2023 Aiyou Tengmang micro short drama observation

Visual China.

Text |Rhino Entertainment, Author |Shen Wanting Editor|Pu Fang.

After several years of exploration and accumulation, the development of micro-short dramas this year has entered the fast lane. According to Detaven data, a total of 705 new micro-short dramas will be released in the first three quarters of 2023, an increase of 55 compared with 454 new dramas in the whole year of 20223%, which shows the rapid expansion of the micro-short drama market.

The popularity of micro-short dramas has attracted many platforms to enter the game, and the long-term ** platforms represented by Aiyou Tengmang have also increased their weight, constantly exploring short drama content that is more suitable for their own platforms, as well as corresponding operation strategies and business models, driving the entire micro-short drama industry to develop in the direction of high-quality and diversification.

In this article, Rhino Jun will sort out the main layout of the four long-** platforms of Aiyou Tengmang in the micro-short drama track in 2023, and observe the performance of the head works of each platform.

In 2023, Tencent's ** micro-short dramas will continue to lead the way, and they will dominate among the long-term ** platforms in terms of both quantity and market influence.

According to the market report on micro-short dramas released by Detaven, in the first three quarters of 2023, 154 new micro-short dramas will be launched by Tencent, accounting for half of the market supply share among the four mainstream long-term platforms.

In 2020, Tencent** launched the vertical screen continuous microdrama brand "Mars Mini Drama" and the "Mars Project" to support the development of high-quality micro-short dramas, thus entering the micro-short drama track. At the end of 2021, Tencent** officially released the industry's first micro-short drama brand "Shifen Theater", covering comedy, suspense, national style, interactive and other categories of drama content, and created realistic micro-short dramas such as "Rural Love: Ivory Mountain Doing Good", "Police Station Without Cases", "Big Mom's World", "My Open Life" and other realistic micro-short dramas.

Since the beginning of this year, Tencent** has taken "fireworks, youthfulness, and freshness" as an important direction, focusing on the layout of "warm realism" short dramas, and has continued to innovate angles under this incision, launching a series of "small town suspense short dramas" around criminal investigation stories such as anti-murder, anti-abduction, anti-fraud, and anti-narcotics, such as "Mystery", "Extraordinary Police", "Anti-fraud Storm", etc.

From the perspective of market performance, in the list of micro-short dramas released by Yunhe Data, Tencent's ** micro-short dramas have always occupied a leading position. From 2023 to the present, among the top 10 effective market share of micro-short dramas on the whole network, Tencent short dramas occupy 8 seats, involving multiple themes such as suspense, urban love, costume legends, time travel, and crime, among which two micro-short dramas have exceeded 10 million at the box office.

The best performance is the first hit micro-short drama "Provocation" in 2023, which not only set a record for this year's micro-short drama with a box office of more than 20 million, but also gained a high social voice on the whole network. 10 hours after the show was launched, the popularity value of Tencent** station exceeded 20,000, and during the popular broadcast, it won TOP1 in the list of short dramas such as Maoyan and Yunhe.

Although the volume of the play is not large, the content is quite full, not only involving elements such as childhood sweethearts, family and country feelings, suspense, revenge, etc., but also the popular "little mother literature", the relatively scarce themes and unique eye-catching characters have hit the audience's "cool" point.

The urban love micro-short drama "Blind Heart Daughter", which has an account share of 17 million, also performed well, with a strong sense of CP and many famous scenes, plus the popular CP duo in the 2022 "Ten Million Accounts" short drama "A Thousand Golden Girls", and the new story dessert was upgraded, attracting many fans. At the same time, the play is also a new attempt by Tencent in the field of micro-short dramas.

In addition, the urban sweet pet micro-short drama "Married?".Okay!", the ancient legendary micro-short drama "Advanced Mother" and other dramas have gathered the most popular elements in the current drama market, and the box office is more than 5 million.

As an important work of Tencent's ** micro-short drama "Fireworks" series, the crime suspense micro-short drama "Anti-fraud Storm" broadcast in the fourth quarter has achieved good broadcast results on the whole network, and ranked first in the TOP10 of Yunhe's "effective ** micro-short dramas on the whole network" in November.

