Chao News client reporter Chen Ying correspondent Wang Feifei
Recently, the "environmental Yue Opera" "New Dragon Gate Inn" launched by the Zhejiang Xiaobaihua Yue Opera Troupe has once again exploded on the Internet, and the tickets for the December show were sold out in 2 minutes, which can be described as "hard to find".
According to statistics, 70% of the audience portraits of "New Dragon Gate Inn" are non-traditional Yue Opera audiences, and they are basically young people. What are the characteristics of this group of young people watching dramas?
Recently, Daily Interactive Big Data released a report on "Insights into the Young Audience of Theater Watching", which aims at active users aged 18-34 who install opera and traditional opera APPs.
Young women are more interested in theatre than young men
Daily interactive big data found that there were more female users among the young people who watched the drama this time, and compared with the full number of young people, the female TGI reached 1.20. It can be seen that compared with boys, girls have a higher degree of love for traditional opera.
From daily interactive big data
Young people are not very invested in the theater
From the perspective of consumption level, compared with the total number of young people, the overall consumption level of young people watching theater is slightly higher in the middle consumption level segment, with a TGI of 1.11. It is not difficult to speculate that although a certain threshold is required to enjoy drama, the investment in "krypton gold" is not too high, and it is a form of entertainment that the masses of people like to see.
From daily interactive big data
Guangxiang, Sichuan, Zhejiang, and Hui are places that love drama fans
This daily interactive big data insight found that compared with other types of population insights, the overall distribution of youth movie-watching groups did not show a strong correlation with city level in terms of city level.
Specifically, in first-tier cities and fourth-tier cities and below, the preference of young people aged 18-34 for opera and opera will be more obvious than that of all young people. Combined with the specific distribution provinces of this population, the provinces with more prominent preference for quyi characteristics were Guangdong (1.26), Hunan (1.22), Sichuan (1.18), Zhejiang (1.13), and Anhui (1.02). Not only are there a wealth of local operas in these areas, but the popularity of local operas has given local residents the opportunity to learn from an early age, and at the same time, the pace of life is relatively slow, so they have more time to enjoy related performances. Of course, first-tier cities also have the advantage of concentrating economic and cultural activities, and also provide fertile soil for local theater watchers to cultivate their hobbies.
From daily interactive big data
Specific to the characteristics of the population, the daily interactive big data insights are as follows:
1. Young people watching theaters are typical "voice-controlled" people. They listen to music, books, podcasts, and are also lovers of dubbing and karaoke. Daily interactive big data shows that the preference of young people for audio content has reached 2.34, and the preference for karaoke apps is also relatively obvious, reaching 1.78. Even their favorite games are more musical-rhythmic, and they prefer rhythm masters to their peers (TGI2.35).
From daily interactive big data
2. Of course, following the old proverb of "hearing is false, seeing is believing", young people who watch dramas are more willing to pay for offline performances than their peers. Daily interactive big data insights found that this group of 18-34-year-old theater-watching youth's preference for performance ticketing apps reached 3.85. They not only like to watch performances offline, but also like to read novels online, and as "voice-controlled" experts, their preference for audiobooks, radio dramas and other apps is also higher than that of their peers.
From daily interactive big data
3. Young people who watch dramas have a considerable pursuit of "beauty". This is first and foremost reflected in the requirements for one's own appearance. Daily interactive big data insights show that compared with their peers, the preference of young people who watch theaters to exercise and lose weight is 1.47. For example, peppermint health 1.74, keep 1.32, daily yoga 1.27. Correspondingly, they also have relatively high requirements for the quality of daily life, such as 1.29 for Freshippo, 1.28 for Meituan, 1.32 for Sam's Club, and 1.46 for Dingdong.
From daily interactive big data
4. At the same time, they like to record and share the good. They love to socialize with pictures and take pictures for retouching. Daily interactive big data insights show that the preference of young people for picture sharing applications has reached 1.74. For example, LOFTER2.11, Xiaohongshu 1.18, Instagram 1.59, Hupu 1.48, and the performance of the shooting and beautification app is more prominent, including Butter Camera 2.03, Awakening 1.78, Light Camera 1.54, Jianying 1.31;
From daily interactive big data
5. Daily interactive big data insights show that young people who watch theaters are usually trendy people, such as the preference for trendy e-commerce apps reaches 1.44, and the preference for luxury apps reaches 1.42. At the same time, they are also a group of budget-conscious people, with a preference of 1.67 for bookkeeping apps and 1.65 for discount and rebate apps.
From daily interactive big data
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