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]

微短剧正在从"野蛮生长"的流量风口蜕变为影视行业的增长引擎。近日，南都记者梳理了7家上市文娱影视公司的财报 发现，其新增收入中很大一部分来自微短剧业务，这一趋势也在进一步倒逼这些企业加速调整战略重心——从追加投 资、扩大产能，到探索海外市场，微短剧已成为影视公司突围的必争之地。同时，政策层面对微短剧的扶持力度也在显 著增强，进一步释放行业红利。 阅文集团2024年的业绩财报显示，2024年阅文实现收入81.2亿元，同比增长15.8%，创近三年新高。其中版权运营及其 他收入的总收入占比明显上涨，从2023年的43.7%攀升至50.4%，超过在线业务收入。这部分收入主要反映来自制作及 发行电视剧、网络剧、动画、电影、出授版权、运营自营网络游戏、发行短剧、销售IP衍生品及销售纸质图书的收入。 对比来看，2023年、2022年，这部分业绩占比增速明显没有这么快，2022年的比例仅为42.8%。2024年这项业务新增 了"发行短剧"的部分收入，整体业务收入也同比大涨了33.5%，合理推测"发行短剧"很大程度上在2024年拉动了这部分 业务的增长。 阅文在财报中也证实了这一推测。在短剧领域，2024年他们上线了100多部 ...