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暑期档剧集市场
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暑期档爱优腾,没有赢家
3 6 Ke· 2025-09-10 08:04
Group 1 - The summer drama market experienced a decline after a promising start, with the second half failing to produce any major hits, leading to a lack of standout performances [1][4][12] - The overall performance of the drama market was characterized by a "tiger head, snake tail" phenomenon, where initial excitement was not sustained, resulting in disappointing outcomes for many shows [2][4][6] - The reality genre showed strong performance with titles like "生万物" and "以法之名" leading in viewership, while traditional genres like ancient costume romance struggled significantly [6][12] Group 2 - Major platforms such as iQIYI, Youku, and Tencent Video did not emerge as clear winners during the summer season, with no platform significantly outperforming the others [7][10][12] - iQIYI managed to maintain a slight edge in viewership with several successful titles, but faced credibility issues due to controversies over inflated viewership numbers [12][17] - The overall lack of high-quality content and blockbuster hits across platforms has led to a disappointing summer season, with no series achieving a rating above 8 on Douban [12][15] Group 3 - The drama market is expected to face a cooling period following the summer season, with a notable drop in viewership from 2.7 billion to 1.7 billion, indicating a need for a breakout hit [13][15] - Upcoming projects like "不眠日" and "赴山海" are anticipated to potentially revitalize the market, but they come with high creative challenges [16][17] - The industry is witnessing a shift in audience expectations, with viewers becoming more discerning and less reliant on established formulas for success [13][15]
暑期档过半,剧集市场还在等待爆款
3 6 Ke· 2025-07-14 23:32
Core Insights - The summer film market of 2025 has not yet been ignited by a major blockbuster, with total box office revenue just surpassing 3 billion [1] - The drama market has also shown a lack of heat, with daily effective playback valuation hovering around 200 million since July, compared to over 250 million at the same time last year [1] - This summer's drama season is characterized by a shift towards realism, with a focus on judicial and criminal investigation themes, marking a transition from entertainment narratives to professional and social issue resonances [1][3] Group 1: Drama Market Trends - The absence of a leading drama has led to a diverse array of shows, with platforms like iQIYI, Youku, and Tencent Video launching multiple new series [1][5] - The four major dramas, including "In the Name of the Law" and "Justifiable Defense," focus on professional themes and real cases, replacing traditional generalized narratives [3][5] - These dramas have sparked significant audience engagement, with viewers resonating with the complex realities of justice and legal ethics presented in the narratives [7][9] Group 2: Innovations in Genre - There is a notable trend of genre fusion in costume dramas, with innovative attempts to break traditional frameworks, such as "Book Scroll Dream" and "Morning Snow Record" [2][11] - "Morning Snow Record" combines forensic elements with Chinese horror aesthetics, creating a unique viewing experience [15] - The success of "Jinxiu Fanghua" demonstrates a shift in focus from mere viewership to content-commercial synergy, indicating a broader strategy among platforms [15] Group 3: Future Expectations - Upcoming dramas like "The Legend of Mortal Cultivation" are anticipated to have significant potential, with high pre-release interest [16][18] - The integration of high-quality special effects in modern fantasy dramas is expected to attract a large audience base, particularly among fans of the original novels [23] - The hope is for this summer's drama season to feature a variety of successful shows across different genres, rather than being dominated by a few major hits [23]
《折腰》《藏海传》预热暑期档,长剧“背水一战”
3 6 Ke· 2025-05-20 23:41
Group 1 - The long drama market is regaining vitality with the release of "Cang Hai Chuan" and "Zhe Yao," both achieving rapid viewership milestones, indicating a prelude to the upcoming summer season [1][2] - "Zhe Yao" has shown impressive performance, breaking 20,000 in viewership within 10 minutes of its release on Tencent Video, and reaching a peak of 26,712 on its first day, setting a record for the fastest to break 26,000 in 2025 [2][3] - "Cang Hai Chuan" also performed well, achieving over 8000 in viewership within 5 hours and surpassing 10,000 in 38 hours, setting a new record for the highest premiere ratings in 2024 on Youku [5][6] Group 2 - Both dramas have attracted significant advertising interest, with "Zhe Yao" increasing its ad count from 2 to 7, while "Cang Hai Chuan" also saw a rise in ad numbers, reflecting their popularity [3][5] - The success of both series can be attributed to their strong male leads, with Liu Yuning from "Zhe Yao" and Xiao Zhan from "Cang Hai Chuan" drawing large audiences, particularly among female viewers [5][6] - The current market environment and the quality of the content in both dramas are crucial factors for their success, as they meet the audience's demand for high-quality productions [8][9] Group 3 - Despite the success of "Zhe Yao" and "Cang Hai Chuan," the overall drama market is still struggling compared to the previous year, with fewer standout titles available for the summer season [11][13] - Other dramas airing concurrently are unlikely to significantly impact the market, indicating that the upcoming months are critical for revitalizing the long drama sector [13][15] - The ability of "Zhe Yao" and "Cang Hai Chuan" to maintain their momentum will be essential for lifting the overall market performance ahead of the summer season [9][15]