Core Viewpoint - The short drama industry is experiencing a transformation, leveraging classic IPs to attract audiences and generate buzz, despite initial skepticism about the format [1][5][28] Group 1: Short Drama Development - Short dramas have evolved from being overlooked to becoming a new avenue for content consumption, driven by the redistribution of content flow [1] - The adaptation of classic IPs into short dramas has sparked mixed feelings among audiences, reflecting a broader industry change [1][8] Group 2: Popularity of "Liang Jian" - "Liang Jian" is regarded as a classic military drama, achieving significant viewership upon its release in 2005, with an average rating of 11.42% in its first week [2] - The show has maintained its popularity over the years, with a high Douban score of 9.5, and its quotes have become internet memes, enhancing its cultural relevance [2][4] Group 3: Marketing and Audience Engagement - The announcement of a short drama titled "Shan He Hui Xiang," featuring the original cast of "Liang Jian," generated substantial online interest, with 827.8 million views on Douyin [5][8] - The marketing strategy capitalizes on the nostalgia associated with the original series, creating a buzz even before the show's release [5][8] Group 4: Industry Trends and Future Outlook - The short drama market is projected to grow significantly, with an estimated market size of 504.4 billion yuan by 2024, potentially surpassing the film market [24] - The user base for micro short dramas reached 5.76 million by mid-2024, indicating a growing acceptance and demand for this format [22][24] - Major platforms are increasingly investing in classic IP adaptations, reflecting a shift towards high-quality content in the short drama sector [25][28]

一、市场概况 1、微短剧市场规模 根据《2024年中国微短剧产业研究报告》，2024年我国微短剧市场规模已达到505亿元，首次超过电影票房规模。2025年市场规模将达到 634.3亿元，2027年达到856.5亿元，年复合增长率达到19.2%。 政策方面，国家广播电视总局于年初推出"微短剧 +" 行动计划，依托六大创作计划，引导微短剧迈向高质量发展阶段，同时赋能千行百 业，使微短剧摆脱单纯娱乐属性，成为助力其他行业发展的有效工具。 内容形式上，今年上半年，微短剧呈现更丰富的多样性，普法剧、文旅剧、品牌定制剧等品类均实现明显增长。 2、微短剧投流规模 DataEye研究院预估：2025年微短剧投流规模将达约 423亿元，同比2024年增长28%。 此次预估较此前有所上调，核心原因在于： ①端原生模式在2025年上半年爆发式增长，为整体投流规模贡献了显著增量； ②尽管付费投流出现一定下滑，但免费模式实现大幅激增，抵消了付费端的下滑份额；目前主流投放渠道的免费端投流规模全面超越付 费端，成为拉动增长的关键力量。 3、微短剧免费模式规模 DataEye研究院预估：2025年中国免费微短剧市场规模约350亿元，较202 ...

以下文章来源于毒眸 ，作者毒眸编辑部 毒眸 . 看透娱乐，死磕真相 来 源丨毒眸（ID： DomoreDumou ） 作者丨 杨睿琦 图源丨摄图网 最近，"短剧造星"论调再起。 平台方面，腾讯、爱奇艺的两档综艺，"西装暴徒"代高政隔空对打新晋顶流"柯淳"；公司角度，爆款 演员韩雨彤被听花岛签下，至此，听花岛旗下已有赵佳、王道铁、李柯以、韩雨彤、曾辉等多位短剧 爆款演员。 平台和制作公司的齐齐发力，让行业视线再次集中于"短剧造星"这一话题。 演员韩雨彤（图源：@听花岛官方微博） 从行业发展的角度看，"短剧造星"是行业快速发展的直接证明：只有足够有C端消费力的内容产品， 才拥有造星的可能。 以听花岛为代表的制作公司以及以爱奇艺为代表的平台发力，更是从产业层面论证、确认短剧演员的 商业空间与内容潜力。 但从这场讨论的核心——演员出发，情况就没有那么美妙。 从目前的爆款演员发展态势来看，大体分为扎根短剧、进军长剧两条路。前者需要面对日复一日的套 路化剧本与标签化人设，在日薪过万与长期发展间进退维谷；后者则需要面对长期镶边、演技对比惨 烈等诸多残酷问题。 整体来看，尽管当下前景大好，但短剧演员如果想谋求更长期的职业发展 ...

