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zhangshipinyuduanshipinde2024

saoyisaoxiazaijiemianxinwenapp

长视频与短视频的2024

zhangshipinyuduanshipinpingtaizhijian,yezaoyibuzaishinisiwowangdezhanhuoxiaoyan,ershizaifahuigeziyoushidetongshixiangduifangqujing,xieshoumanzuguanzhongbutongcengji、changjingdejingshenxuqiu。

wenshuwenyujiazhiguan xing ye

编辑丨美圻

meidaosuimopandianzhishi,yinianzhizhongdereboyingshijudouhuichengweihenduorendehuiyizuobiao。huiwangjijiangguoqude2024nian,yibubuquanminzhuikandebaokuanjuji,yiduanduanduzishuazheduanshipindeshiguangjiuhuifuxianyanqian。wulunshizhangshipinningjudejitijiyi,haishiduanshipinzheshechudeshehuiwanxiang,doushenkedihemeigerendeshenghuojiaozhizaiyiqi。

yinci,womenzaimeiniancishipandianyinianlaizhangshipinyuduanshipinpingtaidebiaoxian,yeshizaiweiwenyuxingyeliucunxialaiyiquanquannianlun。2024nian,zhangshipinpingtaitongguocuoweijingzheng,xieshouzouchule“lingheboyi”kunjing,meigepingtaigezidouyouliangyandebiaoxian,gengyongyuziwobiange,jitiyongbaoduanjushichang,zhudongshiyingyonghuneirongxiaofeixiguandebianqian,zaigonggujibenpandetongshi,yeyouwangjiecidapoxingyetianhuaban。

duanshipinpingtaibujinzainuliwajueshangyeshengtaidekenengxing,yezaitongguoneibufuhua,kaipichuxiayikuaishuicaofeimeidexindalu。wulunshiyuehuopoyidehongguoduanju,haishiyinbaochuangzuozhereqingdekeling、jimeng,duanshipinpingtaidekuozhannengliyijingchaoyuelewomendexiangxiang。

zhangshipinyuduanshipinpingtaizhijian,yezaoyibuzaishinisiwowangdezhanhuoxiaoyan,ershizaifahuigeziyoushidetongshixiangduifangqujing,xieshoumanzuguanzhongbutongcengji、changjingdejingshenxuqiu。wenyuxingyeyeyinweizheiyangdeliangxingjingzheng,youleyuanyuanbujiedezengzhangdongneng。

古偶题材退潮,现实议题补位,长视频平台加速为剧集“脱水”

shouxian,rangwomenlaikan2024nianzhangshipinjujishichangdapandezongtibiaoxian。yunheshujuxianshi,jinnianquanwangjujizhengpianyouxiaobofanglianglianxusangejidutongbichuxianfuzengzhang。wangnian,shuqidangzongshibaokuanjujizhaduiyongxiandehuangjindangqi,jinnianqueyouyuquanminaoyuneryuleng,dapanzi6yuefenzhihoulianxushuyue“yuleng”,zai3yiguimozhixiayunxingle5geyueshijian,11yuecaiyinglaihuanmanhuiwen。

putongguanzhongduiyujujidapandeweisuomeiyougainian,danyinggainengganjuedaojinniande“pujie”jubianduole。suiranyunheshujudeniandubaogaoshangweichulu,dandouban“shizu”yijingyou“shujuzhuanjia”duijinnianrebojudebiaoxianjinxinglepandian,keyizuoweishichangxingqingdeyigecankao。

genjuzheifen“minjianbaogao”,jiezhi12yue15ri,yunhereboqiyouxiaobofangjijunpo2000wandejujiyou48bu,po3000wandeyou24bu,po5000wandeyou5bu,poyidejinyou《qingyuniandierji》yibu。duibiquniantongqideshuzi,nenggoukanchubujinjinnianbaojude“shuiwei”jiangdi,rebojudeshuliangyeyousuoxiajiang——2023nianreboqijijunpo5000wandeyou6bu,po3000wandeyou30bu,po2000wandeyou60bu。

