来源：杭州交通918 "就你，想娶我女儿，彩礼10个亿！"短剧时代的到来，让年逾六旬的潘艺虹在退休后有了做演员的新机 遇。3年出演超300部短剧，凭借恶毒台词和"坏婆婆"人设，潘艺虹自己也未曾料到，如今的她能成为家 喻户晓的"竖店容嬷嬷"。 2025年年末，潘艺虹赶赴北京，在2025微博视界大会的领奖台上压轴出场，领取属于她的金叶荣耀奖。 很难想象，退休前的潘艺虹其实是一名政工干部。 "潘艺虹说，自己几乎全年无休，每天都有戏拍。这样的快节奏对她来说已是家常便饭："短剧拍摄周期 紧，为节省成本很多演员都要连轴转。"潘艺虹记得，自己最长一次拍摄时间是从早上5点开工，直到第 二天早上6点结束，单次工作时长超25小时。 角色本身也同样会带来挑战。在今年上映的《卖瓜风波》短剧里，潘艺虹饰演的农村老太，需不断下跪 打滚，而这对腿部曾罹患滑膜炎、半月板撕裂等问题的潘艺虹来说也同样是不小的考验。潘艺虹也向导 演提过，能不能不在地上滚，但导演认为这样戏剧张力更足。 "导演这么说我立刻不再多言。只要角色需要，你让我冬天跳河里都行。"潘艺虹说，只要是演员，就得 有专业精神。 演短剧的剧照 受访者供图 潘艺虹参 回顾自己出演的角色， ...

Core Viewpoint - The short drama industry, once seen as a growth variable by major video platforms, is now facing an unexpected downturn, despite visible incremental achievements in a fast-paced, fragmented era [1][2]. Group 1: Industry Dynamics - Major platforms like Youku, Tencent Video, and iQIYI have invested significant resources in the short drama market over the past year, but the results have been disappointing [3]. - The micro-short drama industry is projected to reach a scale of 63.43 billion yuan by 2025, with free micro-short dramas accounting for over 66% of the market [4][9]. - Leading short drama applications, including Hongguo Short Drama and Hippo Theater, have captured over 95% of the monthly active user penetration rate [4][9]. Group 2: Long Video Platforms' Strategies - Long video platforms have upgraded their strategies in the short drama space, with iQIYI launching a "Short Drama Hundred Plan" to bind talent and IP to the industry [5]. - Youku has restructured its approach by establishing a micro-short drama center and renaming its "short video" label to "short drama," significantly increasing its visibility [6]. - Tencent Video has aggressively entered the market with initiatives like the "Mars Short Drama Club" and a 5 million yuan incentive policy to boost horizontal short drama development [7]. Group 3: Market Competition - Despite the rapid actions of long video platforms, they struggle to compete with the explosive growth of short dramas, as evidenced by the rising monthly active users of platforms like Hongguo Short Drama, which reached 236 million [10]. - The production capacity for micro-short dramas is also increasing, with an estimated 36,951 micro-short dramas launched in 2024, averaging 3,000 per month [11]. Group 4: Content and User Engagement - Short dramas have seen significant success, with several achieving over 1 billion views, indicating a new standard for hit content [12]. - The core difference between long and short video platforms lies in their content approach; long video platforms focus on high-quality, in-depth narratives, while short dramas prioritize quick emotional engagement and rapid production cycles [17][18]. Group 5: Future Outlook - The industry is witnessing a trend of differentiation, with vertical short drama platforms like Hongguo performing well, while short video platforms like Douyin and Kuaishou have also seen significant user engagement [20]. - Long video platforms are not conceding defeat; they are exploring ways to integrate short dramas into their ecosystems while maintaining their unique advantages in content quality and production [22][23]. - The competition in the short drama market by 2025 will fundamentally be a clash of different content logics, business models, and organizational forms [24].

