数读长剧上半年：“大爆”无、“庄家”变

Core Insights - The overall performance of the drama market in the first half of 2025 shows a decline compared to the previous year, with a notable drop in the number of high-performing series and overall viewership [1][3][5] - Despite the challenges, platforms and creators are actively seeking ways to adapt and innovate in content delivery and scheduling strategies [1][18][20] Market Performance - In the first half of 2025, 137 new domestic dramas were launched, an increase of 7 compared to the previous year, while the inventory of dramas decreased by 36 to 71 [3][18] - The effective viewership of top dramas has significantly decreased, with the leading series in 2025 achieving 18 billion fewer views than the top series in 2024 [3][5] - The only series to exceed an average of 50 million views per episode in the first half of 2025 was "漂白" with 54.9 million views, compared to three series achieving this in the same period last year [5][14] Audience Reception - Four domestic dramas scored above 8 points on Douban in the first half of 2025, with the highest being 8.3 for "无尽的尽头" and "异人之下之决战！碧游村" [6][8] - The number of high-scoring dramas has not significantly changed, but the highest ratings and number of ratings have decreased compared to the previous year [8][6] Platform Dynamics - The competitive landscape among major platforms has shifted, with Tencent Video's "大奉打更人" leading in total effective views, while iQIYI's "漂白" excelled in average views per episode [10][13][15] - The proportion of exclusive dramas has increased to 87% in the first half of 2025, up 11 percentage points from the previous year [18][20] Content Trends - Historical dramas continue to dominate the market, accounting for 70% of the top 10 dramas by viewership [22][24] - There is a notable trend towards shorter series, with an increase in the number of episodes ranging from 13 to 23, particularly in the suspense genre [27][24]