Current location:Culture Chronicles news portal > sport
Online mini dramas making major headway
Culture Chronicles news portal2024-05-18 00:16:26【sport】9People have gathered around
IntroductionThe competition in China's fast-growing online mini drama series sector is heating up as major short
The competition in China's fast-growing online mini drama series sector is heating up as major short-video platforms have intensified efforts to offer cash incentives and data traffic support for content creators in a bid to improve the production of high-quality video content and hasten their monetization push.
Video-sharing platform Douyin, which is owned by Chinese tech heavyweight ByteDance, recently said it will invest 5 million yuan ($694,900) in cash to support the development of premium mini dramas, with each episode lasting just two or three minutes and featuring tightly knit plots.
Douyin said more than 500 mini dramas had registered over 100 million views each by the end of 2023, with 12 such presentations garnering more than 1 billion views. The platform will collaborate with professional film and television companies, multichannel network (MCN) agencies and individual creators in the areas of scriptwriting, content production and operations.
Compared with traditional TV series, mini dramas feature fast-paced narration, numerous plot twists, simpler overarching themes and character relationships that are closer to viewers' daily life experiences. They are gaining increasing popularity among younger viewers who yearn to find time to relax from stressful work scenarios.
Chinese short-video platform Kuaishou has announced plans to roll out more than 200 mini dramas in 2024, provide more capital and data traffic for content creators, as well as step up support for paid mini dramas in an attempt to enhance the production quality of offerings and better monetize long-term content operations.
Chen Yiyi, vice-president of Kuaishou and head of the company's culture and entertainment business, said average daily active users watching mini dramas on Kuaishou reached 270 million last year, and the number of viewers watching over 10 episodes of mini drama series daily rose 52.6 percent year-on-year to 94 million.
Meanwhile, the number of content creators on Kuaishou surpassed 100,000 by the end of 2023.The company has also launched paid mini dramas on its eponymous app, where users can choose to purchase each episode or entire dramas. The number of users who pay for dramas soared nearly 10 fold, while gross merchandise value (GMV) of paid mini dramas surged about 20-fold, it said.
China's mini drama market is expected to see robust growth over the next few years. Market consultancy iiMedia Research said revenue from the country's online mini drama industry stood at 37.39 billion yuan in 2023, surging 267.65 percent year-on-year. And the figure is expected to reach nearly 100.68 billion yuan in 2027.
Ma Shicong, an analyst with Beijing-based internet consultancy Analysys, said younger consumers, whose free time tends to be more fragmented and sporadic, are exhibiting great enthusiasm for mini drama series.
"The rapid development of mini dramas, which are grouped into various genres including suspense, mystery and romance, is conducive to enriching the content ecosystem of short-video platforms, enhancing user engagement and enticing a new breed of users," Ma said.
More efforts should be made to explore more diversified monetization models, including advertising, paid content and e-commerce livestreaming, Ma said, adding that further introduction of paid content will generate more profits for the mini drama sector.
Chen Jiaqi, a 27-year-old fashion magazine editor in Beijing, loves to binge-watch mini dramas in her spare time on Douyin. She said the simple storylines, funny dialogues and tightly knit plots are quite to her taste, and she is drawn in by the thrilling plots and surprise endings.
Zhang Yi, CEO and principal analyst at iiMedia Research, said the current quality of mini drama series varies considerably. "Short-video users exhibit an increasing demand for high-quality content, while the country's supervision over the mini drama industry will be gradually stricter, which will further drive the regulated and healthy development of the mini drama market."
A report from the China Internet Audio and Video Convention showed that more than half of short-video fans had watched mini dramas or variety shows that last less than three minutes, while users aged below 19 represented 57.9 percent of total short-video viewers.
Address of this article:http://gabon.nashville-west.com/content-44f099887.html
Very good!(2535)
Related articles
- Highlights of esports matches at 19th Asian Games
- Residents and tourists seized the tail of ski season in Urumqi to enjoy snow fun
- Multiple safety issues haunt Boeing
- China’s first zero
- One in 10 Germans becomes victims of identity theft: survey
- Children in Yuncheng celebrated the festive spirit of the New Year in their new clothes and hats
- European leaders hit back at Macron remark
- European leaders hit back at Macron remark
- Thrifty Asian Games puts spring in the step of rural students
- Ruling sparks debate on AI technology
Popular articles
Recommended
Shaolin Kung Fu competition enthralls martial arts enthusiasts in Oceania
China’s first zero
Albanese's visit boosts China
Experts call for halt to toxic water discharge
Antiques Roadshow guest breaks down in tears over HUGE valuation of Edwardian cufflinks
FM mourns Kissinger, hails his contribution to ties
Cherry blossom in Yuyuantan Park, with the Central Television Tower as background
Support workshops facilitate employment for workers at their doorsteps
Links
- Eurovision banned the EU flag from the song contest. The EU is angry and wants to know why
- Rain washes out Gujarat's slim hopes of IPL playoffs while Kolkata assured of a top 2 spot
- Massachusetts is turning a former prison into a shelter for homeless families
- Charter flights for WNBA road games was an early Mother's Day gift for players with children
- Buffalo Sabres promote minor
- Ballerina, 15, is killed in hit
- Illness took away her voice. AI created a replica she carries in her phone
- 3 men charged in Whitey Bulger's killing have plea deals, prosecutors say
- US company Booking Holdings added to European Union's list of for strict digital scrutiny
- China and Cambodia to begin annual military exercise to strengthen cooperation, fight terrorism