进入2026年，短剧行业将会走向何方？ 不难给出的判断是，今年将很有可能出现一批突破50亿 播放量 的头部作品，短剧的行业位置也随之完成进一步上 移。 从高举高打、蒙头往前冲的"野蛮人"变成擅长稳定运营、生产固化的"职业经理人"， 这一变化意味着短剧已经从阶段性爆发转入建制化生产阶段。 "短剧春节档"到"短剧暑期档" 与此同时，行业参与者结构也发生了明显调整。最早进入赛道的小规模创作者和短视频团队正在退场或转型，取而代之的是具备制片能力、投放能力与项 目规模管理能力的成熟公司。 专业且形成规模的短剧制作团队，以及 拥有投资驱动力的平台自制 部门， 正在主导产能扩张。 结构性变化带动了短剧规模提升以及所谓的"精品化"，但显然也会削弱其原有"小快灵"的优势。 值得注意的是，规模扩张并未带来相应的商业或内容创新，短剧的发展路径正逐步被传统影视生产逻辑重塑。 制作筹备周期变长，参与人员增多，预算配置向演员、宣发和场景消耗倾斜。短剧原本的低成本优势正在减弱， 而其叙事结构则呈现高度规律化与模板 化倾向。 中国网络视听协会《中国微短剧行业发展白皮书（2025）》 短剧曾经被视为从传统影视逻辑中跳脱的一条新路径，但目前看这 ...

2025年底回望，国内短剧行业已从规模爆发期迈入存量竞争与精品化深耕阶段。据《2025年1-11月微短 剧市场数据洞察》，截至11月行业累计热力值达228.77亿，但付费大盘连续两月下滑，11月同比降幅 7%创年内新低，印证行业竞争逻辑已发生根本性转变。 2025年，短剧行业变革贯穿全链条：题材端拓展价值导向内容，AI赋能下漫剧成百亿新风口；市场端 头部集聚效应加剧，三大制作集群形成合力；行业核心转向"内容为王"，精品化与降本增效成为下半场 关键命题。 一、市场趋势：题材分层、头部集聚与漫剧崛起 根据《2025年1-11月微短剧市场数据洞察》，截至2025年11月，国内微短剧大盘累计热力值达228.77 亿，月均热力值20.8亿，但受免费内容占比持续提升影响，付费大盘连续两月下滑，11月同比降幅7% 创年内新低，标志着行业正式从"规模爆发期"迈入"存量竞争期"。 题材层面，逆袭、打脸虐渣、现代都市仍是主流赛道，而女性成长、亲情向题材凭借强劲潜力，成为制 作方布局新焦点。区域分布上，西安、郑州、横店形成三大核心制作集群，其中郑州有12家企业跻身全 国制作公司TOP50，数量位列第二，充分凸显"短剧之都"的产业集 ...

01 《十八岁太奶奶驾到，重整家族荣耀》《盛夏芬德拉》《好孕甜妻被钻石老公宠上天》 —— 当你为这些爆款短剧上头不已时，或许未曾留意，它们背后 都站着同一个 "幕后玩家"——网文平台。 你可能从未点开过一部网络小说，但重生、穿越、种田等经典网文元素，正在通过短剧这一新的跳板，悄然承包你的娱乐日常。 2025年，网文平台正在为短剧行业最核心的IP供给池，用多年积累的题材富矿和设定创意，为陷入同质化的短剧输送源头活水。艺恩数据发布的《2025年 中国网文IP短剧开发价值报告》显示，网文平台微短剧改编授权同比增长81%，呈现进一步爆发之势。 2025年，阅文等网文行业头部玩家分化出全产业链、数据驱动等多元路径，一边搭建自有分发闭环，一边敞开IP库拥抱共创，网文与短剧的双向赋能，推 动行业从粗放增长迈向IP精耕的新阶段。 短剧争抢头部网文IP 3300万部作品成题材富矿 2025年，短剧市场即将触碰千亿规模天花板，然而转型升级的紧迫感也日甚一日，仅靠强刺激爽点的套路化内容逐渐失灵，拥有情感共鸣、强人设与完整 世界观的IP改编作品，以及系列化开发模式，成为突破行业瓶颈的关键。 网文IP自带成熟世界观、经市场验证的题材类 ...

