Core Insights - Sohu's current business focus remains on consumer internet, particularly in media and social aspects, with an emphasis on "attention flow" as a key area of development [1] Group 1: Attention Flow - Attention flow is a core social product developed by Sohu Video, which builds a premium vertical platform around PGC, UGC, and Vlog short videos, covering diverse content such as humorous, useful, and visually appealing themes [1] - The attention flow approach prioritizes interpersonal relationships over mere content consumption, distinguishing itself from algorithmic recommendations by fostering real-world social interactions [1] Group 2: Ecosystem Development - Sohu Video is advancing its ecosystem through a dual-path strategy, enhancing real-life social interactions via offline events like spring and autumn broadcaster conferences [2] - The company plans to restart its American drama strategy to enrich the attention flow ecosystem and will combine both short and long content formats, operating popular vertical short dramas while also producing horizontal short dramas [2]

Core Insights - The article discusses the challenges faced by the horizontal short drama industry, highlighting a paradox where production is booming while audience engagement is declining [1] Group 1: Industry Trends - The horizontal short drama format is emerging as a new trend, but it is struggling to retain viewers despite increased production efforts [1] - There is a growing concern about the sustainability of the horizontal short drama market as audience numbers dwindle [1] Group 2: Production vs. Audience Engagement - The article emphasizes the disconnect between high production rates and low audience retention, indicating a potential oversaturation in the market [1] - It suggests that the industry needs to innovate and find new ways to engage viewers to reverse the current trend [1]

Core Insights - The horizontal short drama segment is facing significant challenges due to competition from vertical short dramas and the transformation of long dramas towards faster-paced, emotionally charged content [2][3][30] - Despite high investments in productions, the performance of recent horizontal short dramas has not met expectations, with many failing to achieve the success of previous hits [6][9][34] Group 1: Market Performance - Recent horizontal short dramas like "Zhuque Hall" and "Parrot" have seen disappointing financial results, with "Zhuque Hall" generating only 10 million yuan on Tencent and 5 million yuan on iQIYI, totaling 15 million yuan [6][9] - The highest grossing horizontal short drama in the first half of 2023, "Duoqu," earned 15 million yuan, significantly lower than the previous year's top performers which exceeded 30 million yuan [3][6] Group 2: Industry Dynamics - The horizontal short drama format is increasingly squeezed between the rapid growth of vertical short dramas and the evolving landscape of long dramas, leading to a challenging survival situation [2][3][30] - The shift towards male-oriented content in horizontal short dramas is seen as a potential new avenue for growth, with titles like "Lion City Mountain Sea" and "Zhuque Hall" targeting male audiences [10][12][15] Group 3: Content and Production Trends - High production costs are not translating into higher revenues, with significant investments in productions like "Zhuque Hall" (over 40 million yuan) and "Lion City Mountain Sea" (over 100 million yuan) failing to yield blockbuster results [6][9] - The content landscape is evolving, with horizontal short dramas needing to adapt to higher creative standards and competition from vertical formats, which have raised the bar for storytelling and production quality [9][34] Group 4: Future Outlook - Industry experts suggest that horizontal short dramas may find new opportunities by exploring male-oriented themes and leveraging existing audience bases from previous successful formats [10][15][34] - The ongoing competition between platforms and the rise of vertical short dramas may lead to a reshaping of the horizontal short drama market, potentially allowing for innovative content strategies and collaborations [26][30][35]

Core Viewpoint - The recent success of horizontal short dramas like "Zhuque Hall" and "Parrot" indicates a potential resurgence in the market, challenging traditional long dramas with upgraded production quality and star power [1][3]. Group 1: Investment and Production - "Zhuque Hall" has an investment exceeding 40 million, featuring popular actors from long dramas, and is adapted from a well-known novel, showcasing high production standards [3]. - "Parrot" also boasts a strong cast and production team, including renowned companies like Huayi Brothers, indicating a trend of high investment in horizontal short dramas [3][11]. Group 2: Audience Reception and Performance - "Zhuque Hall" achieved a peak heat index of 18,000 on Tencent Video within 4 hours of its release, ranking second on the platform's hot drama list shortly after [5][6]. - The effective viewership and market share of "Zhuque Hall" significantly outperformed other short dramas, with its market share soaring from 21.3% to over 43% within four days [5][6]. Group 3: Financial Performance - As of early July, "Zhuque Hall" has generated a cumulative box office of 21 million, marking a return to the "2000 million club" for horizontal short dramas [8]. - In contrast, the top-performing horizontal short dramas in the first half of 2025 had box office earnings significantly lower than previous years, highlighting the competitive landscape [7][8]. Group 4: Content and Narrative Innovation - Both "Zhuque Hall" and "Parrot" aim to expand thematic boundaries while maintaining the fast-paced narrative style typical of short dramas, with "Zhuque Hall" incorporating elements of folklore and scientific investigation [9][11]. - "Parrot" features a unique blend of comedy and espionage, addressing themes of cross-strait relations, showcasing the creative ambition within the genre [11]. Group 5: Industry Trends and Future Outlook - The trend towards higher production costs in horizontal short dramas reflects a shift in the industry, with platforms increasing investment and adjusting incentive policies to enhance content quality [13]. - Upcoming projects like "Miracle" and "Boyi" are expected to continue this trend, featuring high-profile actors and significant budgets, indicating a commitment to producing quality content [11][13].