The 2021 TV drama market has given the audience a lot of surprises, the main theme drama has been out of the circle from the C position at the beginning of the year, and the premiere TV drama has never been absent from the revolutionary history and poverty alleviation to campus youth, suspense criminal investigation, urban workplace, anti-poaching short drama, family pension, republic of China legend, and then to the winter snow competition theme.
In the network drama market, the video platform has increased the operation of "theater branding", revitalized the brand value of the theater with IP matrix clustering, exerted force on the micro-short drama market, and continuously explored the development of the IP industry chain of the play, and achieved value transformation through multiple marketing.
Today, Xiaobian will take stock of the bright trends of the drama market in 2021. High-energy warning !!! ahead The full text is about 7500 words, it is recommended to watch after collection, in case you get lost [Treacherous laughter]
TV drama market
First, the main station hit dramas occupy nearly 40% of the seats in the TV drama head market in 2021, and Hunan Satellite TV leverages 40% of the traffic of social platforms
The popular dramas of the main station occupy nearly 40% of the seats in the head market of the first TV dramas in 2021. Overall, in the TOP100 of the 2021 premiere TV drama integration and communication comprehensive index list, 37 popular dramas from the main station were on the list, 24 solo dramas from Hunan Satellite TV were on the list, Beijing Satellite TV, Oriental Satellite TV, Zhejiang Satellite TV, Jiangsu Satellite TV, Southeast Satellite TV, Ningxia Satellite TV, shenzhen Satellite TV solo & simulcast dramas occupied a total of 37 seats, and Shandong Satellite TV and Guangxi Satellite TV each had a solo drama on the list.
Distribution of TV drama TOP100 broadcast platforms for the premiere TV drama in 2021
The 37 popular dramas broadcast by the general station received 2.251 million online media mentions in the whole year, accounting for 44.8% of the total number of TV drama mentions in the top 100 premiere TV dramas; 1.101 million weChat publications, accounting for 52.8% of the total number of WEChat publications of the TOP100 premiere TV dramas.
Among them, the four major dramas of the main station-only drama "The Age of Awakening" and "Douluo Continent", the simulcast drama "Sweeping the Black Storm" and "Xiao Shede" are among the top 10 of the 2021 premiere TV drama fusion communication index list. From the first-run main theme dramas such as "Jingshan Lihai" and "The Age of Awakening" to the popularity of "Douluo Continent" and "Xiao Shede" on the CCTV-8 TV drama channel, in 2021, the main station will highlight its guiding power in mainstream values through TV series, exert its detonation power in the dissemination of youth culture, and its unique vision and success in the layout of episodes and the transformation and upgrading of drama selection can be seen.
Among the provincial satellite televisions, Hunan Satellite TV's solo dramas leverage nearly 40% of the topic traffic on social platforms with 24% of the drama volume. Hunan Satellite TV still adopts the solo broadcast mode in 2021, and 24 of the first TV dramas in the TOP100 are all solo broadcast models, and the themes of the dramas include the main themes of revolutionary history and poverty alleviation, as well as urban workplaces, winter snow themes, campus youth, suspense criminal investigation, urban workplaces, anti-poaching short dramas, family pensions, republic of China legends and other multi-dimensional era and social hot topics.
The layout of diversified coverage of the genre of the drama has also made the content attractiveness of Hunan Satellite TV's hit dramas on social platforms fully exploded, and Meiland data shows that the increase in the playback of Hunan Satellite TV's 24 official blog videos on the list reached 390 million times, and the increase in the number of likes on the official Douyin account reached 440 million times, accounting for 36.1% and 37.3% of the total number of premiere TV drama TOP100 dramas, respectively; its long video hits reached 24.85 billion times, accounting for 39.1% of the total number of premiere TV drama TOP100 dramas, that is, In the TV side of Hunan Satellite TV solo broadcast, the network side of the almost single-platform distribution mode, the average number of hits of its solo drama is still more than 1 billion times.
Oriental Satellite TV, Beijing Satellite TV hit dramas frequently. Among the top 100 TV dramas that premiered, there were 15 hit dramas each from Oriental Satellite TV and Beijing Satellite TV. It is worth noting that in the TOP20 tv dramas that premiere in 2021, the popular dramas of Oriental Satellite TV have occupied 5 seats, and 13 of the 15 popular dramas on the list rank in the TOP50.
