Author | Corner
In the past 2021, which work moved you in the drama market?
Is it The Awakeing Age, who scored 9.3 points in Douban and reappeared the revolutionary ancestors, or Children of the Qiao Family, who is worried about the Qiao family, or catching up with CP in You are my glory and my city camp, feeling the power of women in I’m fine in a foreign land and love is delicious, and being completely defeated by Minning Town’s Meritorious Work … No matter what the answer is, I think.
And this is the key word for the development of the drama market last year, namelyAesthetic differentiation. In the "2021 Drama Observation" released by v age, there is such a set of data: the average score of douban in the national drama market from 2018 to 2021 is 5.69, 6.02, 6.09 and 5.71 respectively. Although on the bright side, the overall creative level of domestic dramas was not high last year, the scores of 9 points for 3 douban and 8 points for 5 douban also highlighted the polarization of word-of-mouth in the market last year.In other words, this is a new signal that the works in the national drama market are stratified and aesthetically divided.
From the perspective of subject matter, the phenomenon that the theme of the main melody was in vogue and the "national carnival" was ushered in for the first time last year, which delighted the market; The "family drama" of the main track and her theme also performed brilliantly last year; In contrast, the suspense of ancient costumes, sweet pets, and even the key layout of the platform in the past two years is bleak.
Changes in the content level also affect the platforms and production companies behind them.From the perspective of platform, last year was a year of great changes.The "new business model" advanced on-demand was pressed the pause button, and the single-chip payment with high hopes received a flat response. The theater mode opened by iQiyi last year also entered a cooling-off period this year. In contrast, the solo mode of platform betting has its own scenery.
At the company level, head companies such as Xinli, Huace and Ningmeng are still eye-catching, and medium-sized enterprises such as Linghe Culture and Wuyuan Culture also have certain export capabilities. But what really surprised the market last year was a group of new companies (people), such as Chunyu Film and Television behind Meritorious Work, director Chen Zhengdao of Love is delicious, and "cross-border" companies like Matt, Bona, Yuekai and Taiyang Chuanhe, whose arrival enriched the whole drama market.
In 2021, the drama market is still brilliant. This year, the performing arts industry "clear action", artists "salary limit order", individual themes were rectified … Under a new round of benign cycle, the market is also accelerating to return to rationality.
"Sweeping the Black" topped the summit and "Awakening" broke the circle.
Towards a "Divided" 2021
Improving quality and reducing quantity is a key word in the development of drama market in recent years. But where did this trend go? Perhaps the drama market in 2021 is the most convincing.
According to Yien data, the number of new works in the drama market in 2021 was 341, down 16.6% year-on-year. Among them, 233 pure online dramas were launched, a year-on-year decrease of 21.5%. Judging from the broadcast index, the slight increase in the drama market last year compared with the previous year also implies the progress of "improving quality and reducing quantity" in the drama market, which has been further promoted.
From another dimension, this obviously represents that the market has moved towards the stage of differentiation. According to the annual TOP popularity list published by major data lists, Sweeping the Black Storm and My Widowed-in-law are ranked in different lists TOP1, followed by You are my glory starring Yang Yang and Dilraba, Rebel starring Zhu Yilong and nursery rhymes, and other popular dramas such as Xiao Shede and Si Teng My dear Guardian.
These works on the list also fully prove the trend of market segmentation. Even if it is a super explosion such as "Sweeping the Black Storm" and "My Wife", the market heat has not reached the fault lead. In other words,There are fine works, dark horse works and no phenomenal works, which is a major trend in the development of drama market last year.
Why is there the current phenomenon? Obviously, this is closely related to the development of the current drama market. One is that with the rapid rise of short videos and micro-short plays, long plays are no longer a single decompression method. On the contrary, it is constantly changing because of the impact of short dramas and short videos. Relevant data show that last year, 471 mini-short dramas (single episode duration less than 20 minutes) were launched on the long video platform, an increase of 171 over the same period of last year; The feature film was effectively broadcast 3.4 billion, up 115% year-on-year, which means that the long drama market is being hit.
Another factor comes from the aesthetic stratification of the public. In addition to the aesthetic differentiation of the network platform, many works in the drama market last year also showed a clear trend of audience differentiation. For example, "Knife in the Snow", which focuses on the male frequency market, shows that its male audience reaches 59%; The high-profile love drama "You are my glory" won 84% of the female audience.
In particular,Last year, the drama market really broke the circle, and the theme of the works with family fun attributes was the main theme and family drama.His representative works are The Awakeing Age and Minning Town’s Meritorious Work, Children of the Qiao Family, Xiao Shede, Xiaomin’s Family, Growing Up with You, etc. These two kinds of works have not only gained a fixed audience, but also gradually moved closer to young people, especially the theme of the main melody, which was the biggest surprise in the market last year and laid a solid foundation for the emergence of more main melody works in the follow-up market.
Another obvious trend of diversification is that a number of online drama works in the drama market last year, such as Sten and Love is delicious, gained high ratings during the broadcast period, which also aggravated this trend.
Generally speaking, the trend of "focus" in the drama market in 2021 is remarkable, and the market has officially entered the stage of improving quality and reducing quantity under the steady progress of high-quality and explosive works without phenomenal level. In the long run, this is a benign development.
