Text: Guduo Data Research Institute
2023 is the tenth year of online movies. The industry was already in a downturn in 2022, but I didn't expect it to fall into a deeper trough in 2023.
A total of 241 online movies were launched this year, a sharp decrease of 31% compared with 350 in 2022. "Quality improvement and quantity reduction" has been shouted for five years, and the quantity has been reduced, however, the quality improvement still cannot meet the requirements of users.
Therefore, the scale of the online movie market has continued to shrink in recent years. Especially in 2023, a large number of waist projects will have a box office share of less than 10 million, and the market performance of the expected head projects is generally not as expected.
In this situation, in Q4 of 2023, Youku and iQiyi have successively upgraded the online movie account sharing model.
Youku canceled content pricing, handed over voting rights to the audience, and encouraged filmmakers to produce high-quality works for users and hit higher box office. iQIYI has adjusted the online movie account sharing model from "account sharing by duration" to "account sharing by time ladder", this new model is obviously more conducive to high-quality, head, and exclusive films, and it is also to encourage the film company to step up to a higher level on the road of high-quality products.
In this article, we will briefly explain the overall situation of the online movie market in 2023 from the aspects of the number of launches, genre themes, Guduo popularity, box office accounting, and word-of-mouth. For more details, please check the full version of the "2023 Online Film Industry Development Research White Paper".
The total number of online broadcasts decreased by 31% year-on-year, and the number of exclusive broadcasts on the platform decreased sharply
According to Guduo data, a total of 241 online movies will be launched in 2023, a decrease of 109 from 2022, a year-on-year decrease of 31%, and a decrease of 55% compared with 2021.
Comparing the number of online platforms in 2023: 221 on iQiyi, 129 on Tencent Video, and 64 on Youku, compared with 2022, iQiyi has increased by 20, Tencent Video has decreased by 69, and Youku has increased slightly.
In 2023, the trend of multi-platform simulcasting of online movies will be more obvious. Compared with the past two years, the number of solo online films has continued to decrease (503 solo online movies in 2021 and 236 solo online movies in 2022).
As far as the platform is concerned, in 2023, exclusive online movies will be mainly concentrated on iQiyi, with a total of 107 exclusive online movies online online, of which 92 will be on iQiyi, accounting for about 86%.
Specific to genre themes, online movies in 2023 will involve a total of 20 themes, of which the top 3 themes in terms of number are action, fantasy, fantasy, and suspense, and the sum of the number of online movies in these three themes is 112, accounting for about 46% of the total number of online movies in the year. iQiyi, Tencent Video, Youku and other platforms have launched online film theme distribution, see the full white paper for details.
It is worth noting that in 2023, a total of 25 online movies with the main theme will be launched, accounting for about 10% of the total number of the year. The main theme of online movies involves a total of 9 major themes, among which the number of war and anti-drug films is the largest, with 7 films.
The performance of action movies is outstanding, accounting for 30% of the top 30 popularity of Guduo
We have taken stock of the top 30 online movies with the average popularity of Guduo in 2023. Only the top 10 popular online videos are displayed here, please check the full white paper for more details. Among them, the top 3 online movies of the year are "Qimen Dunjia 2", "Northeast Police Story 2", and "The Legend of Qiao Feng".
Compared with various platforms, iQIYI performed the best. Among the TOP30 average popularity of Guduo, iQiyi has 5 solo online movies and 21 simulcast online films.
In terms of genre themes, among the top 30 average popularity of Guduo, the number of action movies is the largest, with 9, accounting for 30%, followed by comedies, with 5. In addition, there are 3 online movies in the three genres of fantasy, folk thriller, and adventure.
"Pursuit of Zero" won the box office share, and the action movie was eye-catching
We also took a comprehensive inventory of the online films that will break 10 million at the box office in 2023, a total of 42. Only the top 10 online movies at the box office are displayed here, please check the full white paper for more details.
In 2023, there will be only 1 online movie with a box office share of 40 million+, which is the action movie "Zero Pursuit", and 2 online movies with a box office share between 30 million and 40 million, namely "Qimen Dunjia 2" and "Northeast Police Story 2".
Compared with 2022, the number of top online movies with box office sharing in 2023 has decreased significantly: the number of online movies with a box office share between 25 million and 40 million has dropped sharply from 12 in 2022 to 4 in 2023.
In terms of genre themes, among the top 42 online movies with box office scores (box office scores of more than 10 million) in 2023, the three most numerous genres are action, comedy, and adventure. Among them, action movies are particularly prominent, with 11.
The picture below shows the TOP10 list of action movies in 2023.
"Painting the Tiangang of Rivers and Lakes" scored 8.2, setting a new high in the industry's reputation
Guduo data also counted the word-of-mouth of online movies on Douban in 2023, of which the TOP3 are "Painting the Tiangang of the Rivers and Lakes", "Art Teacher's Sheep Herding Class" and "Northeast Police Story 2".
In terms of the number of Douban scorers, "Painting the Rivers and Lakes: Tiangang" and "Northeast Police Story 2" performed quite well, with as many as 57,000 and 45,000 ratings respectively.
In 2023, the overall reputation of online movies will be improved compared with 2022. In the low segment, there are 50 online movies with a Douban score of 4.9 and below, a decrease of 28 from 2022, and in the high segment, there are 15 online movies with a Douban score of 6.0 and above, an increase of 6 from 2022.
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