At the same time, Beijing Satellite TV's "Lady Hu Zhu" ranked fourth in the list of premiere TV dramas, and received 120 million Weibo video views; Beijing Satellite TV, Oriental Satellite TV and the CCTV-8 TV drama channel simulcast drama "Sweeping The Black Storm" received 4.78 billion video hits, ranking third in the TV drama integration and communication comprehensive index list, that is to say, Beijing Satellite TV has two of the top 5 premiere TV dramas in 2021.
Jiangsu Satellite TV's "Ace Troops" came to the top in 2021 and ranked among the TOP10 of the list of premiere TV dramas. The theme of military travel is a scarce theme in 2021, and this contemporary military theme epic drama "Ace Troop" launched at the end of 2021 gathers the old drama bones of classic military dramas such as Li Youbin and He Zhengjun, and matches the new generation of actors such as Huang Jingyu and Xiao Zhan to tell the birth of the ace in the military through the time span of nearly 40 years. According to Meiland data, the highest popularity of the drama iQiyi reached 9289, from the list data, the drama began broadcasting from December 26 to December 31, 6 days received 13.108 million Weibo mentions, the official Douyin account likes increased by 7.11 million.
In addition, after the costume drama "Long Song Line" was successfully broadcast on Shandong Satellite TV, under the blessing of the original animation IP and Shandong Satellite TV's global communication matrix, it received 330 million Weibo mentions and 3.25 billion video hits, which also helped Shandong Satellite TV to emerge in the TV drama head market in 2021.
Among the popular dramas of Zhejiang Satellite TV, its co-broadcast drama "Children of the Qiao Family" with Jiangsu Satellite TV received 2.09 billion Tencent video hits, and the Weibo short video playback volume was 57.773 million times, ranking 14th in the 2021 annual list in the comprehensive index of integrated communication of the drama. The modern revolutionary drama "Knife Tip" also received 180 million video views after being broadcast on Guangxi Satellite TV, successfully ranking among the top 100 TV dramas for the premiere.
Second, the main theme of the drama C out of the circle, dialogue youth break the circle spread
In 2021, the main theme drama will expand, innovate and upgrade in terms of theme, content and lineup. From the perspective of themes, the main theme dramas include the historical themes of the Red Revolution and the tribute dramas of major realistic themes, as well as excellent plays that show the achievements of poverty alleviation and rural revitalization and development, depict the development of China's aerospace industry, and focus on anti-gang crime and evil actions.
From the perspective of content innovation, the revolutionary historical dramas represented by the popular drama "The Age of Awakening" of the General Radio Station are rooted in the fertile soil of culture, and are closer to the preferences of contemporary youth in terms of character archetypes, role shaping, picture quality, and communication channels, focusing on attracting and dialogue with young people and playing the main theme of youth.
Among them, "The Age of Awakening" set off a wave of "patriotism and struggle" on the whole network at the beginning of 2021, and during the broadcast period, the relevant popular short videos on the whole network were played 130 million times, forming a national media report hotspot of more than 417,000 articles after broadcasting, becoming the main theme of the TV series urged by young people.
After that, Hunan Satellite TV's "Ideal Shines on China", Oriental Satellite TV and Beijing Satellite TV's simulcast drama "Glory and Dreams", Oriental Satellite TV's "Meritorious Service" and other revolutionary historical tribute dramas have successively exerted their efforts, using excellent works to make young audiences marvel: the original main theme works can also be very good! It also stimulated the audience's enthusiasm for understanding, studying and discussing the history of the party and the spirit of youth struggle.
In 2021, the red revolution historical theme TV drama TOP10 premiered
The main theme of poverty alleviation and rural revitalization represented by "Mountains and Seas" and "Jingshan Lihai" takes the changes of the times as the context and the individual miniature as the narrative base point, and its story vividly presents the process and achievements of poverty alleviation and rural revitalization, attracting a wide audience to pay attention to rural content. For example, the art of the popular drama "Jingshan Lihai" of the General Radio Station shows the great changes in coastal townships, and the "Mountains and Seas" jointly launched by Zhejiang Satellite TV, Beijing Satellite TV, Oriental Satellite TV, Southeast Satellite TV, Ningxia Satellite TV, Shenzhen Satellite TV and other platforms deeply restores China's poverty alleviation work in the 1990s, depicting the group portrait of the times and triggering the empathy of the whole people.
