Since 2019, short dramas, as an emerging form of online content, have broken into the public's field of vision with the advantages of "light weight," "short cycle" and "cool plot."。

As of June 2023, the number of short video users has reached 10.2.6 billion person-times, the use rate of Internet users as high as 95.2%, more and more creators, brands, platforms and other new forces into the game, for the platform impact of higher traffic has brought explosive heat, so that the industry has quickly become a new force in the entertainment market can not be ignored.。And now, the national short drama user scale of more than 500 million, of which, more than half of the short video users have seen less than 3 minutes of short drama, instant noodles and other content, young users accounted for about 60%。

On the capital side, capital from all sides is rushing into the skit market, with the number of domestic skit-related companies exceeding 300,000 by the end of 2023, nearly four times the number in 2016。According to industry analysts, with the short drama into the scale of development, 2023 short drama market size of nearly 40 billion, close to 70% of the film market volume, the market size is expected to exceed 100 billion yuan within five years。

In such a hot situation in the short drama industry, on January 12, the Quick Hand Short Drama Ecological Conference was held in Shenzhen.。At the meeting, Kuaishou released details of the data related to the 2023 short drama.。Through a series of discussions among the participants, the changes in the short drama industry in 2023 can be roughly divided into three levels: user changes, content changes and platform changes.。

Users: Interest selection promotes conversion

Short video platform as the main force of short drama content supply, 2023 short drama supply accounted for more than 70% of the overall market.。Other statistics show that in 2023, more than 1,400 short dramas were launched in the national market, with a year-on-year growth rate of more than 50% for two consecutive years.。Among them, in 2023, the short video platform broke the top 50 of the short drama, fast hand supply accounted for 60%, is undoubtedly the leading platform for short drama content.。

Yu Ke, head of the plot business center of the fast hand entertainment business department, said that as of the end of 2023, the core user scale of the fast hand star awn short drama increased by more than 29%, and the scale of paid users increased nearly 10 times in a period of time.。Average daily DAU rises to 2.700 million; 94 million heavy users watch more than 10 episodes per day, up 52.6%; a total of more than 90 commercial short dramas were launched; e-commerce revenue from short drama creators rose 100% annually throughout the year, and the number of paid short dramas launched increased more than 10 times year-on-year。

Kuaishou's huge user growth potential is due to the platform's variety of interest options for viewers, which is said to account for more than 40% of Kuaishou's daily paid subscribers to convert new customers; and, due to the gender balance of users and the breadth of age coverage, users in different circles are motivated to pay, resulting in a nearly 20-fold increase in native paid short drama GMV。

Content: Multi-category accurate grasp of short drama kernel

As one of the earliest platforms to lay out and cultivate the short drama business, Kuaishou is continuously injecting vitality and energy into the short drama industry by virtue of its precise control of user needs and the continuous production of innovative content.。

According to the introduction, the Star Mans short play is one of the features of Fast Head.。Chen Yiyi, vice president and head of the entertainment business of Kuaishou, said that by the end of 2023, the total number of Kuaishou Xingmang short dramas on the line was nearly 1,000, covering eight categories: antique, love, family, campus, city, funny, suspense and magic, with 326 works with a broadcast volume of over 100 million, 68 works with a break of 300 million and 4 works with a break of 1 billion super-explosive。

Wang Yuqian, co-founder and executive director of Malt Media, was one of the leading players of last year's mini-drama and MCN track, and he has a deep understanding of the current short drama market's thirst for new ideas.。

He says "new wine in old bottles" is no longer a shortcut to the short drama industry in the future。In 2023, users have greatly improved in terms of aesthetics, and the entry of traditional film and television industry institutions has forced changes in the content production of short dramas, while mainstreaming is the mature leader in guiding quality and compliance.。

At the level of meeting the expectations of user groups, Wang Yuqian summed up two core experiences: first, the short play must emphasize the main narrative and the protagonist's halo;。

Platform: benign ecological stimulation creative activity

Chen Yiyi added: "From the beginning, we made short videos of the plot, which corresponded to short video advertisements, and the live broadcast was realized. Now we can pay for 2B and 2C directly, which shows the vitality of the whole industry.。"

It is reported that the fast hand short drama 2023 year-round cumulative cooperation of more than 30 short dramas, re-investment brands accounted for nearly 40%, the overall commercial short drama cumulative broadcast volume as high as 8.6 billion, covering the e-commerce platform, 3C digital, big health, etc.;。

In this virtuous circle of short drama ecology, Kuaishou not only builds a more dynamic content map, but also provides a stage and space for a group of talented and creative new forces, achieving the "drama star dream" of many people.。

Yu Ke said that in 2024 will be upgraded to help creators achieve "lower threshold," "more secure revenue," "higher split gradient."。Starting from the first quarter of this year, Kuaishou Short Drama plans to open up the introduction of network-wide content and embrace diversified content; continue to provide efficient product capabilities and marketing / distribution systems, while investing hundreds of millions of dollars in traffic and hundreds of millions of dollars in cash to support traffic short dramas.。