"Dark horse" online drama appeared, and the new model of account distribution was effective
2022-07-15
Looking back at the drama market in the first half of 2022, many people were moved by Zhang Wansen, the "secret love ceiling" of "twinkling stars"... This drama ranked among the top ten in the first half of the series' public praise (Douban score). Its brilliant achievements became an epitome of the sudden rise of the revenue sharing drama in the first half of this year. Yunhe data "2022h1 series webcast performance and user analysis report" (hereinafter referred to as the report) shows that in the first half of 2022, the number of sub account dramas in the new online dramas was basically the same as last year, but the effective playback volume achieved year-on-year growth. In terms of themes, "twinkling stars" and "my name is Zhao Jiadi" have achieved double box office success in love suspense and male themes. This benefits from both the general direction of refined content and the blessing of the platform. Iqiyi adjusted its billing model and encouraged the creation of high-quality content. While the current video platform implements cost reduction and efficiency improvement and focuses on header content, the revenue sharing drama that focuses on circle content may usher in greater market space. Policy guidance and platform assistance have made outstanding achievements in the account sharing drama The report shows that in the first half of 2022, there were 33 new online dramas, a decrease of 1 from 2021; The effective broadcast volume of the new revenue sharing series was 2.5 billion, an increase of 38% year-on-year. The episodes of top5 that are effectively broadcast in the new revenue sharing series are: twinkling stars, my name is Zhao Jiadi, all the light in my eyes is you, and it's a teacher Case dismantling 2, iqiyi 4, Youku 1. Among them, "twinkling stars" broke iqiyi's box office and popularity records, ranking among the top ten in the first half of the series Douban score, with a sub account amount of more than 77 million in the follow-up broadcast period. Youku's "my name is Zhao Jiadi" ended up with a box office of 70.75 million, and another iqiyi's "case dismantling" series, which was broadcast during the hot season, scored 60 million. Previously, most of the blockbusters of the ledger drama came from ancient costumes and sweet pet themes. These three works have innovated in the types of love suspense, male theme and suspense detective. At the same time, the influence of sub account dramas began to expand overseas, and the top5 series "you are all in your eyes" ranked second in the popular content list of Xinlu dramas on iqiyi international station in the first half of 2022. The excellent performance of the ledger drama in the first half of 2022 is not only due to the positive guidance at the policy level, but also the help of the new model of ledger sharing on the video platform. In recent years, SARFT has issued several documents to regulate the technical standards, production processes and actor employment contracts of film and television production, so as to promote the development of the film and television industry towards high quality. On the other hand, in December last year, iqiyi changed member click billing into member viewing time billing, and added incentive funds and subsidies to allow more box office space for excellent content. Differentiated themes meet the needs of multiple users The report shows that in the first half of this year, iqiyi's independent dramas such as ACE army, the world, xinju and police honor entered the top 20 list of the network's series. The paid members of the series continue to attract, settle down on the platform and search for more content to watch. It was during the hot season of the head series that several outstanding revenue sharing dramas went online, with differentiated themes and creative stories, and received member dividends from popular dramas. The video platform also gradually forms a stable membership base through continuous content supply. Currently, iqiyi and Tencent have more than 100 million video members. Facing the needs of diverse members, low-cost revenue sharing dramas can make good profits by relying on differentiated themes and good stories. Just because the revenue of revenue sharing plays is directly determined by the preferences of the audience, both the platform and the theater will pay more attention to the audience and put the needs of the audience in a higher position. Many senior film and television practitioners mentioned in an interview with the Beijing news that the TOC model of facing the audience directly will be an important direction for the development of the film and television industry in the future. In May this year, iqiyi achieved profit in the first quarter of 2022. Content refinement has become the creative consensus of video platforms and producers, and user payment has also become a key engine to support the sustainable development of the film and television industry. Under the strategy of "cost reduction and efficiency increase" of the video platform, the header content platform makes its own production, and the circle content is handed over to the excellent sub account dramas for cooperation, forming a combined content supply, which is obviously a win-win situation for the platform, dramas and users. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
Source：
Special statement: if the pictures and texts reproduced or quoted on this site infringe your legitimate rights and interests, please contact this site, and this site will correct and delete them in time. For copyright issues and website cooperation, please contact through outlook new era email：lwxsd@liaowanghn.com
Recommended Reading Change it 
Home
