新华财经上海10月15日电（李一帆）打开手机，滑动屏幕，两分钟一集的短剧正成为越来越多人的日常娱乐选择。这个新兴行业用三年时间走完了传统视频 行业十余年的路：从2022年的100多亿元市场规模，到2024年的504亿元，短剧收入甚至超过了同年的电影票房。10月14日，2025视听中国马栏山微短剧之夜 活动现场，广电总局信息网络中心发布了中国视听大数据微短剧大屏播出指数，宣告中国微短剧逐渐从"边缘内容"变为主流娱乐方式，成为人民大众最喜爱 的视听内容之一。 市场一派繁荣，吸引更多企业不断入场。然而，当短剧行业步入"深水区"，头部平台已建立起一定的先发优势，此时，对于半途入场的玩家而言，短剧还是 一门好生意吗？ 繁荣之下，理性入局 面对这片仍在增长但竞争日益激烈的市场，今年年初才进军短剧行业的七猫，对此有着更深的体会。今年4月，七猫短剧开始有剧集上线，至今已运营整半 年时间。 "单部剧收入下降是必然趋势。"在接受新华财经专访时，七猫短剧总经理梁凯开门见山地指出。 七猫短剧总经理梁凯 梁凯透露，短剧市场的新剧供给量正以每年30%到50%的速度高速增长。从去年底每天上新70多部，发展到如今每天有超过100部新剧涌向市 ...

Core Insights - The short drama market in China is rapidly expanding, with annual production reaching 40,000 episodes and revenue for producers hitting 12 billion yuan, narrowing the gap with traditional long dramas which generate 31 billion yuan [1] - The market size for short dramas is projected to soar to 50.4 billion yuan in 2024, with user numbers surpassing 660 million, indicating a significant growth opportunity [3] Group 1: Market Dynamics - The emergence of hit short dramas through seasonal releases has maintained user engagement, with total viewing time sometimes exceeding that of long dramas [3] - User behavior shows that traditional horizontal dramas reach 77% of users, while vertical short dramas reach 61%, with 38% of users switching between formats, creating a unique "dual-ecology" [3][33] - The competition among over 10 platforms in the short drama space is intensifying, with various strategies being employed to capture market share [3] Group 2: Key Players and Strategies - The short drama landscape is categorized into four main factions: - "Web Literature Platform Faction" includes players like Hongguo, Hema, and Qimao, leveraging IP resources for content creation [6][8] - "Video Platform Faction" consists of Douyin, Kuaishou, and Tencent Video, focusing on video content and user engagement [12][14] - "Vertical Ecology Faction" includes Xiaohongshu and Bilibili, targeting niche audiences with tailored content [16] - "E-commerce Cross-border Faction" features platforms like Taobao and Meituan, integrating content with commercial strategies [18] - Hongguo is currently leading the market with 173 million monthly active users, supported by its parent company ByteDance's resources [10] Group 3: Trends and Future Directions - The industry is shifting towards "cooperation for mutual benefit," with major platforms collaborating to enhance content quality and production efficiency [20][21] - Content quality is being prioritized, with platforms like Tencent Video and iQIYI investing in high-quality short dramas and classic IP adaptations [22][25] - User acquisition strategies are evolving, focusing on building strong community ties and targeting high-value user segments [27][30] Group 4: Business Model Evolution - The short drama industry is witnessing a transition from reliance on user payments to a mixed monetization model combining advertising and user payments, indicating a shift in revenue generation strategies [31][33] - The relationship between horizontal and vertical dramas is becoming complementary, with both formats coexisting and appealing to different audience preferences [33][34]