Text | Entertainment Pioneer, Author | Huahua, Editor | Pilot Editorial Department
The Spring Festival has always been the schedule of the movie. As the short drama this year exceeds the box office of the movie, the short drama Spring Festival is no longer a gimmick, and the concentrated outbreak during the Spring Festival.
A while ago, the State Administration of Radio and Television released the “micro -short drama with you to spend a big year” 2025 Spring Festival recommendation film list, which has officially guided the development direction of short drama themes; recently, Douyin, Red Fruit, Mango TV, Tencent Tencent Video and other platforms have also released the “Short Drama Spring Festival” film list, which is aggressive.
Compared with last year, the number of short dramas in the Spring Festival this year has increased significantly, covering multiple directions such as costume martial arts, urban love, youth growth, and real subject matter in terms of subject matter. The Spring Festival is the peak of users. The major platforms are invariably played with the concept of the “Spring Festival file” to create a short drama file. It is also to seize more market share.
The batch boutique short dramas are the Spring Festival stalls, which are not only the time for the muscles of the major players, but also convey the development direction of the 2025 short drama.
01 Rich the subject matter, enter the mainstream
In the past two years, the development of short dramas has been soaring. From the strong entry of Internet giants to the end of the regular film and television company and other regular troops, from landing satellite TV to start “star” to free short dramas, the short drama is innovating and iterating at an amazing speed and iteration. Reshape the business structure.
Judging from the film lists of major platforms, the short dramas of the Spring Festival are still mainly based on the preferences of young audiences. Many innovations have been made in the subject matter, and the focus of major platforms is also different.
Look at the byte system first.
Douyin adopts the star lineup and boutique IP adaptation mode in the Restai of the Spring Festival, including “Miss Puffer”, “Spring Festival of the Couple”, “The Sunshine Time”, “The End of the End of the End of the World”, “The name of love”, “Chaoyang Yang Yang The 30 high -quality short dramas, including the first rise, went online during the Spring Festival. Among them, a total of 12 solo works such as “When the Sun Fall” and “Miss Puffers” were promoted to the recommendation film list of the State Administration of Radio and Television.
In terms of star lineups, celebrities such as Ni Hongjie, Li Jiaqi, Xu Mengjie, and Deng Chaoyuan participated. In terms of IP adaptation, “The name of love” is adapted from the long drama “The name of the family”, and “The Promotion of the Chaoyang” is a derivative of the online drama “Hidden Corner”. The drama, “When the Sun Fall” is adapted from the best novel of the 7th Global Chinese Science Fiction Nebula Award, which meets the expectations of the drama of different audiences.
The number of red fruit rides in the short drama, and work with more than 30 professional film and television companies with more than 100 new films to jointly create the Spring Festival this year. The actor Shu Chang was involved in the field of the short drama for the first time, bringing two works, “Splendid Biography” and “Xiao Qing Du Robbery of the Year of the Snake Year”. The drama “Spring Day”, “Love Shanghai Beach”, which outlines the old Shanghai style. Among them, the patriotic spy war theme “Peach Blossom Wall Blood in the Wall” is also selected as the recommendation film of the State Administration of Radio, Film and Television’s micro -short drama. Feel the feelings and firm beliefs of the ancestors.
Tencent Video is more inclined to realism in terms of subject matter. For example, “Ruyi Live Room” focuses on the new star profession of anchor, and uses live broadcast forms to drive agricultural sales to contribute to the hometown. The story of the police handling the police situation; other “Strange Notes” belongs to the theme of fantasy adventure, “The Song of the Song Dynasty” is an ancient detective theme, and “People who do not know the ancient times today” is through adventure. In addition, the 9 short dramas including “Love in Divorce”, “Going to the Blade”, “Dianshi Gold”, including “Love in Divorce”, was recommended by the General Administration of Radio and Television.
Mango TV is a lot of kung fu on costume themes. “Dragon Xingxuan” tells the story of cultural roots, showing the changes in Chinese dragon culture. In addition, “Please! “Dad” is an era of entrepreneurial drama of soul swap. “Happy Family 3 Love” and “Inheritance Storm” are modern dramas.
Iqiyi is also more preferred to costume. “Mingyue Quota”, “Reunion with the Jun”, “Lock Red Yan”, “Live the General”, “The Princess and Feed Do not talk about martial arts” and other works are all costume themes. “Millennium” is a fantasy fairy man, and there are realistic criminal investigation themes such as “No Fleeing”, which tells the people’s property and security.
Although Kuaishou has not yet released a clear Spring Festival size, it is obviously focused on the theme of the Spring Festival on the broadcast. For example, “God of Wealth for Me” starring Sun Yue is a comedy theme that is very in line with the atmosphere of the Spring Festival family. The Macau Story tells many historical moments in Macau through the ordinary life of the family.
In addition to the major platforms on the Spring Festival of the heavy storage short drama, the head of the short drama brand “Listening to Hua Island” is also deploying the Spring Festival. From January 22, “Love Shanghai Beach” and “Sound” Six works such as “Moon Dye Love”, “Mu Xue Qingcheng”, “Spring Day Climbing Jingzhi” and “Dengfengtai” include themes of the Republic of China, cities, and fantasy universed in the Republic of China.
