3 6 Ke·2025-06-20 12:06Group 1 - Kuaishou is set to shut down its short drama mini-programs by June 17, 2024, with current submissions allowed until the end of the year [1][3] - The company has shifted its focus towards native short dramas, which are believed to provide higher efficiency in user engagement and data retention [3][8] - The short drama market in China is projected to reach 50.4 billion yuan in 2024, with in-app advertisement (IAA) short dramas accounting for approximately 25 billion yuan [5] Group 2 - The future market structure for short dramas may consist of 30% paid and 70% free content, indicating a significant shift in user preferences [6] - Kuaishou's performance in the short drama sector lags behind competitors like WeChat and Douyin, with limited visibility in third-party reports [6][8] - The competition in the short drama space is intensifying, with major players like Baidu and Xiaohongshu entering the market, posing additional challenges for Kuaishou [8][10] Group 3 - The success of short dramas is increasingly tied to IP reserves, with competitors like Douyin and Baidu leveraging their own IP libraries to create a closed loop of "IP-drama-traffic" [10] - Kuaishou relies heavily on external partnerships for IP supply, which may lead to instability in its content offerings [10] - Despite efforts to enhance its AI narrative, Kuaishou's short drama segment remains a critical avenue for boosting online marketing revenue [10]