New Wrist reports today
In the eyes of users, some people think that short dramas are the best artifact to kill fragmented time, and some people think that they are meaty short films that can't be watched.
In the eyes of professionals, some people think that short dramas are a new way of storytelling, some people think that this is a new choice for film and television to go overseas, and some people think that short dramas cannot be put on the stage.
In the eyes of practitioners, some people say that it is a new form of content, some people say that it is an upgraded version of online texts, some people say that it is a dimensionality reduction of traditional film and television dramas, and some people say that it is a new content that far surpasses traditional film and television dramas.
So what is a skit for an Internet platform with huge traffic in China?
The reason why a product is popular is that users like it first of all, and it has a wide user base.
The second is to have a sustainable business model that supports development.
The third is that there is a large enough market size.
The short drama currently has more than 100 million users and has a very wide user base. It has a stable user-paid business model and a market size of 40 billion yuan per year.
Therefore, Internet companies with large traffic are aiming at short dramas, and they are all looking for ways to use short dramas to make money or extend the length of user stay.
User time is a zero-sum game.
Everyone's time is limited, and staying at house A for a long time means that house B gets less time.
Therefore, the Internet, which has a large amount of traffic, has long regarded short dramas as the best new content form at present, and it can even be said to be the standard.
The new wrist today brings you an inventory of 18 Chinese Internet companies that have begun to access short dramas.
There may be omissions in statistics, for example, the channels of many mobile phone manufacturers have also begun to access short dramas, and this time it has not entered the inventory article for the time being.
The data involved in the article is not from any official and is for reference only.
Group 1: Douyin, Hongguo Short Drama and Tomato Novel
Comments: Left and right, no losers
Douyin is equivalent to the relationship between water and fish for short dramas.
The short drama is paired with a short video platform, which can be said to be like a fish in water.
Therefore, relying on a large number of users, Douyin has earned 80% of the revenue of the short drama market, which is what it deserves, after all, the short drama ecosystem has a lot to do with it.
Xinjiaer expects that Douyin's vertical screen short dramas are estimated to account for at least 70% of the overall market.
There are two types of short dramas on Douyin, one is the platform's high-quality short dramas, which users watch for free. The producer produces content, Douyin supports traffic, and merchants rely on implantation to pay, and the business model is the To B model.
There were account-sharing dramas before, but the market size was too small.
Douyin's second type of short drama is the vertical screen paid mini program short drama, which is also the mainstream model short drama we are talking about, which currently accounts for a high proportion and is expected to bring about 30 billion yuan of investment advertising revenue to Douyin every year, which is an absolute cash cow.
The first 11 episodes are free, and you need to pay to unlock them to watch later, which is the IAP mode. This kind of more is aimed at the first release of new dramas, and IAP revenue accounts for 90% of the short drama market.
Paid top-up panel.
If users don't want to pay, they can also choose the ad unlock mode, which is the IAA model. This kind of free drama is more aimed at new dramas and old dramas. At present, IAA accounts for about 10% of its revenue.
Douyin's Tomato Novel, the navigation bar has added watching dramas. There is a natural combination of online articles and short dramas. Many short plays are adapted from online texts.
Like the novel free, the skit on the Tomato is free to watch.
Tomato Novel also has an independent Hongguo short drama APP.
The Red Fruit skit is also free to watch.
The short dramas that are free to watch are generally episodes after the second round, not the first new drama.
The models adopted by Hongguo and Tomato are both free models, hoping to circle users first, and then monetize the business model, and it is possible that there will be new dramas for the first time in the future, which relies more on the advertising unlocking model.
Interestingly, the model of red fruit and tomato and Douyin's paid vertical screen skit business are the opposite of each other.
On the one hand, the paid short drama business hopes that users will pay to watch it, but Red Fruit and Tomato are free models, which will have a trade-off relationship, but fortunately, new dramas are generally paid models.
On the other hand, through the paid and free models, Douyin has achieved two-handed grasping, two business lines compete, no matter who wins in the end, Douyin wins.
Beat around, and the meat rotted in his own pot.
You say it's not wonderful.
The second group: WeChat, Tencent Video
Comment: The hope of checks and balances in the whole village
WeChat mini programs are also an important carrier of vertical screen short dramas. First, there are many WeChat users, but the payment habits are more mature, which can reduce the loss of users.
WeChat search for short dramas, there is already a very standardized collection page.
Pay to watch it directly in the WeChat mini program.
In addition, Xinjiaer has previously reported on the short drama gameplay of the video account and the official account, and WeChat has opened the function of the short drama player, strengthened the basic ability configuration, and improved the viewing experience and retention of the short drama.
For details, please see: The video account has played a super good short drama king bomb: a short drama player has been developed, and you can also launch a group to watch the drama
WeChat Mini Program will charge 10% of the technical service fee, and part of the advertising money will be returned, but for the streamer, this part of the fee will further reduce their gross profit margin.
It is said that during the Spring Festival, the traffic of Douxiao short dramas has exceeded the traffic of micro short dramas, mainly because Douxiao launched a 14% return activity.
WeChat received 10%, and Douyin returned 14%. Anyone can choose this multiple-choice question, right?
