2025年短剧行业深度分析研究报告

Investment Rating - The report indicates a positive investment outlook for the short drama industry, highlighting significant growth potential in both domestic and overseas markets [4]. Core Insights - The domestic short drama market in China is projected to reach 686 billion yuan in 2025, with a year-on-year growth of 36% [8]. - Free short dramas are becoming the main growth driver, with a market size expected to grow from 250 billion yuan in 2024 to 350 billion yuan in 2025, marking a 40% increase [8]. - The competition landscape is increasingly concentrated, with leading platforms like Tomato expanding their market share significantly [20]. - The user engagement metrics for the leading short drama app, Hongguo, show a remarkable increase, with MAU reaching 173 million in March 2025, a 220% year-on-year growth [51]. Summary by Sections Domestic Short Drama Market - The market size for short dramas exceeded 500 billion yuan in 2024, with a user penetration rate of nearly 60% [8]. - The free short drama segment is expected to grow by 150% in 2024, while the paid segment remains stable [8]. - The number of brands investing in short dramas has increased significantly, with 348 brands participating in 2024 [15]. Overseas Short Drama Market - The overseas short drama market is in a rapid growth phase, with over 300 apps competing for market share [4]. - Companies like Zhongwen Online maintain a leading position in overseas short drama layouts [20]. AI and Short Dramas - AI models are continuously evolving, aiding in the production of short dramas, although commercial viability remains weak [23]. - The application of AI in animation short dramas is accelerating, contributing to cost reduction and efficiency [25]. Competitive Landscape - The competitive dynamics are shifting towards a head-to-head concentration, with Tomato leading the market [20]. - Hongguo's user engagement metrics are significantly higher than those of traditional long video platforms, indicating a shift in viewer preferences [51]. User Engagement and Content Production - The average daily usage time for users on Hongguo has reached 19.36 hours per month, surpassing that of long video platforms [51]. - The number of new short dramas being produced is steadily increasing, with a peak of 5,849 new dramas launched in February 2025 [33]. Brand Investment and Advertising - The advertising investment in short dramas has seen a substantial increase, with beauty and personal care brands dominating the market [15]. - The trend of brand-customized short dramas is becoming mainstream, with significant growth in the number of brand collaborations [15].