Source: Photo Network

On July 3, according to the statistics of Lighthouse Professional Edition, the list of online drama broadcasts in the first half of 2024 has been announced.

Between the Clouds and the Ink Rain topped the list with 2.646 billion feature films.Become the most popular online drama in this issue. "Xi Hua Zhi" followed closely, with the number of feature films reaching 1.969 billion, ranking second. "Flower Order" won the third place with 1.304 billion feature films.

It is worth mentioning that,Zhang Songwen’s new work "Hunting for Ice" is average, ranking sixth with 889 million plays., located after Country Love 16 and You Have Today. In addition, works such as "Shen Yin", "Heir of Family Glory" and "Three Battalions" have also successfully entered the TOP10 list of the most popular online dramas.

According to the introduction,Between the Clouds and the Ink Rain is a costume drama starring Wu Jinyan, Chen Qiaoen and others.. After the broadcast, it boarded the hot search several times in succession, earning enough traffic and topics, and was regarded as the new "Wang Fried Drama" in the market. At present, "Mo Yu Yun Jian" officially closed on June 28th.

According to reports, "Mo Yu Yun Jian" is also the fastest-breaking series in Youku Station, and the market share of effective broadcast of Yunhe data is as high as 31%. It is worth noting that,In overseas markets, the premiere of "Mo Yu Yun Jian" was on the hot search trend of GoogleTrends., top the hot search drama entries in many countries or regions, and becomeIn 2024, Youku International Edition was the fastest on the all-language hot list Top1.The drama of.

The play is also a new work of Yu Zheng’s company. Cha Mao, a drama company, shows that Entertainment Film and Television was established in 2012. It is a comprehensive cultural company that integrates script research and development, film and television drama investment and production, domestic and foreign distribution, business development, and artist brokerage and publicity, and is committed to spreading Chinese excellent traditional culture. Entertainment Film and Television was co-founded by Yu Zheng, a screenwriter and producer, and Yang Le, a well-known film producer.

A large number of online dramas in China were launched.

In recent years, driven by the rapid popularization of the Internet, especially the mobile Internet, China’s online video industry is booming, the scale of online drama and online comprehensive market is constantly expanding, and the business model of the industry is gradually maturing. At the same time, the audience’s aesthetics are constantly improving, and the quality requirements for online video programs are constantly improving, which puts forward higher requirements for online video production teams.

With the continuous popularity of online dramas, Iqiyi, Tencent, Youku and Mango TV have become the main broadcast platforms of online dramas, and new business models are constantly being explored. At present, paid viewing by members has gradually been accepted by users, and the advanced on-demand mode is also being explored, which is expected to become the new normal and promote the income generation of online dramas.

The scale of drama market is growing rapidly.

China drama market consists of two branches, namely TV drama market and online drama market. A TV series refers to a series that has a distribution license issued by the State Administration of Radio, Film and Television and can be broadcast on TV stations or online video platforms.; Online dramas refer to dramas that must be filed and reviewed by the State Administration of Radio, Film and Television and can only be broadcast on online video platforms.

The industrial chain of China drama market is generally divided into upstream-IP development and capital preparation; Midstream-production and distribution; And downstream-TV dramas and online dramas broadcast.

Producers or investors initiate drama production after purchasing novel copyright or IP, and start IP development and trading as well as project fund-raising. Producers play an important role in coordinating photographers, directors, actors and distribution channels. Leading practitioners usually have their own distribution teams and establish deep cooperation with TV stations and online video platforms to ensure that the dramas produced can be presented to the audience through various channels.

China drama marketfuturedevelopment trends

China’s dramas will be exported quickly.With the promotion of China culture around the world and conforming to the progress of drama production, in recent years, the overseas distribution of China dramas has continued to expand in terms of product quantity and transaction value. Television stations and internet media jointly shape the export pattern of drama series. On many overseas Internet platforms, the influence of China’s dramas has increased significantly, and the profits mainly come from the sale of copyright and on-demand services. In line with the progress of drama production technology and the creativity of promoting drama overseas (such as establishing localized China TV channels), the export of China drama will be accelerated.

The content and business model of drama series are diversified.The rapid development of drama market attracts a large number of participants to set foot in this business. Online literature, online games and animation are the main sources of drama content. In addition, the accumulated experience of Internet media in content operation and audience analysis can enable them to produce high-quality dramas directly aimed at the audience to meet the changing preferences of the audience. Especially for online video platforms, advertising is the main source of profit. Traditional media have adopted new advertising models, such as flexible advertising, multi-screen interaction and data-derived marketing solutions, in order to diversify their business models. In addition to advertising revenue, with the gradual strengthening of intellectual property protection and the reduction of piracy, online media platforms can profit from users paying for on-demand services.

Integration and interaction of network and offline broadcasting channels.In the past few years, distribution channels (especially TV stations) have become the main distribution channels of TV series. However, due to policy restrictions, the number of dramas that can be broadcast through TV stations is limited. At the same time, with the increasing popularity of the Internet (especially mobile terminals), and in view of the fact that the Internet can be easily and conveniently browsed, including no geographical boundaries, all-inclusive content and providing instant information, the Internet platform has gradually improved its competitiveness in content distribution. In addition, the broadcast schedule of the series on the Internet platform is almost synchronized with the TV station. In a word, both distribution channels have their own advantages. In the future, TV stations and online video platforms may form strategic cooperation in resource sharing, and ultimately improve efficiency and effectiveness.

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