TENCENT(HK:00700) Mei Ri Jing Ji Xin Wen·2025-10-29 08:40Core Insights - The long video platform industry is shifting focus towards the "emotional economy" due to slowing user growth and rising production costs [1][2] - Tencent Video's recent conference highlighted a transition from "individual efforts" to "ecological collaboration" within the industry, emphasizing the importance of trust and long-term value [1][2] - The 2024 drama market shows a 14% year-on-year increase in client numbers, with Tencent Video's clients growing over 18% [1][2] Industry Trends - The industry is moving from a phase of rapid growth to one of refined competition, focusing on value-driven operations rather than just traffic [2] - High production costs are challenging for single platforms, necessitating collaboration with brands and production companies to share risks and recover costs [2][3] - Major dramas are characterized by high-profile IPs, top-tier creative teams, and predictable commercialization paths, attracting significant brand partnerships [2][3] Content Strategy - Tencent Video has announced a diverse lineup of over a hundred upcoming series, covering various genres, which are expected to attract brand investments [3] - The platform is categorizing content based on emotional appeal, with new classifications such as "love," "burn," "intellect," "discussion," and "legend," to better align with user needs and commercial resources [5][6] - The "love" category targets younger audiences, while the "burn" category appeals to male viewers with action-oriented content [6] Brand Collaboration - Successful dramas like "The Lychee of Chang'an" and "Zhe Yao" have attracted numerous brand partnerships, showcasing the effectiveness of integrating brand narratives into content [4][5] - Brands are increasingly investing in high-quality content that can maintain user attention over time, reflecting a shift in marketing strategies [5] - The collaboration between platforms and brands is evolving, with a focus on deep partnerships that enhance both user engagement and commercial outcomes [2][5]