In 2023, popular short dramas will continue to swipe the circle of friends, and the short dramas with more than 10 million clicks and more than 100 million turnover show the super popularity of the market.
According to data released by the State Administration of Radio, Film and Television, in the first half of 2023, more than 480 micro-short dramas will be launched on various online platforms in China, exceeding the number in the whole of 2022, which is equivalent to an average of 27 parts.
toIn November 2023, a total of 4,000+ micro-short dramas will be filed in China, and the average daily turnover of domestic short dramas will be as high as 80 million；The data shows that the user consumption of short dramas on the whole platform has exceeded 100 million on the peak day of the National Day file. The short drama ecosystem has ushered in rapid growth and has become an emerging content category.
The 8 hottest short dramas of 2023
The development process of short dramas is reflected in the first layout of the long ** platform, the promotion of the entry of major short ** platforms, the rise of short dramas of small programs, and the emergence of independent apps for short dramas, especially after the explosion of short programs and small programs, short dramas have shown their unique vitality and potential commercial value. As more and more people pay attention to the short drama industry, the number of short dramas online is increasing day by day, and the team of short drama creation platforms is constantly expanding.
Based on the information of various research reports, the hottest short dramas in 2023 include:
"It's over! I'm Surrounded by Beautiful Women".
This interactive short drama film and television game quickly topped the Steam national best-selling list after its launch on Steam, and entered the top 10 best-selling lists in the world.
"Twenty-Nine".
The short drama jointly produced by Douyin and Ningmeng Film and Television has 3 episodes of more than 100 million.
"The Reason Why I Went Back to Seventeen".
The total ** volume exceeded 400 million.
"Attack on Secretary Kim".
Youth sweet pet short drama, once ranked 4th on the youth short drama popularity list in September 2023.
"Wind and Moon Change".
The ancient fantasy micro-short drama performed well.
"Lock Love Three Lives".
*A series of micro-short dramas with significant head effects.
"Return to 1993".
Take 14.8 billion ** short dramas ranked second in the year.
"A Mountain at the Beginning".
The hot-blooded Jianghu drama adapted from the comic of the same name performed well.
These short dramas will become the hottest short dramas in 2023 because of their unique themes, high volume and market response.
Everyone is watching the skit
At the beginning of 2023, Douyin's public data shows that the platform has a number of micro-short dramas with more than 100 million daily deduplication users. On Xiaohongshu, there are as many as 320,000 notes about "short dramas". In 2022, the daily active users of Kuaishou short dramas will exceed 2600 million, of which more than half of the audience has the habit of chasing dramas, and by the end of 2022, the total number of Kuaishou Xingmang short dramas will exceed 50 billion.
And for many people, looking around, they can't find a person who is watching a short drama around them, on the one hand, the rapid progress of the short drama industry, "production and sales are booming", and on the other hand, almost no one around them is a user of the short drama, which is quite divided. It's easy to wonder: who is paying to watch skits anyway?
The data shows thatThe users of micro-short dramas are mainly female, and most of the users of mini program short dramas are middle-aged groups. At present, the scale of short ** users in the country exceeds 1 billion yuan, and among the users of popular micro-short dramas in the first half of 2023, the Generation Z (15-29 years old) group accounts for 648%, and the proportion of Generation Y (30-39 years old) also reached 242%。Among the users of micro-short dramas, female users accounted for 7304%。In addition, due to the "down-to-earth" content of Mini Program short dramas and the low difficulty of acceptance, its user group is mainly concentrated in middle-aged people between the ages of 35 and 55 in the sinking market.
The reason for the rise of skits
The reason why the micro-short drama is popular is in one sentence".The frequency of skits caters to the rhythm of our lives today
In today's fast-paced, high-stress society,People crave a quick, direct way to vent their emotions. Today's consumers don't have more time or patience to watch a long drama completely, and they want to fully understand the content of the plot, and the appearance of short dramas just makes up for this regret. Short dramas meet this need, with compact plots, distinct characters, and climactic conflicts, allowing the audience to get emotional release and catharsis in a short time.
In additionThe rise of short dramas is also related to the sluggish economic environment and the cold film and television market in recent years. Since 2018, the film and television industry has been in a cold winter, and the performance of related companies in the secondary market has continued to lose, and after the outbreak of the epidemic in 2020, in the first four months of the first half of the year alone, more than 5,000 film and television companies have been cancelled or revoked. For many ** platforms, the growth rate has slowed down after the membership has exceeded 100 million, and the advanced on-demand model of dramas has gradually become the mainstream, but how to reduce losses, increase revenue, and strive to achieve profitability as soon as possible is still a problem that needs to be solved urgently. In the past two years, with the rapid growth of short ** platforms such as Douyin and Kuaishou, low-cost, fast-food micro-short dramas have become the first choice for many content production teams.
It is precisely by virtue of its low cost and fast pace that micro-short dramas cater to the market demand in the current era of information fragmentation, and the market scale has been continuously expanded. While the market scale continues to expand, the barbaric growth has also brought about the emergence of illegal content such as suspected pornography and vulgarity, bloody violence, and bad values. Regarding the various problems in the barbaric growth process of short dramas, the State Administration of Radio, Film and Television also organized and carried out special rectification work for online micro-short dramas in November 2022 and November this year respectively, and cleaned up a large number of bad content.
Some experts said that under the continuous strengthening of supervision, the competition pattern of the short drama market in the future may show the following characteristics: high-quality content will gradually stand out and replace shoddy works; Competition between teams intensifies, and teams with unique ideas and high-quality productions will dominate the market; Regulatory policies will be stricter to ensure the healthy development of the short drama market. ”
Summary
In the face of the development of the short drama industry, the entire short drama market will exceed 20 billion yuan in 2023. This indicates that the short drama market is expected to continue its growth trend in 2024. At the same time, due to the efforts of supervision, it is difficult for some low-quality short dramas to pass the review smoothly; The increase in platform commission will shorten the profit margins of drama manufacturers, and short drama products with low quality and low profit space will be abandoned by manufacturers, and the two phases will be superimposed, which will force short drama producers to improve the quality of short dramas.
-end-
Part of the content, ** on the Internet, if there is any infringement, contact to delete! ）