As a long-leading platform that entered the micro-short drama earlier, Youku is second only to Tencent in the number of new micro-short dramas in 2023. As early as 2019, Youku opened a "Small Theater" channel, and then launched the "Fuyao Plan" in 2021, linking IP platforms and film parties and other resources to deepen the short drama market, forming a content ecology based on 7-10 minutes per episode and 20-30 episodes of the entire screen.

With the blessing of this plan, the idol short drama "A Thousand Golden Girls" and the family ethics short drama "Fatal Housewife" launched last year have exceeded 10 millionThe urban romantic drama "Don't Go Wild with My Sister" was launched less than a month ago, and the box office exceeded 5 million.

The ** sadomasochistic-themed short drama "Lock Love Three Lives", which was launched in May this year, is also from the "Fuyao Project". As of July 18, 2023, the show has accumulated 10 million accounts. While the account sharing results are considerable, the popularity of "Lock Love Three Lives" is also remarkable.

Detaven's "Micro-short Drama Market Report for the First Half of 2023" shows that "Lock Love Sansheng" ranks among the top 1 of Detaven's micro-short drama prosperity index in the first half of the year, and it is also the first micro-short drama with a prosperity index of 1 in the first half of the year. According to Maoyan data, the number of readings on Weibo topics and Douyin topics is nearly 1 billion, and it has also won the daily crown of Maoyan short dramas many times during the popular broadcast.

From the perspective of subject matter, the story of "Lock Love and Three Lives" is not unusual, and on the basis of integrating classic online stalks such as two-way revenge and amnesia stalks, it has achieved a relatively extreme degree in character building, atmosphere creation, and detail polishing. At the same time, at the beginning of the play, the platform screened high-quality stories through IP evaluation, and provided all-round support from the perspectives of story, character design, and castingAfter the broadcast, the IP platform Fang Tomato** and others also provided full support on the marketing side.

In addition, Youku's micro-short dramas "Step by Step", "She and Lies", "Wife Can't Be Deceived", "Substitute Bride" and Q3 launched "The Gentleman's Heart" and "Contract Bride" also performed well, involving elements such as tearing up scumbags, true and false daughters, and stand-in literature. Among them, the urban love short drama "Wife Can't Be Deceived" has accumulated 8 million accounts from its launch to July 28;The box office of the costume sweet pet drama "The Gentleman's Heart" and the sadomasochistic short drama "Contract Bride" are also more than 5 million.

It is worth noting that Youku will upgrade the incentive rules and cooperation methods of account-sharing short dramas in 2023, and launch a new cooperation model of "post-broadcast grading". Compared with the previous grading method, the upgraded grading rules are related to the popularity, earning capacity, and efficiency of attracting new users during the broadcast of the drama, which is actually a disguised incentive for the filmmakers to make dramas seriously and give the audience the right to speak for high-quality content.

Looking at the layout and performance of Mango TV in the micro-short drama market in 2023, it can be clearly felt that it will begin to increase its efforts in the second half of the year. In terms of the number of new dramas, Mango TV released 28 new micro-short dramas in the first half of the year, while the number of new dramas in Q3 reached 21 in just one quarter;In terms of market performance, Mango TV's micro-short dramas have significantly improved their position in the relevant lists released by Yunhe and Detawen.

At the end of 2019, Mango TV officially released the "Big Mango Plan", thus entering the micro-short drama track. In the early days, Mango TV mostly launched micro-short dramas in the form of customization, procurement, and account sharing, in order to explore the types of themes and cooperation models. At the end of 2021, Mango launched the "Damang" APP, focusing on creating 7-10 minutes of high-quality series of content, and completing the centralized operation of the short drama business as an independent APP.

Since its release, "Da Mang" has successively launched high-reputation short dramas such as "Don't Mess with the White Pigeon", "Nian Nian Ignorance", and "False Face", with an average score of more than 7 points on Douban, of which the last two ** volume have exceeded 600 million.

