2023 is coming to an end. Counting the hot events, short dramas are the focus of the "sudden rise" in the second half of this year. With its fast-paced, strong emotion, high-density narrative characteristics and fragmented form, the short drama has achieved exponential growth in scale, with the high revenue of "recharge more than 20 million in 1 day online" and "100 million recharge in 8 days online" is staggering. Behind the short drama "Sprinting", there are also all kinds of chaos. A few days ago, the State Administration of Radio and Television proposed to speed up the formulation of the "Detailed Rules for the Creation, Production and Content Review of Online Micro-short Dramas", and the trend of the short drama industry has once again attracted the most attention.
Recently, Qixinbao, a subsidiary of INTSIG, released the "2023 Short Drama Industry Regional Map" (hereinafter referred to as the "Short Drama Territory"), through a comprehensive observation and summary of the market, the number of new enterprises in the short drama industry chain, the scale of enterprises, geographical distribution and other dimensions are sorted out, so as to help followers form a "panoramic cognition" of the industry.
Short dramas, also known as "micro-short dramas", "small theaters", "light theaters", etc., refer to a new form of film and television in which the duration of a single episode is shorter than that of traditional TV dramas, the production cost is lower, and it is mainly disseminated on mobile phone small screens, and Internet experts participate in the production. The development of the short drama industry has gone through the stages of germination, policy-driven development and maturity and high-quality products. In 2020, short dramas were included in the regulatory system, and at the same time, major ** platforms have successively introduced incentive policies to further promote the development of the short drama industry.
At the end of 2022, the State Administration of Radio and Television issued the "Opinions on Promoting the Prosperity and Development of Short Drama Creation". Under the escort of policies, the short drama industry has ushered in a "first-class period" of development. According to the "Research Report on China's Online Audiovisual Development (2023)", as of December 2022, the scale of short-term ** users in China has reached 101.2 billion, with a short** average daily usage time of more than 25 hours. Among them, the audience of micro-short dramas is huge, with 50 in half a year4% of short** users have watched micro-short dramas and micro-variety shows within 3 minutes.
Factors such as the huge scale of users, the support of various platforms, and the introduction of favorable policies have supported the good development of the short drama industry and stimulated the prosperity of the industry. Since 2016, the growth rate of the number of registered short drama-related enterprises in China and the number of surviving enterprises have shown a sustained positive growth trend. Qixinbao's "Short Drama Territory" shows that as of December 2023, there are more than 300,000 short drama-related enterprises in China, nearly 4 times that of 2016. The growth of the supply side has made the short drama market show a boom.
The most fundamental reason for the explosion of short dramas lies in its compact plot, distinctive characters, and climactic conflicts, which meet the needs of users for "curiosity" and fill the blank of the current fragmented time.
Qixinbao's "Short Drama Territory" shows that short dramas already have a relatively complete industrial chain at this stage: the upstream content is the first party, mainly by the IP copyright owner's own IP and digital literatureMidstream is responsible for content production, which is mainly done by different types of film and television production companies and MCN agenciesThe downstream content distribution involves the short drama streaming and the short drama ** platform part. Many companies in the industrial chain are blooming and performing their own duties, which has promoted the growth of supply.
According to the database of Qixinbao industry chain, among the upstream enterprises in the short drama industry chain, the number of publishing institutions accounts for an absolute advantage, reaching 170,000;The midstream is mainly for the short drama content production side, of which the number of short drama production enterprises is the largest, reaching 2290,000. Downstream enterprises mainly distribute short dramas (590,000) and skit marketing (1040,000) in two directions.
The improvement of the industrial chain has enabled the supply side of the short drama market to achieve a "blowout" development. According to the national key online micro-short drama planning and filing announced by the State Administration of Radio, Film and Television, in November 2023, the number of online micro-short dramas announced by the national key online micro-short drama plan will reach 11,245 episodes, nearly double the value in May (6,412 episodes).
How popular is the skit?It can be seen from the reception volume of the film and television shooting base. Hengdian, Zhejiang, a well-known film and television base, has hundreds of crews filming short dramas every day, which are jokingly called "vertical shops" by netizens, because these short dramas are watched on mobile phones with vertical screens. Looking at the development map of short dramas, in addition to Hengdian, the development momentum of related industries in many provinces and cities is growing rapidly.
Qixinbao's "Short Drama Territory" shows that from the perspective of provinces, Beijing (430,000), Guangdong (310,000 homes), Zhejiang (280,000) The number of short drama enterprises is in the forefront;In terms of growth trend, Guangdong will add more than 4,000 new enterprises in 2023, ranking first in the country, followed by Shandong (about 3,900) and Sichuan (about 3,300).
From the perspective of cities, Beijing and Shanghai lead the ranking of surviving enterprises in the short drama industry. As of December 2023, there are more than 50,000 enterprises in Beijing's short drama industry, and midstream enterprises have a decisive advantage in terms of quantityShanghai is the birthplace of Chinese films, and its excellent talent base and creative environment also provide fertile ground for the development of short dramas. Qixinbao's "Short Drama Territory" shows that there are more than 20,000 surviving enterprises in Shanghai's short drama industry, ranking second in the country. It should be noted that the layout trend of the whole industry chain of related enterprises is becoming more and more common, so there are situations in the data where the same enterprise belongs to the upstream and downstream.
Overall, the short drama industry has formed a complete ecology from content creation, production, distribution, and marketing. The participation of content creators, producers, actors, platforms and other parties has promoted the vigorous development of the short drama industry. In the future, the short drama industry is expected to move towards a high-quality development path under the guidance of technological innovation, policy support and supervision. INTSIG will continue to use business big data technology to gain insight into the development trend of the industry, provide digital and intelligent guidance, and help the cultural industry develop for the better.