29岁的洛阳小伙陈云轩就是其中之一。在郑州市中牟新区鲲鹏小镇的一栋写字楼里，由他作为特约演员 出演的一场"商战对决"戏在沙盘模型前开拍。导演一声"Action"，陈云轩瞬间进入状态——台词交锋、 眼神对峙、摔文件离场一气呵成。 陈云轩原本在横店跟着剧组做演员助理，偶尔也客串下角色。"郑州在短剧界成为'新顶流'，这边剧组 多、节奏快，收入也更稳定，关键是离家近。"陈云轩说，近段时间，从横店转战郑州的演员"没有上千 也有几百人"。 这片曾以"中原粮仓""交通枢纽"闻名的土地，如今正以全国短剧产能前三的身份改写产业版图：日均近 百个剧组同时拍摄，建成有一定规模的微短剧拍摄基地10余家，发展微短剧企业千余家，吸纳固定从业 人员超5万人。更引人注目的是，大批来自横店、北京、成都的影视人正迁徙至此——他们追逐的，是 怎样一片新热土？ 6月28日20时许，夜幕低垂。郑州市金水区大志影视基地内，依然灯火如昼。4个剧组同时在30多个精心 搭建的场景中穿梭拍摄。光影跃动，机器嗡鸣声、场务脚步声、导演指令声相互交织，勾勒出一幅繁忙 的创作图景。 "男主、女主就位，准备走戏！""90后"天津籍导演张镱潇的短剧当天正式开机。为了赶进度 ...

3、光伏 | 据中证报，权威数据显示，2025年前5个月光伏新增装机量约为198GW，而前4月装机量为105GW。也就是说，5月单月装机量达93GW。据悉， 2024年全年，国内光伏新增装机量为278GW，今年5月单月装机量顶得上去年的4个月，也接近今年前4个月的装机量。 点评：机构认为，当前产业链各环节价格已处于历史低位，行业在出清进程中，叠加光伏政策正在从供给端、需求端双向发力，2025年行业有望迎来供需改 善。在政企联动促出清、新技术加速迭代的背景下，光伏行业有望迎来基本面修复。 明日主题前瞻 1、物联网 | 据人民网，7月2日，工业和信息化部物联网标准化技术委员会在京召开成立大会。成立物联网标委会，是贯彻落实党中央、国务院有关"加快发 展物联网"决策部署的重要举措，将有力推进物联网技术标准研制和推广应用，打造系统性强、协同程度高、技术水平先进的物联网标准体系，促进物联网 产业创新发展，提升产业国际竞争力。物联网标委会主要负责物联网行业应用、关键技术、建设运维等领域行业标准制修订工作。 点评：中证报指出，物联网正从"万物互联"向"万物智联"跃迁，已演变为社会变革力量。技术融合与政策支持驱动市场高速增长。 ...

Core Insights - The short drama market in China is rapidly expanding, with annual production reaching 40,000 episodes and revenue for producers hitting 12 billion yuan, narrowing the gap with traditional long dramas which generate 31 billion yuan [1] - The market size for short dramas is projected to soar to 50.4 billion yuan in 2024, with user numbers surpassing 660 million, indicating a significant growth opportunity [3] Group 1: Market Dynamics - The emergence of hit short dramas through seasonal releases has maintained user engagement, with total viewing time sometimes exceeding that of long dramas [3] - User behavior shows that traditional horizontal dramas reach 77% of users, while vertical short dramas reach 61%, with 38% of users switching between formats, creating a unique "dual-ecology" [3][33] - The competition among over 10 platforms in the short drama space is intensifying, with various strategies being employed to capture market share [3] Group 2: Key Players and Strategies - The short drama landscape is categorized into four main factions: - "Web Literature Platform Faction" includes players like Hongguo, Hema, and Qimao, leveraging IP resources for content creation [6][8] - "Video Platform Faction" consists of Douyin, Kuaishou, and Tencent Video, focusing on video content and user engagement [12][14] - "Vertical Ecology Faction" includes Xiaohongshu and Bilibili, targeting niche audiences with tailored content [16] - "E-commerce Cross-border Faction" features platforms like Taobao and Meituan, integrating content with commercial strategies [18] - Hongguo is currently leading the market with 173 million monthly active users, supported by its parent company ByteDance's resources [10] Group 3: Trends and Future Directions - The industry is shifting towards "cooperation for mutual benefit," with major platforms collaborating to enhance content quality and production efficiency [20][21] - Content quality is being prioritized, with platforms like Tencent Video and iQIYI investing in high-quality short dramas and classic IP adaptations [22][25] - User acquisition strategies are evolving, focusing on building strong community ties and targeting high-value user segments [27][30] Group 4: Business Model Evolution - The short drama industry is witnessing a transition from reliance on user payments to a mixed monetization model combining advertising and user payments, indicating a shift in revenue generation strategies [31][33] - The relationship between horizontal and vertical dramas is becoming complementary, with both formats coexisting and appealing to different audience preferences [33][34]

