2024年剧综明星市场年度盘点

Group 1: Industry Investment Rating - The report does not explicitly state an investment rating for the industry Group 2: Core Insights - The drama content market has seen a continuous increase in the number of drama registrations, with nearly 600 registered in 2024, but the number of new releases has declined for four consecutive years, indicating an oversupply in content [15][21] - The audience's demand for innovation and depth in drama content has intensified, as evidenced by the decline in both the audience ratings and viewership index for top dramas compared to the previous year [12][15] - The genres of new dramas launched in 2024 are heavily concentrated in historical, romance, and suspense categories, similar to 2023 [21][18] - The micro-short drama market is experiencing significant growth, with a market size expected to reach 50.44 billion yuan in 2024, reflecting a strong upward trend [30][27] - The sponsorship landscape shows a decrease in the number of brands per drama, with a shift towards more diversified brand placements due to fewer blockbuster dramas [31][38] Group 3: Drama Market - The number of drama registrations has increased for two consecutive years, while the number of new releases has decreased, indicating a content reserve that exceeds market absorption capacity [15][21] - The top dramas in 2024 have seen a decline in audience ratings and viewership performance compared to the previous year, highlighting a growing demand for innovative content [12][15] - The performance of historical dramas remains strong, with a slight decline in ratings but an increase in viewership index, indicating a diversification of themes and elements [21][15] Group 4: Variety Show Market - The production of variety shows has decreased by 3.3% year-on-year, with online variety shows continuing to gain market share at the expense of television variety shows [73][74] - The proportion of reality shows has expanded, while other types of shows have seen a reduction in share, particularly in the case of event shows [73][74] - The variety show market is increasingly focusing on music, travel, and lifestyle themes, with significant growth in these areas [79][76] Group 5: Sponsorship Analysis - The number of brands collaborating with online variety shows has increased, with the total number of brands in 2024 reaching 409, up from 387 in 2023 [86][85] - The average number of brands per online variety show remains stable at 2.9, while the average for television variety shows has decreased [86][85] - The sponsorship landscape indicates that the beverage industry leads in brand placements, with significant increases in exposure time for beverage and internet brands [60][61]