在2025阿里大文娱商业春季云发布上，优酷一口气官宣了涵盖超230部精品内容的2025最新片单，其中剧集板块有近80部为新剧，综艺板块的34档综艺 80%为原创新IP，革新魄力与突围决心不言而喻。 紧接着，在腾讯视频《折腰》、爱奇艺《人生若如初见》官宣定档同天，优酷又果断抛出了由郑晓龙执导、肖战主演的古装大剧《藏海传》，以头部内容 正面硬刚的强势姿态，向行业宣告其直面竞逐的战略定力和深层韧性。 不过与此同时，芒果TV也在快马加鞭的行进。 5月15日，2025阿里大文娱商业春季云发布结束的一周后，以"领'鲜'出击· 共'营'未来"为slogn的芒果2025春季招商会在长沙举行。 虽然谈及长视频行业的竞争格局，"爱优腾"在当下仍是习惯性表述，但坦诚地讲，优酷的对手已不再是爱奇艺和腾讯视频，而是芒果TV以及B站。 QuestMobile《2025中国移动互联网春季报告》显示，截至3月，腾讯视频、爱奇艺的月活规模分别达3.70亿、3.65亿，优酷仅为前两者的一半。另一边， 芒果TV在行业第三的位置越坐越稳，B站也比优酷多了3500万的身位优势。 更值得警惕的是，这期间，红果短剧的月活规模同比增长220.3%至1.73 ...

Core Insights - The drama market is experiencing a shift with a decline in the effectiveness of traditional marketing strategies such as drama sponsorships, leading to a more pragmatic approach in marketing efforts [3][4][6] - The number of brands collaborating with dramas has increased, indicating a potential shift towards more direct and measurable marketing strategies [14][18] Group 1: Market Trends - Recent dramas like "国色芳华" and "难哄" have generated significant buzz, but overall viewership numbers are struggling to reach previous highs, with many key dramas failing to surpass 20 million views [1] - The trend of drama sponsorship is slowing down, with fewer major dramas able to attract substantial sponsorship deals compared to the previous year [6][9] - The rise of micro-short dramas and changing consumer behavior are impacting traditional long-form video platforms, leading to a more competitive environment for viewer attention [11][20] Group 2: Marketing Strategies - The effectiveness of drama sponsorship is being questioned as brands seek better value for their investments, especially when compared to the performance of variety shows [9][22] - New marketing strategies are emerging, such as "全集有广," which focuses on the overall performance of a drama rather than individual sponsorships, reflecting a shift in how success is measured [13][20] - Brands are increasingly engaging directly with audiences through social media and promotional events, enhancing their visibility and connection with viewers [31][34] Group 3: Challenges and Opportunities - The lack of blockbuster dramas is causing advertisers to be more cautious, as the risk of associating with underperforming shows increases [6][9] - There is a growing need for drama marketing to extend beyond platform-specific promotions to ensure broader audience engagement and brand visibility [24][34] - Collaborative marketing efforts, such as "全家桶" style partnerships, are becoming more common, allowing multiple brands to coexist within a single drama, thus maximizing exposure [28][30]