Published on December 13, 2021| No. 2717
Source: Cooked fresh
Author: Zilu
Will you spend money on short videos?
At the end of November, the single-episode paid function of the Douyin short drama was on the hot search.
Similar to the rules of paid online novels, Douyin online paid short drama function test, you can unlock a single episode for 10 jitter coins (1 yuan for Android account, about 1.4 yuan for iOS account), or you can unlock the whole episode in batches, and there is no time limit after unlocking.
Douyin mini drama paid interface
Since August 2020, the State Administration of Radio, Film and Television has added the "Online Micro-short Drama Rapid Registration and Filing Module", which summarizes and defines the micro-short dramas with different rules on the market and uniformly refers to them as "drama works with a single episode length of less than 10 minutes in online film and television dramas".
A year ago, Kuaishou has laid out a short drama payment track, and incorporated online student content such as micro-short dramas and knowledge courses into the paid field.
On November 19, Tencent Video launched a new payment regulation, non-members can choose 3 yuan to buy a drama, which is valid for 90 days. It is reported that this new regulation is also used for the purchase of short dramas in the station.
Kuaishou short drama payment has been online for a long time
From the initial barbaric growth of various platforms, to the official endorsement last year, to the opening of new rules for payment by the two major short video platforms of Kuaishou and Douyin, the micro-short drama track seems to have gradually moved towards a new era of rapid realization.
At a time when long-form video platforms cancel the advanced on-demand payment model, will short-term drama payment become a new blue ocean to make up for the profit gap of major video platforms?
Quick Shake Micro: A hotbed of micro-short dramas
It can be considered that the initial text of the current micro-short drama track is the "wild serial" of many grassroots creators born out of the vertical screen short video era.
When the creator consciously created some popular characters and plot serials, the original version of the micro-short drama came into being. Head short video platforms such as Kuaishou and Douyin have become a natural "hotbed" for short drama content.
According to the "2021 China Online Audiovisual Development Research Report", as of December 2020, the scale of online audiovisual users in China reached 944 million, of which 873 million were short video users, nearly 90%, becoming the underlying application of the Internet. How to explore more monetization channels among users, that is, to test the waters of paid short dramas on the current short video platform.
From the launch of the "Photosynthetic Plan" in 2019 to the "Enhanced Astral Plan" in 2021, Kuaishou has become a relatively mature short drama video platform.
Kuaishou short drama channel has entered the stage of vertical subdivision, covering a variety of topics such as high sweetness, campus, urban, ancient style, countryside, magic, counterattack, suspense, positive energy, etc., maximizing direct access to users. Among them, there are many head works such as "Dragon Two Knowledge and Unity" (played more than 2 billion).
For creators who have opened paid content, Kuaishou opened an official account "Kuaishou Paid Content Assistant", which is divided into four lists according to the magnitude of the fans, collectively known as the "Paid Content Hero List", which is a publicity and an incentive.
According to the relevant data of Kuaishou, after two years of accumulation, the content ecology of Kuaishou short dramas has formed a certain volume. In Kuaishou, more than 210 million people watch the skit every day, with a total of 35 million hours of viewing.
Upgrading the "flow pool" to the "cash pool", can the Kuaishou short drama be realized?
Compared with the mature ecology of Kuaishou short dramas, the layout of Douyin is late, and the official "short drama new plan" was only launched in April this year.
However, the strength is quite late, and in June, the "New Plan 2.0" was added, and in addition to the single-episode payment function launched at the end of November, cash distribution and flow incentive strategies were added, and the rating threshold was lowered to encourage explosive models and encourage high production.
Douyin did not open an independent interface for the short drama theater like Kuaishou, but added a short drama column to the home page of each short drama creator to provide income and exposure for the creators.
Compared with the unified management of Kuaishou, Douyin has delegated more payment initiatives to creators and MCN agencies, and cash and traffic have both taken down to encourage talents to create more head-blowing works.
Different from the long-tail layout strategy of Kuaishou and Douyin for the short drama track, Tencent Weishi relies on Tencent's online video and reading media to pay more attention to the in-depth development of its IP and eat more fish.
The major short video platforms have been planning for a long time, but as of now, netizens have commented that they do not buy the prospect of micro-short drama payment, believing that "the quality is sorry for the price".
Aiyoutengman: Pulling the gap apart
Unlike short video platforms, which are naturally suitable for incubating the creative soil of micro-short dramas, various established long-form video platforms such as Aiyou Tengmang have more of a "dimensionality reduction" breakthrough for the exploration of the micro-short drama industry.
