文｜犀牛娱乐 沈婉婷 编辑｜朴芳 毫无疑问，2025年对长剧来说并不好过。 行业周期的变化、流量红利的消逝、短剧的持续冲击……让长剧在过去一整年都几乎面临着震荡"下行"的焦虑，市场水位的整体缩水与超级头部作品的缺 位也已成为不可逆的事实。 在此背景下，随之而来的是发生在内容、平台、公司、演员等各个层面的剧烈洗牌，而只有那些真正回归创作本质、尊重并理解观众的作品，才能跨越不 确定性找到"上行"的空间。 变与不变之中究竟得失几何？本文将结合云合、灯塔、猫眼、德塔文等第三方平台公布的年度数据报告或榜单，详细回顾2025年长剧市场在这一年的具体 表现，也为刚到来的2026提供可供参考的一二经验及反思。 大盘再收缩，"超头"缺失 流量规模的整体收缩体现在各个维度。 根据云合数据《报告|2025年长剧集网播年度观察》，2025年上新长剧霸屏榜TOP20正片有效播放296亿，较去年同期缩减20%；其中，41部云合评级为 S+，同比减少3部。 长视频平台长剧上新数量也呈现下滑态势，2025年共上新长剧624部，同比减少31部，可看出"提质减量"大方针仍在坚定贯彻。 头部流量的缩水更加明显，要说去年还有一部热播期集均破亿的"独 ...

Core Insights - The Chinese drama market in 2025 is entering a quality transition phase characterized by a consensus on "reducing quantity and improving quality," with a focus on reputation as the core measure of a drama's vitality [1] Historical Themes: "Breaking the Circle" Communication - A series of revolutionary historical dramas have resonated deeply with audiences, achieving high ratings, with shows like "Our Rivers and Mountains," "Blood and Glory," and "Positions" nearing or exceeding 3% in premiere ratings [2] - "Silent Glory" stands out for its rigorous adherence to historical accuracy, portraying real-life revolutionary martyrs and achieving emotional resonance with viewers [2] - "Anti-Human Atrocities" received a high score of 8.7 on streaming platforms, showcasing the human cost of war and the indomitable spirit of the Chinese people [2] Realistic Themes: The Human Experience - "Six Sisters," which began airing on CCTV, achieved both high ratings and social acclaim by depicting the growth of six sisters in a typical urban family [3] - The depth and breadth of realistic themes expanded significantly, with "Northbound" innovatively intertwining the narrative of the Grand Canal's cultural heritage with the individual growth of the post-90s generation [3] - "Life from the Land" represents the epic depth and thoughtfulness achievable in realistic dramas, focusing on the changes in land systems in rural China [3] Suspense Dramas: Quality Endurance - In 2025, Chinese suspense dramas transitioned from "traffic hits" to "quality endurance," achieving breakthroughs in both viewership and reputation [4] - The narrative focus shifted from plot-driven to character-driven storytelling, as seen in "Stationed," which portrays the daily struggles of a police officer [4] - The integration of suspense with humanistic concerns allows these dramas to transcend genre limitations [4] Aesthetic Innovation and Genre Fusion - Suspense creators in 2025 actively break genre boundaries, exploring richer expressions and achieving cinematic quality in storytelling [5] - The trend of shorter, high-quality series is particularly evident in the suspense genre, with many shows like "Dust Storm" and "Secret Showdown" maintaining a compact format of around 12 to 16 episodes [6] Idol Dramas: A "Cold" Reality - Urban dramas successfully explore social issues, with shows like "A Good Life" and "Let Me Shine" achieving high ratings and online discussions [7] - The idol drama market faces challenges, with over 40 notable idol dramas released in 2025, yet many fail to resonate beyond their established audience [7][8] - The fatigue of historical idol dramas is evident, as many fail to maintain viewer interest despite initial hype [8] Short Dramas: A Quality Transformation - The short drama market has entered a critical turning point, shifting focus from scale expansion to quality enhancement and deeper cultural value [9] - The diversity and quality of short dramas have improved, with emotional depth and cultural context becoming prominent features [9][10] - The professionalization of the short drama industry is accelerating, with more established filmmakers and actors contributing to higher production standards [10]

