Can't stop ...... at allAn episode is only two or three minutes, and you can finish a whole drama with a meal, and short dramas have become a popular form of short **. Especially in 2023, the short drama industry will usher in a wave of explosions, and the story of "getting rich" will continue to be staged.
In 2020, the "post-90s" director Zhai Zhiwei set foot in the field of short dramas, and for the first time directed a short drama independently, he achieved the third place on the Maoyan platform. After smelling the business opportunity, he simply formed a team and returned to Jinan to start a business, and will start filming a new drama in the near future.
In his opinion, skits are booming, and the business is becoming more and more "charming". Ride the wind.
Before filming short dramas, Zhai Zhiwei was the first batch of filmmakers to get involved in big online movies, and later some long-term ** platforms wanted to lock in a group of new audiences, and gradually opened the era of short dramas, "At the beginning, there were both horizontal and vertical screens. ”
According to QuestMobile data, as of September 2023, the scale of deduplicated active users on the four major platforms of Douyin, Kuaishou, Xiaohongshu, and Bilibili has reached 108.8 billion. In terms of daily active data, Douyin alone will break through the 700 million mark in 2023, followed by Kuaishou's third-quarter financial report showing that the average daily active users will reach 386.6 billion, a record high.
Subsequently, the short drama industry also ushered in a big explosion, and the vertical screen became more and more popular.
In 2022, Zhai Zhiwei independently directed a short drama called "My Special Effect Medicine Girl", with a total of 24 episodes, each episode is only 3 minutes, which was well received after its launch, ranking third on the 2022 Maoyan Campus Short Drama Popularity List.
From the selection of the topic to the completion of the script, it took a month and a half, and the shooting time was only 14 days. Zhai Zhiwei shared a set of data with reporters, and found that the consumer group of short dramas is mainly young girls aged 16-26, accounting for more than 60%, "When we made the script, we deliberately catered to the hot elements that this part of the group liked, and expressed them in the way they liked."
Even if he has the experience of directing hit dramas, Zhai Zhiwei also said that not every short drama will be popular, and he needs to be cautious about entering the game. Traffic business.
In 2023, the short drama industry will develop explosively, a short drama will be launched, and it will break 100 million yuan in a short time, and there will be more paid short dramas, and only users will recharge more than 10 million in minutes.
Zhai Zhiwei said that the industry often discusses which drama is popular again, such as a popular short drama "Wushuang", which sold 55 million yuan within 48 hours of being launched, "A similar 'getting rich' story has intensified the popularity of the short drama industry." ”
He also shared that the filming of the popular short drama "My Special Effect Medicine Girl" was actually purely accidental, "At that time, many friends around me began to pay attention to the short drama industry, and they also inadvertently chatted with their friends, so they might as well invest in a drama to try." Later, friends around him invested, Zhai Zhiwei directed independently, and after calculation, the investment cost of the whole drama was about 1 million yuan, but the final income increased by more than seven times.
The cost of the short drama is not high, ranging from hundreds of thousands of yuan to millions of yuan, but if it becomes a hit, the rate of return is still very high. Last year, Zhai Zhiwei returned to Jinan to start a business, and when he was preparing to shoot a new drama, he received the attention and support of many investors.
In the eyes of industry insiders, the short drama market is not only a content business, but also a traffic business, sharing the traffic dividend of the short outlet. A set of data shows that the market size of online micro-short dramas has reached a staggering 373900 million yuan, a year-on-year increase of 26765%。iiMedia Consulting's report is even more **, and this figure will exceed 100 billion yuan by 2027. Quality breakthrough.
In September 2023, a short drama called "Escape from the British Museum" became popular on the whole network, telling the story of a jade pot in the British Museum escaping to find his hometown, reflecting the excavation of traditional Chinese culture and traditional crafts.
The explosion of this drama also inspired Zhai Zhiwei, so his new drama "Craftsman Liuli Heart", which he is about to start filming this year, in addition to hot elements such as sweet pets, has also been combined with intangible cultural heritage, and will be filmed from Jinan and Zibo across the city, with the explosion of "Zibo barbecue" as the background, excavating the cultural connotation of the national intangible cultural heritage Liuli, "In fact, the younger generation does not lack love for traditional culture."
He personally understands that the short drama industry is changing, "initially, many short dramas were just to attract traffic, but now more and more high-quality works are emerging."
In the second half of 2023, the State Administration of Radio and Television will begin to carry out special rectification of online short dramas, and major short ** platforms have removed a large number of illegal short dramas from the shelves, and banned a number of accounts that publish short dramas in violation of regulations, which has caused a lot of shock in the industry.
As short dramas become more and more popular, many professionals like Zhai Zhiwei have transformed into the game, which will improve the quality of the entire industry. "Skits will become the norm. In Zhai Zhiwei's view, short dramas will move towards standardization and quality, and break through with quality. (Reporter Chen Xinru).
Related links] Last year, the number of registrations of short drama-related enterprises in China increased by 20% year-on-year
Enterprise survey data shows that there are 7810,000 short drama-related businesses. In the past decade, the number of registered short drama-related enterprises in China has shown a sustained positive growth trend. In 2020, the number of registrations of short drama-related enterprises in China will usher in a significant increase, with an increase of 1190,000, a year-on-year increase of 10101%。By 2023, the number of short drama-related enterprises registered will reach 2250,000, a year-on-year increase of 2017%。
From a regional point of view, Guangdong has 1770,000 short drama-related enterprises, ranking first, followed by Shandong and Shaanxi, the number of existing enterprises is 0720,000, 0570,000. After that, Hainan, Zhejiang, Sichuan and other places. From the perspective of the city, Guangzhou has 110,000 short drama-related enterprises, ranking first, leading other regions by fault. Xi'an and Shenzhen are 0410,000, 0390,000 short drama-related enterprises, ranking among the top three. Since then, it has been Beijing, Haikou, Chengdu and other places.