3 6 Ke·2026-02-12 12:58Core Insights - The drama market is gearing up for the Spring Festival with various platforms launching new series, but overall performance remains lackluster compared to previous years [1][2] - The "Guangdian 21" policy introduced by the National Radio and Television Administration aims to promote quality content and diversify programming, which is expected to positively impact the drama market [2][32] Group 1: Current Market Trends - Major platforms are releasing a variety of dramas, including historical, suspense, and urban themes, but the overall market is not fully revitalized [1][4] - Despite a decrease in blockbuster historical dramas, platforms continue to invest in this genre, indicating its enduring popularity [5][18] - The focus is shifting from purely traffic-driven content to more serious literary adaptations and diverse storytelling [3][21] Group 2: Genre Development - Historical dramas remain a staple, with platforms developing both traditional romantic and more serious historical narratives [5][7] - Suspense dramas are becoming increasingly competitive, with platforms like Tencent Video and iQIYI launching multiple new titles [10][12] - There is a noticeable trend towards integrating humanistic themes within suspense narratives, indicating a deeper exploration of character and story [12] Group 3: Content Strategy - Platforms are increasingly relying on adaptations of serious literature, with notable works being developed for upcoming releases [21][23] - The market is seeing a rise in IP from platforms like Tomato Novel and Douban Reading, indicating a diversification of source material [24][26] - The trend of rapid content release is becoming more common, enhancing viewer engagement and satisfaction [30][32] Group 4: Future Outlook - The drama market is expected to stabilize while pursuing innovation, with a focus on high-quality adaptations and established talent [18][20] - The competition for IP and production quality is intensifying, with platforms seeking to collaborate with renowned production teams [20][21] - The introduction of new genres, such as soft sci-fi, reflects an ongoing effort to attract diverse audiences [17]