QuestMobile 2025年剧综影市场盘点：短剧搅动长、短视频平台竞合模式，会员模式倒逼平台内容精品化

Core Insights - The short drama market is rapidly growing, with average monthly viewing time expected to surpass that of long videos and other content types by December 2025 [1] - The competition between short video platforms and long video platforms is intensifying, leading to a new collaborative landscape in the short drama sector [1] - The long video platforms are focusing on high-quality content production and innovative marketing strategies to attract viewers [2] Group 1: Short Drama Market - By December 2025, the average monthly viewing time for short dramas will exceed that of comprehensive news, long videos, and online reading [1] - The shift from "land grab" to "standardization + quality" in the short drama sector is evident, with platforms pushing for high-quality productions [1][2] - The implementation of a "whitelist" review system is driving short drama brands to focus on quality, diversifying their business models [1] Group 2: Long Video Market - In 2025, four major video platforms released a total of 268 new series, with Tencent Video leading with a 78.2% share of exclusive series [2][18] - The genres of modern, urban, and romance are forming a stable base for viewership, while variety shows continue to dominate in terms of viewership despite a high proportion of new shows [2][40] - Long dramas maintain a significant share of overall viewership, with a focus on high-quality content and flexible commercialization strategies [16][18] Group 3: Membership and Revenue - Membership services and advertising monetization are key growth drivers for online video platforms, with membership revenue accounting for 59.1% of total income in 2025 [1][12] - The demographic of users under 35 shows a strong preference for high-quality content, with significant representation across major platforms [1] Group 4: Content Strategy and Trends - The OTT big screen applications are evolving from supplementary screens to core content platforms, indicating potential for growth [10] - The competition in the video industry is characterized by a dual focus on content opportunities and revenue challenges, with platforms investing in both member value and advertising [5][12] - The trend of collaborative distribution of high-quality series among platforms is becoming the norm, leading to a more balanced scheduling of new short dramas [1][33] Group 5: Advertising and Marketing - Advertising revenue from beverages, personal care, and packaged food industries constitutes nearly half of the market's advertising spend [26] - Social media platforms are playing a crucial role in promoting series through discussions and user-generated content, enhancing viewer engagement [49][31]