WeChat's support variables for short dramas come from video account mounting and private domains, and if the two platforms can implement a separate court, it will be a good thing for short drama practitioners.
If we want to talk about the revenue share of small vertical screen short dramas, we expect it to be around 10%.
Tencent Video APP navigation has short dramas, but it is not a vertical screen short drama, it is a customized boutique drama on the platform.
Tencent VIP members can watch it. The business model is VIP payment for long dramas.
On the whole, although there are two major platforms for short dramas, WeChat and Tencent Video, compared with Tencent's other businesses, short dramas are minimal, and WeChat has always been more restrained and Buddhist, so the potential of this piece remains to be developed and observed, but everyone points to these two to be able to stand against Douyin and balance the other party.
The third group: Kuaishou
Comments: The loop is closed, and there are fewer friends
The Kuaishou model is very similar to Douyin, there are both platform high-quality dramas and vertical screen paid short dramas, but in terms of market size, the Kuaishou short drama market accounts for about 10%.
Kuaishou boutique short drama.
Users watch it for free.
Kuaishou has adopted a closed-loop strategy for vertical screen short dramas, and has started to build its own link at the end of December last year to achieve a closed-loop in the station. See: Kuaishou will stop the commercial launch of third-party short drama mini programs at the end of the month
Kuaishou official said that from December 22, third-party mini program micro-short drama advertisers can gradually migrate to Kuaishou mini programs and Kuaishou's self-built links for delivery, during which the Kuaishou platform will give certain policy support in order to reduce the impact of migration on advertisers and ensure the delivery effect.
Since Kuaishou closed the loop, there has been less discussion of Kuaishou in the market, and after the closure, there may be fewer friends.
The fourth group: Baidu, iQiyi
Comments: Have the intention to kill the thief, but have no power to return to the sky
Baidu is the first brother in search, and the traffic naturally does not need to be said, but due to the different user habits and viewing scenes of short dramas, Baidu has been watching the fat of short dramas.
Why is Baidu embarrassed?
The search behavior is to let you run out and leave, but skits require users to stay, so these two are quite contradictory.
But there is always a probability and proportion of everything, for example, 100 people come, there are always 10 people who are not in a hurry to leave, in case you find a short drama that you are interested in, then you can take a look.
Short dramas are also searched and navigated in Baidu APP, and the location is very important. It is said that skits have become the second largest OKR internally after AI.
Vertical screen skit with paid unlocking.
Boutique short plays, watch them for free.
Let's take a look at iQiyi, which has a relationship with Baidu.
The new wrist previously reported on iQIYI's short drama layout, iQIYI took a fancy to the local short drama: I have more than enough heart but not enough strength.
iQIYI attaches great importance to vertical screen short dramas, and has been on navigation for a long time, and the business model is also paid to unlock and watch, and the membership system of long dramas is not currently connected.
iQIYI APP is the only video APP in Aiyouteng that focuses on vertical screen skits and dramas.
Pay to unlock the viewing, the same as watching it on Douyin Kuaishou.
It is equivalent to that iQIYI's current short drama strategy is to use it as a traffic distribution platform to only earn the share of user recharge. At present, it has not been involved in the production and production process, and is only a publicity and distribution platform.
It can be guessed from iQiyi's decisive prominence of the vertical screen that they will not let go of this wave of new content forms.
The fifth group: Alibaba's Youku, Taobao, Alipay, Quark, UC Browser
Comments: Separate and unregulated
Alibaba's current 5 major APPs have short drama business access, although it is a group operation, but they are independent, each has its own focus, and there is no rule to see.
Let's look at Youku first.
Youku short dramas are also navigating, but they are still high-quality custom dramas on the platform, and there are no vertical paid short dramas.
Youku VIP recharge is required to unlock the viewing.
It has nothing to do with vertical screen short dramas yet, but it is said that Youku already has a business plan for vertical screen short dramas, and maybe one day it will also be connected to vertical screen short dramas.
Let's look at Taobao again.
Taobao APP has a theater.
Taobao exclusive short drama.
It is equivalent to a customized drama on the platform and is free to watch.
The imagination space of Taobao short dramas lies in whether there is an opportunity to combine short dramas and e-commerce.
再来看支付宝。
Alipay currently does not have an entrance to short dramas, but searching for short dramas can see that there are many accounts settled in.
Alipay short dramas need to be paid to watch, and the paid unlock mode is paid.
On the whole, the entrance is relatively deep, and it is better to talk than nothing.
再来看夸克。
Quark is on the hot search list of short dramas, and there is also a collection page.
Vertical screen skit for free to watch.
Quark is a free-to-watch mode.
UC Browser is the same as Quark mode, leaderboard.
Watch the show for free.
On the whole, Alibaba's various traffic APPs treat short dramas as kill time products, and there is no such model as paid viewing, more free viewing.
Due to the strong color of Ali's e-commerce system, it is relatively far away from the content attributes, but it can also be seen that its APP with traffic is trying to retain users, which is better than their opponents.
Sixth group: Mango TV, Migu
Comments: Traditional companies, quick response
Mango TV is the first traditional TV station product in China that attaches importance to horizontal and vertical screen short dramas, which is very sensitive to market perception and has a very fast response speed.