Core Insights - The 2025 drama market has seen a blend of positive energy and emotional resonance through various series, with creators seeking new solutions amidst a changing landscape [1][11] - Realism in storytelling has become a dominant trend, with many series focusing on historical themes and character development, particularly in the context of the 80th anniversary of the victory in the Anti-Japanese War [3][13] - The emergence of new policies has opened up opportunities for historical and long-form narratives, allowing for a resurgence of classic storytelling styles [7][17] - The short drama market is transitioning from rapid growth to a more refined phase, with a focus on quality and character depth, moving towards a "short drama long-form" approach [9][19] Group 1: Realism and Historical Themes - A significant number of high-quality dramas have been produced that reflect on the Anti-Japanese War, showcasing heroic figures and historical accuracy [3][13] - Series like "The Silence of Glory" and "Our Mountains and Rivers" have successfully connected historical narratives with contemporary values, appealing to modern audiences [3][13] - The trend of realism extends to various genres, including suspense dramas that delve into human nature and emotional narratives rather than just plot-driven cases [4][14] Group 2: Market Dynamics and Policy Changes - The overall production volume of dramas in 2025 has stabilized, but there is a noticeable gap between critical acclaim and viewership ratings, with few series achieving both [6][16] - The "Guangdian 21" policy introduced by the National Radio and Television Administration has lifted restrictions on drama length and content, fostering a more diverse production environment [7][17] - Upcoming historical dramas are set to capitalize on this policy shift, with several new series announced for 2026 that promise to explore rich historical narratives [7][17] Group 3: Short Drama Evolution - The short drama sector is experiencing a rational adjustment after years of explosive growth, moving towards higher quality content and more sophisticated storytelling [9][19] - Trends indicate a shift from simplistic narratives to more complex character-driven stories, with a notable influence from international formats like Korean dramas [9][19] - The rise of IP series in short dramas is evident, with successful sequels and high viewership records indicating a growing market for quality short content [10][20] Group 4: Economic Impact and Local Development - The short drama boom is positively impacting local economies, with cities actively supporting the industry through policy initiatives [11][21] - Beijing leads in the number of short drama-related enterprises, significantly outpacing other cities, indicating a concentrated growth in this sector [11][21] - The combination of short dramas with cultural tourism and local industries suggests a potential for reshaping regional economic models [11][21]

巨变之下，平台与公司都需要寻找"更确定性的增长"直面挑战，穿越周期。沧海横流，方显英雄本色。今年，娱乐独角兽将继续推进"年度盘 点"和"年度专访"，从短剧、长剧集、综艺、音乐等多维度盘点年度行业事件和标杆公司，试图记录和追寻行业的发展趋势和变化脉络。我们 将在"年度盘点"系列文章中，分享一系列产业观察。 本文为"年度盘点"专刊第三篇。2025年的长剧市场，超头消失、平台剧王登场，市场水位下行已无可回避，内容、演员、制作公司洗牌更加激 烈，我们也试图在今年的作品中找到一些"确定性"答案。 《藏海传》是优酷剧王，是云合、猫眼、灯塔等全网播放量冠军；《许我耀眼》是腾讯视频剧王，云合集均TOP1，在小红书、抖音上断层登顶；《生万 物》是爱奇艺剧王，多平台日峰值年冠/史冠；《国色芳华》是芒果剧王…… 无论这一年里长剧市场曾多少次陷入到爆款缺失、短剧上行的"焦虑"里，都在岁末转化成了一份"热闹"。"剧王之争"，正在成为当下最火热的文娱议题。 2025年的文娱行业，形势更加复杂多变。电影市场终破500亿票房大关，动画电影撑起半壁江山，女性观众成主要观影力量；剧集市场"长短相 融"趋势显著，冷热起伏，古装剧，年代剧，都市剧有 ...

Core Insights - The 2025 Chinese drama market has shifted away from a single dominant "king" drama, with multiple series capturing attention across different audience segments [3][22] - The overall trend indicates a diversification of viewership and a more competitive landscape among top dramas, with no single series achieving overwhelming popularity [3][6] Market Performance - In 2025, the average viewership for top dramas ranged from 4.2 million to 6.8 million, with "Bai Huai" and "Cang Hai Chuan" leading at 6.7827 million and 6.6457 million respectively, showing a close competition [5][6] - The gap in viewership between the top-ranked dramas and others has narrowed, indicating a more balanced market where multiple series can thrive [6][10] Audience Engagement - The top dramas of 2025 displayed a clear stratification in audience ratings, with scores ranging from 5.3 to 8.0 on Douban, reflecting a diverse range of viewer preferences [8][10] - High-quality productions and engaging narratives are essential for maintaining long-term viewer loyalty, while the ability to spark discussions and controversies has become crucial for rapid popularity [8][21] Genre Trends - The distribution of genres among top dramas shows a near-equal split between historical and contemporary themes, with both moving towards more niche and specialized content [10][12] - Traditional tropes in historical dramas are declining, giving way to more complex narratives that incorporate elements of intrigue, suspense, and character development [10][19] Platform Strategies - iQIYI led the market with five entries in the top 10, focusing on suspense and reality genres to enhance its brand value [12] - Youku successfully positioned itself in the male-oriented and hardcore genre segments with four top entries, strengthening its brand identity [12] - Tencent Video's strategy revolves around capturing social sentiments and creating discussions around its dramas, exemplified by "Xu Wo Yao Yan" [14] Industry Evolution - The industry is moving towards a "reduce quantity, improve quality" approach, concentrating resources on fewer projects with clear potential for success [15][17] - Recent regulatory changes have provided more creative freedom for long-form narratives, allowing for deeper storytelling and character development [17][19] Future Outlook - The 2026 market is expected to focus on grand narratives and complex character portrayals, with historical and period dramas seen as promising avenues for success [26] - Upcoming projects are anticipated to blend contemporary themes with historical contexts, aiming to resonate with collective audience sentiments [23][25]