In July this year, the costume fantasy romance short drama "Wind and Moon Change", which was jointly launched on Mango TV and Sohu**, also won a good reputation. The play and "Nian Nian Ignorance" and "False Face" are both created by Mango and Sugar-free Culture and director Zeng Qingjie, the three dramas share a story background, whether it is the plot or the character linkage, the success of the first two out of the circle has undoubtedly enhanced the influence of "Wind and Moon Change".

From the perspective of market performance, up to now, the number of the show on Mango TV has reached 7300 million;In the TOP30 of Detawen's third-quarter micro-short drama prosperity index, "Wind and Moon Change" ranked first, and at the same time, it also ranked among the top three in the TOP10 of the effective market share of micro-short drama feature films on the whole network in Q3. In terms of account sharing results, it has also shown great potential commercial value, and the total amount of Liantou account sharing has exceeded 13 million.

It is worth mentioning that on December 10, "Wind and Moon Change" landed on Hunan Satellite TV and became the first micro-short drama in the country. Since then, "Damang" has also had a unique advantage that is difficult to replicate on other platforms.

This year, Mango TV's micro-short dramas have achieved more outstanding performances, as well as "I'm so late", "I'm waiting for the sea breeze to embrace you", "My dear white moonlight", "Detectives also reminiscence", etc., mainly involving the two major themes of urban love and suspense, with more than 100 million yuan. Among them, the number of "I Was So Late", which was launched on New Year's Eve, was nearly 300 million, and the Detawen prosperity index was rapid after the broadcast, and the overall performance was quite eye-catching.

Mango TV recently has another "big move" that has to be mentioned in the short drama market, that is, it announced the "Boutique Short Drama Support Plan" with Douyin, through special **, traffic incentives and other support means, to encourage the development and production of high-quality short dramas for the industry, or will open a new round of boutique short drama creation trend.

Compared with Tencent, Youku and Mango TV, iQiyi's efforts in the micro-short drama track are more cautious.

In fact, among the four mainstream long-term platforms, iQiyi was the first to set foot in the short drama market. As early as 2018, iQIYI took the lead in laying out micro-short dramas on the long** side, and launched the vertical screen short drama "Life Started on Me". However, in the following years, iQIYI's efforts in short dramas have slowed down.

Until the end of 2022, iQIYI opened the layout of the micro-short drama track again, first officially released the micro-short drama account-sharing cooperation model, and then launched the first batch of precise short drama IPs of the "Yunteng Project", and selected a batch of micro-short drama works.

According to Detaven data, in the first three quarters of 2023, the number of new iQiyi micro-short dramas will be 11, although the overall number is limited, but there are also excellent works such as "The Little Maid of the Blind Young Master", "* Goddess Detective", "Mommy's **", "Just Love" and other excellent works, covering urban love, suspense, comedy and other themes.

Among them, the urban sadomasochistic short drama "Just Love", adapted from ** "Second Marriage is Crazy", is worthy of recognition in terms of market performance. After the play was launched at the end of July this year, it ranked second in the list of micro-short dramas dominating the screen of the whole network in Yunhe in August, and won the TOP3 in the TOP30 of the micro-short drama prosperity index in the third quarter of Detaven. As of October, the show's account sharing has exceeded 3 million.

Although the story of "Love" has a lot of routine bloody episodes, due to the intricate character relationships and strong conflict of the plot, it can quickly catch people's attention and get the attention of vertical audiences.

In addition, "Wholly-Owned Group", as one of the few comedy-themed micro-short dramas with acceptable performance on iQiyi, won 7. on Douban with its novel character design and Qingqi's painting styleThe score of 1 point is also a small out of the circle. It is reported that "Wholly Owned Group 2" has been completed, and the main creative lineup has been officially announced.

Another short drama worth looking forward to "The Young Master and Me" has also been completed a few days ago, this drama is an IP derivative short drama of iQiyi's comedy variety show "Annual Comedy Competition", adapted from the classic comedy sketch "The Young Master and Me", which has attracted much attention since it was launched.

It can be seen that under the competition, the strategies of the long-term platforms are different;But what is certain is that with the intensification of the overall competition in the industry and the gradual tightening of industry supervision, the micro-short drama track will enter a more professional and standardized stage. And how to accelerate the birth of popular short dramas and achieve breakthrough development may be a problem that various platforms need to think about in the future.