Hunan Satellite TV and Mango TV network joint broadcast of "So Many Petite Rivers and Mountains" and "Warm Taste" refreshed the image of rural screens and touched on the deep problems of rural construction, revaluing the cultural and ecological value of rural areas, and the video hits of the two dramas were 610 million times and 870 million times respectively.
Under the theme of paying tribute to the centenary of the founding of the Party, the plays represented by the themes of China's aerospace industry and industrial development are also inspiring. For example, the plot of the popular drama "Ask the Sky" of the CCTV-1 comprehensive channel of the general station spans the three major stages of contemporary, modern and future aerospace, showing the arduous struggle of China's aerospace industry from weak to strong in the past 30 years; "Dajiang Dahe 2" tells the journey of the strivers in the period of social change in the 80s and 90s of the last century, restores the picture of the times with a full plot, and pays tribute to the unsung heroes who have dedicated themselves to the modernization of the country with individual narratives, with a Douban score of 8.8 points.
A number of high-quality main theme dramas tend to use the mix-and-match lineup of "strength + new generation" to attract audiences of all ages, become blockbuster works covering all ages, and set up a model for film and television to drive party history education and promote the development of cultural tourism. It is worth noting that the audience's empathy and empathy for the high-quality blockbuster main theme dramas extends to the offline, and even promotes the economic development of some regions. For example, after the 2021 tribute drama "The Age of Awakening" broke out of the circle, in early June, the Propaganda Department of the Dongcheng District Committee of the Communist Party of China hosted a special exhibition of Chen Duxiu's former residence, and the original scene reproduced part of the display in the "Age of Awakening", helping Chen Duxiu's former residence to become a popular attraction during the 2021 Dragon Boat Festival.
Similarly, with the popularity of "Mountains and Seas", the prototype area of the play, Minning Town, has stimulated the curiosity of many viewers, so the Yinchuan Municipal Bureau of Culture and Tourism has set up a special project to promote the construction of the "ShanhaiQing" film and television cultural tourism base in Minning Town, driving Ningxia specialties into the public vision and becoming the "most realistic" peripheral.
Judging from the 2022 film list released by the general station and various provincial satellite televisions, the main theme of positive energy is still the focus, such as the main melody drama "The Backbone of the People" in the 2022 film list of the general station focuses on the road of self-revolution of the Communist Party of China since the 18th National Congress; the reality theme TV series "Happiness to Ten Thousand Homes" focuses on the construction of rural spiritual civilization and legal system, and there are also "Mountains and Rivers Splendid Embroidery" (tentative name), "Hardcore Era", "Tianwang", "City in the City" focusing on poverty alleviation, scientific and technological power, national security, and national self-improvement in the core technology fields. Preventing risks in the financial system and other major propositions of national development.
Third, from group stories to "national economy and people's livelihood", realistic dramas care about the social issues of the times
Focusing on the dilemma of middle age, realistic urban dramas have once again exploded. "Xiao Min Family" focuses on middle-aged love and divorced families, focuses on the real pain points of the restructured families of middle-aged people who are out of marriage, tells the love-hate entanglement between divorced families, and the collision of emotional values between different generations has aroused heated discussion; the family emotional drama "Children of the Qiao Family" also focuses on intergenerational communication and marriage of the family, and the yellowed sense of age shaping and the plot setting with great pyrotechnics and realism have been well received by the audience, and both dramas are ranked in the top 10 of the 2021 premiere TV drama list.
2021 premiere realism theme urban drama TOP20
The group portrait characteristics of different family education concepts are presented, which triggers national discussion, and family education dramas such as "Little Shedd" and "Growing Up with You" continue to have a blockbuster effect. As one of the "Chinese Education Quartet", "Xiao Shede" accurately captures and truly reproduces various social issues such as education volumes, marriage relations, women's workplace pressure, and intergenerational communication under the theme of "XiaoShengchu", directly attacking the audience's pain points.
