以下文章来源于华商韬略 ，作者华商韬略 成立仅2年的"红果短剧"，爆了！ 不但月活用户达到1.73亿，是短剧APP后四位用户总和的3倍，断崖式领先；不但平台用户领先，也更爆品频出，仅2025年就有10多部"10亿级"短剧横空出世；不 但外部对手望尘莫及，就连"自家兄弟"抖音，都只能甘拜下风…… 如此短的时间，如此强的业绩，除了有大树可乘，它还有什么本事？ 颠覆 2023年初，北京，字节跳动总部灯火通明。 华商韬略 . 聚焦标杆与热点、解构趋势与韬略 作者：熊剑辉 来源：华商韬略（ID：ID：hstl8888） "付费派"主张，付费的商业模式已彻底跑通，字节应火速下场，打造付费短剧APP掘金。 "免费派"则认为，付费模式通常出现在行业培育期，当种子用户足够、观剧习惯养成、商业模式跑通，字节更应以免费模式下场，完成行业反超…… 究竟孰是孰非？ 张超心里其实已有答案，《无双》1.2亿流水营收背后，8000多万的投流，让他对付费没那么乐观。 付费短剧确实赚钱快，但七成收入要拿去做投流、搞推广，制作方真正到手所剩无几。 而观众看剧，一部就要花几十、上百块，堪比一部电影。 会议室里，气氛热烈。一场讨论，正如火如荼进行。 ...

Core Viewpoint - The conference "Diverse Coexistence and Collaborative Future" highlighted the transformation of the publishing industry through digital technology, emphasizing the need for a complete industry chain from e-reading to publishing and IP derivatives [1][2]. Digital Reading Market Growth - In 2024, China's digital reading user base is projected to reach 670 million, a year-on-year increase of 17.52% - The total number of digital reading works is approximately 63.07 million, growing by 6.28% - The digital reading market revenue is expected to reach 66.141 billion yuan, an increase of 16.65% [2]. Industry Challenges - The Chinese publishing industry faces dual pressures of technological and market transformation, with a critical need to connect quality content with internet channels and vast user bases [2]. - The association has facilitated connections between Tomato Novel and over 400 publishing institutions, with 380,000 e-books available [2]. User Engagement and Preferences - Over 10 million users read e-publications daily on the Tomato Novel platform, with a 70% year-on-year increase in daily active users consuming e-publications in 2024 [3]. - The top five categories of publications read include quality novels, literary classics, personal growth, inspirational content, and Chinese history, indicating a strong demand for engaging stories and cultural enrichment [3]. - Users from lower-tier cities are becoming significant contributors to digital reading consumption, with the highest growth rates observed in these areas [3]. Strategic Directions for Tomato Novel - The company aims to scale up the publication of original online literature in physical formats, focusing on popular genres like youth literature and realistic themes [4]. - It plans to enhance collaboration between authors and publishers to explore diverse promotional strategies for new releases [4]. - Tomato Novel will continue to introduce digital content and expand the audio book market, catering to various user scenarios [4]. Cultural Diversity and User Behavior - The rise of digital reading platforms has democratized access to cultural resources, with free platforms playing a crucial role in this shift [5]. - Readers are increasingly favoring books with coherent structures and logical flow, reflecting a trend towards "shallow" and "fragmented" reading habits [5]. - The popularity of IP-driven content is growing, particularly among younger audiences, indicating a shift in industry focus [5]. Addressing Digital Divide and Information Isolation - Recommendations include collaborative efforts between academia and industry to tackle the digital divide and information isolation issues [6]. - There is a need to lower the operational barriers for elderly users, who represent a rapidly growing demographic in the reading market [6]. - To prevent the formation of information silos, it is suggested that algorithms incorporate cultural and interest diversity to enhance user experience [6].

Group 1 - The core viewpoint of the article highlights the significant growth in China's digital reading market, with total revenue expected to reach 66.141 billion yuan in 2024, representing a year-on-year increase of 16.65% [1] - The user base for digital reading is projected to grow to 670 million, an increase of approximately 100 million users from 2023, reflecting a growth rate of 17.52% [1] - Tomato Novel's daily active users for electronic publications are expected to increase by 70% by the end of 2024, surpassing 10 million users [1] Group 2 - The association's executive vice president noted that advancements in digital and network technologies have transformed the publishing environment, making digital reading an essential part of national reading habits [1] - Tomato Novel has established deep collaborations with nearly 400 publishing institutions, offering around 380,000 electronic books, a 60% increase year-on-year, including 44 works that have won the Mao Dun Literature Prize [1] - The growth of digital reading consumption is notably driven by users from third-tier and lower cities, with over 50% of active users on the Tomato Novel platform coming from these areas [1] Group 3 - Tomato Novel has successfully published over 140 original works in physical format, with cumulative sales exceeding 4 million copies [2] - The company plans to adapt some high-quality published works into short dramas, aiming to reach a broader audience through this multi-genre transformation [2] - An example of this initiative includes the development of a short drama based on the classic work "X's Story" by Cai Jun [2]