由此,我们可以得出结论:今年虽然头部剧集依然“能打”,但支撑起整个大盘,对长视频受众形成黏性的“腰部剧集”出现了塌陷,虽然程度没有电影市场那么严重,但依然值得整个行业警惕。尽管如此,依然有一些剧集凭借题材创新跻身“头部”,比如开创赛博古zhuangqingxijusaidaode《yongyexinghe》,jiuxiyindaolechengzhangyuyouxishidaidenianqingshouzhong,xianshichuzhangshipinchixujinhuadenengli。

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短视频竞争进入新阶段:短剧、AI有望缓解“电商依赖症”

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免费模式改变短剧生态,爱优腾集体挤上“牌桌”

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youkujinnianweiduanjudeshangxinshuliangjinciyutengxunshipin,yepaochuleduobufenzhangpoqianwandezuopin,gengxindefenzhangguizegenjulaxinzhishulaifudongfenzhangshouru,liyongduanjulaikuodahuiyuanguimodeyexinyoucikejian。ciwai,youkujinnianhaiqianshoufanqiexiaoshuo,shuangfangjiangshenduwajuechaojiip,yipiqinglianghuawangwendouyougaibianchengbaokuanduanjudeqianli。

jinnianduanjushichangdelingyidaqushi,jiushizhonglaonianweiduanjudehuobaochuquan,beiyingshixingyehushiyijiude“yinfayonghu”deqingganxuqiu、xiaofeiqianlizhongyubeikanjian。zhibuguo,《wushisuibaomujiahaomen》yileibazongduanjudegenfengyongxian,zhonglaonianquntixianruchongzhixianjingdexinwen,yetixingcongyezhejigongjinlixingzhibuyuan。weiyouzoujinzhonglaonianquntideshenghuorichang、jingshenshijie,cainengzaiduanpingkuaideqingganchongjizhiwai,tigonggengyoujiazhi、yougengzhangjiushengminglidezuopin。

zhonglaonianquntizhide“chi”dehenianqingrenyiyanghao,erbushibeishiwei“daizaidegaoyang”。tongyang,wulunmianfeihaishifufei,duanjuyonghuyeliyingxiangshoudaoyuzhangjuyonghuyiyangdejingpinneirong。weiyouruci,wenyuxingyecainengyongyoukaiqixiayigejieduandexinzengliang。

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长视频与短视频的2024

zhangshipinyuduanshipinpingtaizhijian,yezaoyibuzaishinisiwowangdezhanhuoxiaoyan,ershizaifahuigeziyoushidetongshixiangduifangqujing,xieshoumanzuguanzhongbutongcengji、changjingdejingshenxuqiu。

wenshuwenyujiazhiguan xing ye

编辑丨美圻

meidaosuimopandianzhishi,yinianzhizhongdereboyingshijudouhuichengweihenduorendehuiyizuobiao。huiwangjijiangguoqude2024nian,yibubuquanminzhuikandebaokuanjuji,yiduanduanduzishuazheduanshipindeshiguangjiuhuifuxianyanqian。wulunshizhangshipinningjudejitijiyi,haishiduanshipinzheshechudeshehuiwanxiang,doushenkedihemeigerendeshenghuojiaozhizaiyiqi。

yinci,womenzaimeiniancishipandianyinianlaizhangshipinyuduanshipinpingtaidebiaoxian,yeshizaiweiwenyuxingyeliucunxialaiyiquanquannianlun。2024nian,zhangshipinpingtaitongguocuoweijingzheng,xieshouzouchule“lingheboyi”kunjing,meigepingtaigezidouyouliangyandebiaoxian,gengyongyuziwobiange,jitiyongbaoduanjushichang,zhudongshiyingyonghuneirongxiaofeixiguandebianqian,zaigonggujibenpandetongshi,yeyouwangjiecidapoxingyetianhuaban。

duanshipinpingtaibujinzainuliwajueshangyeshengtaidekenengxing,yezaitongguoneibufuhua,kaipichuxiayikuaishuicaofeimeidexindalu。wulunshiyuehuopoyidehongguoduanju,haishiyinbaochuangzuozhereqingdekeling、jimeng,duanshipinpingtaidekuozhannengliyijingchaoyuelewomendexiangxiang。

zhangshipinyuduanshipinpingtaizhijian,yezaoyibuzaishinisiwowangdezhanhuoxiaoyan,ershizaifahuigeziyoushidetongshixiangduifangqujing,xieshoumanzuguanzhongbutongcengji、changjingdejingshenxuqiu。wenyuxingyeyeyinweizheiyangdeliangxingjingzheng,youleyuanyuanbujiedezengzhangdongneng。