Meiland data shows that during the hit broadcast of "Xiao Shede", the number of hot searches on the whole network was 500+; the total number of Weibo-related topics read exceeded 9.2 billion, which successfully resonated with the group, and the fusion communication index ranked fifth in the list of first-aired TV dramas in 2021. At the same time, "Growing Up with You", which focuses on the education of "young and small", has received 2.24 billion video views, and has also achieved good results in the first half of 2021.
"Her theme" continues to gain attention, showing the dilemma of the growth of a diverse female group. For example, "Positive Youth" tells the persistence and struggle of newcomers and business "elites" who have just entered the society in the workplace after 90 years, multi-dimensional presents the image of women in the workplace at different stages, the short videos related to the program are spread globally, and the official Douyin account receives likes in 2013.2 million.
"I Really Love You" tells the story of three women with different identity backgrounds, facing reproductive pressure, facing careers, and facing families, respectively, going to different life paths and realizing self-worth, deeply presenting and interpreting the current situation of different female groups, gaining 950 million video views, and related Weibo short videos receiving 13.788 million attention and playback. "She dramas" such as "Positive Youth", "I Really Love You", "Life Home", "The Ideal Life of Love" and other "she dramas" reflect social phenomena and call on society to pay attention to diverse female groups.
Open the elderly theme drama from the perspective of youth, and pay attention to the "silver-haired family". "Dear Parents", "8090" and other dramas focus on the living conditions and psychological demands of elderly audiences, of which "8090" through the attention of the 80-year-old and the "post-90s" young generations, and the intersection of the three dimensions of family, love and friendship, with interesting interpretation to discuss the current pension issues, but also shows the new vitality of the elderly theme TV series, during the broadcast of Mango TV video hits reached 2.04 billion times, to achieve an impact break.
In addition, the realist dramas involved in the case, such as "Sweeping The Black Storm" and "Breakout", are based on the major social events of the crackdown on blackmail and anti-corruption that have been focused on in recent years, telling the story of the times. Among them, "Sweeping Black Storm" is adapted from a real case, telling the story of the central supervision group sweeping away the criminal and evil forces and the umbrella behind them, the strong collection of powerful actors, the true reproduction of the arduousness and complexity of the task of sweeping away the evil forces, the total number of video hits reached 4.78 billion times, and triggered heated discussions on social platforms, the number of relevant Weibo mentions was 12.644 million, and the comprehensive index of fusion communication successfully occupied the third place in the list of premiere TV dramas in 2021.
Web drama market
First, the video platform increases the operation of "theater branding" and revitalizes the brand value of the theater with IP matrix clustering
Overall, among the top 100 popular network dramas in 2021, iQIYI solo & simulcast dramas were listed 42, Tencent Video solo & simulcast dramas were listed 41, Youku solo & simulcast dramas were listed 28, Mango TV solo & simulcast dramas were listed 19, B station was listed 1, Tencent Video and iQIYI were strong in the online drama head market, and the share was equal.
Distribution of top 100 drama broadcast platforms for popular network dramas in 2021
Suspense themes are frequently exploded, urban dramas are rising strongly, and the status of costume dramas is still stable and unshakable. Judging from the TOP20 list, iQIYI's costume suspense drama "Wind Rises Luoyang" occupies the first place in the 2021 popular network drama integration and communication index list, and in 2021, the national wind and national tide rise strongly, high-quality suspense dramas are favored by netizens, and "Wind Rises Luoyang" integrates Heluo culture, suspense and other explosive elements, becoming the biggest winner in the online drama market. In addition, iQIYI's suspenseful criminal investigation drama "Who is the Murderer" and Tencent Video's suspenseful adventure drama "Yunnan Bug Valley" are both ranked in the TOP20 of the popular network drama integration and communication index list.
Urban reality theme network drama focuses on different topics to arouse social concern, and constantly out of the circle, Tencent Video", "You are my glory", integrates aerospace topics, popular science aerospace knowledge has triggered many netizens' yearning for space and romantic stars, and has received 4.12 billion hits on Tencent Video, ranking second in the list of popular network drama fusion communication index.
