2024年中国微短剧行业研究报告

Industry Investment Rating - The report does not explicitly provide an investment rating for the micro-drama industry [1] Core Viewpoints - The micro-drama industry is experiencing rapid growth, driven by a favorable development environment, increasing content supply, and a robust user base [2][3][4] - The industry is expected to continue its upward trajectory, with the market size projected to exceed 100 billion yuan within the next five years [3][71] Development Environment - The growth of online video, especially short videos, has provided a natural foundation for the development of micro-dramas [2] - User behavior has shifted towards fragmented entertainment, with micro-dramas fitting well into this trend [2] - Capital investment in the industry is heating up, with a significant increase in the number of related enterprises [2][23] - Video platforms are offering incentives to stimulate content creation, further boosting the industry [2][27] - Technological advancements, particularly in 5G, are enhancing user experience and content production [2][31] - Regulatory policies are guiding the industry towards healthy and orderly development [2][35] Industry Development Status - Content supply is rapidly increasing, with a surge in the number of micro-drama productions [3][39] - Video platforms are leading the way in content distribution, with short video platforms having a slight edge in overall content volume [3][48] - The industry has formed a relatively complete industrial chain, with clear roles for producers, scriptwriters, platform operators, and distributors [3][55] - Advertising and user payments are the primary revenue sources, with the market size reaching 35.86 billion yuan in 2023 [3][71] User Insights - The typical micro-drama user is female, middle-aged, with a college degree, and resides in new first-tier or second-tier cities [4][76] - Users are driven by the desire for relaxation and are attracted by the main storyline of the dramas [4][79] - Over half of the users have paid to unlock episodes, with the average monthly spending ranging between 11-50 yuan [4][95][96] - Advertising in micro-dramas is well-received, with users showing a high acceptance rate and a willingness to purchase advertised products [4][66] Industry Trends - The industry is moving towards higher-quality content production, driven by multiple positive factors [5] - Technological innovations are unlocking new production capabilities, reducing costs, and enhancing content experiences [5] - Micro-dramas are becoming a new frontier for advertising and marketing [5] - The industry is beginning to explore international markets, with initial successes in overseas expansion [5] Micro-Drama Definition and Classification - Micro-dramas are defined as online series with episodes ranging from a few seconds to 20 minutes, featuring a clear theme and continuous storyline [8][9] - They are classified into four types based on distribution channels: long video, short video, mini-program, and independent app micro-dramas [11][12] Industry Development History - The industry has evolved from initial trials by long video platforms to a period of rapid growth and standardization, with significant contributions from short video platforms [15][16] Market Size and Growth - The micro-drama market size reached 35.86 billion yuan in 2023, with a growth rate of 234.5% [71] - The market is expected to grow to 48.46 billion yuan in 2024 and surpass 100 billion yuan within the next five years [71] User Behavior and Preferences - Users prefer original content over IP-adapted dramas, with over half favoring original series [83][84] - Interaction and sharing are common among users, with most interactions occurring within short video platforms [88][89] - Content quality is crucial for retaining users, with poor acting, repetitive content, and illogical plots being the main reasons for users abandoning dramas [90][91]