Investment Rating - The industry investment rating is "Overweight (Maintain)" [2] Core Insights - The short drama market in China is experiencing intensified competition, with various platforms launching incentive policies to attract quality content and increase user engagement [4][46] - The report highlights significant growth in user engagement metrics for short dramas on platforms like Kuaishou, with daily active users surpassing 300 million and heavy users reaching 146 million, reflecting a year-on-year increase of 11% and 55.3% respectively [4][13] - The report identifies two key investment directions: focusing on platform companies that can effectively convert short drama traffic into core business value, and production companies with the ability to consistently produce hit content and quality IP [4][46] Summary by Sections Industry Overview - The total market capitalization of the industry is 16,827.50 billion [2] - The circulating market value is 15,410.36 billion [3] Key Company Status - Companies such as Zhongwen Online, Kunlun Wanwei, and Kuaishou are highlighted as potential investment opportunities due to their stable traditional business flows and ability to leverage short drama traffic [4][46] Short Drama Market Dynamics - Kuaishou's short drama segment has seen a 44% increase in average daily viewing time, indicating enhanced content appeal and user stickiness [4][13] - Various platforms, including Douyin and iQIYI, have implemented comprehensive support policies for short dramas, including funding, IP collaboration, and promotional resources [4][16][24] Incentive Policies - Platforms are adopting a combination of guaranteed payments, traffic support, and tiered revenue sharing to attract quality content creators [4][45] - For instance, Douyin's new policy includes up to 500 million in investment and a 50% profit sharing model for collaborators [4][16] Future Outlook - The report expresses optimism about the investment value in the domestic short drama industry, emphasizing the importance of both platform and production companies in driving growth [4][46]

Core Viewpoint - JD Group is aggressively recruiting top talent for short drama operations with annual salaries reaching up to 1.4 million yuan, indicating its commitment to leveraging short dramas to overcome business challenges [1][4]. Group 1: Recruitment and Salary Trends - JD Group is offering monthly salaries between 45,000 to 70,000 yuan for key positions in short drama operations, translating to annual salaries of 900,000 to 1,400,000 yuan [1]. - Other companies in the industry are also increasing salaries to attract talent, with positions offering up to 1.5 million yuan for content heads and 2 million yuan for AI research directors [4]. Group 2: Market Dynamics and Competition - The short drama market is becoming increasingly competitive, with major e-commerce platforms like Pinduoduo and Taobao also investing heavily in short drama content and talent recruitment [4][5]. - The overall production costs for quality short dramas have risen significantly, with costs now exceeding 1 million yuan, reflecting the evolving market dynamics [5]. Group 3: Industry Growth and Employment - As of December 2024, the user base for micro short dramas in China is projected to reach 662 million, with a usage rate of 59.7% among internet users [4]. - The micro short drama industry is estimated to directly support approximately 219,000 jobs and indirectly create an additional 428,000 jobs, totaling around 647,000 employment opportunities [4].

Core Viewpoint - The competition in the short drama market is intensifying, with Hongguo achieving remarkable growth and dominating the industry, while Hemama Theater faces increasing challenges and potential user attrition due to widening market gaps [1][3][5]. Group 1: Market Position and Performance - As of March 2025, Hongguo's monthly active users exceeded 173 million, while Hemama Theater's reached 41.67 million, indicating a significant gap that has widened over time [3][5]. - Hongguo's revenue capabilities are highlighted by a monthly revenue share exceeding 500 million, with over 10 copyright partners generating over 10 million each in a month, showcasing its strong monetization ability [3][5]. - Hemama Theater's recent highlights include the release of a short drama starring Liu Xiaoqing, but it lacks blockbuster hits, making it difficult for the audience to remember its presence [5][3]. Group 2: Challenges Faced by Hemama Theater - Hemama Theater is experiencing a stark contrast in resource endowments compared to Hongguo, as it lacks the backing of a major player like ByteDance, which provides significant advantages in user acquisition and cost efficiency [9][20]. - The content ecosystem disparity is evident, with Hongguo having launched over 15,000 short dramas and maintaining a high release rate, while Hemama Theater struggles with content quantity and update speed [17][19]. - Hemama Theater's mixed monetization strategy of "free + ads + membership" contrasts with Hongguo's focus on free and ad-supported models, leading to structural disadvantages in profitability [17][19]. Group 3: Strategic Directions for Hemama Theater - To survive, Hemama Theater must explore differentiated content to avoid the prevalent content homogeneity in the market, focusing on unique and recognizable productions [33][45]. - Expanding revenue structures beyond advertising and subscriptions is crucial, with potential in brand-customized dramas and collaborations with government entities for stable income sources [36][40]. - Building ecological partnerships, such as the "Hemama Partner" initiative, is essential for resource sharing and strategic alliances to compete against larger players [41][45]. Group 4: Market Growth Potential - Despite challenges, the overall growth trajectory of the short drama market offers Hemama Theater opportunities for user and revenue expansion, with projections indicating a market size nearing 91 billion RMB by 2027 [27][30]. - Hemama Theater's connection to state-owned enterprises may provide advantages in policy support and content compliance, especially in a tightening regulatory environment [30][27]. - The potential for international expansion through platforms like DramaBox could allow Hemama Theater to tap into overseas markets, diversifying its content and revenue streams [43][45].