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]

以下文章来源于DT商业观察 ，作者DT商业观察 DT商业观察 . 第一财经旗下年轻态财经商业媒体。关注消费、互联网、电商、文娱、科技、城市等领域，融合媒体和 研究机构的禀赋，厘清趋势和商业间的关系，用年轻化的视角认识商业世界。 2025.05. 20 本文字数：4683，阅读时长大约7分钟 作者 | DT商业观察 短剧的流量和人气，还在飙升。 截至2024年12月， 看微短剧的人已经达到了6.62亿，微短剧独立APP的人均单日使用时长也涨到了 101分钟，接近2小时。 行业也在不断变化。 QuestMobile最新《2025中国移动互联网春季报告》显示， 字节旗下的红果免费短剧3月的月活用户 数达到1.73亿，和优酷的距离只差1200万，同比增长220.28%，增速仅次于DeepSeek和豆包。 长视频平台也发力微短剧的精品化制作，甚至长剧也开始"短剧化"，叙事节奏、集数和单集时长都开始 讲究"紧凑"。 在这样的情况下，现在观众看短剧的习惯是怎么样的？他们看短剧时更在意什么？对于品牌借短剧植入 打广告，他们的种草和消费意愿又是怎么样的？ 《DT商业观察》联合第一财经发布了《"当代男男女女看微短剧"小调研》，最 ...