漫剧产业发展对 IP 变现方式的影响 20251224 摘要 Q&A 漫剧行业目前的发展阶段及整体规模如何？最近一年的行业增速呈现怎样的趋 势？ AI 技术显著提升漫剧生产效率，沙雕题材 AI 使用率达 70%-80%，一部 50-80 集漫剧制作周期缩短至三个月，极大降低了制作时间和人力成本。 漫剧制作成本远低于传统动画番剧，普通质量非沙雕题材漫剧每分钟成 本 80-300 元，高质量为 1,000-2000 元，一部 120 分钟高质量漫剧总 成本约为二三十万元，成本优势显著。 漫剧版权费用大幅下降，高价值版权从 500-1,000 万元降至 800-500 万元，普通版权从 50 万元降至 200 万元，单部普通题材一年授权费用 仅 6-10 万元，降低了行业准入门槛。 长视频平台动画番用户体量约 2000-3,000 万人，但潜在男性用户规模 可达 1.7 亿，若包括女性用户则可达 3 亿，市场增长空间巨大，优化内 容和服务是关键。 抖音平台漫剧投放头部作品表现突出，10 部作品收入超 300 万元， 2025 年 10 月平台漫剧日均收入突破 2000 万元，但具体作品贡献比例 尚无确切统计。 漫剧 ...

（来源：光明日报） 转自：光明日报 2025年，曾被视为"边缘形态"的文化产品漫剧迅速崛起。这一形态最早出现于2021年，即在保留漫 画分镜基础上，加入配音与动态效果。起初，常被戏称为"动态PPT"或"有声图片"，是资金不足的创作 团队在漫画与动画之间的妥协选择。然而，随着生成式人工智能（AIGC）技术应用，漫剧逐渐摆脱 了"廉价替代品"的标签，迅速成长为市场规模逼近200亿元的新兴产业，是资本、平台与创作者争相布 局的内容新高地。从小众走向大众，从粗糙走向精致，漫剧的转变不仅要依赖内容形态的革新，更涉及 背后生产方式的升级与用户消费习惯的变革。 面对这些产业变革，我们需要在更完整的数字内容生态中，重新理解漫剧的定位。我们可以将其看 作是"为手机屏幕量身定制的动态故事"。它通常改编自热门漫画或网络小说，核心是利用AI或数字动画 技术，将静态的画面和文字转化为适合短视频节奏的视听内容。这一定义包含三个层面的根本变化。第 一个变化在生产逻辑上。传统漫画靠画师手绘，传统影视靠摄像机拍摄。而漫剧的核心生产力是"生 成"与"合成"，即通过数字技术，实现文字内容的视觉化，是一种新的生产方式。第二个变化在视觉语 言上。漫剧 ...

AI助力爆发式增长，相关企业预计数十万家 中信建投研报指出，今年以来漫剧迎来爆发式增长，AI助力降本增效，IP提升增长潜力，看好高潜力新 兴娱乐内容强劲增长。总结爆发原因，一是得益于AI发展，漫剧在制作成本、制作周期等方面比肩真 人短剧，成为微短剧市场增量；二是长中短视频平台的流量扶持，高ROI驱动供给增长。 据中国新闻出版广播报和巨量引擎数据，2025年上半年，漫剧上线超3000部作品，供给复合增速达 83%，流水增长12倍。全年市场规模预计将突破200亿元，相关企业数量高速增长，预计将突破数十万 家。 中信建投认为，漫剧不仅能实现自身行业增长，还看好推动整个影视行业和衍生市场增长。具体表现 为：漫剧高增来自AI助力玄幻和科幻等多元类型网文改编，高制作要求的IP得以落地，叠加与真人短剧 在用户画像上的互补关系，增量空间巨大。同时，漫剧以低成本、短周期优势有望成为影视试验田，从 市场验证到IP孵化，完成短剧到长剧进阶路径。此外，季播、角色或IP账号运营放大IP效应，催生漫剧 衍生市场。 多家平台布局漫剧生态 深圳商报首席记者魏沛娜 漫剧，在2025年已逐渐形成一条清晰的赛道。 数据显示，今年10月，中国的漫剧 ...

随着漫剧市场的热度高涨，各大平台在提供流量、推广资源的基础上，相继出台激励政策，鼓励生产商 加快优质内容创作。腾讯视频为内容方提供95%的分成比例，完成小程序授权后可再享受最高达160% 的分成激励；爱奇艺根据上线内容数量进行激励，对当月新增部数超40的合作方给予高达90%的会员分 成；抖音的激励体系更是持续加码：除开放番茄小说原创IP改编的100%版权补贴，并依据作品质量与 时长提供最高3万元每分钟的现金激励外，近期其短剧版权中心还与火山引擎联合发布"漫剧创作激励计 划"，为使用豆包创作的机构提供最高15%的技术成本补贴，同时为重点合作的创作者开放优质IP合作 的优先权益。 在此背景下，公司团队凭借"中文逍遥"AIGC平台赋能下高效、低成本的内容生产优势，将充分释放多 IP多剧本的创作活力，积极适配并借力行业激励政策，以量多、质优的漫剧作品抢占市场份额，将先发 优势转化为增长势能。 与字节跳动旗下红果短剧的合作则为公司漫剧版图扩张再添源动力。在短剧时代，公司旗下小说改编的 短剧作品在红果平台表现极为优异，爆款率高达80%，其中微短剧《一品布衣》上线仅10天热度值就高 达8500万，上线20天观看量突破20亿 ...