古偶题材退潮,现实议题补位,长视频平台加速为剧集“脱水”

shouxian,rangwomenlaikan2024nianzhangshipinjujishichangdapandezongtibiaoxian。yunheshujuxianshi,jinnianquanwangjujizhengpianyouxiaobofanglianglianxusangejidutongbichuxianfuzengzhang。wangnian,shuqidangzongshibaokuanjujizhaduiyongxiandehuangjindangqi,jinnianqueyouyuquanminaoyuneryuleng,dapanzi6yuefenzhihoulianxushuyue“yuleng”,zai3yiguimozhixiayunxingle5geyueshijian,11yuecaiyinglaihuanmanhuiwen。

putongguanzhongduiyujujidapandeweisuomeiyougainian,danyinggainengganjuedaojinniande“pujie”jubianduole。suiranyunheshujudeniandubaogaoshangweichulu,dandouban“shizu”yijingyou“shujuzhuanjia”duijinnianrebojudebiaoxianjinxinglepandian,keyizuoweishichangxingqingdeyigecankao。

genjuzheifen“minjianbaogao”,jiezhi12yue15ri,yunhereboqiyouxiaobofangjijunpo2000wandejujiyou48bu,po3000wandeyou24bu,po5000wandeyou5bu,poyidejinyou《qingyuniandierji》yibu。duibiquniantongqideshuzi,nenggoukanchubujinjinnianbaojude“shuiwei”jiangdi,rebojudeshuliangyeyousuoxiajiang——2023nianreboqijijunpo5000wandeyou6bu,po3000wandeyou30bu,po2000wandeyou60bu。

由此,我们可以得出结论:今年虽然头部剧集依然“能打”,但支撑起整个大盘,对长视频受众形成黏性的“腰部剧集”出现了塌陷,虽然程度没有电影市场那么严重,但依然值得整个行业警惕。尽管如此,依然有一些剧集凭借题材创新跻身“头部”,比如开创赛博古zhuangqingxijusaidaode《yongyexinghe》,jiuxiyindaolechengzhangyuyouxishidaidenianqingshouzhong,xianshichuzhangshipinchixujinhuadenengli。

congpingtaifenbulaikan,jinnianreboqijijunpo3000wande24bujujizhong,tengxunshipindubojuyou8bu,aiqiyiheyoukugeyou6bu,mangguotvjinyou《xiaoxiangrenjia》yibu,rengranweinengdapojujishichangdepingtaijunshi。

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zhangshipinpingtai“juchanghua”celvedediedai,yeshizaiyingduiguanzhongzhuijuxinlidekuaisubianqian,bijingjinjinshengengdanyileixinghennanbaozhengjiazuodiechu,yicicicaliangchangpai,er“yijuyige”defenggetansuoyijijinkouqinggansuqiudejujiaochuangzuo,zekeyirangyigechangpaiyongbaoxinxianhuoli。

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短视频竞争进入新阶段:短剧、AI有望缓解“电商依赖症”

2024nian,womenjianzhenglegepingtaiwanghongdejieliantafang,danzheiyijingyingxiangbudaoduanshipinpingtaideneirongshengtai。jinguantoubushuangshiyiqijianpingtairengranxuyaotoubuzhubochengchangmian、dairedu,danduanshipinjingzhengzaoyijinrulexiayigejieduan。

