从“感官快消”到“价值共生”：短剧迈入质变下半场

Core Insights - The short drama industry is undergoing a significant transformation, shifting from a "sensory fast consumption" model to a focus on "quality" and "premiumization" [1] - The industry is moving towards a more sustainable ecosystem, emphasizing content quality, narrative depth, and cultural significance [1][7] Industry Trends - The number of micro-short dramas on mainstream video platforms has steadily increased since 2025, with horizontal micro-short dramas growing over 24% year-on-year and vertical dramas expected to reach 40,000 productions annually [1] - The "micro-short drama+" initiative by the National Radio and Television Administration is driving the industry towards market development and cultural empowerment [7] Content Quality Improvement - The quality of scripts and production processes has significantly improved, with more rigorous storylines and character development [2][3] - Successful short dramas like "Home and Away" and "Summer Fendela" have demonstrated the potential for high-quality content to resonate across different audience demographics [3][4] Cultural Integration - The integration of intangible cultural heritage (ICH) into narratives, as seen in "Sister's Three Hairpins," showcases a commitment to cultural depth and social impact [8][9] - The focus on ICH not only enhances storytelling but also elevates the emotional resonance of the content [8] Industry Challenges - Despite the push for premiumization, the industry still faces challenges such as content homogenization and a lack of high-quality original supply [12][13] - The prevalence of low-quality, formulaic content continues to pose a risk to the industry's reputation and sustainability [12][13] Future Outlook - The industry is expected to evolve towards a more mature artistic expression, potentially developing unique "art film" categories and independent evaluation systems [6] - Collaboration between creators, platforms, and regulatory bodies is essential for fostering a healthy, sustainable content ecosystem [16][17]