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Recently, the field of live streaming has ushered in another big man "Liu Qiangdong", in just one hour, more than 20 million people watched, and the turnover exceeded 50 million yuan. With the arrival of "Liu Qiangdong", it is also the e-commerce super-head anchors who are gradually "going down". The data shows that in February this year, Xiao Yang, the head anchor of Douyin, fell out of the TOP20 of the short video live broadcast talent list for the first time, and related topics also rushed to the hot search on Weibo. In this regard, Brother Xiao Yang said in the live broadcast in March that he would reduce the number of live broadcasts this year, and would do some electronic music festivals, film and television projects, offline physical stores and other content.
On 3.15 this year, Brother Xiaoyang's live broadcast room was exposed to a plum vegetable button meat using "bad meat", and Brother Xiaoyang's live broadcast room did not deal with this incident properly, and the "popularity" of his live broadcast room plummeted, which intensified its "exit" in the field of live broadcasting.
With the "coldness" in the field of live broadcasting, Brother Xiao Yang seems to have found new business opportunities and began to lay out the short drama track. Recently, the first short drama of the Three Sheep Network "Master Fu, Your Substitute Bride is a Big Guy" officially started filming and launched the start-up ceremony at Hefei Fumao Hotel. Judging from the on-site posters, there are many artists under the Three Sheep in the cast of the play, of which the three sheep Xiaoqi (Seven Bosses) are one of Xiao Yang's apprentices. Its producer is "Hefei Sanhua Film and Television Media Co., Ltd."
At the same time, the Three Sheep official also opened the "Three Sheep Theater" account, and the account update content is also for the promotion of the short play. On the evening of April 16, the account also conducted an online live broadcast, and the anchor replied in the live broadcast that the short drama was being filmed, and Brother Xiao Yang was busy with the company's work and did not participate in the short drama. As of press time, the account has 16,000 followers.
According to Qichamao, Hefei Three Sheep Network Technology Co., Ltd. was established on March 18, 2021, with a registered capital of 2 million yuan, and the legal representative is Zhang Qingyang. The business scope includes: personal Internet live streaming services; food sales (only pre-packaged food is sold); Internet sales of food (only pre-packaged food is sold); Health food (pre-packaged) sales (except for licensed business, can independently operate items that are not prohibited or restricted by laws and regulations) in accordance with the law, etc. According to the equity penetration map of Qichamao, Hefei Three Sheep Network Technology Co., Ltd. has a total of 7 foreign investment enterprises, 6 of which are in existence and 1 is in business, and the business territory involves cultural media, live broadcast e-commerce, venture capital, supply chain management, transportation facilities, etc.
Qichamao shows that Hefei Sanhua Film and Television Media Co., Ltd. was established on April 9, 2024, with a registered capital of 1 million yuan, and the legal representative is Li Yanan. The business scope includes: network culture management; radio and television program production and operation; film distribution; performance management; commercial performances; TV drama production; TV series distribution; film screenings; production of audio-visual products, etc.
Looking back at the development of the online short drama industry from the "Three Sheep Network Entry Short Drama Track":
- The business model of the short drama industry is relatively simple
The typical business model of short dramas is relatively simple, and compared with TV dramas, movies, and long-form videos, the production cycle is shorter, and the plot content can be flexibly adjusted, providing content creators with broader opportunities. Online short dramas must first obtain certain industry qualifications, or pass the filing and approval of the relevant departments, so that they can obtain a broadcast license. In addition to users and advertisers, there are also many derivative channels, which can expand their attention to social media, live streaming, etc., which can allow creators and platforms to choose the right business model based on their own characteristics and advantages, providing more monetization opportunities for content creators.
-- There are nearly 20,000 registered enterprises for short dramas
From 2013 to 2019, the number of registered companies related to short dramas did not exceed 6,000, while in 2020 it increased significantly to more than 10,000, and further increased from 2021 to 2022, with 18,700 in 2022 and more than 20,000 in 2023. As of June 2023, there are more than 130,000 Kuaishou short drama creators, of which 2,768 have more than one million fans. More and more creators have joined the army of online short dramas, providing fresh blood for the innovation of online short drama content.
——The market size of the short drama industry will exceed 30 billion yuan
The market size data of China's online short dramas is the market capacity generated by the industry's user payment, advertising, copyright and other forms of transactions. Under the role of both the supply side and the demand side, short dramas have developed rapidly, and the market performance is outstanding. In 2023, the size of China's online short drama market will reach 37.39 billion yuan, an increase of 267.65% year-on-year.
- Douyin has become the largest platform for online short dramas
Micro-short dramas have developed rapidly, and the market scale has expanded rapidly, becoming a new "potential" force for audio-visual. According to Detaven's data, 481 new short dramas have been released in the first half of 2023, while only 454 new ones will be released in the whole year of 2022, and the supply scale of the short drama market is expanding rapidly. According to ByteDance's monitoring data, the average daily consumption of the short drama industry in September 2023 will exceed 50 million yuan; The peak day of the consumption of the National Day file by users of the whole platform of short dramas has exceeded 100 million yuan; As of November 2023, a total of 4,000+ micro-short dramas have been filed in China, and the average daily turnover of domestic short dramas has reached 80 million yuan.
According to the report of the Prospective Industry Research Institute, the online short drama industry is expected to exceed 100 billion yuan in China's micro-short drama market in 2027. At present, the online short drama market has entered an explosive stage, the content and commercial operation model have been continuously improved, and the policy focuses on more standardized management of the short drama market. However, due to the low threshold, low cost and short time consumption of online short dramas, it means that the content and mode of online short dramas are highly reproducible, and the product homogeneity is serious. In the future, under the orderly development of the industry, enterprises should maintain the innovation of content in order to stand out in the fiercely competitive market and create popular products with traffic quality.
Hong Kong director Wang Jing believes that the development of micro-short dramas mainly depends on the script, and the script is good in order to continue this model. In his opinion, in the future, micro-short dramas need to encourage originality, and online adaptation is not necessarily the direction, "In terms of creation, there can be more young people to do, willing to be screenwriters, and open up the way of short dramas." I hope that more young people or talented people can join us and give us more good works. ”
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on the Development Prospects and Investment Strategic Planning of China's Network Video Industry" by Qianzhan Industry Research Institute.
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