短剧全球化的爆发绝非偶然，而是需求迭代、生态成熟与技术突破三重因素共振的必然结果。 文｜DataEye研究院 需求侧，全球用户内容消费日趋碎片化，长视频高昂的制作成本与时间成本，倒逼内容形态向轻量化、快节奏升级。 短剧"单集2-3分钟、剧情紧凑、冲突密集"的特质，精准契合了这一市场需求。 生态侧，YouTube、FAST等公域平台已逐步成为短剧内容分发的新主场，其流量机制优化与分发基础设施完善，为短 剧全球化提供了关键支撑。 据谷歌预测，2025年海外短剧市场规模将达36亿美元，同比激增126%；2026年这一数字预计攀升至60亿美元，同比增 长65%。如今，海外市场增速已反超国内，成为短剧行业不容忽视的增量蓝海。 热潮之下，短剧企业出海仍需直面多重考验——产能效率不足、本地化适配不畅、流量运营粗放、商业变现单一等问 题亟待解决。 某资深行业人士指出：短剧出海正迈入新秩序，私域APP已进入"淘汰赛"，公域社媒成为增长新引擎。这意味着，短剧 内容出海的核心竞争力，已从短期流量争夺转向"体系化能力"的综合比拼。 一、同比激增126%，规模超36亿美元，短剧全球化窗口期已至 谷歌最新数据显示，2025年海外短剧市场 ...

Core Insights - The short drama industry is transitioning from a phase driven by traffic and speculation to a more stable and systematic content production model centered around intellectual property (IP) [1][2][4] - The integration of IP into short dramas has become a standard practice, with web literature IP adaptations being the primary source of content [2][9] - The industry is witnessing a shift towards a structured approach to content development, allowing for sustainable production and multi-format adaptations [7][16] Group 1: Industry Trends - The number of newly authorized web literature IP short dramas is expected to exceed 1,600 in 2024, marking an 81% year-on-year increase, with a total of over 3,700 existing IP short dramas [1] - Major platforms and content creators are forming systematic IP co-creation mechanisms, with leading web literature platforms becoming the upstream source for short drama content [2][4] - The trend of "IP as a foundation" signifies a move towards a more industrialized approach to short drama production, focusing on the lifecycle of works rather than short-term clicks [8][17] Group 2: Production and Adaptation Strategies - Traditional film and television companies are adopting IP derivative strategies in short content, extending the lifecycle of long dramas through short adaptations [7][16] - The collaboration between platforms and content creators is leading to a multi-format approach, where projects can resonate across various media forms, enhancing audience engagement [7][9] - The short drama format is proving to be a cost-effective and efficient way to monetize IP, with the number of micro-short drama adaptations surpassing long dramas by five times [11][16] Group 3: Future Outlook - The relationship between short dramas and IP is evolving from mere borrowing to a symbiotic partnership, establishing a new balance in the content industry [16][17] - The future of short dramas is expected to be characterized by innovation in themes, business models, and talent structures, positioning them as a vital component of the content industry [16][17] - The "IP foundation" era for short dramas is just beginning, indicating a significant shift in the industry's commercial and brand logic [17]

Core Insights - The short drama industry is experiencing a surge in adaptations of classic IPs, with platforms and production companies increasing investments in this area [1][2][22] - The adaptation of classic IPs is driven by the need for new attention-grabbing content amidst declining viewer engagement in the short drama sector [2][22] Industry Trends - Multiple adaptations of classic works have shown promising data, with short dramas like "成何体统" achieving record viewership [2] - The cost of adapting classic IPs is relatively low, with most adaptation licenses priced under 100,000, and platforms favoring revenue-sharing models [2][22] - The short drama industry is at a crossroads, facing challenges such as declining viewership and the need for innovative content to attract audiences [2][22] Adaptation Strategies - The industry employs three main adaptation principles: speeding up narrative pace, simplifying plots, and aligning with current trends [4][5][11] - Short dramas often focus on immediate gratification for viewers by eliminating lengthy setups and directly engaging with exciting content [5][11] - Adaptations frequently simplify character roles and plotlines, allowing for a more focused narrative that resonates with audience preferences [7][9] Audience Engagement - The incorporation of popular themes such as time travel and gender-swapping has become a common strategy to attract viewers [11][18] - The adaptation process aims to balance retaining the essence of the original work while innovating to meet contemporary audience expectations [18][22] Challenges and Controversies - The rapid production of adaptations has led to concerns about content homogenization and the quality of adaptations [15][22] - Controversies surrounding plot changes and casting decisions are prevalent, as audiences often have strong attachments to original characters and storylines [20][21] - The industry faces the challenge of maintaining originality while leveraging the established popularity of classic IPs [14][22]

Group 1 - The short drama industry is experiencing a surge in popularity, with actors engaging in intense on-screen kissing scenes, leading to physical wear and tear [1] - The industry is characterized by a blend of personal relationships and professional networking, with live streaming and collaborative efforts becoming commonplace [1] - Casting decisions are influenced by social dynamics, with events like low-cost coffee gatherings being used to foster connections among cast and crew [1] Group 2 - The trend of couples acting together in short dramas is becoming more prevalent, showcasing a strong on-screen chemistry [1] - The competitive nature of the industry allows for various participants to aspire to lead roles, indicating a democratization of opportunities within the sector [1] - The overall environment of the short drama industry is marked by a mix of entertainment and interpersonal relationships, creating a unique ecosystem [1]

