热闹的综N代，是时候重写“质”造法则了

Core Insights - The resurgence of the online variety show market is evident with the release of popular series like "Goodbye Lover 5," "Hello Farming Boy 3," and "Now Depart 3," although viewer dissatisfaction is also rising [1][3] - The importance of established variety shows (综N代) is highlighted in a competitive market, but their depreciation rate is increasing due to the fragmentation of audience attention [3][4] - Despite the declining performance of some shows, platforms continue to revive old IPs to leverage their nostalgic value and reduce trial-and-error costs [4][6] Industry Performance - "Wandering Life 8" has seen a significant drop in viewership ratings, starting at 0.4% and falling to 0.19% in its third episode, indicating viewer disengagement [1][9] - The advertising integration in "Wandering Life 8" has increased, diluting the emotional connection with the audience and making the marketing feel forced [10][12] - Mango TV's revenue and net profit have both declined by double digits in the first half of the year, with membership growth stagnating at 0.40% and advertising revenue down by 7.79% [6][12] Content Strategy Challenges - The balance between maintaining the essence of established shows and innovating new content remains a challenge for the industry [8][16] - The controversy surrounding "Goodbye Lover 5" reflects the difficulties in content strategy under commercial pressure, emphasizing the need for quality and endurance in maintaining established shows [14][16] - The industry is witnessing a polarization in the performance of different IPs, with some shows like "Riding the Wind 2025" seeing a significant increase in brand sponsorships, while others like "Box in the Cat 2" and "Farming 3" have experienced declines [12][13] Future Directions - Platforms must proactively manage the lifecycle of their IPs, upgrading when potential remains and discontinuing when performance peaks to avoid irreversible brand damage [16][18] - The industry must focus on creating innovative and engaging content to meet evolving audience expectations and reduce reliance on advertising revenue [17][18]