On Mango TV, the skit is not navigation, but the bottom TAB, and it is the first, which is enough to see how much attention is paid to it.
Damang Theater has high-quality dramas and cool dramas.
Portrait area.
VIP unlocked viewing.
Boutique skits require VIP viewing.
The important thing is that Mango TV has started filming vertical screen paid short dramas.
Mango TV is super sensitive to the market, but because its traffic is weaker than that of the above-mentioned Internet predators, it temporarily ranks sixth in the group.
China Mobile's Migu APP also has short drama navigation.
Migu skit page.
Watch it for free.
There are also paid views.
On the whole, Migu's response speed is also very fast, in addition to being reflected in this APP, Migu also has a short drama business, and recently became popular with a "Reincarnation as King".
Seventh group: Meituan, Pinduoduo
Comment: Better than nothing
Meituan and Pinduoduo have a similar approach, and there is a theater column in the navigation, which is a short drama.
Meituan APP, secondary navigation has a theater.
Watch it for free.
Pinduoduo has a similar pattern.
Pinduoduo's secondary navigation has a short drama column.
Watch it for free.
From the current point of view, the model of Meituan and Pinduoduo is to grab some user time that is not very relevant, do not pay to watch, occasionally unlock ads, and rely on outdated second-round dramas to fill, purely to grab user time, similar to Alibaba's model.
Group 8: Station B
Review: Love-hate
Station B has a double-sided attribute.
Users love it because there are a lot of skits to watch for free.
Practitioners hate it because there are a lot of pirated skits. Often, the genuine version has just started to be streamed, and in less than an hour, pirated copies are moved to station B, which makes many platform parties grit their teeth with hatred for station B.
Take a look at the recent hit dramas, piracy is rampant, unabridged complete episodes, and watch them in one go.
Station B can be said to be the public enemy of short dramas.
Recently, it said that it would fight against the piracy of short dramas, and Station B began to crack down on illegal pirated micro-short dramas: it will be taken off the shelves, banned and permanently banned, but judging from today's situation, this is basically another slogan.
However, Bilibili has also begun to explore the paid short drama model.
The new wrist previously reported: Short dramas ushered in two important benefits! Station B can watch the genuine version on a monthly basis, and Douyin strengthens support for small programs
The short drama party is stationed at station B, which allows users to pay to watch it.
Paid viewing is required.
The above 18 companies are just the tip of the iceberg, and more companies have quietly laid out short dramas, but they have not yet formed an entrance display, such as JD.com, Xiaohongshu, etc.
If the piracy of short dramas at station B can be systematically cracked down on by the station, the entire short drama practitioners may give chairman Chen Rui a kowtow?
The short drama has been bitter for a long time.
By the way, in addition to the piracy of micro-short dramas at station B, Douyin, Kuaishou, Taobao, Pinduoduo, Baidu Netdisk, WeChat public account, Quark, etc. have pirated micro-short dramas, and the above-mentioned companies have recently carried out a wave of concentrated crackdowns on this.
Douyin fights piracy.
Station B fights piracy.
Taobao fights piracy.
Baidu network disk piracy.
WeChat public account to fight piracy.
I hope that this is the norm of copyright protection for micro-short dramas, rather than a campaign-style slogan strike.
Conclusion: Short dramas are the best content products at the moment, and they have become standard
The user's attention is becoming more and more scattered, the time is becoming more and more fragmented, and the short drama is destined to be the best kill time product, coupled with its coolness, comprehensive emotions, and fullness, so that many people have become users.
In addition to the above-mentioned Internet companies, the distribution centers of major mobile phone brands have also watched the short dramas, such as Huawei and OPPO.
The above is just a quick glance, if each has the latest gameplay, we will continue to follow up on the research.
Xinjiaer believes that short dramas are the best form of content products at present, and they are new iterative products, not only an upgraded version of online articles, nor just a dimensionality reduction product of traditional film and television.
It is a new content format.
When you're used to short dramas, it's hard to go back to the era of long dramas.
When you get used to the high-density coolness of short dramas, it's hard to go back to the era of long and smelly long dramas.
But to do a good job of vertical screen micro-short dramas, it does require a different language system, and it takes a lot of time, it is much more complex than making short videos, and it is much more complex than horizontal screen and platform custom dramas.
Some people say that vertical screen micro-short dramas are an independent foreign language that needs to be learned systematically and must take time, while short videos are at most local dialects.
At present, there are two variables in the micro-short drama.
First, after the grading and filing began on June 1, it remains to be seen whether the short drama content on the market can be quickly supplied. Whether old dramas that have not been filed can continue to be online also need to wait for detailed rules.
The second is that when short dramas become the standard configuration of each family, users can watch short dramas everywhere in the future, which will dilute their attention and may have a certain impact on the current pattern, and the paid model will also be diverted by the free model.
As the saying goes, if a product is available in everyone, it means none. Normalcy means that attention is cut and it gradually feels non-existent.
What practitioners can do is to find their place in the midst of uncertainty.
To learn about the skit, please pay attention to the new wrists.