Core Insights - The article discusses the shift of long-form directors to short-form dramas amid a challenging environment in the film and television industry, highlighting their adaptability and creativity in various genres [1] Industry Overview - The short drama industry is experiencing a transformation as directors traditionally focused on long-form content are now exploring short-form narratives to sustain their careers [1] - The article emphasizes the versatility of directors who are now able to effectively portray a range of themes, including romance, suspense, and espionage, showcasing their talent in adapting to new formats [1] Creative Strategies - Directors are employing innovative filming techniques and storytelling methods to engage audiences in the short drama format, indicating a shift in creative strategies within the industry [1] - The article notes that the ability to portray complex characters, such as "rogues," has become a hallmark of successful short dramas, reflecting a deeper character exploration despite the shorter format [1]

Core Viewpoint - The article discusses the rise and potential decline of live-streaming e-commerce and the emerging trend of short drama bases in China, questioning whether this trend represents a genuine opportunity or a bubble in the market [4][5]. Group 1: Live-streaming E-commerce - Live-streaming e-commerce was once a booming sector, with cities like Hangzhou and Guangzhou competing to become the leading hub for this industry [4]. - As the growth of live-streaming e-commerce slows down, many players are facing losses, leading to a significant number of live-streaming bases becoming unprofitable, with estimates suggesting that 90% of these bases are not making money [4]. Group 2: Short Drama Bases - The short drama market is experiencing rapid growth, with projections indicating that its market size will reach 634.3 billion yuan by 2025 [5]. - Cities across China, including Hebei, Henan, and Shandong, are establishing short drama bases, aiming to capitalize on this growth [5]. - Xi'an has emerged as a leading city for short drama production, with approximately 60 out of 100 micro-dramas being produced there, supported by a cluster of filming bases [7][8]. Group 3: Zhengzhou's Rise - Zhengzhou is recognized as a new "vertical city" for short dramas, producing around 100 short dramas daily, which accounts for nearly 40%-60% of the national output [8]. - The city has implemented supportive policies, including a special fund and free public scene resources, to encourage short drama production [8]. - Zhengzhou's unique advantage includes the availability of unfinished buildings, which are repurposed for filming, providing attractive settings for short dramas [9]. Group 4: Business Models and Market Dynamics - Short drama bases are primarily developed through partnerships between local governments, industry players, and real estate developers, with some bases operating under a "two landlord" model, charging daily fees for scene usage [10][12]. - The average daily rental fee for filming locations has decreased significantly from 5,000-6,000 yuan to around 3,000-4,000 yuan due to increased competition among bases [12]. - The short drama market is projected to exceed 600 billion yuan by the end of the year, driven by the demand for content in platforms like Douyin [11]. Group 5: Regional Development and Competition - Various regions, including Northeast China, are attempting to establish their own short drama hubs, with local governments beginning to formulate supportive policies [14][16]. - The competition among cities to become the leading short drama center is intensifying, with each region aiming to develop its unique strengths and attract production companies [14][17]. - Established bases are focusing on profitability, with some setting a one-year timeline for sustainability, while others are exploring diverse revenue streams beyond just location rentals [18][19].

Core Viewpoint - The phenomenon of "multiple adaptations from a single script" has become a common practice in the short drama industry, leading to both diverse viewing experiences and concerns over content homogenization and lack of innovation [2][18][19]. Group 1: Industry Trends - The trend of "multiple adaptations" is characterized by different production teams creating various versions of the same story, often resulting in similar dialogue and filming angles, with only minor differences in details and emotional presentation [2][19]. - This practice has led to a dynamic and interactive creative ecosystem where production teams incorporate current trends and audience feedback into their adaptations, enhancing viewer engagement [4][10]. - The short drama industry has seen a significant increase in the number of adaptations, with some stories being adapted into over ten versions, reflecting a market demand for familiar narratives [2][14]. Group 2: Audience Reception - Audience reactions to the "multiple adaptations" phenomenon are mixed, with some viewers appreciating the unique elements added to each version, while others express fatigue from the repetitive nature of the content [6][18]. - The incorporation of audience feedback into new adaptations has been noted as a strategy to keep the content fresh and appealing, allowing for quick adjustments based on viewer preferences [3][10]. Group 3: Production Strategies - Production companies are increasingly opting for low-cost, high-return strategies by adapting already popular scripts, which minimizes risk compared to original content creation [9][11]. - The competitive landscape has led to a "trial and error" approach, where successful elements from previous adaptations are retained and refined in new versions, enhancing their market viability [10][11]. - Platforms are investing heavily in IP licensing and script adaptation incentives, with significant funds allocated to support quality short drama creation, further fueling the "multiple adaptations" trend [14][16].