Core Viewpoint - The article discusses the evolution of the "evil woman" trope in Korean dramas, highlighting how these characters have become central to narratives, reflecting societal issues and audience desires for complex female protagonists [4][8][49]. Group 1: Evolution of "Evil Women" in Korean Dramas - The character Bai Yazhen from the drama "Dear X" represents a new generation of "evil women," using manipulation and revenge against those who wronged her [3][11]. - Recent Korean dramas like "The Penthouse," "Eve," and "Dark Glory" have established the "evil woman" as a crucial character type, often divided into two categories: pure evil women from affluent backgrounds and those who seek revenge after being bullied [4][6]. - The portrayal of "evil women" in Korean dramas often transcends gender stereotypes, allowing for a more neutral representation of their actions and motivations [7][8]. Group 2: Comparison with Chinese Dramas - In contrast, Chinese dramas tend to depict "evil women" in a more stereotypical and gentle manner, often focusing on romantic entanglements rather than complex revenge plots [6][34]. - The "evil women" in Chinese dramas are often secondary characters, lacking the depth and agency seen in their Korean counterparts, who are frequently the main protagonists [43][57]. - Recent Chinese characters, like Xu Yan in "Let Me Shine," are portrayed as ambitious but ultimately revert to traditional narratives of love and redemption, lacking the proactive nature of Korean "evil women" [35][37]. Group 3: Audience Reception and Societal Reflection - The rise of "evil women" reflects a broader audience desire for narratives that challenge traditional female roles, allowing women to be ambitious and morally complex [44][49]. - The "evil women" trope serves as a vehicle for viewers to explore themes of power, revenge, and societal injustice, resonating with audiences who may feel powerless in their own lives [56][57]. - The article suggests that the acceptance of "evil women" in narratives indicates a shift in societal views on female ambition and morality, pushing against the constraints of traditional gender roles [48][50].

Core Insights - The long drama market is expected to face a "bleak" end in 2025, with significant changes in industry dynamics anticipated due to a challenging environment [1] Group 1: Industry Trends - The traditional "Big Six" production companies are experiencing a decline in both output and market share, with Huace Film and TV significantly reducing its new releases from seven to three this year [2] - New releases from New Classics Media have also decreased, with only one major drama expected in 2025 compared to multiple successful titles last year [3] - The overall production capacity of companies like Noon Sunshine and Ningmeng Media has remained stable, but their new releases have not matched the success of previous years [5] Group 2: Emerging Players - New players in the industry are fiercely competing, with companies like Changxin Media and Jiaxing Media gaining attention through successful new releases [14][16] - Quantum Pan Entertainment and Chunyu Media's collaboration on "Cang Hai Chuan" has emerged as a leading title in the male-oriented drama category, showcasing the potential of new entrants [21] - Other emerging companies like Xixi Film and Xinglian Film have also produced new works, indicating a slight recovery in their performance compared to last year [23] Group 3: Performance Metrics - The performance of dramas has varied significantly, with some productions achieving high ratings while others struggle to gain traction, reflecting the competitive nature of the market [9][11] - The drama "Xu Wo Yao Yan" from Jinhe Media has achieved notable success, marking a significant comeback for the company after a period of fewer hits [18] - The overall sentiment in the industry suggests that even successful productions are facing challenges in achieving blockbuster status, indicating a tough market environment [30]

