In recent months, the theme of short dramas for middle-aged and elderly people has exploded, and the number of topics discussed on social platforms has reached as much as 600 million. "Little fresh meat" is no longer popular, and "boss" has become a new fashion. Staying up late to chase dramas and knock CP, these are no longer the privileges of young people, and the silver-haired people who have money and leisure after retirement have also kept up with the trend of the times.
According to Chao News, Xiao Zhang, who lives in Hangzhou, Zhejiang, said that recently, his mother has gone "crazy".
A latest short drama "The Return of the Cleaning Mother", a 27-year-old boss falls in love with the 45-year-old cleaning aunt, attracted Xiao Zhang's old mother who is more than half a hundred years old, and she continues to throw thousands of yuan into the drama one after another.
is different from previous male and female dramas, "The Return of Cleaning Mom Wuji" is a complete anti-routine and the ultimate "middle-aged and elderly Mary Sue" full of routines.
According to a report by Blue Whale News, citing the vertical media "New Wrist", on October 16, the show recently topped the popularity list of short drama star map talents for four consecutive days.
"The Return of Cleaning Mom Wuji" is not an isolated case, in fact, a large number of recent domineering president short dramas with "middle-aged women" as the protagonist are unknowingly occupying the mobile phone screens of "mothers".
Some popular dramas with middle-aged and elderly themes. Stills from the skit play
From "Starting from a Flash Marriage at the Age of Fifty", to "One Night Spoiled, Flash Marriage Boss Spoils the Sky", and then to "Fifty-Year-Old Me Is Pregnant with a 20-Year-Old Boss's Child", "People to Fifty, Flash Marriage Boss", there are endless short dramas that are clearly aimed at the middle-aged and elderly market, and the data is also quite eye-catching.
In addition to sweet pets, short dramas such as "Mother's Love is Silent" in the family affection category, "Half-life Couples Become Strangers" in the family emotion category, and "The Group Pet Mother Can't Be Provoked" in the counterattack category are also popular among middle-aged and elderly people.
According to Chao News, DataEye's short drama hot list shows that among the top 5 popular dramas, middle-aged and elderly short dramas occupy two seats. The hit short drama "Flash Marriage Wife is a Wealthy Family" has been played a total of 500 million times for half a month after it was launched, dominating the list for several days.
According to the Southern Metropolis Daily, the reporter learned from the script producer of the play "Hanamai" that the recharge amount of the play reached about 30 million yuan in a week, but about 80% of this was the cost of investment and channel fees, and the final income of the end was more than 6 million yuan, which is the company's most profitable short drama after the Spring Festival. According to Hanamaki, what is quite surprising is that 60%-70% of the paid users of this show's mini program are male users, and middle-aged and elderly people aged 41-50 and over 50 account for seven to eighty percent of them.
Topics such as "domestic short dramas have gone crazy" have appeared on the hot search, causing many netizens to complain. Screenshot of the webpage
Since August, the fire of short dramas has burned to the middle-aged and elderly group. Short dramas with themes such as marriage, family, and career struggles for middle-aged and elderly people have become new traffic passwords.
Even if the heroine is replaced by a nearly 50-year-old aunt, the boss routine is still quite attractive.
In "The Return of Cleaning Mom Wuji", the 27-year-old boss and the 45-year-old cleaning aunt met, and she didn't marry. The bloody thing is that this aunt is still the first love of the boss father and the rival of the mother. The ending is even more bizarre, the aunt reversed and counterattacked, and she was the richest man in the world.
Among them, the contradictions such as leftover female discrimination and children's debts are infinitely magnified, and when the hero and heroine almost give up on themselves, there is always a president or boss who falls from heaven to settle all difficulties in an instant. The whole process of slapping "snapping" sounds, and the abuse points and cool points fly together, which makes people want to stop.
Aunt Cleaning is actually a college classmate of the male protagonist's parents, and the male protagonist's father chased Aunt Cleaning back then. Screenshot of the video
It is worth noting that before the middle-aged and elderly people "broke out of the encirclement" of sweet pet dramas, middle-aged and elderly users have gradually become the main group of short drama payers, and their consumption habits have gradually developed.
According to Southern Metropolis Daily, Hanamaki told reporters: "During the Spring Festival, we did a lot of typical urban idol-themed short dramas, such as "Mr. Pei thinks about his father and son every day" and "Mr. Li, you have found the wrong wife", all of which are idol dramas for young people, and the main paying group at that time was also young people around 30 years old. After the Spring Festival, we found that the main paying group of these short dramas has changed, and middle-aged and elderly men aged 40-60 have become the main paying user group, which is a change in the market. ”
According to Guangming Daily, a report published by a research institution shows that among the 1,022 short drama and micro-short drama users surveyed, about half of the population is over 40 years old, and 12.1% of users are 60 years old and above. It can be seen that the middle-aged and elderly groups, especially the elderly groups with relatively abundant time, have become important users of short dramas.
Audience portrait analysis of the short drama "Flash Marriage at the Age of Fifty". SCREENSHOT OF WETURE DATA
Guangming Daily pointed out that the phenomenon of the short drama market gradually covering the middle-aged and elderly groups is just a natural "evolution" of the cultural and entertainment market. To some extent, this "evolution" is also a reminder that as the gap between the elderly and the young in the mainland in the use of digital media gradually narrows, the market should not ignore the huge market segment of the elderly when making Internet products. Content creators and platforms may wish to pay attention to their needs and adjust their content production and supply strategies to meet the needs of this group of users, thereby opening up a new market blue ocean.
Editor|Chen Keming, Du Hengfeng
Proofreading|He Xiaotao
The daily economic news integrates Zichao News, Blue Whale News, Southern Metropolis Daily, Guangming Daily, etc
National Business Daily