影视IP衍生品

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IP衍生品、微短剧、内容精品化能否激活长视频行业?
Zheng Quan Ri Bao Wang· 2025-09-26 13:15
Core Viewpoint - The long video industry in China is experiencing stagnant growth, with a user scale increase of only 0.7% in the first half of 2025, indicating a need for content innovation, technological upgrades, and cross-scenario integration to drive future growth [1] Group 1: Industry Trends - The long video industry is facing intense competition, prompting platforms to focus on IP derivatives, micro-short dramas, and content refinement as key strategies to address challenges [1][2] - The trend of shifting from long dramas to shorter formats and the emphasis on content quality are becoming increasingly significant in the industry [4][5] Group 2: Company Developments - iQIYI's CEO announced that offline business, including theme parks and IP derivatives, will be a core focus for the company moving forward, with plans for new parks in Yangzhou and Kaifeng, and a third park in Beijing [2] - iQIYI is actively developing IP derivatives, with significant sales figures reported, such as over 50,000 units sold for a handbag related to the drama "I Love You" within a month [2][3] - The company is leveraging technology and partnerships to enhance the development of IP derivatives, including the use of AI and digital scanning to preserve assets for future derivative creation [3] Group 3: Collaboration Models - iQIYI has introduced a "shared benefits" model for content collaboration, where it invests fully in projects and shares profits equally with partners, aiming for greater future returns [5] - Tencent Video is also adopting a "post-verification incentive" model, which encourages production partners to focus on content quality and share in the profits based on performance [5]