当爱优腾开始比拼“长尾效应”

Core Insights - The concept of "long tail" in the context of drama series is gaining traction among both audiences and streaming platforms, emphasizing the importance of sustained viewership and engagement beyond the initial airing period [1][2][4] - Streaming platforms are increasingly focusing on the long tail effect as a key metric for success, with several old dramas achieving significant viewership even after their original broadcast [2][4] - The industry is witnessing a shift towards valuing quality content that can maintain viewer interest over time, rather than solely relying on initial viewership numbers [6][14] Group 1: Long Tail Effect - The long tail effect is becoming a focal point for streaming platforms, with executives from major players like iQIYI, Youku, and Tencent Video highlighting its significance in various forums [2] - Data from Yunhe indicates that in 2024, seven old dramas achieved an average viewership exceeding 100 million, showcasing the growing importance of long tail metrics alongside peak viewership [2] - Platforms are implementing strategies such as "full series free viewing" to activate the long tail effect of past dramas, attracting new users [1][16] Group 2: Content Strategy - The industry is moving towards a "long + short" content ecosystem, where high-quality long-form content is essential for attracting and retaining users and advertisers [4][6] - The reduction in the number of new series being launched (271 in the first half of 2025, down by 33 from the previous year) indicates a strategic focus on extending the lifecycle of existing series [4][14] - Platforms are diversifying their definitions of long tail dramas, recognizing that any series with strong post-broadcast performance can be classified as such, regardless of its initial popularity [7][11] Group 3: Audience Engagement - The introduction of annual ranking lists, such as Youku's "Annual Bestsellers," reflects a shift in measuring a series' value over a longer time frame, encouraging ongoing viewer engagement [6] - Platforms are leveraging community interaction and user-generated content to maintain the relevance and visibility of older series, fostering a culture of sustained discussion and engagement [15][16] - The use of algorithms to recommend classic dramas to potential new viewers is a key strategy for enhancing the long tail effect [14][16]