QuestMobile 2025年剧综影市场盘点：短剧搅动长、短视频平台竞合模式，会员模式倒逼平台内容精品化！

Core Insights - The article highlights the evolving landscape of the video industry, particularly the competition between short dramas and long videos, with short dramas gaining significant traction and user engagement [6][12][24]. Group 1: Video Industry Trends - The growth of short dramas has accelerated, with average monthly viewing time surpassing that of long videos and online reading by December 2025 [6][12]. - The competition between short videos and long videos is intensifying, leading to a direct contest for user viewing time [12][14]. - In 2025, the total number of new dramas released by major platforms reached 268, marking an 11.7% increase from 2024 [26]. Group 2: Membership and Revenue Models - Membership services are becoming a key growth driver, with membership revenue accounting for 59.1% of total income for online video platforms in 2025 [21]. - Platforms are optimizing their membership systems while also seeking to attract more advertising budgets through content [21][24]. Group 3: Content Strategy and Quality - The focus on high-quality content is critical for platforms to retain user attention, with unique content driving significant short-term user engagement [16][19]. - The trend towards "premiumization" in short dramas is evident, as platforms aim to diversify their business models [6][12][41]. Group 4: Advertising and Marketing - Advertising revenue is heavily reliant on beverage, personal care, and packaged food industries, which account for nearly half of the total ad spend on dramas [33][35]. - Platforms are leveraging high-profile dramas to attract advertisers, enhancing marketing interactions through various formats [37][39]. Group 5: Audience Engagement - The demographic profile of users engaging with exclusive content shows a significant proportion of younger audiences, particularly those under 35 years old [21][65]. - The interaction and engagement levels for variety shows are driven by the popularity of "N-generation" shows, which dominate viewership [51][63].