of variety showsThe three major sections review the drama market in 2023, and look forward to the trend of the content of the drama variety in 2024, looking forward to seeing the direction of the wind in 2024.
An overview of the drama industry
Producer
In 2023,Movie and drama multi-comic linkageCo-creation and mutual integration of forms have become a trend, and the platform layout is excellentContent IP "One Fish Eats Many".Continuation of value.
In terms of the content of the adaptation, in addition to the tide of Jinjiang Literature City and China Literature Group's online IP adaptation, the *** adaptation of Douban, Zhihu and other platforms, and even the adaptation of UGC editing works of Station B have sprung upContent platform UGC works become the inspiration for new series adaptations**.
Variety shows jumped out of the platform framework on the road of seeking innovation in production and broadcastingExplore the multi-line development of "long variety show + short ** + live broadcast".。Break through the limitations of time and space and expand business links, leverage more traffic entrances, and carry more diverse content expressions.
In terms of means of publicity,Activate the social platform role numberIt has become a common means of drama publicity, and the character number is posted on Weibo, Douyin, Xiaohongshu and other social platforms to interact and create memes, deepening the connection between the drama and the audience. The after-sales of dramas also continued to increase, in the form of concerts, main creative group comprehensives, etc., to meet the audience's emotional expectations in reality, deepen the emotional link, and continue the vitality of the work.
Broadcaster
According to the 2023 long** platform daily activity and per capita daily usage time,The traffic peaks of the drama variety are concentrated in the Spring Festival and summer holidays。The platform also differentiates the layout according to the characteristics of the schedule: the Spring Festival file layout realistic theme focuses on the whole family chasing dramas, and the summer file layout of ancient puppets and new martial arts aims at the youth market youth chasing dramas.
Each long**The interactive drama chasing mode of the platform is frequently innovative, from "watching and broadcasting" to "game" experience, bringing consumers more in-depth engagement.
Regulators
Many love idol dramas have been complained out of the circle, the halo of the male and female protagonists has failed, the character of "the boss's wife" has overturned, the "original" is not a gold medal for avoiding death, and the audience no longer pays for the adaptations of ancient romance works created under outdated conceptsIt is the right way for literary and artistic works to reflect the needs of the times
In addition, in 2023, all parties in the film and television industry, including program groups, media companies, and artists, frequently touched the line and exploded, which sounded the alarm for literary and art workersIt is the duty of literary and artistic workers to be both "provincial" and artisticIt also reminds brands and other partners to be more cautious in their selection.
Brand side
From 2021 to 2023, the number of long-term advertising placement customers is decreasing, but the scale is gradually increasingIt can be seen that advertisers are increasing their investment.
In the choice of advertising forms, advertisers should reduce risks and keep up with popular contentIn the later period, the proportion of hard and wide tilt increased, the placement of episodes is particularly significant. At the same time, the brand makes full use of the popularity of the dramaCarry out diversified peripheral marketing cooperation on various social platforms, multi-platform leveraged the transformation of drama fans into brand fans.
The wind of the big drama
In 2023, the big drama marketReduce quantity and improve quality, is developing with high quality, with an average volume of more than 10 million dramas as many as 87 and 4 dramas with more than 50 million yuan, of which the hit "Hurricane" soared to nearly 200 millionThe big drama market is improving as a whole.
In terms of production and production, the head effect of film and television companies in the producers of the top 20 popular dramas in 2023 has weakened, and it has become a trend for platforms and film and television companies to work together to produce them. The old film and television companies are in decline, and the producers of the top 20 popular dramas in 2023 are rarely seen, such as Noon Sunshine, Huace, and NingmengFilm and television culture companies that rose earlier in the era of online students continued to make efforts, such as blank film and television, quantum entertainment, Linghe culture, etc.;And cutting-edge film and television companies are rising with popular dramas, such as Fang Xixi Film and Television, the producer of "Good Things Come in Pairs", which was established in 2020, and Fang Xinglian Film and Television, the producer of "Sauvignon Blanc", which was established in 2019.
From the perspective of the broadcast platform, the mainstream status of online dramas has been further established, and iQiyi is leading the big drama track。Among the top 20 popular dramas in 2023, online dramas account for 70%;In terms of the number of hit episodes, 12 are broadcast on iQiyi (including 3 simulcasts).
From the perspective of subject matter, the suspense theme is outstanding, and the martial arts, comedy, and science fiction themes are dark horsesAmong the top 20 popular dramas in 2023, the performance of fantasy, drama, and urban dramas is stable.
According to the current film list released by major platforms, it is summarizedThe five key words of the 2024 drama: oriental fantasy, independent women, historical legends, the style of the times, and the abyss of human nature.
Keyword 1: Oriental Fantasy
In 2024, the sequel to the Oriental Fantasy Super IP will be increased, and classic IPs such as "Celebrating More Than Years" and "Fairy Sword" will launch sequels or derivative works;"Fox Demon Little Red Lady", "Dali Temple Shaoqing Tour" and other comic dramas open up the connection between comics and film and television conversion, and then add fantasy inspiration to the big drama.
Keyword 2: independent women
The "Big Heroine" drama has shifted from love routines to three-dimensional and wonderful life, and ancient costumes and modern "big heroines" have jumped out of the theme of love, telling about three-dimensional women who are diverse and not defined.
