Sou Hu Cai Jing·2025-08-10 08:36Core Insights - The report highlights that the short drama market in China is entering a critical period of quality and efficiency improvement, with a market size projected to reach 50.4 billion yuan and a user base of 660 million by 2024, making it an essential part of mass entertainment consumption [1][8][15] - The user demographic is balanced across age groups, with users under and over 40 years old each accounting for approximately 50% of the audience, and the primary audience coming from third-tier cities and below, showcasing cultural penetration across generations and regions [1][8][15] Market Growth and User Engagement - The user base for short dramas is expected to grow significantly, with a half-year growth rate of 14.8% in 2024, and over 70% of users developing regular viewing habits, indicating high user engagement [1][2][15] - Daily viewing is reported at 36.19%, while 38.15% of users watch multiple times a week, reflecting strong user stickiness [1][2][18] Content Production and Trends - The supply side of short dramas is performing well, with over 53,000 new dramas uploaded by February 2025, and a 61-fold increase in authors contributing to IAP+IAA [2][11] - Urban themes dominate the content landscape, with romance remaining central and fantasy genres experiencing a growth rate of 325%. Original content accounts for 100%, with 378 dramas exceeding 100 million views, demonstrating robust content production capabilities [2][11] Commercial Value and Advertising Growth - The dual-driven model of IAP+IAA has shown significant results, with advertising consumption in Q4 2024 increasing by 300%, and peak advertising consumption during holidays, such as over 30 million yuan during the 2025 Spring Festival [2][11] - Many brands are entering the market through customized short dramas and product placements, with a growth rate of 365% in commercial cooperation projects, indicating deep integration of content and commerce [2][11] Technological Innovation and Future Directions - The industry is transitioning from extensive development to a focus on quality, with technological innovation as a core driver. Kuaishou is leading the "short drama + AI" initiative, utilizing its self-developed AI model, Keling AI, to enhance production efficiency and expand genre boundaries [1][2][8] - Future plans include increasing investment in AIGC (AI-Generated Content) and deepening cross-industry collaborations with film, gaming, and other sectors to promote a diversified and high-quality short drama ecosystem [2][11][56]