免费短剧市场今年将达百亿级，长视频平台也坐不住了

蓝鲸财经09-26

蓝鲸新闻9月26日讯（记者汤诗韵）过去一年，微短剧市场经历了爆发式增长、监管趋紧和行业内卷。短剧生意冲击下，长视频纷纷以身入局。近日，爱奇艺宣布推出微、短剧场。至此，爱优腾芒等头部长视频平台均已完成剧场化布局。爱奇艺加码短剧赛道，推出微短剧会员专享 9月25日，爱奇艺创始人、CEO龚宇在2024爱奇艺iJOY秋季悦享会上透露，爱奇艺新上线了微剧场和短剧场。这两个剧场内的微短剧爱奇艺VIP会员...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2470344270?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2024-09-26 14:52","share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","id":"2470344270","market":"hk","top_or_hot":-1,"title":"免费短剧市场今年将达百亿级，长视频平台也坐不住了","media":"蓝鲸财经","content":"<div>\n<p>蓝鲸新闻9月26日讯（记者 汤诗韵）过去一年，微短剧市场经历了爆发式增长、监管趋紧和行业内卷。短剧生意冲击下，长视频纷纷以身入局。近日，爱奇艺宣布推出微、短剧场。至此，爱优腾芒等头部长视频平台均已完成剧场化布局。\n爱奇艺加码短剧赛道，推出微短剧会员专享\n9月25日，爱奇艺创始人、CEO龚宇在2024爱奇艺iJOY秋季悦享会上透露，爱奇艺新上线了微剧场和短剧场。这两个剧场内的微短剧爱奇艺VIP会员...</p>\n\n<a href=\"https://www.lanjinger.com/d/241018\">网页链接</a>\n\n</div>\n","source":"lanjinger_stock","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>免费短剧市场今年将达百亿级，长视频平台也坐不住了</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n免费短剧市场今年将达百亿级，长视频平台也坐不住了\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-09-26 14:52 北京时间&nbsp;&nbsp;&nbsp;<a href=https://www.lanjinger.com/d/241018><strong>蓝鲸财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>蓝鲸新闻9月26日讯（记者 汤诗韵）过去一年，微短剧市场经历了爆发式增长、监管趋紧和行业内卷。短剧生意冲击下，长视频纷纷以身入局。近日，爱奇艺宣布推出微、短剧场。至此，爱优腾芒等头部长视频平台均已完成剧场化布局。\n爱奇艺加码短剧赛道，推出微短剧会员专享\n9月25日，爱奇艺创始人、CEO龚宇在2024爱奇艺iJOY秋季悦享会上透露，爱奇艺新上线了微剧场和短剧场。这两个剧场内的微短剧爱奇艺VIP会员...</p>\n\n<a href=\"https://www.lanjinger.com/d/241018\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"BK1609","symbol_name":"ChatGPT概念","start_time":0,"source_url":"https://www.lanjinger.com/d/241018","article_id":"2470344270","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2470344270","pubTimestamp":1727333542,"columns":[],"sourceInfo":{"source_id":"lanjinger_stock","name":"蓝鲸财经"},"weMediaInfo":null,"summary":"蓝鲸新闻9月26日讯 过去一年，微短剧市场经历了爆发式增长、监管趋紧和行业内卷。短剧生意冲击下，长视频纷纷以身入局。近日，爱奇艺宣布推出微、短剧场。至此，爱优腾芒等头部长视频平台均已完成剧场化布局。目前IAA短剧日消耗占短剧大盘30%，年底预计将达到50%，预计2024全年免费短剧市场规模在百亿级。短剧发展至今，制作方对社会及影视娱乐热点的反应愈加迅速。","collect":0,"end_time":0,"defaultTopTitle":"lanjinger.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"89888":"百度集团-SWR","BK1609":"ChatGPT概念","LU0228367735.SGD":"Eastspring Investments - Asian Equity Fund AS SGD","HK0000306685.