Core Insights - The variety show market in the first half of 2025 has shown stability in content supply and popularity, with major platforms like iQIYI, Tencent Video, Youku, and Mango TV maintaining a consistent release schedule, leading to a competitive environment where multiple platforms have shows airing almost every day [1][3][4] - iQIYI has emerged as a leader in the new variety show segment, holding a significant market share with four out of the top five shows and six out of the top ten shows, indicating a strong performance in content creation and audience engagement [1][5][10] - The trend of sponsorship in variety shows has stabilized, with many successful shows securing multiple brand sponsors, although the ability to attract sponsorship has become more evenly distributed among top shows [1][20][31] Content Changes - The variety show market is undergoing a transformation, focusing on creativity and quality, with a notable shift towards "pure" content that meets audience demands [4][15] - The "N-generation" variety shows are being revitalized, with innovative formats and themes that resonate with viewers, such as "Planting Season 3," which emphasizes agricultural responsibility and community engagement [5][7][10] - New IPs are being introduced to invigorate the market, with shows like "A Journey of Flowers" leading the charge in providing fresh content and engaging narratives that appeal to diverse audiences [10][12][14] Commercialization Trends - The commercialization of variety shows is evolving, with a focus on emotional marketing that resonates with younger audiences, as seen in shows like "A Journey of Flowers" and "New Rap 2025" [20][21][25] - Brands are increasingly leveraging variety shows for scene-based marketing, creating immersive experiences that extend their reach and engagement with consumers [26][29] - The market is witnessing a blend of new and established brands utilizing variety shows for exposure, with data indicating that beverage and internet brands dominate sponsorship visibility [31][33]

Group 1 - The article discusses the issue of ghostwriting in media, labeling it as a form of fraud when individuals use others' work under their own name [3][4][8] - It highlights the importance of authenticity in writing, emphasizing that a media person's credibility is compromised if they do not produce their own content [4][5][7] - The article criticizes the trend of prioritizing quantity over quality in content creation, suggesting that this leads to a decline in audience engagement and trust [12][13] Group 2 - The author mentions that many prominent figures in the media industry engage in ghostwriting, which undermines the integrity of their brand [4][8] - There is a call for transparency in the content creation process, urging clients to clarify whether the work will be done personally or by a ghostwriter [7][14] - The article concludes that genuine effort and quality in content creation lead to lasting satisfaction and success, contrasting with the fleeting nature of superficial engagement [14][15]

Core Viewpoint - The article highlights the significant shift in audience attention affecting content ecosystems, with short drama apps gaining traction against traditional long video platforms, indicating a change in user consumption habits and providing strategic insights for content platforms like iQIYI [1][3]. Group 1: iQIYI's Content Strategy - iQIYI has effectively embraced a "long + short" content strategy, maintaining its long video base while exploring the potential of micro-dramas, showcasing its foresight and execution in content innovation and business model optimization [3][5]. - The recent Q1 2025 financial report from iQIYI shows total revenue of 7.19 billion yuan, a 9% quarter-over-quarter increase, and an operating profit of 340 million yuan, reflecting a 20% increase [1][5]. - iQIYI's CEO, Gong Yu, noted a threefold increase in heavy users of micro-dramas, indicating a growing user engagement with this new content format [1][9]. Group 2: Long Video Performance - Long video remains a cornerstone of iQIYI's content ecosystem, with the platform maintaining a leading market share in long series, supported by successful new releases like "Bleach" and "Northbound" [5][7]. - Membership service revenue reached 4.4 billion yuan, a 7% increase, demonstrating the direct contribution of quality content to financial performance [7][9]. - iQIYI's international version saw over 30% year-on-year revenue growth, with advertising revenue increasing by 40%, closely tied to the rising popularity of mainland productions abroad [7][9]. Group 3: Micro-Drama Development - iQIYI has positioned micro-dramas as a "third type" of content, complementing long dramas and films rather than merely following trends, with a focus on audience preferences [8][9]. - The platform launched 28 premium micro-dramas during the "Micro-Drama Spring Festival," achieving over one million in revenue within a week, indicating rapid growth in user engagement and viewing time [7][9]. - iQIYI's strategy includes five major initiatives aimed at enhancing the aesthetic quality and thematic diversity of micro-dramas, avoiding homogenization while expanding commercial potential [13][19]. Group 4: Future Trends and Innovations - The period from 2025 to 2026 is anticipated to be transformative for the film and television industry, with "short" content becoming increasingly significant [11][19]. - iQIYI plans to optimize long drama formats by deepening IP value and addressing niche demands, while also innovating in micro-drama production [12][19]. - The introduction of features like "Jump View" and AI-driven interactive platforms aims to enhance user engagement and adapt to the fast-paced consumption habits of audiences [16][19].

Group 1 - Xiaohongshu is increasingly focusing on public topics, leveraging events like the Spring Festival Gala and responding quickly to trending news, which has led to a rise in entertainment content on its hot list [1][3][22] - The hot list on Xiaohongshu has shifted from lifestyle aesthetics to include a broader range of topics such as entertainment gossip, current affairs, and even finance, indicating a strategic move to attract a wider audience [3][6][19] - Xiaohongshu's user base has surpassed 300 million monthly active users, prompting the platform to pursue more mainstream content and commercial opportunities [6][27] Group 2 - The hot list serves as a centralized feature that curates content based on user interactions, aiming to enhance user engagement and drive traffic [8][30] - Xiaohongshu is utilizing its hot list to connect content, search, and transactions, creating a seamless pathway for users to discover products related to trending topics [25][32] - The platform is actively engaging with brands and leveraging celebrity endorsements to enhance visibility and user interaction, as seen during events like REDGALA [22][27] Group 3 - Xiaohongshu's hot list is still in a testing phase, balancing the need for trending entertainment content with maintaining the authenticity of user-generated content [35][43] - The platform is considering adopting a more segmented approach similar to Weibo and Douyin, which could help diversify content and enhance user experience [37][40] - The introduction of a "recommend" feature could provide a direct advertising avenue, but it must be carefully integrated to preserve the platform's unique user experience [41][43]