每经编辑｜金冥羽 "'董事长父亲'还没找到合适人选！" 近日，浙江横店 某短剧剧组副导演 拿着对讲机焦急呼喊 这样的场景 如今在浙江各大短剧拍摄基地已成常态 "找个会演戏的'爹' 比找投资还难" 数据显示，今年上半年，浙江备案重点网络微短剧251部，发证52部，发证数量居全国第一。但不少剧组表示，60至70岁饰演长辈的演员严重紧缺，"找个 会演戏的'爹'比找投资还难"成了圈内新梗。 东阳横店的华夏文化园是微短剧古装题材的热门取景地，记者在现场见到了饰演男主父母的"王爷"和"王妃"。 42岁的"王爷"马瑞雄称，自己昨天刚杀青一部剧，今天就赶来新剧组演王爷，虽然戏份不多，但档期比流量明星还紧。 48岁的演员岳冬峰告诉记者，他的档期直到8月底都排得满满当当，主要饰演武林高手、绝世高人等类型角色，今年不少专业团队及以前演长剧的明星都 开始尝试短剧，质量要求更高了，这让戏好的中年演员有了更多机会。 "但真正能演好'父辈'的资深演员，还是一才难求。"一位导演表示。 横店影视城演员公会特约经纪业务负责人邬影潇说，普通群演日薪约200元，能驾驭"霸总父亲"的特约演员，报价已达400-800元，部分预算充足的短剧会 找，更高层 ...

Group 1 - The micro-short drama market in China is projected to reach 50.5 billion yuan in 2024, surpassing the total annual box office revenue for the first time [1] - Hengdian Film and Television City, with over 100 studios and more than 2,000 shooting locations, is recognized as the most mature and complete film shooting base in China, becoming a "production factory" for micro-short dramas [1] - Currently, there are approximately 150 production teams filming short dramas in Hengdian, with a significant increase in the number of micro-short drama teams, which reached over 1,190 in 2024 [1] Group 2 - A director noted that most micro-short dramas are completed within a week, with a total runtime of around 120 minutes [1] - In 2024, Hengdian hosted 523 long drama production teams and over 1,190 vertical screen micro-short drama teams, indicating a growing trend in this segment [1] - In the first seven months of this year, the number of vertical screen micro-short drama teams in Hengdian exceeded 2,300, nearly double the expected total for 2024 [1]

Group 1 - The short drama industry has seen a significant transformation, with increased production quality and a larger workforce, moving from small teams to crews exceeding 100 people [1][6] - The competition in the short drama market has intensified, leading to more refined content that balances story and emotional value, resulting in average viewing times and seven-day retention rates being 2 to 3 times higher than regular series [8][6] - The market for micro short dramas in China has grown rapidly, with projected market sizes of 3.68 billion yuan in 2021, 101.7 billion yuan in 2022, 373.9 billion yuan in 2023, and an expected 505 billion yuan in 2024, attracting significant capital investment [10] Group 2 - The shift from paid to free viewing models has expanded the audience base, with free short dramas generating revenue primarily through mid-roll advertisements, surpassing previous paid revenue [8][10] - New trends in the short drama market include the development of comic short dramas, AI elements, and IP collaborations, indicating a diversification of content and revenue streams [8][10] - The production costs for short dramas have increased due to the demand for higher quality, with producers now able to afford more elaborate setups and multiple scenes [6][5]

Core Insights - The competition landscape in the long video industry is shifting, with Mango TV and Bilibili emerging as significant competitors to Youku, which is now lagging behind [1][6][10] - Mango TV has shown strong growth in user engagement, with its monthly active users (MAU) surpassing Youku, while Youku's performance has been relatively stagnant [1][6] - Youku is actively responding to market pressures by announcing a robust content lineup for 2025, including over 230 new titles, with a focus on original IPs [1][2][11] Group 1: Industry Competition - As of March, Tencent Video and iQIYI have MAUs of 370 million and 365 million respectively, while Youku's MAU is only half of these figures [1] - Mango TV has solidified its position as the third player in the industry, with a notable advantage over Youku and a significant increase in user engagement for short dramas [1][6] - The short drama market is experiencing rapid growth, with a 34.9% increase in market size to 504.4 billion yuan in 2024, indicating a shift in viewer preferences [18] Group 2: Mango TV's Strategy - Mango TV announced 88 new drama resources at its spring recruitment conference, focusing on diverse genres including historical dramas and sci-fi [7][10] - The platform aims to build a content matrix that balances commercial value and artistic depth, targeting various audience segments [10] - Mango TV's financial performance has faced challenges, with revenue and net profit declining, but it continues to invest in high-quality content [6] Group 3: Youku's Response - Youku is adopting a "guarding the basics while innovating" strategy, focusing on enhancing its content depth and user engagement [11] - The platform has announced several high-profile dramas and is committed to producing quality content that resonates with viewers [11][13] - Youku is also exploring the short drama segment, having established a micro-short drama center to enhance its competitive edge [25]

