字节跳动，新王炸诞生了

Core Viewpoint - The article highlights the rapid rise of the short drama app "Hongguo" under ByteDance, which has achieved significant user engagement and viewership metrics, indicating a strong potential for growth and monetization in the short drama industry [2][3][5]. Group 1: User Engagement and Growth - Hongguo short drama has reached over 200 million monthly active users (MAU) and peaked at nearly 10 billion views in a month, surpassing platforms like Youku and Xiaohongshu [2][3]. - The platform has seen a total viewing volume exceeding 30 billion during the summer season, with 131 trending topics and 920 million total views [3]. - The MAU of Hongguo has grown from several million to 236 million in less than two years, making it one of the fastest-growing platforms in ByteDance's portfolio [6]. Group 2: Monetization and Revenue - In 2024, the average revenue per user (ARPU) from advertisements for Hongguo is projected to reach 29 yuan, surpassing iQIYI's membership ARPU [5]. - By 2025, the total revenue from script distribution on Hongguo is expected to exceed 73 million yuan, with some studios earning over 10 million yuan monthly and individual writers making over 1 million yuan [5]. - The success of specific dramas, such as "Northeast Love Story" with 1.5 billion views, illustrates the platform's ability to generate substantial revenue from grassroots content [5]. Group 3: International Expansion - The short drama format is beginning to penetrate international markets, with the overseas short drama market projected to exceed 2.1 billion yuan in 2025, growing at a rate of 145.7% [7]. - ByteDance has launched the overseas short drama platform "Melolo," which has seen significant growth in downloads, particularly in Southeast Asia [8]. - The application of AI technology has reduced production costs by 80%, facilitating the global spread of short dramas and proving that lightweight content can successfully cross cultural boundaries [8]. Group 4: Industry Context and Competitors - The article also mentions other successful products from ByteDance, such as "Soda Music" and "Lemon8," which have disrupted their respective markets and contributed to ByteDance's reputation as a "hit-making machine" [9][10][11]. - The competitive landscape includes various applications that have gained significant user bases, with "Soda Music" reaching 120 million monthly active users, marking a 90.7% year-on-year growth [10].