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) INC","SG9999002463.SGD":"LionGlobal China Growth SGD","LU0456827905.SGD":"JPMorgan Funds - China A (acc) SGD","HK0000306701.USD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (USD) INC","LU0543330566.HKD":"TEMPLETON BRIC \"A\" (HKD) ACC","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","LU0348825331.USD":"ALLIANZ CHINA EQUITY \"A\" (USD) INC","BK1587":"次新股","LU0588546209.SGD":"Eastspring Investments - China Equity Fund AS SGD","BK4552":"Archegos爆仓风波概念","LU0762540952.USD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AC\" (USD) ACC","LU1328615791.USD":"FULLERTON LUX FUNDS - ALL CHINA EQUITIES \"I\" (USD) ACC","BK1588":"回港中概股","LU0287142896.SGD":"Fidelity China Focus A-SGD","LU0051755006.USD":"摩根大通中国A (dist)","LU0326950275.SGD":"Schroder ISF China Opportunities A Acc SGD-H","LU2098885051.SGD":"JPMorgan Funds - Multi-Manager Alternatives A (acc) SGD","LU1023057109.AUD":"BGF CHINA \"A2\" (AUDHDG) ACC","LU0359201612.USD":"贝莱德中国基金A2","LU0315179316.USD":"EASTSPRING INVESTMENTS ASIAN DYNAMIC \"A\" (USD) ACC","LU0052750758.USD":"富兰克林中国基金A Acc","LU1303367103.USD":"摩根大通多经理另类基金 A (acc)","IQ":"爱奇艺","LU0320764599.SGD":"FTIF - Templeton China A Acc SGD","LU0819121731.USD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED GROWTH \"AC\" (USD) ACC","IAA":"IAA Inc","LU0630378429.USD":"HSBC GIF ASIA PACIFIC EX JAPAN EQ HD \"AM2\" (USD) INC","LU0762542818.HKD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AM\" (HKD) INC","LU1048588211.SGD":"Blackrock Asian Dragon A2 SGD-H","BK4137":"综合支持服务","LU0072462343.USD":"贝莱德亚洲巨龙基金","LU0229945570.USD":"TEMPLETON BRIC \"A\" (USD) ACC","LU0359202008.SGD":"Blackrock China Fund A2 SGD-H","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","LU0831093199.SGD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AM3\" (SGDHDG) INC","BK4531":"中概回港概念","LU0762541174.USD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AM2\" (USD) INC","LU0821914370.USD":"贝莱德亚洲成长领袖A2","BK4108":"电影和娱乐","LU1048596156.SGD":"Blackrock Asian Growth Leaders A2 SGD-H","LU0348735423.USD":"ALLIANZ HONG KONG EQUITY \"A\" (USD) INC","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) ACC","LU0640798160.USD":"EASTSPRING INVESTMENTS GLOBAL EMERGING