2025微短剧最新数据：免费规模350亿增40%，新剧近4万创新高

Market Overview - The micro-short drama market in China is projected to reach a scale of 50.5 billion yuan in 2024, surpassing the box office for the first time, with expectations to grow to 63.43 billion yuan in 2025 and 85.65 billion yuan by 2027, reflecting a compound annual growth rate of 19.2% [3] - The National Radio and Television Administration launched the "Micro-Short Drama +" action plan to guide the industry towards high-quality development and to leverage micro-short dramas as tools for various sectors [3] - The diversity of micro-short drama content has increased significantly in the first half of the year, with notable growth in categories such as legal dramas, cultural tourism dramas, and brand-customized dramas [3] Investment Flow Scale - The investment flow scale for micro-short dramas is expected to reach approximately 42.3 billion yuan in 2025, representing a 28% increase from 2024 [6] - The growth is attributed to a surge in native end models and a significant increase in free model investments, which have outpaced paid investments [6] Free Model Scale - The free micro-short drama market is estimated to be around 35 billion yuan in 2025, a 40% increase from 2024, with free content expected to account for about 55% of the total market [9] - The growth is driven by a shift towards free distribution due to a decline in paid content, with major platforms like Hongguo and Heima leading the charge [9] User Scale - By mid-2025, the number of micro-short drama users in China is projected to reach 696 million, accounting for nearly 70% of the total internet users [12] - This represents an increase of approximately 34 million users in the first half of 2025, with a growth rate of 5.1% [12] Investment Flow Analysis - The total investment flow value for micro-short dramas in the first half of 2025 is estimated at around 13.2 billion yuan, with monthly values fluctuating between 2 to 2.4 billion yuan [15] - Over 66,300 micro-short dramas participated in investment flows in the first half of 2025, with new dramas accounting for about 60% of the total [18] - New dramas contributed over 10 billion yuan to the total investment flow value, maintaining a high proportion of around 76% [20] Platform Analysis - The top 10 platforms dominate the micro-short drama market, accounting for 85% of the total investment flow value, with the top 4 platforms alone contributing approximately 61% [23] - The cumulative investment flow value of 83 micro-short drama platforms exceeded 11 billion yuan in the first half of 2025, with Beijing, Zhejiang, and Chongqing contributing over 70% of the total [24] Native End Analysis - The number of micro-short dramas on Douyin surpassed 94,900 by June 2025, with new dramas making up about 18% of the total [28] - The most popular genres on Douyin include revenge, family ethics, and contemporary romance, with revenge dramas showing particularly strong performance [31] Free End Analysis - The male user base for free micro-short dramas has increased, with males now accounting for 52% of users, indicating a more balanced gender distribution [34] - The proportion of young users under 40 has risen to over 50%, reflecting a trend towards a younger audience [36] - The Hongguo platform's monthly heat for micro-short dramas exceeded 10.279 billion in June, with new dramas driving over 60% of the total heat [39]