Cancel the over-point, set up a "brand",
"Platform solo broadcasting" was just the time.
Compared with the changes in market and content, the business model of drama market has obviously developed to a new stage last year. Video websites headed by Ai Youteng have successively turned off advanced on-demand in October last year. This means that the profit model of video websites will return to the "original stage", that is, advertising revenue and membership income.
According to the current public data, besides iQiyi and Tencent, Youku and Mango are also approaching. At the end of the year, Iqiyi and Mango also "slightly raised" the price of their own members to varying degrees. At present, the price of the two consecutive annual membership is 218 yuan/year.
It is particularly worth mentioning that Tencent Video has tried "single-chip payment" in the field of drama series, but only from the results, the effect is not significant. The usual business model in the film market has to wait for the flowers to bloom when it is replaced by the drama market.
(Tencent video "Single Chip Pay" drama)
The competition of business model is also reflected in the theatrical operation of the platform. After the staged victory of iQiyi’s "Fog Theater" in 2020, Mango TV opened the Monsoon Theater last year, and even TV station Oriental TV began to "emulate" Hunan Satellite TV and launched its own webcast platform. However, no matter what kind of "theater", the market did not achieve a significant victory last year, and even there was an industry question about whether the fog theater was ok.
However, according to Yunhe data, in 2021, the platform will fully operate and the effective broadcast volume of the vertical track will reach 34%. Looking at it from another dimension,The "theatrical" broadcast mode may have more market appeal than a single drama.
Judging from the scheduling mode, the solo mode of drama market last year gradually became the general trend. Not only did 302 solo dramas emerge in the online works, but video websites crushed satellite TV with 269 solo dramas. From the respective performance of the platform, Youku won with 92 works, Iqiyi and Tencent video respectively occupied the head with "My Wife" and "Sweeping the Black Storm", and Mango tv also rose from 38% in 2020 to 59%.
Judging from the effect of solo drama, it is not difficult to find that most of the head works have a remarkable broadcast effect. For example, Love is delicious, the solo drama Xiaomin’s Home by Youku, and The Wind in Luoyang and Who’s the Murderer by iQiyi all achieved good results in different dimensions. This is also in line with the trend that the effective broadcast volume of the new drama TOP20 in 2021 solo broadcast provided by Yunhe Data reaches 65%, which is basically consistent.
Generally speaking, although the new business model of drama market has not appeared yet, the content layout of the market is more diversified and the development model is more benign than in previous years before the platform cancels the super-point, builds the "brand" and further arranges the solo drama.
Xinli and Huace win in number,
The emergence of the "new company" delighted the market.
The competition of content and business model is, in the final analysis, the competition of the company’s production strength. Judging from the market performance last year, which companies outperformed the market and which companies lagged behind the market are still the focus of the industry. According to the "Annual Inventory of Film and Television Companies" released by Entertainment Unicorn (for details, please click on the link to review), we can see that the ace companies that outperformed the market last year were Xinli, Huace, Ningmeng Film, Noon Sunshine, Hualu Baina, etc., and their annual reports (listed companies only) also became considerable under the blessing of head explosions or continuous output capacity.
In fact, judging from the film and television works of these companies, their creative models can be traced.That is, in addition to the advantages of IP adaptation or "serialization", young actors familiar to the audience are introduced.For example, The Fierce Knife in the Snow, My Husband-in-law created by Xinli Media, Xiao Shede and Xiao Min’s Family created by Ning Meng Film, and Children of the Qiao Family created by Noon Sunshine all belong to this creative category.
This is the creative advantage of large companies at the content level. Last year, the drama market also gave birth to a number of relatively gratifyingMiddle waist company. Among them, there are five-element culture and Linghe culture from the brand of "suspense drama", and the representative works are Sweeping the Black Storm and A Little Tribute from Imperial Gifts. This is also the new explosion that the two companies brought to the market again after the early classic works.
Among the middle waist companies, there are Yuekai Film and Television and Taiyang Chuanhe, which are "cross-border" from artists’ brokerage companies. The works they created last year were Sten and Love is Delicious. With the popularity of word-of-mouth, the "cross-border" film and television industry of artist agency also made the market sit up and take notice.
Matt Culture also belongs to a "cross-border" company. This film and television company, which is committed to the upstream of film publicity, initially tried drama and film last year, and its "I am fine in other places" won Douban 8.2.
Among the new film and television companies, Zheng Xiaolong’s new company Chunyu Film and Television, which was founded only half a year ago, has brought Douban’s 9.1-point "Merit" to the market, and its other drama The Story of Xingfu, which is rumored to be on CCTV in the near future, can not be underestimated in its production strength on the theme of the main melody; Douban scored 4.9 points, but the ratings explosion "The Sea of Stars", which caused the "old, middle and young" collective drama chase last year, came from the era of light and shadow of a film and television company that focused on the main theme and began to transform only two years ago.
On the whole,Last year, the drama market achieved an overall improvement in content, business model and production capacity.In this new era of "fierce competition and win-win cooperation", all platforms and major companies are both rivals and partners. It is this benign competitive relationship that has contributed to the drama market in 2021 "improving quality and reducing quantity, focusing on aesthetics". In 2022, the market will make steady progress on this basis.
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