（来源：新华日报） □ 本报记者 徐宁 实习生 任馨怡 春节，这个最传统、最强调团聚的节日，为何成了短剧的兵家必争之地？ "所有影视剧都是在造梦，"张国富说，"短剧能让观众随时随地、非常快速地进入这个梦，并产生共 鸣。"这种"入梦"速度是以秒计算的。一部电影时长的竖屏短剧，拍摄周期通常压缩在5到8天，从拍摄 到上线最快仅需一个半月。"它的核心是强情节、强情绪、强冲突。"张国富形容，"长剧需要铺陈来让 观众伤心，短剧则直接给出那个'伤心的点'，我们叫作'情绪钩子'。" 除夕当晚，在手机上点开红果短剧平台，首页上，"春节档"被设计得喜庆夺目，点进去，春节档期剧集 的海报密集排列。某剧图标下方，预约数字已跳到1019万。顺手点下预约，又划向另一部短剧，357.7 万的预约量同样醒目。 这样的指尖操作，正在数以百万计的屏幕上同步发生。"春节档"这个原本在电影放映行业里的"术语"， 如今已实实在在地出现在手机短剧赛道。记者观察到，仅在红果、爱奇艺几家主流短剧播放平台，这个 春节假期，就有超过50部短剧扎堆定档，预约量百万以上的作品多达24部。一场没有硝烟的流量对决， 在大家团聚之时，在9∶16的竖屏世界里短兵相接。 微 ...

近日，《2025字节跳动非遗年度报告》(下称《报告》)正式发布，呈现旗下平台在助力非遗传播传承方 面的实践与成果。《报告》显示，2025年1月-12月，抖音中非遗相关短视频播放量达8065亿次，平均每 天有7.9万场非遗直播开播，赛龙舟、狮舞、京剧等成为获赞最多的非遗项目；超3亿用户在抖音电商购 买过非遗相关产品，抖音生活服务非遗体验类商家数量同比增长106%；此外，AI等新技术、微短剧等 新形式，也为非遗发展注入更多新鲜血液。 过去一年，越来越多非遗项目通过抖音获得关注。《报告》显示，2025年，抖音平台上发布国家级非遗 相关视频数量超2.2亿条，累计获赞138亿次，获得45亿次转发分享。87万名万粉以上创作者投稿过非遗 内容，百万粉非遗创作者投稿量增长37%，发布非遗视频的00后用户数量同比增长63%。各类创作者们 通过生动的短视频展示非遗技艺的独特魅力，有效扩大了非遗的社会影响力。 为促进非遗传播与消费，培养更多非遗人才，字节跳动于2024年成立"抖音非遗计划"，并陆续发起"非 遗发展共创营""非遗守护人普惠培训"等公益项目。《报告》显示，2025年，"非遗发展共创营"全年落 地7期，共邀请215组创作 ...

Core Insights - The first "Red Fruit Creator Conference" was held in Taiyuan, Shanxi, focusing on the future development of the short drama industry and promoting high-quality growth [1] Group 1: Content Trends - The short drama industry is driven by high-quality content supply, with three major trends identified: the rise of realistic themes, increasing interest in traditional culture, and the rapid application of AIGC technology leading to new growth points in animated dramas [2] - Notable works like "Northeast Love Story" have achieved over 1.5 billion views, reflecting the market's recognition of optimistic and socially relevant narratives [2] - The platform has raised its content review standards three times this year, emphasizing narrative logic, character depth, and story richness, which encourages creators to produce high-quality works [2] Group 2: Service Ecosystem - The Red Fruit short drama platform has established a comprehensive service system addressing talent cultivation, revenue assurance, and efficiency enhancement [3] - Approximately 50% of the platform's dramas are directed by new directors, supported by initiatives to recruit and train new creators [3] - The platform has implemented a revenue-sharing mechanism for writers and actors, with total script revenue exceeding 70 million yuan by October 2025, allowing creators to share in the industry's growth [3] Group 3: Cross-Industry Collaboration - The integration of diverse forces into the short drama industry has fostered innovation, with successful adaptations of quality IPs like "Tomato Novel" leading to an eightfold revenue increase compared to the previous year [4] - The participation of cross-industry creators has enhanced creative thinking, emphasizing professionalism and quality as essential trends for industry development [4] - The conference served as a vital platform for collaboration, with ongoing improvements in creative tools, incentive policies, and exposure channels expected to further enrich the cultural landscape [4]

Core Viewpoint - The short drama platform is entering a "post-guarantee era," raising questions about who can build a competitive moat through technology as the industry shifts focus from quantity to quality [1][2][3]. Group 1: Market Dynamics - Redfruit's monthly active users have reached 212 million, surpassing Youku's 200.6 million, indicating a competitive landscape in the short drama market [1]. - The cancellation of the guaranteed payment mechanism by Redfruit means that production companies will now bear their own risks and profits will depend on market performance [2][5]. - The current short drama market is still primarily driven by content quantity, with platforms like Kuaishou and Bilibili also investing in short dramas, presenting alternatives to Redfruit [5][15]. Group 2: Quality vs. Quantity - Redfruit's ambition to focus on quality in a market that has been driven by volume may not be feasible, as many viewers still prefer quick, entertaining content [3][10]. - The shift towards quality could lead to a decline in the traditional volume-based revenue model for short drama producers, who may seek opportunities elsewhere [5][15]. - The industry's focus on emotional value and quick gratification has made short dramas popular, but this could conflict with the pursuit of higher production quality [10][11]. Group 3: Technological Impact - Advances in AI technology are significantly reducing production costs and time for short dramas, allowing even small teams to create content quickly [12][14]. - The AI-driven reduction in production costs could lead to a market expansion, but it also raises concerns about the sustainability of quality in short dramas [12][18]. - The potential for AI to replace human actors in short dramas could further disrupt the industry, emphasizing the need for platforms to rely on technology for competitive advantage [20]. Group 4: Industry Challenges - The short drama market is facing issues of content homogenization and regulatory scrutiny, with platforms like Redfruit and Kuaishou taking steps to remove low-quality content [21][22]. - The need for improved script creation and review processes is critical for the industry's move towards quality, as current AI capabilities are insufficient [23]. - Redfruit's decision to abandon quantity-driven competition in favor of quality presents challenges, as the industry must balance emotional engagement with production standards [24].