Core Insights - Shanghai Lingang plans to establish 10 OPC (One Person Company) communities over the next three years, aiming to gather 1,000 teams and 10,000 creators [1] - The "C⁵ Engine" entrepreneurial support system has been introduced to empower individual entrepreneurs throughout their startup lifecycle [2] - The establishment of the "Lingang New Area OPC⁵ Development Alliance" aims to create a high-level innovation ecosystem by integrating various stakeholders [6] Group 1: OPC Development Strategy - The "Action Plan" for promoting OPC development includes five dimensions: Connect, Cost, Chance, Compliance, and Community [2] - The plan aims to lower the barriers for individual entrepreneurship and enhance innovation efficiency through institutional innovation and resource integration [2][3] - The first five tracks for OPC include cross-border data, digital culture, live marketing, intelligent networking, and software information [3] Group 2: Support Services and Resources - Four specialized service packages for OPCs have been launched, covering operations, digital services, finance, and promotion, with over 60 specific services [3][8] - The "Super Individual (OPC) 288 Action" provides support such as zero-cost office and accommodation, financing options, and resource matching [4][5] - The alliance will facilitate collaboration between chain enterprises and OPCs, providing essential resources and support for growth [6][7] Group 3: Ecosystem and Collaboration - Chain enterprises play a crucial role in empowering OPCs by offering incubation platforms, core resources, and collaborative opportunities [6][7] - The focus is on creating a cross-disciplinary ecosystem that connects various sectors, including culture, technology, and business [7] - The initiative aims to help OPCs transition from local to global markets by providing access to international marketing resources and logistics [7][8]

Core Viewpoint - The article discusses the emergence of "manhua drama" (漫剧) as a new trend in the entertainment industry, leveraging AI technology to reduce production costs and increase efficiency, marking 2025 as the "Year of Manhua Drama" [3][4][5]. Industry Overview - Manhua drama encompasses various forms, including meme-based comics, dynamic animations, and AI-generated 3D comics, with the definition still evolving [3]. - The industry is experiencing rapid growth, with a projected market size exceeding 20 billion yuan by 2025, driven by an 83% compound growth rate in supply during the first half of 2025 [7][9]. Financial Performance - Leading manhua drama brand Jiangyou Culture reports monthly revenues of 50 million yuan, while the company Lingju Animation has achieved a return on investment (ROI) of 1.15-1.2 [6]. - The average production cost for manhua dramas ranges from 50,000 to 150,000 yuan per episode, significantly lower than traditional short dramas, leading to higher profit margins [13][14]. Business Model - The business model for manhua dramas includes in-app advertising (IAA), in-app purchases (IAP), and hybrid monetization, with 80-90% of revenue still reliant on advertising spending [11][12]. - Companies are exploring new monetization strategies, such as brand collaborations and product placements, with successful examples already emerging [17]. Competitive Landscape - The competition in the manhua drama sector is primarily based on production volume, as the market is currently underserved [16][19]. - Major platforms like ByteDance, Tencent, and iQIYI are aggressively entering the manhua drama space, offering favorable revenue-sharing models to attract content creators [24]. Audience and Content Strategy - The primary audience for manhua dramas consists of males aged 20-30, contrasting with the female-dominated audience of traditional short dramas [23]. - The industry is awaiting a breakout hit to validate the manhua drama trend, similar to past successes in the short drama sector [25].

这两天正值"中国网络作家村"成立八周年，上百名网络作家和业界人士齐聚一堂。如何让 "网文""网剧"等文化"新 三样"更好更快出海，是大家热议的话题。 在中国网络作家村第八届村民大会上，大家讨论最多的是，网络文学以及改编漫剧、短剧在海外广泛传播，收获 了一大批外国粉丝。 网络文学作家 杀虫队队员：我现在作品的海外传播可能大多数依靠粉丝的自发传播，然后其实就会有很多国外读 者看了之后"跪求"继续翻译。他们更愿意看的就是当代人讲的当代中国故事。 借着中国故事海外圈粉的势头，不少作家开始有意识地瞄准海外市场。王誉蓉以南宋临安为背景创作的小说《上 元欢》，被新加坡出版社引进发行。同名微短剧，也被翻译制作成20多种语言版本。 中国网络作家村党委书记 王誉蓉：可以进一步做很多转化，会发现它（海外市场）其实慢慢是跟随国内的网络文 学IP脚步去发展、去走的。 截至目前，浙产网文海外活跃用户已达2亿，覆盖全球上百个国家，已经形成了从原创网文到改编转化的全产业 链。从今年开始，AI+网文IP改编的新商业模式逐渐成为主流。 杭州拱墅区的这家动漫短剧公司，原本聚焦原创网文创作，3年前转型开始制作改编自网文IP的动漫短剧。 杭州剧点短剧 ...

