Future development trend of short drama:
1. Two major directions: original high-quality filming and low-price translation. Low-quality dramas should not have much opportunity in the long run.
At present, the top short drama players are Reelshot + Dramabox. Reelshot makes high-quality dramas, and Dramabox makes translated dramas.
2. Platformization, represented by Tiktok. They will develop a good platform, and directly play short dramas on TT + user recharge. Party A only needs to put the drama on the platform to make a profit. TT will even help you attract a series of filming teams. You only need to pay money and give ideas, and someone will help you do the filming. In terms of traffic, you can buy traffic from TT.
TT may even open API as a platform, so that other APPs (such as some file transfer products that have been removed from the shelves or other APPs with large traffic) can directly play short dramas in their own products after API docking. The platform will help you directly handle it, and you, as Party A, only need to pay.
At present, it is clearly known that TT is already doing this, building a platform to directly play short dramas, collecting payments for Party A, and helping Party A recommend suitable filming agencies and traffic.
Who are discussing short drama?
1. Advertising platforms, such as Facebook, Google, TikTok Ads, etc.
2. Industry media.
3. Advertising agencies, such as Blue Label, Meetsocial, TecDo, etc.
4. Manufacturers, such as Maple Leaf, and other small and medium-sized manufacturers.
5. Self-media + bystanders, such as me, such as you.
Why is everyone talking about short drama?
Short drama make some people money. Everyone discusses together and attracts more people to participate, so I can make more money.
Among the above roles, 1+2+3 are definitely profitable. There is no need to say much about advertising platforms. All products are working for advertising platforms. Industry media organize activities to gain influence, and hold exhibitions and the like, which also have some income. Advertising agencies open accounts and make money on behalf of others.
There are not many manufacturers making money now, but there are still opportunities in the future. The overseas market space is so huge.From the perspective of the leading manufacturers, in addition to the need for more exposure of capital, they also want to attract more other manufacturers to come in and educate users together. As long as their content is of good quality and continues to improve, there is hope.
When others have no money and you are the only one left, you can lower the price, do monthly subscriptions, etc., and as long as the content products persist for a longer time, the content itself will not deteriorate in the future (some content may not even be outdated), and you can kill your competitors and lower the price to enter the market. The DAU of the leading reelshort is estimated to be more than 5 million, or even more, and the ranking has exceeded the Internet fee.
As for the spectators, they are watching, discussing, and hesitating whether they should also enter the market. The main reason is that there is really no other field that “feels” promising and seems to be capable of doing it. (The fact is that short dramas are really difficult to make). We-media always have to have material that everyone cares about, such as me now.
Does short drama have a chance?
Yes, there is actually a lot of room, but it is highly unlikely that you will get the meat. The promotion cost is too high, the content production cost is too high (good content is more difficult, and user tastes will become more and more picky, the later the less likely it is), users cannot be retained, and the content is too expensive. Users tend to actively churn after paying for a round, and they can’t afford it.
Compared with the previous interactive reading, the audience of short dramas is larger, and it is more likely that the ceiling can be reached at a very high level.
What does the current income of short drama rely on:
1. In-app purchases, charging for episodes, and monthly subscriptions are all relatively expensive now
2. Advertising. Short dramas are slowly starting to add advertisements like short video platforms or long drama platforms, with pre-posts as the main ones. It is not sure how much space there is for advertising, but the top manufacturers have more than 5 million DAU, and the exposure is indeed not small.
Prospects:
The top is still fine, and there may be a wave of people in the middle and tail who can’t hold on, and may have started to withdraw now.
Advertising:
W2A developed by Yingliang is realized by 0 technology docking. In the short drama industry, W2A can be used to achieve real-time effect tracking of delivery, and DDL can be used to achieve user acceptance.