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quniannianmo,womenguanchadaodouyinkaishisheruchuantongdianshang“dijiahaohuo”shenshuiqu,yupinduoduoxialuxiangfeng。jinnian,douyinjiuyizuilinghuodeshenzi、zuikuaide“shicuo”suduzouguolezheitiao“wanlu”。jumeitibaodao,2024niandouyinjiang“jiageli”zuoweiyouxianjizuigaoderenwu,jiangzhongxiao、baipaishangjiazuoweilituidehexin。raneryouyutamendeguanggaoyusuanjigmvzengzhangdouburupinpaishangjia,douyindianshanggmvzengzhangchuxianlelianxujiansu——congyijidude50%yiluxiahuazhi9yuefendebudao20%。

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免费模式改变短剧生态,爱优腾集体挤上“牌桌”

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zaizijieneibu,yeshimianfei、fufeiliangtiaoluxianbingxing,zaidalitouweihongguoduanjudetongshi,yezhenduidouyinshangdeduanyuanshengduanjutuichulezhuanshuhuiyuanka,shitumozheaiyoutengdeshitouguohe。tongshi,douyinjinnianyuzhouxingchilianhekaifade“jiuwuerqijuchang”,yuliruotonghezuode“meiguigushijuchang”deng,yuzhangshipinde“changpaihua”yunzuoyouyiqutonggongzhichu。

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yizhiyilai,tengxunshipindeduanjubujuzaiaiyoutengmangzhongchuyulingpaodiwei,qunianhengpingweiduanju《zhaore》cengchuangxia2000wanyuandefenzhangjilu。jinniantengxunshipinwulunshizaiduanjushangxinshulianghaishishichangbiaoxianfangmian,yiranbaochileqiangjingdejingzhengli,danpianfenzhangjiluyetigaodaole4000wan,shangbanniangongyou9gexiangmufenzhangpiaofangtupoqianwan。duanjunengfoubangzhuzhangshipinpingtaidapohuiyuanguimotianhuaban,womenkeyicongmingniantengxundecaibaozhongchixuzhuizong。

jinnian,aiqiyiyepaoburuchangquanmianrujuweiduanju,bingqiehaiyao“hengduan”“shuduan”tongshibuju,xianranshizaidui“zhangduanzhibian”shensishulvzhihouzuochudejueding。11yuechu,aiqiyiyoufabuleduanjufenzhanghezuoxingui,genjuhuiyuanyouxiaobofangshizhangjinxingdijinshijili。suiranshangxinshuliangyufenzhangguimoshangyouchaju,dantongguohouchengfaliyupingtailitui,aiqiyiyijingyongxianchuleyibotoubuduanju,zaiyunhe11yuequanwangduanjuyouxiaobofangbapingbangshanggengshiyutengxunpingfenqiuse。

youkujinnianweiduanjudeshangxinshuliangjinciyutengxunshipin,yepaochuleduobufenzhangpoqianwandezuopin,gengxindefenzhangguizegenjulaxinzhishulaifudongfenzhangshouru,liyongduanjulaikuodahuiyuanguimodeyexinyoucikejian。ciwai,youkujinnianhaiqianshoufanqiexiaoshuo,shuangfangjiangshenduwajuechaojiip,yipiqinglianghuawangwendouyougaibianchengbaokuanduanjudeqianli。

jinnianduanjushichangdelingyidaqushi,jiushizhonglaonianweiduanjudehuobaochuquan,beiyingshixingyehushiyijiude“yinfayonghu”deqingganxuqiu、xiaofeiqianlizhongyubeikanjian。zhibuguo,《wushisuibaomujiahaomen》yileibazongduanjudegenfengyongxian,zhonglaonianquntixianruchongzhixianjingdexinwen,yetixingcongyezhejigongjinlixingzhibuyuan。weiyouzoujinzhonglaonianquntideshenghuorichang、jingshenshijie,cainengzaiduanpingkuaideqingganchongjizhiwai,tigonggengyoujiazhi、yougengzhangjiushengminglidezuopin。

zhonglaonianquntizhide“chi”dehenianqingrenyiyanghao,erbushibeishiwei“daizaidegaoyang”。tongyang,wulunmianfeihaishifufei,duanjuyonghuyeliyingxiangshoudaoyuzhangjuyonghuyiyangdejingpinneirong。weiyouruci,wenyuxingyecainengyongyoukaiqixiayigejieduandexinzengliang。

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