持续的长短之争，俨然形成了又一轮关于娱乐话语权的抢夺战。 短剧只要稍微点缀精致，就有人在键盘上打出"这可比现在的长剧好多了"，而长视频被动陷入了要接受"你老了，不够新了"的论调里，百口莫辩。 然而，在纠结了追不追随近一年之后，长视频也找到了应对之招——用"传统"回应"传统"。 特别是在年底的剧集市场上，这一招被无限放大。 《唐朝诡事录之长安》的单元叙事框架，让网友再度找回小时候看剧的感觉，那些有关《少年包青天》《神探狄仁杰》等经典剧集的回忆不断翻涌，甚至 也引发了回看潮；紧接着登场的《大生意人》，更是直接甩出了#大生意人 传统长剧##陈晓不愧是受过长剧质检的男主#的高位热搜，强调该剧的叙事方 式、美学质感与时代格局；而《沉默的荣耀》《风与潮》《反人类暴行》《老舅》等剧集选题视角，也是传统长剧经常提起笔的方向 …… 长视频在这一当口拿出自己擅长的"传统"盾牌，核心也在于狂奔了近一年的免费短剧在同质化大潮以及靠着 CP 、续集化、知名演员拉动等固定流量保底 方法论之下，观众也明显出现了疲软。 短剧CP 于是，在这一轮长视频营销里，市场也经常出现#看短剧丢的脑子在水龙吟找回来了##狙击蝴蝶重拾长剧信心#等用来回击短 ...

Core Insights - The concept of "long tail" in the context of drama series is gaining traction among both audiences and streaming platforms, emphasizing the importance of sustained viewership and engagement beyond the initial airing period [1][2][4] - Streaming platforms are increasingly focusing on the long tail effect as a key metric for success, with several old dramas achieving significant viewership even after their original broadcast [2][4] - The industry is witnessing a shift towards valuing quality content that can maintain viewer interest over time, rather than solely relying on initial viewership numbers [6][14] Group 1: Long Tail Effect - The long tail effect is becoming a focal point for streaming platforms, with executives from major players like iQIYI, Youku, and Tencent Video highlighting its significance in various forums [2] - Data from Yunhe indicates that in 2024, seven old dramas achieved an average viewership exceeding 100 million, showcasing the growing importance of long tail metrics alongside peak viewership [2] - Platforms are implementing strategies such as "full series free viewing" to activate the long tail effect of past dramas, attracting new users [1][16] Group 2: Content Strategy - The industry is moving towards a "long + short" content ecosystem, where high-quality long-form content is essential for attracting and retaining users and advertisers [4][6] - The reduction in the number of new series being launched (271 in the first half of 2025, down by 33 from the previous year) indicates a strategic focus on extending the lifecycle of existing series [4][14] - Platforms are diversifying their definitions of long tail dramas, recognizing that any series with strong post-broadcast performance can be classified as such, regardless of its initial popularity [7][11] Group 3: Audience Engagement - The introduction of annual ranking lists, such as Youku's "Annual Bestsellers," reflects a shift in measuring a series' value over a longer time frame, encouraging ongoing viewer engagement [6] - Platforms are leveraging community interaction and user-generated content to maintain the relevance and visibility of older series, fostering a culture of sustained discussion and engagement [15][16] - The use of algorithms to recommend classic dramas to potential new viewers is a key strategy for enhancing the long tail effect [14][16]

Core Insights - Tencent Video's recent announcement at the Shanghai Television Festival highlighted a decline in the number of industry projects and productions compared to the previous year, indicating a weakening investment trend [1] - The platform's Chief Content Officer emphasized a shift towards quality over quantity, with a focus on creative and valuable content despite the overall reduction in project numbers [1] Group 1: Industry Trends - From January to March 2025, the National Radio and Television Administration issued licenses for 24 domestic web dramas comprising 559 episodes, a decrease from 37 dramas and 787 episodes in the same period last year [1] - The long video platforms are facing increased competition from short videos, short dramas, and games, raising questions about how to define quality standards for series content and the appropriate number of projects to reduce [1][3] Group 2: Quality Standards - The concept of "quality drama" has become a focal point for long video platforms, balancing artistic value, social impact, and commercial viability [2] - Tencent Video has established clear criteria for defining hit content, focusing on completion rates rather than just view counts, and incorporating internal evaluations from producers [2] Group 3: Challenges in Production - The number of dramas licensed by the National Radio and Television Administration has decreased significantly, from 396 in 2015 to 115 in 2024, reflecting a more than 25% drop from 2023 [3] - The reduction in quality projects is attributed to a scarcity of good scripts and the concentration of investment in top-tier works, highlighting a talent gap in the industry [3][4] - The purchasing power of television stations and online platforms has declined, making it challenging to fund high-quality productions while adhering to cost-cutting strategies [4]