Between the two tracks of "30 minutes + long video" and "short video within 1 minute", the micro-short drama of "a single episode of 5-10 minutes × 12 episodes +", that is, the medium video that fills the gap in the market, belongs to the emerging product of long and short video co-prosperity.
The initial layout of the Aiyoteng Mang short drama track
Aiyou Tengmang, and even Sohu and Station B have come down, all trying to grab the beach to land in the video market.
In 2019, iQIYI took the lead in laying out the vertical screen short drama track, and launched four "5 minutes×30 episodes" plot short videos, in order to compete with the short video platform for users.
Obviously, this strategy did not achieve the expected effect, after which iQiyi suspended the layout of the short drama track.
iQiyi short drama tests the waters
Youku and Tencent Video came to the fore, deeply cultivating the short drama track and focusing on practicing a characteristic derivative layout.
Relying on its huge copyright, Youku continues to invest in the production of fresh short dramas on the one hand, and on the other hand, it opens up classic works to edit short drama versions, and eats more fish.
Tencent Video held an online video creator ecosystem conference in June this year, proposing a three-point video growth strategy, namely relying on rich IP content libraries, a diversified monetization mechanism based on platform strength, and multi-dimensional assistance for creator incubation.
In November, the 2022 Tencent Online Video V Vision Conference released the short drama report card, "In the past six months, it has built a video content ecology with industry partners, attracting more than 1,000 creative institutions and creators, and attracting more than 10 million senior micro-drama users." ”
Tencent Video Short Drama Channel
Mango TV's "Da Mang Plan" is different, since it was put into layout in 2019, it has successively upgraded its resources and has now been upgraded to a first-level strategic department of the company.
Deng Zhanneng, director of the "Da Mang Project" short drama, revealed that "Da Mang" is based on Mango TV's own youthful temperament and user portraits (about 70% of women aged 18-35), and explores the most acceptable micro-short drama production mode of "single episode 7-10 minutes × 18-24 episodes" that is most easily accepted by the audience.
The total light volume of about 200 minutes, from IP incubation, boot shooting to post-production, "if you are fast, it will be completed in about four months." "A large number of short drama content into the market, on the one hand, it is easier to make a hit, on the other hand, it can also quickly incubate a new team to empower more head creators."
After two years of tempering, the Mango TV short drama channel has become a system, covering a variety of fields such as sweet pets, suspense, ancient style, fantasy, etc., and the degree of refinement of the drama is generally higher than that of other platforms, which may become the first successful person to tilt the long video to the medium video track.
Mango TV skit channel
The paid era: the one who gets the head wins the world
Looking at ai you teng mang fast trembling, no matter the number of geometric, the works out of the circle are still only quality first.
Today, Youku's 28-episode short drama "Heartbeat In Love" Douban scored 6.3. This short drama about the heroine of the Mary Sue novel who crosses into the real world and has a series of ridiculous stories with the physics bully attracts the audience with its sense of "dreaming into reality" and has been on the hot search several times.
In the short drama market, which generally emphasizes strong reversal and eyeballs, it is not easy for this drama to harvest the high heat of 8624 in the station and the passing score line of Douban.
As one of the masterpieces of Kuaishou short dramas, "This Male Protagonist is a Little Cold" and "Qin Ye's Little Dumb" have set off a viral spread on various social platforms, gaining 1.03 billion and 380 million plays respectively, and have developed the second work of the series.
These two short dramas successfully pushed the main creator actor to the head creator seat, and the ensuing sub-account and commercial promotion can be monetized, which is enough to attract more creators to follow.
Li Xueqin watched a short drama in a variety show
The most representative short drama work in 2021 is the Tencent food sweet pet micro-drama "Datang Snack Goods".
This work was produced as Tencent Video's "10 minutes× 27 episodes" horizontal screen short drama, Tencent Weishi's "2 minutes×135 episodes" vertical screen short video serial drama, one fish and two eat.
The number of broadcasts on Tencent's video station alone exceeded 200 million, and finally gained the "feat" of breaking 10 million in accounts, cheering up the entire short drama industry.
However, there are more than 10,000 short drama works in the whole industry, such as "Datang Snack Goods", and there are very few head hits.
epilogue
Nowadays, the test of the payment rules has caused a backlash from netizens, and the underlying logic is still a phenomenon-level head explosive short drama work that has not yet emerged enough to break the circle to attract paying users.
Deng Zhanneng told the author that it seems that it is not a good time to open the short drama content to test the waters at the moment. "Now the short drama pays attention to the short and flat, refreshing, and next meal, and pays for each episode, but it will break this cool feeling."
Perhaps when the entire industry completes the iteration of texture, the short drama payment can be successfully completed and smoothly landed.