3 6 Ke·2026-02-12 00:26Core Insights - The 2026 Short Drama Spring Festival has begun, showcasing a significant shift in content strategy among major platforms, moving from quantity to quality and user retention [1][2] - Platforms are focusing on customized content for the Spring Festival and exploring new avenues like AI and comic dramas to capture market share [1][9] Group 1: Industry Trends - Short dramas have evolved into a significant content category, with average monthly viewing time reaching 26.09 hours, ranking just below short videos [2] - The growth rate of monthly active users for platforms like Hongguo Short Drama has slowed, indicating a shift from expansion to competition for existing users [2][3] - The average production cost for short dramas has increased by 30% to 50%, making million-level investments standard for top projects [3] Group 2: Platform Strategies - Hongguo Short Drama has implemented a comprehensive strategy for the Spring Festival, including high-profile content scheduling and interactive user engagement activities [6][10] - Tencent has launched the "Fire Dragon Comic Drama" app, integrating AI and comic elements to align with user habits on short video platforms [9][12] - Kuaishou has extended its content supply period to 1-3 months, aiming to increase user engagement during the Spring Festival [8][10] Group 3: Competitive Landscape - The competition for quality short dramas is intensifying, with platforms vying for top talent and unique content to differentiate themselves [4][10] - The comic drama sector is becoming a critical battleground, with multiple platforms, including Baidu and iQIYI, launching their own comic drama apps [14][15] - Red Fruit Short Drama has achieved over 100 million daily active users and 275 million monthly active users, indicating strong market presence [12]