Youku's "Female Psychologist" and iQiyi's "North and South" respectively focused on social mental health issues and urban women's group portraits, triggering heated discussions on social platforms, of which "Female Psychologist" received 20.24 million Weibo mentions, 48.7 million official blog-related videos were played, and the comprehensive index of fusion communication ranked eighth in the list.
The share of costume dramas in the network head market is still stable, and in the TOP20 of the popular network drama integration and communication index list, there are 10 costume dramas, occupying half of the head market.
In 2021, the top 20 of the popular network drama fusion communication index list
In 2021, major online video platforms will fully test the "theater" operation, attracting user attention and enhancing user stickiness through rich and high-quality content supply and differentiated IP type clusters.
For example, iQIYI adopts the operation mode of "long drama series" and "theater labeling", and revitalizes the brand value of the theater by creating a blockbuster long drama IP and developing the IP derivative series of long drama "Universe", and further enhances the reputation and brand recognition of the theater label. Under the fiery trend of national style and national tide, iQIYI's "Wind Rises in Luoyang" launched in the "Mist Theater" undertakes the huge world view of "Chang'an Twelve Hours", and is also the first shot of iQIYI's "Huaxia Ancient City Universe" IP series.
In addition, iQIYI's "Love Theater" dismantled and adapted the IP to create an IP series. For example, with the help of the IP influence of Mo Bao's non-treasure novel "One Life and One Beautiful Bone", the ancient and modern plots are divided into two to launch "Zhou Sheng As It Is" and "One Life", and the two dramas are seamlessly played, triggering netizens to continue to watch. The circle of many popular online dramas such as "Wind Rises in Luoyang", "Zhou Sheng as It Was", "One Life in a Lifetime" and so on further strengthens the reputation and traffic value of iQIYI's "Mist Theater" and "Love Theater" in the two major vertical markets of suspense dramas and sweet love dramas.
Mango TV created the first "Mango Monsoon" short theater linked by Taiwan and network, relying on Hunan Satellite TV's global coverage influence and high-quality drama content to "break through". At present, the "Mango Monsoon" Theater has gathered 7 realistic dramas broadcast on Hunan Satellite TV and Mango TV, which gives full play to the dual platform advantages of Hunan Satellite TV and Mango TV, and on the other hand, the high-quality "Shangxing Drama" is stable and resistant.
"Mango Monsoon" Short Theater has launched "Wolf Hunter", "Lie True Detective", "I Am Very Good in Other Places", "Tianmu Crisis", "Mother-in-law's Bracelet", "Twelfth Second", "Sleeping Garden" 7 high-quality reality dramas, of which 6 star dramas are the top 100 dramas in the tv drama list premiere of the whole network, and 1 pure network drama "Tianmu Crisis" is also ranked in the top 100 of the list of popular network dramas on the whole network, which further enhances the influence of the "Mango Monsoon" theater brand.
Among them, the anti-poaching short drama "Wolf Hunter", which is the opening show of "Mango Monsoon", has attracted a lot of attention with a new anti-poaching theme, a tense plot and a movie-level picture texture, and has received 880 million video hits, firing the first shot of the "Mango Monsoon" realistic short drama label. The urban topic drama "I'm Good in Other Places" produced by Mango TV and broadcast on Hunan Satellite TV is a double harvest of traffic and word-of-mouth, not only successfully going to sea, but also winning the 2021 Outstanding Overseas Communication Works.
Youku has a pet theater, suspense theater, Hong Kong theater, family theater, urban theater, and this year to increase the "pet theater", such as the popular network drama TOP20 list of "Si Teng", "Female Psychologist", "Yulou Chun" are Youku "pet theater" repertoire.
Tencent Video suddenly moved on December 22 in the case of delay in taking the initiative, releasing a "ten theater" focusing on micro-short dramas, which will increase the exploration of the high-quality content of micro-short dramas in 2022, and according to the 2022 film list released by tencent video, Tencent Video micro-short dramas cover cultural IP, cultural innovation, comic comedy, hot-blooded heroes, suspense reasoning, costume food, fantasy healing and other diversified genres, and strongly expand the content matrix of Tencent Video micro-short dramas.
