How popular is the skit track?
Since "I'm Surrounded by Beauties at the End" came out of the circle, the short drama track has become the darling of capital.
The A-share short drama interactive game sector was launched on November 8, and after being launched, it rose for 4 consecutive weeks, and it rose as high as 6 in one day on December 159%, which is the most popular sector of A-shares.
In terms of product sales, "I'm Surrounded by Beauties" is a success, and only 20 days after its launch, the cumulative sales reached 800,000 copies, with sales of more than 33 million yuan.
However, how many short drama tracks can achieve the sales of this product?
There is a saying in the capital market that when you stand on the tuyere, pigs can fly. So, as the most popular track at the moment, what is the profitability of short dramas in the industry?
First of all, there must be profitable and lucrative projects in the short drama track, otherwise there wouldn't be so many people flocking in.
On August 25 this year, on the WeChat mini program, a short drama called "Wushuang" was launched. This short drama became one of the most popular micro-short dramas at that time, and "Wushuang" also disclosed the corresponding data: the recharge exceeded 100 million.
According to industry analysts, recharging more than 100 million means that the overall income of the short drama exceeds 100 million yuan, and after deducting costs, production fees and traffic costs, the profit is about 10 million yuan. This level of profit can reach the head level in the entire short drama track.
Short dramas are divided into various forms, and the short drama outlets in the current market mainly refer to the short drama model paid by consumers, accounting for more than 90% of the market share.
In the short drama industry, the producer, the investment producer, the platform and the streamer are the four main roles. However, the benefits are different for each character.
Industry insiders said that their company is a relatively leading company in the short drama track, with a production budget of 30 to 500,000 yuan, and 20 to 30 short dramas a year, with an overall annual income of 30 million to 50 million yuan. By controlling the budget, the overall profit margin of the company's skit business can be stabilized at 20%.
However, there is no traffic channel in the short drama industry, and almost all the products produced rely on apps such as Douyin and Kuaishou to attract users to pay. This has led to one of the biggest problems in the short drama industry, and most of the costs are in traffic.
Among the four roles, the platform side occupies an absolute advantage, and it can push which short drama it wants, and whoever gives more money will push it. The other three roles are actually "working for the traffic platform".
Most of the short dramas produced have disappeared silently because there is no traffic.
The short drama track can't escape the 28 law of the market, eighty percent of the short drama projects are losing money, and only a few short drama projects such as "Wushuang" and "I'm Surrounded by Beauties by the End" can be profitable, and the polarization is serious.
In addition, a large amount of capital is pouring in, industry supervision has not yet been perfected, the quality of short dramas is uneven, and the phenomenon of bad money driving out good money is serious. The more projects that have no lower limit and bottom line, the more they can attract attention and get more traffic.
Eighty percent of those who do short dramas and invest in short dramas are losing money, and consumers are paying again**, only the traffic platform earns at both ends in the middle, and wins twice!
How many people can't wait to get in and get a piece of the pie after seeing the short drama track become the outlet, but they don't know that they are the leek, and the platform is cheap for nothing.
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