Core Viewpoint - The phenomenon of "cloud screening" has evolved from a promotional tool into a complex system where fans exert significant influence over the production and marketing of dramas, leading to a distorted perception of success based on manipulated data rather than genuine audience engagement [6][17][25] Group 1: Evolution of Cloud Screening - Initially, "cloud screening" served as a promotional tool allowing non-members to access shows, potentially increasing viewership [7] - Over time, it transformed into a mechanism for fans to boost a show's visibility and rankings, often at the expense of genuine quality [7][12] - The practice has become a norm where fans demand participation from brands and other actors, creating a culture of obligation rather than voluntary support [11][13] Group 2: Impact on Industry Dynamics - The reliance on cloud screening has led to a "data ransom" situation where the perceived success of a show is artificially inflated, creating a false sense of prosperity [6][20] - This trend has resulted in a shift in power dynamics, where fans leverage their financial contributions to gain influence over casting and production decisions [14][15] - The industry's focus on short-term data gains has overshadowed the importance of quality content, leading to a homogenization of productions that prioritize fan engagement over originality [23][24] Group 3: Long-term Consequences - The current model fosters a dependency on inflated metrics, which may ultimately harm the sustainability of the business as audiences become accustomed to free or discounted access [20][25] - The pressure to conform to fan expectations can stifle creativity, resulting in a lack of diverse and innovative storytelling [23][24] - As the industry continues to chase short-term gains through cloud screening, it risks alienating genuine viewers and undermining long-term trust in content quality [25]

Core Insights - The article discusses the rise of "cloud screenings" as a marketing strategy in the video streaming industry, highlighting its impact on audience engagement and revenue generation [1][3][10]. Group 1: Cloud Screening Overview - "Cloud screenings" originated in the film industry and were adapted by streaming platforms to facilitate online viewing during the pandemic [3][10]. - As of May 28, 2025, the series "藏海传" has achieved a cloud screening investment of 11.93 million yuan, making it the first series to surpass the 10 million yuan mark [1][2]. - The cloud screening model has evolved into a multi-party marketing tool involving platforms, production teams, and fans, creating a cycle of data-driven engagement [2][10]. Group 2: Financial Impact and Participation - The total amount invested in cloud screenings has exceeded 1 million yuan for 48 series, with 131 series participating in the model [4][10]. - Fans have significantly contributed to cloud screenings, with examples like "大奉打更人" raising nearly 7 million yuan through fan participation [4][10]. - The data indicates that platforms are leveraging cloud screenings to attract new users and increase viewership, with a notable rise in participation from fans of popular stars [10][11]. Group 3: Marketing Strategies and Brand Engagement - Brands can utilize cloud screenings for targeted marketing by analyzing user data and tailoring content to specific audiences [11][12]. - Interactive elements during cloud screenings, such as social media engagement and exclusive content, enhance brand recognition and user experience [12][13]. - The integration of brand content within cloud screenings can foster deeper connections with audiences, although it requires careful consideration of celebrity influence and brand reputation [12][13]. Group 4: Challenges and Industry Dynamics - The reliance on cloud screenings may lead to a shift in industry dynamics, where production teams feel pressured to participate for visibility, potentially harming the ecosystem [13][14]. - There is a risk that excessive dependence on cloud screenings could diminish consumers' willingness to pay for content, impacting long-term revenue for platforms [13][14]. - The article emphasizes the need for a balance between content quality, user experience, and brand messaging to ensure sustainable growth in the industry [14].

Group 1 - The release of popular dramas such as "Zhe Yao" and "Cang Hai Chuan" showcases the strong spending power of fans, with "Zhe Yao" achieving a heat value exceeding 30,000, marking the fastest record for a drama series launched in 2025 [1] - The high attention on these works is also attributed to the distribution of over 230,000 and 330,000 platform memberships through cloud screenings [2] - The cloud screening model has become a new norm, where production companies and creators must adapt to the emerging rules of the game, especially in the early stages of a drama's release [3][5] Group 2 - The encouragement and promotion of cloud screenings by platforms indicate a solidification of the star-driven drama strategy, while narrowing the survival space for mid-tier content [9] - Cloud screenings primarily serve as a market activation tool, aiming to generate buzz and attract viewers, but their effectiveness depends on the inherent potential of the drama [10] - The cloud screening model, initially created by Maoyan in 2021, has been adapted by long video platforms since 2023 to enhance drama viewership and promotional effects [11][12] Group 3 - The cloud screening model has proven to be a perfect match for dramas, as it directly meets the needs for viewership data, new user acquisition, and promotional reach [13] - Each VIP membership distributed through cloud screenings contributes to new user acquisition, and the promotional impact is evident through social media engagement [16][17] - The cloud screening model allows platforms to gain new users, increase daily active users, and enhance advertising exposure, while production companies exchange part of their revenue for data [22] Group 4 - The rise of cloud screenings challenges the existing heat evaluation system of platforms, which has shifted from viewing raw view counts to a more comprehensive heat index [26][27] - The development of cloud screenings raises questions about the authenticity of viewership data, as audiences may question whether they are watching the drama or simply acquiring memberships [29][30] - The cloud screening model disrupts the established perception of paid memberships, as some viewers benefit from free access, potentially leading to dissatisfaction among paying users [33] Group 5 - The cloud screening model reflects the industry's response to the pressures of declining viewership for long dramas, emphasizing the reliance on star power and fan spending [36][38] - While cloud screenings may provide short-term relief for the long video industry, they risk undermining the credibility of the heat index and the willingness of audiences to pay for content [39] - The long drama industry faces significant challenges, and while cloud screenings are a strategy to navigate these difficulties, a careful evaluation of their long-term implications is necessary [40]