2025年男主向剧集IP论：质量与商业价值并重方能穿越寒冬

Core Insights - The film and television industry is undergoing a deep adjustment period in 2025, with a focus on multi-channel revenue from IP development as single revenue streams are insufficient to cover platform costs [1] - The so-called "winter" is characterized by high investment and low retention and conversion rates for many series, leading to a disconnect between hype and long-term commercial value [1][2] - Successful projects demonstrate the ability to create emotional connections and convert viewership into consumption, while others fail to maintain interest post-broadcast [2][6] Industry Trends - High-profile projects like "藏海传" initially attract significant brand partnerships but often fail to deliver expected results, leading to a withdrawal of advertisers [1][2] - The market is becoming increasingly cautious, with brands recognizing the imbalance between investment and returns, resulting in lukewarm responses to several high-budget productions [1][2] Successful Content Examples - Quality content such as "长安的荔枝" continues to attract partnerships even after airing, showcasing the potential for IP to drive tourism and product sales [4] - "长安二十四计," despite being an original script without prior IP, successfully attracted over 40 brands and became a top performer in advertising duration, indicating that quality content and strong lead actors can create significant commercial value [4][5] Actor Influence - The performance of actors like 成毅 is pivotal, with his projects achieving record attendance and substantial revenue, demonstrating the power of personal branding in the industry [5] - Successful actors transition from being mere "traffic actors" to emotional carriers, fostering trust and connection with audiences, which translates into consumer spending on related products [6] Market Outlook - The current market indicates that the film and television industry can overcome its challenges by focusing on long-term value rather than short-term traffic [7] - Quality content that resonates with audiences can coexist with commercial success, proving that genuine emotional engagement leads to loyalty and repeat consumption [7]