Core Viewpoint - The long video platforms are facing significant challenges as the short content market, particularly micro-dramas, is rapidly expanding and reshaping viewer preferences, leading to a strategic shift in content production and consumption [1][10][11]. Group 1: Market Trends - The micro-drama market in China is projected to reach 634.3 billion yuan in 2025, surpassing the film box office for the first time, with a user base of 6.62 million by the end of 2024 [1]. - The average daily usage time for micro-drama users is 72 minutes, indicating a strong engagement level [11]. - The abandonment rate for the first five episodes of long dramas is as high as 50%, reflecting a shift in viewer attention [11]. Group 2: Company Strategies - iQIYI is prioritizing short content, launching initiatives like the "精品微剧千部计划" and hosting the "爱奇艺荧光之夜" to promote micro-dramas [13][10]. - Tencent Video is focusing on high-quality short dramas, with plans to allocate 10-20% of its long drama budget to short content development [29]. - Youku has established a "微短剧中心" to consolidate its short drama efforts, indicating a renewed commitment to this segment [21][25]. Group 3: Industry Dynamics - The entry of major long video platforms into the micro-drama space is expected to enhance content quality and user retention, creating a new growth curve for the industry [26][27]. - The competition among platforms is intensifying, with each aiming to leverage their existing resources and expertise to capture market share in the short content arena [18][29]. - The overall landscape is evolving, with micro-dramas not just supplementing long video content but also opening up substantial new market opportunities [29].

Group 1 - The short drama market in 2025 is experiencing both "scale expansion" and "quality upgrade," with total consumption nearing 32 billion in Q1 2025, representing a 27% increase year-on-year [1][4] - The average release duration for short dramas in Q1 2025 is approximately 9.5 days, an increase of 2.5 days compared to 7 days in 2024, indicating a trend towards longer engagement with content [1][11] - Female-oriented content dominates the market, accounting for over 70% of total consumption, with emotional, urban, and revenge themes performing particularly well [1][23] Group 2 - In Q1 2025, total consumption in the micro short drama market reached 6.67 billion, a 3% decrease from Q4 2024, attributed to diversified development and a shift towards quality content [4][8] - Monthly consumption remained stable above 2 billion, with January reaching a record high of 2.368 billion, while February saw a dip to 2.069 billion due to seasonal factors [8][20] - The number of participating micro short dramas exceeded 38,100 in Q1 2025, with over 14,300 new dramas, indicating a robust supply of new content [18][21] Group 3 - The distribution of short dramas primarily falls within the 31-90 episode range, which allows for adequate story development while maintaining manageable production costs [14][24] - The top three themes in the micro short drama market are emotional, revenge, and urban, each contributing over 3 billion in heat value [23][27] - The market shows a significant concentration effect, with a few hit dramas contributing nearly 5% of total heat value, while the majority of dramas have limited impact [26][27] Group 4 - The native short drama market on Douyin is rapidly growing, with over 29,000 dramas airing monthly and a record high of 11,400 new dramas in March 2025 [30][31] - Emotional and urban themes dominate the Douyin native short drama landscape, contributing over 60% of the total drama count [33][34] - The top 20 dramas in Q1 2025 are predominantly emotional themes, with significant viewership increases for both new and returning series [36][37] Group 5 - In the free market, the "revenge" theme leads with 3,411 dramas, making up 68.22% of the total, while the "CEO" theme follows closely [39][40] - The top 20 dramas in March 2025 show a significant gap in popularity, with the top three exceeding 40 million in heat, while the 20th ranked drama falls below 20 million [41][42] - Emerging themes such as regional dialects and fantasy narratives are gaining traction, indicating a diversification in audience preferences [42][43]