2025年，迅速兴起的短剧行业正以光速迭代，以巨大的冲击力革新着剧集生态。骨朵总结了2025年短剧的十大关键词，以追踪这个充满了争议也充满着希 望的行业。 一、免费崛起 短剧的崛起始于单部作品充值过亿的流量神话，在红果以免费模式高调入局时，行业一直猜测其是否会复刻长视频的会员付费路径。 出乎意料的是，红果并未跟风，反而低调内测"搜同款"等内容联动功能，以更轻量化的变现方式巩固免费生态。这一战略选择不仅让免费短剧崛起，更推 动其在2025年完成市场主导权的交接，成为行业不可逆转的主流趋势。 随着免费模式站稳脚跟，市场竞争的焦点从"流量争夺"转向了"用户结构优化"。 二、精品化推动主流化 精品化已成为2025年短剧行业的共识，政策监管的加强与观众审美的提升，倒逼行业从"重套路"转向"重质感"，现实题材、传统文化、社会议题等内容迎 来创作热潮。这次品质提升，让短剧逐渐摆脱边缘化和粗制滥造的泥潭，走向主流化。 各大平台与制作公司纷纷拿出实质性举措推动精品化落地，最直观的表现便是制作成本的大幅攀升。早期单部短剧成本仅1万至2万元，2025年普通短剧制 作成本已稳定在40-70万元区间，投资超100万元的精品剧数量显著增 ...

Core Viewpoint - The report by CICC International Consulting highlights the rapid growth and transformation of the short drama industry in China, particularly the shift from paid to free models, with advertising becoming a significant revenue source [4][5][9]. Group 1: Industry Overview - The short drama market in China is projected to reach a scale of 50.4 billion yuan in 2024, marking a 35% year-on-year growth, surpassing the box office revenue for films for the first time [4]. - By 2025, the market scale is expected to exceed 65 billion yuan, with a year-on-year growth rate of 36% [4]. Group 2: Revenue Models - The industry is transitioning from paid short dramas (IAP) to free short dramas (IAA), with advertising revenue increasing from 11% in January 2024 to 50% by October 2024 [5]. - Free short dramas generate revenue primarily through information flow and splash screen advertisements, allowing users to earn rewards by watching ads [5]. Group 3: Production Strategies - In the paid model, producers are responsible for both production and distribution, focusing on quantity to maximize revenue [7]. - In the free model, producers provide content while platforms control distribution, leading to a focus on quality and algorithm-driven exposure [7][8]. Group 4: Historical Context - The online literature market has similarly shifted from a paid to a free model, with free reading platforms emerging in response to piracy issues, allowing for rapid user growth [9]. Group 5: Future Projections - The report outlines a comprehensive analysis of the short drama industry's development from 2019 to 2024, including market dynamics, supply and demand conditions, and competitive landscape [10][12][14]. - It also discusses the investment environment and strategic planning for the "14th Five-Year Plan" and the upcoming "15th Five-Year Plan" for the industry [21].

Core Insights - The paid short drama ecosystem is under pressure, with daily popularity dropping from 70 million last year to 58 million recently, indicating a significant decline in market interest [2] - The shift towards a free model is becoming irreversible, with predictions suggesting a future market share of 30% paid and 70% free [4][6] - Companies are transitioning from platform operators to copyright distributors, enhancing their marketability and revenue potential [6][9] Market Trends - The paid short drama market is experiencing a contraction due to high homogeneity and declining conversion rates, compounded by stricter governance rules leading to over 1,200 violations being addressed [2][3] - The free model, exemplified by companies like Hongguo, is driving traffic growth and reshaping the content ecosystem, with Hongguo's monthly revenue surpassing 500 million [3][4] - The micro short drama market in China is projected to reach 50.4 billion yuan by 2024, with the IAA short drama segment accounting for approximately 25 billion yuan [2] Business Model Evolution - The majority of short drama distributors are adopting a dual model of paid and free content, with many now requiring free versions as a basic condition for copyright agreements [3][4] - Companies are focusing on enhancing their control over core production elements, such as screenwriters, with significant revenue reported for top writers [3][9] - The emphasis is shifting from traffic generation to content and copyright capabilities, with a growing recognition of the importance of integrating creator assets for multi-channel distribution [9][10] International Expansion - Leading companies are increasingly participating in international forums, indicating a strategic push towards overseas markets [10] - The number of short drama apps launched overseas is expected to rise significantly, with companies like Moya and Zhiwen leading the charge [10][12] - Translation of existing content is becoming a primary strategy for rapid market entry, with lower costs and advanced supply capabilities being key advantages [12][15] Technological Integration - AI is playing a crucial role in enhancing efficiency in content translation and production, allowing for quicker market responses [16][20] - The use of AI in translating dramas is reducing costs and improving turnaround times, with successful examples of rapid international releases following domestic launches [16][20] - The trend of AI-assisted adaptations is emerging, allowing for diverse character representations and reducing market testing costs [18][20]