在12月1日华策影视（300133）强烈谴责市场上出现跟风模仿尚未播出的长剧《家业》的短剧作品后，短短一周不到的时间里，短剧抄袭、模仿、融梗长 剧的风波持续发酵，多部短剧陷入争议。 12月4日，短剧《为你钟情》被质疑抄袭泰剧《以你的心诠释我的爱》和日剧《溺水小刀》引发热议，网友制作了对比截图，认为该短剧多个分镜与《以 你的心诠释我的爱》分镜相似度很高，特别是该短剧的预告片还使用了《以你的心诠释我的爱》主题曲的交响乐演奏版作为背景音乐，更引发了剧迷的不 满，男主的造型则被认为和《溺水小刀》中男主的造型相似。"猛地一看我以为是《溺水小刀》呢。""被子一样也就算了，我就当是大众款被子人手一 床，这个背景乐都一样我真的忍不了了。" 与此同时，另一部刚刚播出的长剧《狙击蝴蝶》则遇到了一个颇为尴尬的情况，在《狙击蝴蝶》上线播出后，有网友发文："《狙击蝴蝶》咋感觉和我之 前看的一个短剧这么像，一个本子？"有粉丝做出了解释："《狙击蝴蝶》是2024年6月杀青的，买了小说《狙击蝴蝶》的版权，已经拍完一年多了只是到 现在才排上档期播出，之前放过杀青特辑。那个短剧很多情节就是出自这里和后面放的片花。长剧的导演和编剧花了无数心思设计 ...

Core Viewpoint - Zhao Lusi is potentially returning to the mainstream market, with indications of collaboration with Alibaba's Huajing Entertainment, although no confirmation has been received from the involved parties [1][5]. Group 1: Zhao Lusi's Changes - On November 8, during her birthday concert, Zhao Lusi announced the establishment of a new studio, with Li Wei, founder of Galaxy Cool Entertainment, present at the event [1]. - Zhao Lusi's studio account has removed the identification of her previous agency, Galaxy Cool Entertainment, and replaced it with independent contact information [1]. - Li Wei posted a photo with Zhao Lusi on Douyin, indicating a deep collaboration between them [1][2]. Group 2: Huajing Entertainment's Position - Huajing Entertainment has established a significant connection with Li Wei, who controls 69.09% of a newly formed company, Yiercansi [2]. - Huajing Entertainment holds a 51% stake in Shenzhen Qianmang Culture, which is the major shareholder of Yiercansi, indicating Huajing's substantial influence over the company [3][4]. Group 3: Financial Performance and Opportunities - Huajing Entertainment has achieved profitability for three consecutive quarters, primarily driven by the success of its subsidiary, Youku [8]. - The success of the drama "Cang Hai Chuan," which has over 40% market share and significant brand collaboration, showcases a replicable model of combining top artists with major IPs [10]. - Signing Zhao Lusi could enhance Youku's traffic and reduce costs, as she has a strong following and has previously topped Weibo trends [11]. Group 4: Industry Outlook - Huajing Entertainment is in an expansion phase, launching various talent development programs, indicating a commitment to growth in the entertainment sector [11]. - The potential collaboration with Zhao Lusi reflects Alibaba's strong investment in the entertainment industry, which is seen as a positive development for both Zhao Lusi and industry professionals [13].

Core Viewpoint - Zhao Lusi may be returning to the mainstream market, with indications of connections to Alibaba's Huajing Entertainment, although confirmation from the companies involved is lacking [1]. Group 1: Zhao Lusi's Changes - On November 8, during her birthday concert, Zhao Lusi announced the establishment of a new studio, with Li Wei, founder and former CEO of Galaxy Cool Entertainment, present at the event [2]. - Zhao Lusi's studio account has removed the previous agency's branding and replaced it with independent contact information, indicating a shift towards independence [2]. - Li Wei posted a photo with Zhao Lusi on Douyin, suggesting a deep collaboration between them [2]. Group 2: Huajing Entertainment's Role - Huajing Entertainment has established a connection with Li Wei, who controls a new company called Yiercansi, holding a 69.09% stake [3][4]. - Huajing Entertainment holds a significant stake in Yiercansi through Beijing Dayu Happy, indicating potential influence over the new company [5]. Group 3: Financial Performance and Opportunities - Huajing Entertainment has achieved profitability for three consecutive quarters, primarily driven by its subsidiary Youku's success [8]. - The success of the series "Cang Hai Chuan," which has over 40% market share and significant brand collaboration, exemplifies a replicable model for future projects [9]. - Signing Zhao Lusi could enhance Youku's traffic and reduce costs, as she has a strong following and has previously topped social media trends [9][11]. Group 4: Industry Expansion - Huajing Entertainment is in an expansion phase, launching various talent development programs, indicating a commitment to growth in the entertainment sector [10]. - The potential signing of Zhao Lusi aligns with Huajing's strategy to leverage project traffic and capitalize on her popularity [11]. Group 5: Overall Implications - The developments suggest a positive outlook for Zhao Lusi's return to the mainstream market, supported by Alibaba's strong investment in the entertainment industry, which is beneficial for both Zhao Lusi and industry professionals [12].