In addition to the network side, the recommended film list released by the General Administration of Radio and Television of 2025 also added the TV series series for the first time, and 14 works such as “The New Year”, “Beauty Monkey King”, and “Journey to the West” will be successively logged in to Oriental Satellite TV. , Zhejiang Satellite TV, Guizhou Satellite TV and other TV platforms.
This year’s mighty short drama Spring Festival file can not only grab the attention of the audience, but also marked the guidance of micro -short dramas under the guidance of the management department, further organizing and disciplined into the mainstream market and platform, but also increased the development of short dramas to the development of short dramas. More possibilities.
02 2025, what is the short drama volume?
Looking back at 2024, it can be described as a highlight of the short drama industry.
The “White Paper (2024)” released by the China Internet Audiovisual Association (2024) shows that the size of my country’s micro -drama users has reached 576 million, accounting for 52.4%of the overall netizens, and the market size will reach 50.44 billion yuan. The box office of 2024 was 42.502 billion yuan.According to industry forecasts, the short drama market forecast in 2025 will reach about 60 billion.
As mentioned earlier, the rapid development of short dramas not only allows film and television practitioners to look at it, but also attracts many large factories to end.
Douyin and Kuaishou entered the game early. Long video platform Tencent video, iQiyi, mango, etc. followed closely. Taobao, JD.com, Pinduoduo, Meituan, Hungry and other e -commerce platforms also cross -border short dramas, Baidu also applied for Register the “Baidu short drama” trademark and vigorously develop short drama business.
But while excessively rapid development, the quality, industrialization and effective business model of the entire industry did not keep up, which also caused many short drama practitioners to cross the river with stones. With the tightening of industry supervision, the quality of short dramas has almost become the consensus of the entire industry, but how to achieve fineization is still being explored.
The person in charge of Douyin saidThe characteristics of short dramas can stand out, but it is short, flat, and fast, so in the field of short dramas, boutiques do not mean the cost of cost and production in various aspects.“Our understanding of boutique is more attentive at the story level. In the face of different themes, we must match more professional production.”
Douyin launched the “Chenxing Plan” in January 2024. It has released two major cooperation models for film and television companies, MCN institutions, and personal creators to release the two major cooperation models of joint production and joint operation to launch up to 5 million cash and 100 million traffic. Support plan. In November 2024, Douyin released the policy of film and television short drama cooperation policies. Based on the previous “Chenxing Plan”, it upgraded the two major models of investment products and joint operations, and launched a number of operational support measures such as Baoxian income.
The red fruit short drama in the industry structure with a free mode has also been paid attention to the market’s movement in the field of short dramas. The relevant person in charge of the Hongguo Short Drama said that the Hongguo Short Drama launched the “Fruit Burning Plan” at the end of last year. At the beginning of 2025, Hongguo expanded the scope of cooperation between the “Fruit Burning Plan”.
“We hope to be able to invite the media, short drama coordinator, and units and institutions interested in the creation of short dramas with a more open mentality, and further create a boutique short drama, so that the short drama is not only entertaining. Xingbaiye, become a content carrier “” “” “
In the past, the short drama was mainly based on the paid model. As the current expenses were too high, the homogeneity became more and more serious, and the pirated version, the payment short drama mode faced challenges. Soon, the free short drama came into being, which also made the short drama market no more volume of emotions, but volume content.
“In the paid model, the producer’s yield is only 3%, which is divided into low ceilings. Free short dramas are actually conducive to the quality of short dramas.”The relevant person in charge of Hua Island believes that the free model tests the quality of the drama. The criteria for judging are not a recharge, but the total length of attracting users to watch. Upgrade production of short dramas.
At the same time as the content upgrades and iterations, short dramas have shown obvious characteristics of node and options. During the important festival or social hotspot, the content of the theme is accurate and good user response through the content that fits the theme.
For example, last year, short dramas with related themes during the Spring Festival, college entrance examination, and Olympic Games were launched on Douyin. The works such as the champion have achieved good results in the relevant schedule.
And this year’s short drama Spring Festival is unprecedented. The lists of various platforms can be said to have revitalized the Spring Festival file, and the competition is becoming more intense.
Listen to the relevant person in charge of Hua Island, believe,This year’s Spring Festival competition is the production upgrade and the improvement of vertical screen aesthetics. “This year’s work has put forward higher requirements for the production. From the image, acting skills, makeup, and clothing language of the actors, to the lens language, the director’s skill and the aesthetics of the player are very tested.”
It is foreseeable that the short drama in 2025 will become more and more rolling. The upcoming Spring Festival will be a concentrated display of the quality of the short drama.
If the previous short drama Spring Festival is officially concerned, and the Spring Festival in 2025, the short drama is facing a more severe test, and the market is ushered in a more mature industrial form. The current short drama market is far from the stage of “dividing cakes”. Only by making the market bigger together can we usher in more opportunities.
It is hoped that the short drama Spring Festival file can add another fire to the short drama and continue to improve the industry ceiling.
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