MARKET DYNAMIC \"A\" (USD) ACC","IE0034224299.USD":"PINEBRIDGE ASIA EX JAPAN EQUITY \"A\" (USD) ACC","SG9999002828.SGD":"Eastspring Investments Unit Trusts - Dragon Peacock A SGD"},"translate_title":"The free short drama market will reach tens of billions this year, and long video platforms can't sit still","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89888":0.6,"IAA":1,"IQ":0.9},"content_text":"蓝鲸新闻9月26日讯（记者 汤诗韵）过去一年，微短剧市场经历了爆发式增长、监管趋紧和行业内卷。短剧生意冲击下，长视频纷纷以身入局。近日，爱奇艺宣布推出微、短剧场。至此，爱优腾芒等头部长视频平台均已完成剧场化布局。\n爱奇艺加码短剧赛道，推出微短剧会员专享\n9月25日，爱奇艺创始人、CEO龚宇在2024爱奇艺iJOY秋季悦享会上透露，爱奇艺新上线了微剧场和短剧场。这两个剧场内的微短剧爱奇艺VIP会员专享，无需另外单点付费。\n在微短剧商业模式上，爱奇艺做出了一些新的尝试。龚宇强调称，不同于市场上将90%以上收入用于投流的模式，爱奇艺设计的商业模式是70%以上的收入分给内容出品方。\n实际上，爱奇艺早在2018年就曾试水微短剧，但正式布局较晚。去年12月，爱奇艺在随刻APP平台上线了“短剧频道”并上架了《惹不起的她》《哎呀皇后娘娘来打工》等爆款短剧。目前，爱奇艺App电视剧频道内已新增“短剧场”导航栏，通过随刻视频的短剧频道可进入“微剧场”账号。前者多以横屏内容为主，后者则更接近公众认知中的短剧概念，目前计划每周推出两部新作。\n爱奇艺此举被市场解读为加码短剧赛道，诚如龚宇今天在悦享会所言：微短剧是我们现在能找到比较好的投资。\n艾媒咨询数据显示，2023年中国微短剧市场规模约374亿元，同比上升约268%，预计今年将超过500亿元，到2027年市场规模有望达到1000亿元。\n长视频平台纷纷布局短剧，优势何在？\n巨大的商业价值面前，长视频平台纷纷跑步进场。一方面，长短视频总体上处于零和博弈；另一方面，相比“效率更高”的短剧项目，长视频生意需要持续爆款、容错率较低。\n为此，爱优腾芒等目前均已基本完成微短剧剧场化布局，并介入内容出品领域。今年夏天，长视频平台共有4部微短剧分账破千万。\n长视频平台做短剧会水土不服吗？\n爱奇艺首席内容官王晓晖认为，短剧是长短视频真正在创作上的融合。还是由专业的创作者去讲故事，只是讲故事的方式改变了。伴随赛道内卷，短剧逐渐发展至精细化制作阶段。长视频平台虽是后来者，在精品制作方面却经验颇丰。\n另一方面，目前短剧行业并无权威的公开数据，各家喜报里或者榜单里的充值数据，水分可能会比较大。爆款短剧《无双》制作公司丰行文化CEO李涛曾向蓝鲸记者透露，短剧业内平台的诚实度和透明度良莠不齐，许多承制方其实并不能拿到投流分销平台关于某部剧的真实充值数据。相比起来，长视频平台的播放数据和分账规则等要显得透明公正许多。\n大盘热度较三月前下降10%，免费模式悄然崛起\n今年以来，短剧生意逐渐生变。WETRUE数据显示，8月短剧大盘数据环比微增。不过其日均热度值已从三月前（5月）的7100万降到6400多万，跌去约十分之一。\n大盘每月仍有几千部短剧上新，可用户量未见明显增长，行业爆款率逐渐降低。以行业头部公司点众科技为例，目前其每月大约能产出60-70部短剧，其中有30%的项目血本无归，爆款率不到10%。\n另一方面，短剧渠道及模式正在发生剧烈演变。DataEye《 2024 上半年微短剧投流白皮书 》显示，6月中国大陆市场微短剧投流呈现出“三分天下”的局面。大盘投流日均消耗在 7000 万元左右，其中付费短剧（IAP）日耗约 4000 万元，免费短剧（IAA）约 2000 万元，CPS+原生合计约 1000 万元。\n付费观看依旧是市场主力，但免费模式已悄然崛起。DataEye指出，随着短剧用户群体壮大，价格敏感型用户的比例将会相应增加。目前IAA短剧日消耗占短剧大盘30%，年底预计将达到50%，预计2024全年免费短剧市场规模在百亿级。\n题材方面，逆袭、情感、都市等传统题材仍是投流主力军，战神热度略有下滑。6月开始，中老年短剧逐渐出圈，成为当下最火的内容方向之一。短剧发展至今，制作方对社会及影视娱乐热点的反应愈加迅速。近月以来，奥运、唐诡、黑悟空等题材短剧接连面世。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"productRelease","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.29.3","shortVersion":"4.29.3","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2470344270"}