文｜DataEye研究院 2025年上半年已过，微短剧进入下半场，平台从抢用户转向抢厂牌？ 近日，红果发布相关政策，吸引微短剧厂牌入驻红果经营账号。继拉新计划发布后，红果将目光转向微短剧供给端，厂牌可以通过入驻的方式在红果APP 上做微短剧营销。 值得关注的是，厂牌入驻并非红果首创。微短剧兴起后，抖音成为最大的厂牌入驻平台。年初，小红书官宣上线微短剧频道，也吸引了众多厂牌入驻。 红果此次厂牌运营计划，有何不同，为何吸睛？ 从整体用户画像来看，红果24岁以下用户占比最高，达18.1%。25-30岁用户占比最少，为11.2%。数据可以看出，红果用户各年龄段分布较平均，侧面说 明红果面向的用户群体丰富，微短剧受众辐射面广。 用户基数和画像都为厂牌入驻提供了流量，也为厂牌微短剧的上线提供了播放保障。 本期DataEye来聊聊红果这次的厂牌运营计划。 一、微短剧厂牌概念持续形成 随着微短剧行业发展，厂牌概念逐渐被用户熟知。麦芽、九州、河马、听花岛、华策影视、完美世界等均推出了自家微短剧厂牌。 从ADX数据来看，不少厂牌推出的微短剧表现出色。如听花岛推出的《家里家外》《我在八零年代当后妈》《裴总每天都想父凭子贵》《引她入 ...

文｜温度纪temperature 何惜金 编辑｜路子甲 这座以"富士康"闻名的人口大市，本身并无多少影视基因，正在短短数年之内崛起，成为无数边缘十八 线"男配女配"的梦想重生之地。 昔日被嘲的微短剧，拿到属于自己的逆袭打脸剧本。2024年微短剧市场规模攀升至505亿元，超越全年 总票房。 五年前，当北上广深的白领们带着猎奇心态审判歪嘴龙王的Nike式笑容时，或许也不会想到，有一天也 会集体短剧"中毒"。 1.73亿的月活用户规模，220.3%的同比增长率，狂飙突进的红果免费短剧APP，气势汹汹夺走观众注意 力。无论长短视频平台，都在迫不及待拥抱浪潮：爱奇艺推出微短剧APP正面阻击；优酷成立独立微短 剧中心全面押注，B站升级"曦光计划"，小红书杀入女频短剧赛道…… 线上人人都想争抢下一块蛋糕，而在线下，郑州已经先声夺人。 "恶毒女配"的演员梦 鹅蛋脸，尖下颌，一双锐利的眼睛，眼尾妩媚上扬。轻熟气质的张鑫淼，一直是选角导演偏爱的"恶毒 女配"。 短剧得资深观众把短剧圈称为"短国"。而深谙短剧套路的观众早就默认，在短国，手眼通天的不是各路 霸总，而是"恶毒女配"。 在故事前半段，她们惹是生非、挑拨离间，却总能得到" ...

Group 1 - Tencent Video recently released a list of high-quality short dramas featuring strong casts, including works like "Parrot" and "Zhuque Hall" [1] - The short drama market is experiencing a trend where the boundaries between short and long dramas are becoming increasingly blurred, with some short dramas adopting extreme and absurd themes [3][5] - The popularity of short dramas is driven by their potential for profitability and impactful content that captures user attention, leading to a collective pursuit of quality in the market [5][10] Group 2 - Major companies in the short drama sector are shifting from sensational content to more refined storytelling, with examples like "Tinghuadao" achieving over 1 billion views with a focus on female narratives [10] - Companies like "Majiang" and "Xianwen" are also producing high-quality short dramas that resonate with audiences, moving away from traditional tropes [12][13] - The competition in the short drama space has intensified, with major platforms like Douyin and Kuaishou launching their own short drama initiatives, emphasizing a move towards quality content [16][18][20] Group 3 - Traditional media companies are entering the short drama market, with examples like Ningmeng Media and Perfect World focusing on specific demographics and themes [22][24] - Companies are leveraging existing long drama IPs to create short dramas, indicating a trend towards brand extension in the industry [27] - Despite the rapid changes in the short drama landscape, companies are optimistic about capturing audience attention during fragmented viewing times, although they face challenges in maintaining viewer engagement [29]

美光科技(MU.O)：2025年全球DRAM行业比特需求将接近20%的偏高位增长区间。 ...