数读长剧2025：“独大”消失，“冷热”两极

Core Insights - The long drama market in 2025 is experiencing significant challenges, including industry cycle changes, the decline of traffic dividends, and the ongoing impact of short dramas, leading to a general contraction in the market [1][2][3] - A reshuffling is occurring across various levels, including content, platforms, companies, and actors, with only those works that return to the essence of creation and respect audience understanding finding upward potential [1] Market Performance - The total effective views for the top 20 long dramas in 2025 reached 29.6 billion, a decrease of 20% compared to the previous year [2] - A total of 624 new long dramas were released in 2025, a reduction of 31 from the previous year, indicating a continued focus on quality over quantity [3] - The absence of a major hit drama in 2025 is notable, contrasting with the previous year when "Qing Yu Nian 2" achieved over 100 million views per episode [4] Audience Engagement - The highest effective views for a single drama in 2025 was "Cang Hai Chuan" with 2.23 billion, significantly lower than the top drama of 2024, which had 4.51 billion views [8] - The number of dramas rated 8 or above on Douban has slightly increased, but only two dramas scored 8.5 or higher, with the highest being 8.7, indicating a decline in high-quality productions [8] Platform Dynamics - The competitive landscape among major platforms (Tencent Video, iQIYI, Youku, and Mango TV) has shifted, with each platform having dramas in the top 5, reflecting a more balanced market [9][10] - The proportion of exclusive dramas has increased to 83%, with 88% of S+ rated dramas being exclusive, indicating a preference for exclusive content among platforms [10] Genre Trends - The long drama market is undergoing a significant reshuffle in terms of genre, with historical and contemporary dramas remaining dominant, while suspense dramas account for about 25% of the total effective views [13] - The top dramas in 2025 cover a diverse range of genres, including contemporary, suspense, and historical themes, with notable successes in contemporary dramas like "Xu Wo Yao Yan" [14][15] Future Outlook - The long drama market in 2025 has ended on a mixed note, with a widening gap between blockbuster hits and niche quality productions, suggesting a need for revitalization in 2026 [16]