古装剧相对放开了，影视投资会变多吗？丨消费参考

Industry Insights - The National Radio and Television Administration has implemented measures to enhance content supply for television, emphasizing the need for quality content and innovation in programming [1][2] - The new policies will allow for more flexible broadcasting measures for historical dramas, increasing the total number of episodes allowed during prime time from 15% to 30% of the annual total [2] - Historical dramas are identified as a competitive advantage for the Chinese film and television industry, with recent successes like "Ling Jiang Xian" achieving significant advertising metrics [3] Company Performance - Tencent's video platform has seen a decline in paid subscribers, dropping by 3 million to 114 million as of Q2 2025, indicating challenges in the long video content sector [4] - iQIYI reported a 9% year-on-year revenue decline to 7.19 billion yuan in Q1 2025, highlighting a trend of audience loss in long video content over the past few years [5][6] - Despite the new regulations, the overall impact on the film and television industry may be limited, although companies excelling in historical dramas could benefit [7] Market Trends - The broadcasting and television service industry reported a total revenue of 688.41 billion yuan in the first half of 2025, reflecting a year-on-year growth of 5.24% [33]