" 怕「被偷家」，TME提前防御。 " 作者丨 成妍菁 编辑丨 董子博 "无论腾讯/字节收购喜马拉雅，都会带来协同效应，但一方收购成功，另一方势必承压，这就够了。" 对于腾讯音乐收购喜马拉雅一事，前大厂高管墨心如此评价道。 01 抢夺"声音经济"，TME防御刻不容缓 "如果字节扩大音频生态，番茄全面侵入TME，腾讯防御就有点晚了。" 墨心认为，这次收购反而是TME做好防御的一种表现，至少是在影响力方面，起到所谓的敲山震虎作用， 而这只"虎"对应的便是字节的番茄小说和红果短剧。 早在2020年，腾讯音乐娱乐集团召开战略发布会，CEO彭迦信表示："长音频将是未来TME持续发力的战 略领域"。 6月10日，腾讯音乐在纽交所和港交所发布公告，宣布计划收购喜马拉雅。公告显示，腾讯音乐将通过现 金加股权的方式实现对喜马拉雅的收购，以腾讯音乐现有股价折算，这笔收购总计近28亿美元，折合人民 币超过200亿元。目前因为反垄断法的相关规定，该交易仍待监管批准。 细数之前喜马拉雅的四次上市路，其市值已经比最初IPO时的超300亿元有所下降，有市场分析师认为， 被TME（腾讯音乐）选中，也算是给喜马拉雅股东们全身而退的机会。 根据 ...

近日，腾讯音乐娱乐集团（TME）宣布与喜马拉雅控股及其他相关方达成了并购协议，计划以约28.47亿美元（折合人民币约204.6亿元）的价 格收购喜马拉雅。这笔交易若成功完成，将标志着TME在音频领域的布局迈出重要一步，实现音乐与音频的深度融合。 喜马拉雅的收入结构主要包括会员服务、广告收入和直播业务。尽管近年来喜马拉雅在直播和播客等新兴业务上有所布局，但整体收入增长却 呈现出疲态。2021年至2023年，其营收增速从43.7%骤降至3.5%，再降至1.7%。 在内容生态方面，喜马拉雅虽然拥有庞大的用户基础，但内容护城河相对有限。面对番茄和TME等竞争对手的咄咄逼人攻势，喜马拉雅的先 发优势正在逐渐松动。 喜马拉雅作为在线音频市场的领头羊，其发展历程中吸引了众多资本的关注，包括腾讯、创新工场、小米等知名企业和机构。其估值一度高达 43亿美元，创始人余建军曾期望公司估值能达到100亿美元。然而，四次IPO尝试均未成功后，喜马拉雅最终选择了"卖身"这条路。 市场逻辑的转变和融资难度的增加是喜马拉雅选择出售的重要原因。随着市场环境的变化，投资者更加看重企业的盈利能力，而喜马拉雅在寻 求新融资时遇到了重重困难。同时，A ...

以下文章来源于黄青春频道 ，作者黄青春Youth 黄青春频道 . 看清流量迁徙的切面 需要指出的是，虽然三款产品都是社区生态，但虎扑至今仍未探索出闭环商业模式——最多算是一 个"半成品"，推上"货架"不代表可以想当然拿用户体量简单对标小红书的估值，更遑论基于此嘲讽此 前"男人商业价值小于狗"的谬论。 出品｜虎嗅黄青春频道 作者｜商业消费主笔 黄青春 头图｜《让子弹飞》剧照 喜马拉雅"上岸"，应该感谢字节。 6 月 10 日，腾讯音乐娱乐集团（TME）发布公告，其与喜马拉雅控股及若干其他订约方就其拟议收 购喜马拉雅订立并购协议及计划。根据协议，喜马拉雅整体作价约为 28.47 亿美元（ 12.6 亿美元现 金 + 15.87 亿美元股权），按最新汇率折合人民币约 204.6 亿元。 一旦收购达成，TME 能进一步完善其在音频领域的全产业链布局，实现音乐与音频的深度融合发 展；喜马拉雅则将成为 TME 全资附属公司，继续保持独立运营。 坦白说，喜马拉雅一路突围最终做到在线音频市占率第一，身后资本早已星光熠熠，腾讯、创新工 场、小米、好未来、索尼音乐、阅文集团、百度悉数在列，估值也摸高至 43 亿美元，甚至有媒体透 ...

