"Twinkle Star", which has exceeded 200 million at the pre-sale box office, can be called the most eye-catching "boy" in the film market during this year's New Year's Day holiday. A low-budget suspenseful romance movie, without well-known actors with great box office appeal, why can it gain so many audiences before it is released?In fact, most of the audience who cheered for the movie came from the drama version of "Twinkle Twinkle Twinkle Star". 
Zhang Wansen, it's snowing!"You may not have watched this drama, but you should have heard this line in the major short **. This line, which became popular on the Internet, comes from iQiyi's account-sharing drama "Twinkle Twinkle Twinkle Star", which is a dark horse running out of the drama market in 2022, starring Zhang Jianing and Qu Chuxiao, and has received more than 100 million yuan at the account-sharing box office. Because the drama version is an open ending, it has left a lot of regrets for many fans, so so many people will cheer after the movie is finalized, but the pre-sale box office exceeded 200 million, which really gave the market a lot of surprises. The success of "Twinkle Twinkle Twinkle Star" once again confirms itAlthough the cost of account-sharing dramas is low and the scope of dissemination is limited, the commercial value should not be underestimated
Since it was first proposed by iQiyi in 2016, it has been 7 years since the account-sharing drama was proposed, and this drama model that turns the platform and the film party into a community of interests has become one of the main businesses. Compared with self-made dramas and copyright dramas, account-sharing dramas are filmed independently by the filmmaker, and then broadcast on the ** platform, and after obtaining the benefits, the two parties will share the accounts according to the agreed proportion, even if the broadcast effect is not good, the platform almost does not have to bear any risks. Based on the special business model of account-sharing dramas, ** platforms are often able to "make a big deal with a small amount".You don't have to bear the production costs in the early stage, but you can get a super high account, so in recent years, the platform has been vigorously promoting the development of account-sharing dramas, and "Twinkle Twinkle Twinkle Star" is a successful example. Throughout 2023, the account-sharing drama market is still booming, and Tencent, iQiyi, and Youku's three long-term ** platforms are also continuing to increase their support for account-sharing dramas. 
Tencent:Dominate the skit and follow the popular elementsAs soon as it entered 2023, Tencent has adjusted and upgraded the rules of account-sharing dramas and optimized the sharing model, whether exclusive or non-exclusiveThe share ratio of partners has been increased to 100%, and additional tiered incentives have been set upThe aim is to encourage more high-quality projects to enter the market. Under the new account-sharing rules, Tencent has indeed achieved good results in the account-sharing drama market, and if the account-sharing dramas are divided into micro-short drama tracks and medium-long drama tracks according to the collective volume of dramas, Tencent can be said to dominate the micro-short drama track in 2023. According to Yunhe data statistics, from 2023 to the present,Among the top 10 effective market shares of micro-short dramas on the whole network, eight dramas are from Tencent, among them, two micro-short dramas have exceeded 10 million at the box office, and the best performance is "Provocation". 
"Provocation" was launched in March, starring Li Muchen and Zhao Yiqin, the combination of handsome men and beautiful women is quite eye-catching, and the overall story setting is also very innovative. Jiang Poppy, a female student who returned from studying abroad, disguised herself as a singer and carefully designed to marry the wealthy businessman Du Jingzhuang as the second aunt, while the male protagonist Du Xunyu is the fake son of the rich businessman. Although the volume of the whole drama is not large, the content is quite full, not only the very popular "little mother literature", but also involves elements such as childhood sweethearts, family and country feelings, suspense, revenge, etc., which quickly became popular on the Internet after it was broadcast. In fact,"Provocation" was only filmed for 23 days, and the production cost was about 5 million yuan, but the series has not been broadcast yet, and at present, Tencent's account sharing alone has exceeded 20 million yuan, which can be said to be a typical example of small and large. 
It is not difficult to see from "Provocation",Tencent has always paid attention to the changes in the market, and the account-sharing dramas that have been launched are also following popular elements。For example, "Blind Daughter", which has an account share of up to 17 million, tells the love story of a blind daughter and a gentle bodyguard who bears a family feud, and the male and female protagonists partner for the second time, which has attracted many CP fans. "Advanced Housewife", which has a cumulative share of more than 6 million, integrates elements such as rebirth, revenge, and house fighting, "The Little Crazy Doctor of the World" involves crossing, another world, and system, and "Return to 1993" involves male frequency, crossing, and entrepreneurship, these micro-short dramas have gathered the most classic and popular elements in the current creative market, attracting users in specific circles, and the account sharing is more than 5 million yuan. The volume of account-sharing dramas launched by Tencent is not large, and the production cost is relatively low, and the overall quality of the corresponding dramas is actually not highFor example, many scenes in "Provocation" look relatively cheap, because of the tight budget, he can only control the expenditure on the set, director Zeng Qingjie regrets this, but he also understands that the budget is only those, and the limited funds do not allow him to spend more money on the set. The introduction of popular elements has indeed attracted a large number of audiences and obtained good benefits in the short term, which is also the reason for the success of Tencent's account-sharing drama. 
iQIYI
Win by quality and promote the healthy development of the market
If Tencent mainly promotes micro-short dramas, then iQiyi occupies the middle and long drama trackThe volume and quality of account-sharing dramas are closer to the top dramas。Compared with Tencent's account-sharing dramas, most of them are around 20 episodes, and the average length of an episode is less.
