2024年微短剧行业发展研究报告

Industry Growth - The micro-short drama industry is experiencing rapid growth, with over 40,000 episodes expected to be aired in 2024, leading to an estimated industry scale exceeding 60 billion yuan by 2025. This growth is driven by policy support, financial incentives, a robust industry chain, and diverse business models [1][2][10]. Market Competition - The market competition is intensifying as various entities, including long and short video platforms, television media, and e-commerce platforms, enter the micro-short drama space, creating a three-tier competitive landscape led by short video media [1][2][15]. Business Model Evolution - The industry is transitioning from In-App Purchase (IAP) to a mixed model known as In-App Advertisement and Purchase (IAAP), with over a hundred leading players exploring this model, resulting in significant revenue growth. The IAAP model extends the lifecycle of works and enhances revenue, exemplified by the series "绝世红颜" [1][2][17][20]. Cross-Screen and Overseas Development - In 2024, four major satellite TV stations are expected to air 32 micro-short dramas, indicating a trend towards cross-screen broadcasting and promoting the integration of large and small screen media. The overseas micro-short drama market and app user base are also growing rapidly, showcasing a tiered market structure [2][4]. User Consumption Expansion - The user base for micro-short dramas in China is projected to exceed 600 million in 2024, with a growth rate of 15% and a 13% increase in playback volume. Users are drawn to micro-short dramas for their brevity and engaging content, with popular genres including romance, revenge, and comedy [2][6]. Brand Marketing Growth - Over 200 brands are expected to invest in micro-short dramas for the first time in 2024, with the number of brand dramas increasing by 140% year-on-year. Fast-moving consumer goods brands lead the investment, with a shift from product placement to customized and self-produced content, achieving full-chain empowerment and effectiveness [2][6][8]. Future Trends Outlook - Nearly 70% of industry practitioners are optimistic about the future of micro-short dramas, with 60% of advertisers planning to continue investing in 2025. There is a clear trend towards brand self-operation, moving from customization to self-production and from public to private domains [2][6].