Core Insights - Douyin aims to create a lasting platform for content creators, as evidenced by the rapid rise of influencers like Wei Dongyi and the account "Heart of the City" [1][2][3] - The platform's decentralized algorithm allows for a diverse range of creators to gain visibility, preventing the dominance of a few top influencers [5][6][7] Group 1: Phenomenon of Rapid Follower Growth - Wei Dongyi achieved over 20 million followers in less than a week with just one video, setting a new record for follower growth on Douyin [1][2] - The account "Heart of the City" gained 17.8 million followers by posting only six videos related to a single film, showcasing the platform's potential for rapid fame without traditional marketing [1][3] - Douyin has a history of creating "miracle accounts," with past examples like "Zhang Tongxue" and "Guo Youcai" also achieving significant follower counts in short timeframes [4] Group 2: Platform Dynamics and Strategies - Douyin's content ecosystem thrives on a decentralized principle, allowing quality content to reach a broad audience rather than being confined to a creator's existing fanbase [5] - The platform's strategy includes continuously introducing new creators to maintain user engagement and prevent the emergence of a few dominant influencers [7][8] - Douyin's approach to content distribution aims to avoid user fatigue by encouraging creators to innovate and diversify their content [8] Group 3: Challenges and Market Position - Douyin faces growth challenges as its daily active user (DAU) numbers have plateaued, with recent data indicating a decline in monthly active users (MAU) [11] - The competitive landscape is intensifying, with Tencent's video platform surpassing Douyin in user engagement, indicating a shift in market dynamics [11][12] - Douyin is adapting by diversifying its offerings, such as launching "Red Fruit Short Drama" and other products to capture new user segments and maintain relevance [12][13]

中国网络文学市场正经历数字内容产业的深度变革，其发展轨迹与社会文化需求、技术革新及资本布局 紧密交织，但内容和流量始终是行业的核心驱动力。 截至2024年12月，中国网络文学用户规模达5.75亿人，较2023 年12月增长5474万人，占整体网民的 51.9%，标志着这一文化形态已成长为覆盖半数以上网民的主流内容消费场景。 iiMedia Ranking(艾媒金榜)是艾媒咨询旗下中国新消费品牌评价机构，为消费者提供客观的品牌信息及 购物消费指南。基于2024年1月1日-2025年4月30日的数据调研与行业访谈，iiMedia Ranking(艾媒金榜) 最新发布《2025年中国网文IP平台排行榜TOP10》。榜单根据iiMeval大数据评价模型计算赋值，从"市 场表现与商业价值""内容生态""用户与作者生态""平台影响力"四大维度共八个指标对中国网文IP平台进 行综合评估。 榜单显示，2025年中国网文IP平台排名前十的依次是：阅文集团、番茄小说、黑岩网、七猫、点众科 技、中文在线、掌阅科技、磨铁文化、咪咕文学、塔读文学。 其中，阅文集团(92.83)以综合实力稳居行业第一，其强大的内容生态和IP衍生能力引领 ...

流量狂飙的红果，是懂点兵法的。 从入场时间看，红果短剧并没有明显的先发优势。2023年8月正式上线时，在当时小程序短剧已坐拥40 亿市场规模。 两年时间，红果短剧通过免费短剧（观看 3-5 秒广告解锁剧集）模式，实现月活人数过亿，坐上了短剧 APP第一的宝座，更有赶超"爱优腾"之势。 如今，红果又将战略眼光瞄准了"组建联盟"。虽然年初与爱奇艺的合作洽谈不欢而散，但4月24日，芒 果TV已经正式确认与抖音集团旗下红果短剧正式达成系列合作。据披露，双方将推出行业首个"双平台 分账+联合运营"模式。 不过，短剧归根究底是一场用户时间和注意力的争夺，而真正决定成败的是商业化能力。那么红果短剧 还能狂飙多久？红果短剧会是先甜后毒的毒"果"吗？ 再次盯上周杰伦跑通了短剧的路子 进入2025年，短剧市场几乎集体哑火，唯独红果一枝独秀。从《好一个乖乖女》，到《老千》，再到 《家里家外》......红果几款爆剧播放量均突破了10亿。 据第三方数据机构QuestMobile3月数据：截至2025年1月，红果免费短剧APP月活跃用户规模高达1.66 亿，断层式领先短剧APP排行榜，第二至第五名则分别为：河马剧场（3766万）、繁华 ...

一条裂缝出现了。 访谈 丨 高洪浩 孙海宁 文 丨 孙海宁 黄俊杰 制图 丨 黄帧昕 编辑 丨 黄俊杰 目前中国互联网有 44 个产品每月被超过 1 亿人使用。当中只有 9 个诞生在过去十年，其中一半多属于 字节跳动，两个属于腾讯。 十年前的中国刚完成 4G 转型，iPhone 销量一年翻倍，移动互联网开始大普及。当信息基础设施普及到 所有中国人，市场没有催生新的大公司，而是让已有的公司变得更大——2014 年之后成立，MAU 过亿 的公司只有拼多多一家。 抽走创业生态氧气的互联网巨头们做同一类生意——"聚合并分配" 信息、商品、服务。特质是：用户越 多，体验越好，高效增长就成为核心竞争力。 字节是其中的典范。2015 年，这家公司创始人解释其竞争策略："向前跑。核心是要更快、更快、更更 快。" 接下来十年，靠 "极速增长、极速迭代、极速变现" 的飞轮，字节又做出抖音、TikTok、番茄小 说、红果短剧等产品，中国互联网最快涨到 1 亿 MAU 的 15 个产品中，六个来自字节。 直到今年 1 月，DeepSeek R1 发布。 QuestMobile 数据显示 DeepSeek DAU 两周内超过字节推了一 ...