《开端》《十日终焉》《暗河传》……这些耳熟能详的网络小说作者"回村"了！12月9日上午，中 国网络作家村第八届村民大会暨"村民日"活动在滨江举办，现场，滨江为中国网络作家村送上了一份八 岁"生日礼"——搭建AI漫剧培育基地，并进行了首批"AI漫剧培育基地"合作企业签约。 啥是漫剧？简单来说，是把漫画和剧集两种形式融合在一起的新产物，它以"快、轻、广"的特点， 迅速推动文字向视觉转化，覆盖更年轻的用户群体。巨量引擎数据显示，2025年上半年漫剧领域已呈现 供需双轮驱动的爆发态势，播放量与点赞量分别实现92%、105%的月复合增长，市场规模预计突破200 亿元。 如何闯入新蓝海？高新区（滨江）依托国家动画产业基地的坚实根基与中国网络作家村的文化资 源，联合浙江传媒学院，共同发起建设"AI漫剧培育基地"。该基地将聚焦漫剧这一新兴形态，构建一个 集"作品发掘、人才培育、产业合作"于一体的全链路培育生态。"我们在这个新赛道上有先发优势。"高 新区（滨江）文创发展中心相关负责人介绍，根据前期摸排，该区拥有打造发行平台和研发文化大模型 能力的企业超50家，无论是动漫游戏产业的积淀，还是网文IP的转化，都为培育漫剧产业提供了 ...

Core Insights - The rapid growth of micro-short dramas has led to content homogenization and rising costs, prompting a shift towards "manhua dramas" as a new opportunity in the industry [1][2][3] - The manhua drama market is characterized by its speed, lightness, and broad appeal, with significant investments from platforms and listed companies [1][2][3] Market Overview - The micro-short drama market in China reached a scale of 504 billion yuan in 2024, with over 6.62 million users [2] - The manhua drama sector is expected to exceed 200 billion yuan by 2025, with a monthly compound growth rate of 92% in viewership and 105% in likes [1][3][7] Industry Dynamics - Major players in the manhua drama space include Douyin, Kuaishou, and listed companies like Yu Wen Group and Zhongwen Online, all of which are rapidly expanding their presence [1][2][3] - The production cost for regular dramas has risen to between 400,000 to 700,000 yuan per episode, with high-quality productions exceeding 1 million yuan [2] Technological Impact - AI technology is seen as a key driver for efficiency in the manhua drama sector, allowing for faster production at lower costs [4][7] - Companies like Yu Wen and Zhongwen Online are leveraging AI to produce content, with plans to release hundreds of manhua dramas annually [4][5] Competitive Landscape - The competition in the manhua drama market is shifting from technical efficiency to storytelling quality and commercial ecosystem [7][8] - Industry experts emphasize the importance of content quality, with a focus on narrative over technology [8] Business Models - Current revenue models in the industry primarily rely on "traffic investment and recharge," indicating a need for innovative business strategies [8] - For example, traffic revenue accounts for 30% to 40% of profits for companies like Soy Sauce Animation [8]

Core Insights - Recently, the company announced the opening of 100,000 premium IPs and the establishment of a special fund of 100 million yuan to develop the comic-drama sector, despite facing revenue decline and challenges in its core online business [2] - The company's revenue for the first half of 2025 decreased by 23.9% year-on-year to 3.191 billion yuan, with net profit down 27.7% to 508 million yuan [2] - The core IP operation business suffered a 48.4% revenue drop to 1.138 billion yuan due to the lack of new film and television releases [2] - The online reading business has stagnated, with revenues of 4.364 billion yuan in 2022, 3.948 billion yuan in 2023, and 4.031 billion yuan in 2024, indicating a growth bottleneck [2] - The average monthly active users on the company's platform fell from 244 million in 2022 to 167 million in 2024, a loss of 77 million users [2] Industry Challenges - The long video platform industry is experiencing systemic crises, with Tencent Video's paid membership dropping by 3 million to 114 million [3] - The film market is also struggling, with a 13% year-on-year decline in box office revenue during the 2025 National Day holiday period [3] - The dual pressure on online and film businesses has hindered the company's path to film adaptation [3] Strategic Initiatives - The company is focusing on comic-dramas and trendy toys as key strategies for breakthrough, leveraging AI technology to create new content forms [3] - The company has achieved over 30 comic-dramas with viewership exceeding 10 million, but faces increasing competition from major players like ByteDance and Bilibili [3] - The trendy toy business is seen as a second growth curve, with a GMV of 480 million yuan in the first half of 2025, nearing last year's total [4] - The company is working on a "Global Trendy Toy Co-Creation Plan" to differentiate itself in the blue ocean market [4] Competitive Landscape - The company is in a catch-up phase in the trendy toy sector compared to established brands like Pop Mart, needing to accelerate resource integration and market promotion [4] - The company aims to leverage its vast IP through AI-enabled lightweight adaptations to activate content value and expand monetization boundaries [4] - Challenges include homogenized competition in the comic-drama sector, brand-building cycles in trendy toys, and the need to address user attrition in the core online business [5]