Keyword 3: Historical legend
The rejuvenation of ancient costume dramas, "Tang Fu", "Fenghe Rises from Zhang Juzheng", "The Biography of Yangming" and other "big male protagonists" are legends, showing the pioneering and enterprising cultural genes of the Chinese nation;In addition, works such as "The Code of the Riverside Scene at Qingming Festival" and "Lychee of Chang'an" ink the small people in the cracks of history, and the life narrative restores the real appearance of life in the times.
Keyword 4: The style of the times
Serious literary adaptations such as "Flowers", "Going North" and "The Protagonist" have emerged, and there are famous directors and actors to help, and serious literature lights up the source of creation;Hardcore industry dramas are closely integrated with the times, "City in the City" and "Orange Light" tell about the financial industry under the tide of the times, "The Sincere Keeper" and "South to North" combine the changes of the times with the inheritance of faith, and dramas such as "Dajiang Dahe 3" are about the ups and downs of the times, and the creation of realistic themes is serious.
Keyword 5: the abyss of human nature
The suspense theme digs deep into society and human nature. "Black Soil Without Words" and "Once Upon a Time in the Borderwater" continue the style of "The Long Season", exploring the hidden traps of regions and times;"The Three Teams" and "The Boy Who Can't See the Shadow" emphasize emotional concentration in addition to the confrontation between good and evil;"The Flamestirr" and "Wilderness" focus on the easily overlooked or emerging crime fields, and other suspense-themed dramas show the detective spectacle and social humanity in many aspects.
The wind of variety shows
2023 VarietyThe number is picking up, but the overall word-of-mouth score has decreased. The production side is full of vitality, and the number of variety shows in 2023**;ButThe number of head variety shows is small, there are only 26 variety shows with an average volume of more than 10 million, 3 variety shows with an average volume of more than 50 million, and 1 variety show with an average volume of 30 million to 50 millionThere is a lack of popular variety shows.
In terms of production, the gold medal PD continues to produce highly, and the king of the track dominates one side. Wu Tong, Yao Yitian, Wang Zhengyu, Wu Zhimeng, Xie Dikui, Wang Hailong and other widely known gold medal variety show producers continue to produce sequels to popular variety shows. Track-type PD presents field control, such as Mango TV Yanji Studio, which is good at reasoning variety shows, and iQiyi Ace Studio after the split of Yoh Studio, iQIYI's number one tide variety team.
From the perspective of the broadcast platform, the power of online variety is getting stronger, and Mango TV & Tencent** perform well in the variety show track. Among the top 20 popular variety shows in 2023, online variety shows account for 65%. The 2023 popular TOP20 online variety shows are mainly broadcast exclusively, with Mango TV performing the best, occupying 7 seats, followed by Tencent** accounting for 6 seats.
From the perspective of theme performance and innovation, ** and reality shows are the main track of variety shows, and the N generation of variety shows is still the main force. Among the top 20 popular variety shows in 2023, ** variety shows, outdoor reality shows, and indoor reality shows occupy the vast majority, which is the main track of the variety show market;The N generation of variety accounts for 80%, and the N generation of variety is still the main force in the variety show market.
According to the current film list released by major platforms, it is summarizedThe three key words of the 2024 variety show: acquaintance relationship, female power, and scene imagination.
Keyword 1: Acquaintances
In 2023, the real life conditions and real emotional connections of acquaintances and guests in variety shows such as "Happy Friends" and "Let's Go Now" moved the audience and gained high popularity. In 2024, these new "friends" and many guests have formed an emotional link, and the Nth generation of the comprehensive will meet to continue to accompany them.
Keyword 2: female power
All-female variety shows" blowout, "Women's Reasoning Club 2", "Surface Female Fighter", "Riding the Wind 2024", "It's a Daughter is a Mother", "Chinese Village Flower", "Dancing Crazy Flower" and other female guests have an overwhelming advantage in the number of "all-female variety shows" that revolve around women, covering various variety show types such as reasoning, ** competition, emotion, life, etc., and writing "her" power in all types.
Keyword 3: scene imagination
In 2024, variety shows will increase the new scene of reality shows, and multi-dimensional exploration of variety show imagination will be explored by sea, land and air. Inspired by the exploration of land scenes in "Let's Farm the Land", "Let's Farm 2" and "Hello Farming Boy" continue to describe farmland scenes, and "Burning Moon" and "Wind Walking Boy" unlock new scenes of the ranch. In addition, variety shows in 2024 have made many attempts at the "desert island" scene, including survival competitive variety shows such as "This Is My Island" and "Brave Island", and social experimental variety shows such as "Escape from Hate Island". In terms of sky scenes, "Beginner Captain's Season" depicts the career growth of pilots, and the survival challenge variety show "Mars 1" sets the scene in space. The attempts and imaginations of sea, land and air scenes bring us more freshness, and also show the determination and energy of variety show innovation in 2024.
2023 is about to pass, looking back on the content of this year's drama series, it also makes us look forward to 2024 more, looking forward to more new content, new growth, and new trends in the drama series, watching the wind and dancing, dancing with the wind.
Note: The data in this article are all from public information.