Core Insights - The report highlights that the "Guochao" culture has deeply integrated into the daily lives of contemporary youth, with film and television works being the most popular medium at 73.21% [1] - The report indicates that Guochao films and dramas serve as dual carriers of cultural confidence and emotional resonance, with major themes being revolutionary subjects (54.44%), contemporary urban themes (48.85%), and ancient legendary themes (47.72%) [1] - iQIYI's productions have sparked widespread discussions among the youth, with specific titles like "Tang Dynasty Mystery" and "My Alashan" gaining significant attention [1] Film and Television Performance - iQIYI's dramas such as "Tang Dynasty Mystery" have integrated elements of Tang architecture and art into suspenseful narratives, achieving over 100 million interactions on bullet screens [1] - "My Alashan" has resonated with audiences through its portrayal of Kazakh nomadic culture, contributing to a tourism boom in Xinjiang [1] - "Love You" introduces traditional Chinese medicine culture, educating young viewers about herbal medicine through its episodic structure [1] - "Life of All Things" reflects the changing fate of farmers in China, showcasing local cultural practices during traditional festivals [1] Variety Show Success - Guochao variety shows have also performed well, with historical interpretation (53.24%), music competition (51.87%), and cultural exploration (46.18%) genres being particularly popular [3] - iQIYI's variety show "Let's Farm 3" promotes rural revitalization by engaging in local agricultural activities, instilling a sense of resilience and teamwork among contemporary youth [3] - "Ha Ha Ha Ha" showcases China's infrastructure capabilities and cultural output through a special episode on the China-Laos Railway [3] - "A Journey of Blossoms 2" presents a panoramic view of China's cultural landscape, fostering a healing journey through cultural dialogue [3] Audience Engagement and Cultural Connection - iQIYI's Vice President Wang Xiaoyan emphasized that young viewers are not just consumers but co-creators, with 52.59% of respondents discussing Guochao elements through bullet screens and comments [5] - The interactive model allows for continuous revitalization of content based on audience feedback, enhancing viewer engagement [5] - The popularity of Guochao dramas is attributed to creators' thoughtful innovation and transformation of traditional culture, making it relevant to modern life [5] - iQIYI's commitment to delivering quality content has successfully established a deep connection between Guochao culture and young users [5]

Core Insights - The third Beijing Network Audio-Visual Art Conference focused on the theme "Audio-Visual Tide, Artistic Brilliance," gathering industry elites, experts, and creators to discuss innovation and development in the network audio-visual arts [5][6] - The conference released key content including the "2025 Beijing Big Audio-Visual" project list and the "2024 Beijing Micro-Short Drama Research Report," highlighting the industry's growth and creative achievements [5][7] Industry Development - The conference showcased 80 high-quality works in the "2025 Beijing Big Audio-Visual" project list, covering various formats such as web dramas, web films, micro-short dramas, and web variety shows, reflecting the industry's innovative outcomes and artistic pursuits [7][10] - The micro-short drama market in China is projected to reach 50.44 billion yuan in 2024, with a year-on-year growth of 34.9%, and Beijing accounts for approximately 33.62 billion yuan, representing two-thirds of the national total [10][11] Creative Trends - The emergence of grassroots creators, such as "delivery poets" and "field writers," signifies a new era of public participation in the arts, blending traditional and modern elements to inject vitality into the network space [12][13] - The concept of "New Public Literature" emphasizes the democratization of art, reflecting social realities and enhancing cultural exchange, with a focus on quality over mere popularity [13][14] Future Directions - Industry professionals highlighted the need for micro-short dramas to evolve from short video logic to cinematic expression, emphasizing quality and innovation to avoid homogenization [10][11] - The integration of technology, such as generative AI, is seen as a driving force for the development of new public literature, enhancing user experience and creative potential [12][14]

Core Insights - The variety show market in the first half of 2025 has shown stability in content supply and popularity, with major platforms like iQIYI, Tencent Video, Youku, and Mango TV maintaining a consistent release schedule, leading to a competitive environment where multiple platforms have shows airing almost every day [1][3][4] - iQIYI has emerged as a leader in the new variety show segment, holding a significant market share with four out of the top five shows and six out of the top ten shows, indicating a strong performance in content creation and audience engagement [1][5][10] - The trend of sponsorship in variety shows has stabilized, with many successful shows securing multiple brand sponsors, although the ability to attract sponsorship has become more evenly distributed among top shows [1][20][31] Content Changes - The variety show market is undergoing a transformation, focusing on creativity and quality, with a notable shift towards "pure" content that meets audience demands [4][15] - The "N-generation" variety shows are being revitalized, with innovative formats and themes that resonate with viewers, such as "Planting Season 3," which emphasizes agricultural responsibility and community engagement [5][7][10] - New IPs are being introduced to invigorate the market, with shows like "A Journey of Flowers" leading the charge in providing fresh content and engaging narratives that appeal to diverse audiences [10][12][14] Commercialization Trends - The commercialization of variety shows is evolving, with a focus on emotional marketing that resonates with younger audiences, as seen in shows like "A Journey of Flowers" and "New Rap 2025" [20][21][25] - Brands are increasingly leveraging variety shows for scene-based marketing, creating immersive experiences that extend their reach and engagement with consumers [26][29] - The market is witnessing a blend of new and established brands utilizing variety shows for exposure, with data indicating that beverage and internet brands dominate sponsorship visibility [31][33]

Core Viewpoint - The competition in the variety show market is intensifying, particularly in the music variety segment, which still holds significant viewership and commercial value, but brands are struggling to convert this into effective marketing [1][2][10]. Group 1: Market Dynamics - Music variety shows dominate prime time with a 35% share of viewership, showcasing their commercial potential [1]. - Despite the popularity of shows like "Singer 2025," brands are questioning whether the excitement translates into sales [1][10]. - The traditional marketing strategies in music variety shows are showing signs of fatigue, as audience attention becomes increasingly fragmented [5][10]. Group 2: Brand Engagement - Brands like Mengniu are leveraging nostalgia and emotional connections to engage audiences, as seen with their sponsorship of "Singer 2025" [2][6]. - The effectiveness of brand exposure is diminishing; audiences may remember the show but not the brands associated with it [11][14]. - Successful brand integration requires more than just visibility; it necessitates creating meaningful connections with the audience through storytelling and emotional engagement [14][19]. Group 3: Evolving Strategies - Platforms are facing structural challenges, prompting them to explore new monetization strategies, such as Mango TV's "Yuanren Universe" and Tencent's "Micro Variety Plan" [17][19]. - Brands are shifting from traditional advertising to co-creating content that resonates with audiences, focusing on long-term value rather than short-term exposure [19][27]. - Effective variety show marketing now emphasizes three dimensions: online interaction, offline experiences, and social co-creation [20][24]. Group 4: Case Studies - The marketing strategy of Lays in "Planting Season 3" exemplifies effective brand integration by immersing the product in the storyline and allowing for direct purchasing options [24][26]. - Brands must embed their narratives within the emotional journeys of the audience to achieve measurable commercial outcomes [26][27].