Second, video websites and short video platforms are strongly exerting efforts to make micro-short dramas high-quality content
In 2021, with the development of the industry and the drive of user demand, "AiYoumang" has made efforts in the short drama market with steady actions, such as "Mango Monsoon" positioning short theater, iQiyi testing the water with comedy type micro-short drama content, online small comedy theater, main genre comedy...
Tencent Video's power in micro-short dramas is menacing, although at the end of the year high-profile official announcement of the launch of "Ten Theater", in fact, as early as the end of 2020, Tencent MicroVision has planned to invest 1 billion yuan in 2021, tens of billions of traffic to support the development of micro-drama business, and released a support plan for high-quality micro-drama "Mars Plan", the launch of "Ten Theater" can be seen as the result of Tencent's business integration after testing the water in the short drama market. Tencent Video's vertical screen short drama "Like a Dream" received 320 million short videos, and the #Opening Sweet Drama Like a Dream Order #Weibo topic was read 110 million times.
In 2021, the popular "Aiyou Tengmang" short video micro-drama fusion communication index list TOP20
With the short video growth gene, the short video platform opens up the micro-short drama market. In 2021, Kuaishou released an enhanced version of the Astral Plan, taking out more than 10 billion traffic to support the content of high-quality short dramas and introducing more than 200 high-quality short dramas. Douyin's incentive plan divides micro-short dramas into two categories: "New Fan Plan" and "Ten Million Explosive Clubs", of which the new Fan Plan of traffic incentives has almost zero threshold, and the "Ten Million Explosive Club" is mainly for more senior short drama creators and better works. In 2021, Douyin participated in the production of the first micro-short drama "Dream! Since the broadcast of "Jingjing", it has aroused heated discussion among netizens, and the main topic of the same name has reached 800 million times, and the number of positive films has exceeded 100 million times.
Third, the marketing of explosive IP dramas, the development of the whole industry chain to tap their own value
The explosive dramas use the development of the whole industry chain to tap their own hot value, and the ability to monetize IP business is prominent. For example, the fantasy suspense drama "Si Teng" has aroused widespread concern after it was broadcast, and in the face of the high expectations of netizens, the drama has carefully prepared two versions of the ending and the exclusive content of members, and continues to release the popularity of the TV series through rich content supply, so that the Youku membership model continues to appreciate. In addition, "Country Love 13" took advantage of the "blind box economy" to launch a character explosion blind box, which not only attracted a large number of TV series fans to buy, but also allowed "blind box circle" consumers to join in, which also provided a new path for the brand to join the marketing with the popular TV series IP.
Under the trend of the national wind, after the IP of "Wind Rises Luoyang" came out of the circle, iQIYI cooperated with Luoyang local cultural tourism in depth to develop the theme hotel of "Wind Rise Luoyang", the large-scale immersive script killing of "Wind Rise Luoyang", and the three major projects of "Wind Rise Luoyang" VR Full Sense Movie, which deeply bound IP with local cultural tourism. At the same time, iQIYI launched the "Luoyang of the Ancient City of Huaxia Universe" IP and implemented the business model of "One Fish and Twelve Eats": developing 12 product forms of variety shows, dramas, games, derivatives, stage plays, animations, documentaries, comics, commercial real estate, VR full sense, movies and literature, so as to realize the infinite extension of IP value and life cycle.
Suspense and brain-burning elements push up the popularity of the series, and derive creative gameplay to achieve value transformation. The 2021 suspense dramas conform to the entertainment trend of young people with their brain-burning storylines and program elements, and have become popular IP sought after by young circles. A series of creative marketing methods derived from these explosive content also help sponsoring brands realize the conversion of content value and marketing monetization.
The drama side actively links with the social platform to transform the audience's attention into the influence of user topics, and constantly revitalizes the user value and releases the content value. For example, "Sweeping The Black Storm" set off a wave of national discussion with its confusing and constantly reversed plot settings, and the social platform Weibo and the drama party carried out creative marketing cooperation with the help of the content symbols of the most memorable points, opening a hot search for the same city for the virtual city "Green Vine City" in the play, and the Weibo topic #Weibo City Hot Search really had Green Vine City # The highest on the hot search list, and the topic reading reached 230 million times
Author: Meiland Communication Consulting Wang Ruixiang
Data description: The 2021 premiere TV drama refers to the TV series that aired on the star from January 1 to December 31, 2021.