Four or five minutes, no more than 20 minutes at most, iQIYI's account-sharing dramas are mostly more than 20 minutes long, and some are even nearly 40 minutes. And iQIYI, which has always insisted on creating high-quality content, also wins by quality in the account-sharing drama market, and does not reduce its control of quality because it is an account-sharing dramaPromote word-of-mouth with quality, and drive popularity with word-of-mouth。Under the principle of "high-quality", iQIYI's performance in the account-sharing drama market in 2023 is quite good, according to iQIYI statistics, as of the end of August,There are already 7 projects with more than 20 million accounts in the station, among them, "Disappearing Traces" and "The Most Cannibal Fireworks" are the most outstanding, with a cumulative account share of more than 40 million. 
At the beginning of 2023, the small hit "The Most Cannibal Fireworks" became popular with quite twists and turns, and iQiyi released the whole episode in one go on the day the series was launched. And "Traces of Disappearance" is a two-heroine criminal investigation suspense drama, showing the story of the female criminal investigation captain and the female forensic doctor working together to solve the case, and "women + suspense" accurately hit the female audienceWithin 19 hours of being launched, the popularity of iQiyi station has exceeded 7000。As a part of the account drama, "Traces of Disappearance" also performed well at the account-sharing box office, breaking 10 million in the four days after it was launched, setting a new record for iQiyi's account-sharing drama. 
In the public's impression, small directors and actors will shoot small-cost account-sharing dramas, and creative teams with a certain reputation will feel that filming account-sharing dramas is "cheap". But Liang Guoguan, the director of "The Most Cannibal Fireworks", is actually quite famous in the industry, and has directed hit dramas such as "I Have a Date with a Zombie", "Water Moon Cave Sky", "The Legend of Lu Zhen", and there are already many classic masterpieces, and Li Yuan, the heroine of "Disappearing Traces", is a well-recognized actor herself, and has been nominated for the Hundred Flowers Award and the Huading Award for Best Supporting Actress. In fact, with the vigorous development of account-sharing dramas, the quality and team have improvedMore and more outstanding creators have joined it, which has further improved the content quality of account-sharing dramas, which has promoted the healthy development of the account-sharing drama market, once again proves the feasibility of iQIYI's insistence on high-quality content to drive the profitability of the platform. 
Youku:
Billing rules are upgraded, is expected to win the drama king
Among the three major ** platforms, Youku is the platform that has supported the most account-sharing dramas in recent years, and the "account-sharing drama king" for two consecutive years in 2020 and 2021 are all from Youku, especially in 2020, the box office of "Fireworks in the World" exceeded 100 million, creating a new record in the domestic account-sharing drama industrydirectly pulled the account-sharing drama to the era of 100 million yuan。According to the current form of account-sharing dramas,The "King of Account-sharing Dramas" in 2023 may be about to fall to Youku again。The drama with the highest account share so far in 2023 is "When I Fly to You" broadcast on Youku in the summer, starring Zhou Yiran and Zhang Miaoyi, it is a typical Youku-flavored sweet pet drama, full of youth, image fitting, and natural acting skills, this kind of sweet drama is quite popular in the drama market. 
As a small-cost account-sharing drama, "When I Fly to You" has achieved both the box office and word-of-mouth, with a Douban score of 78 points, with a cumulative account of more than 60 million, it can be said that it is "applauded and applauded", which is an achievement that many head dramas cannot achieveThe reason for its success lies in the sophistication of production and the accuracy of positioning。In the case of limited cost, "When I Fly to You" did not dwell on the grandeur of the scenes, but focused on the story itself, and the delicate and real emotions were the most moving, which is exactly what many big-budget sweet pet dramas can't do. At the same time, due to the limited subject matter, the core audience is mainly young women, and Youku is also targeted when making promotional plans and marketing strategies, and even matches the publicity resources of the head drama for this small-budget drama. At present, Youku's investment is worth it, and "When I Fly to You" is expected to become the "King of Account-sharing Dramas" in 2023, which also strengthens Youku's determination to continue to cultivate the youth campus track.
In addition to the great success of "When I Fly to You", the cumulative account sharing of "Lock Love Three Lives" has exceeded 10 million, and the account sharing of dramas such as "Contract Bride", "Substitute Bride", "She and Lies" has exceeded 1 million, and Youku's support for account-sharing dramas has begun to bear fruit. At the same time, Youku made new adjustments to the account sharing rules in OctoberLaunched a new cooperation model of "post-broadcast grading".。In the past, the filmmaker used the project to rate the platform, and the level index is related to the unit price of the whole drama, that is, the income of the filmmaker, and in 2022, Youku will change the "pre-broadcast rating" to "post-broadcast rating", but the rating rules at that time were only related to the ** duration, and the new rating method in 2023 will be more comprehensiveIt is closely related to the popularity, earning capacity, and efficiency of attracting new users during the broadcast of the drama, the requirements for account-sharing dramas are higher. The new grading method is actually a good thing for the audience, and only when there is an audience will the film party have income, Youku is actually encouraging the film company to make dramas seriously in disguise, and promote the account-sharing drama market to reach the audience with more high-quality content. In essence,The account-sharing drama is actually more like an Internet productThe biggest feature is that it accurately focuses on users in a specific circle, and a good positioning is generally established in the project planning stage, which also means that it is difficult for account-sharing dramas to achieve a wide range of out-of-the-circle and reach a wider range of users, even the most popular account-sharing drama "When I Fly to You" in 2023 failed to do this. However, with the vigorous development of account-sharing dramas, the content quality and production level have been further improved, and considerable prospects and benefits have attracted more platforms and creators to join.