"Rage", "The Three-Body Problem", "The Long Season"...
Who is the "drama king" in the first half of 2023?
Yangcheng Evening News reporter Gong Weifeng Intern Lin Long
The gray and bright "Crazy", the sci-fi and thick "The Three-Body Problem", and the "Long Season" that turns from romance to cruelty... Which one is the "drama king" in the first half of 2023? Recently, a number of data statistics platforms announced the film and television drama index for the first half of 2023, and quantitative indicators such as "year-on-year", "month-on-month" and "proportion" have all hit, what changes have occurred in the domestic drama market?
"The Legend of Anle", "Sauvignon Blanc", "One Nian Guanshan", "Lotus Tower", "Black Earth Without Words", "Under the Prosperity City", "The Price of Silence", "The Unspeakable", "The Buried Truth", "The Disappearing Eleventh Floor" ... The dramas to be broadcast in the second half of the year have been officially announced one after another, who will relay to become a new blockbuster drama?
data
Genre: "The Three-Body Problem" leads the sci-fi drama out of the circle
The episode report for the first half of 2023 released by Lighthouse Professional shows that the drama market in the first half of 2023 has been rough and refined, the proportion of head dramas has continued to increase, and the proportion of mainstream genres has not changed much. On the Yunhe Data Effective Playback List, works with 2022 billion views in the first half of 10 can enter the top 12 of the list, but by 2023, those with more than 10 billion views can only rank 16th. Among the new dramas in the first half of the year, the number of romance dramas accounted for 53.1%, although it decreased by 0.2% year-on-year, but it was still the most abundant and stable drama type; The number of ancient costume and suspense types accounted for 19.8% and 16.0% respectively, an increase of 1.2% and 0.5% over last year.
In the first half of the year, the quality of domestic dramas was gratifying, and the reputation rose significantly. Lighthouse Professional Edition data shows that the top ten word-of-mouth works in the first half of the year all scored more than 8 points, and there were high-scoring dramas with more than 9 points in the same period last year - "The Long Season" with 9.4 points. Compared with 2022, suspense dramas account for half of the top ten works of word of mouth, and the high-scoring dramas in the first half of 2023 are richer in genre, such as the sci-fi drama "Three-Body Problem", which has rarely appeared in the circle in recent years, as well as comedy, martial arts, spy war, era and other genre dramas.
As an important reference indicator for the reputation of the series, the "Douban score" is undoubtedly a must for the marketing of the series. In recent years, the "number of ratings" has also become an important indicator for netizens to judge the true recognition of a high-reputation work. In the first half of this year, 7 works in the new dramas had more than 10,77 Douban ratings, and the two works "Long Season" and "Crazy" even exceeded 2022,5. In 10, only 75 works have more than 55,<> Douban ratings, and the top two ratings are "The Beginning" with <>,<> and "Menghualu" with <>,<>.
It is worth mentioning that the first half of this year gave birth to the "drama king" "Crazy" with the best broadcast data in the past three years. The number of broadcasts of the show occupies the top spot on major data platforms such as Detaven, Lighthouse Pro, Maoyan Pro, and Yunhe Data. "Crazy" has also become another drama that has exceeded tens of billions of views after "Qing Yu Nian".
Communication: Generation Z and female users are the main force of viewership
The "boutique" competition of the head dramas has boosted its traffic detonation power to continue to soar, and the head effect of the drama market has become more and more obvious, such as: "The Three-Body Problem" pursues the perfect restoration and presentation of the ultimate sci-fi scene, becoming a landmark work of Chinese sci-fi dramas; "To a Windy Place" combines the ideas of cultural tourism development to achieve diversified dialogue and value resonance with the audience, and has gained high popularity and reputation. In the first half of the year, the head drama's excellence in content, ideological value, artistic expression, scene presentation and narrative structure helped it obtain extremely high traffic.
According to data released by Meiland Communication Consulting, the cumulative WeChat publication volume and online media reports of the top 2023 popular online dramas in the first half of 10 reached 70,2 and 96,6 respectively, accounting for 66% and 52% of the total drama market. In addition, the number of hot discussion traffic, short video views and short video likes on the social platforms of TOP10 dramas accounted for 40%, 46% and 35% respectively.
In the first half of this year, the market traffic of dramas on the whole network increased steadily. In terms of short video dissemination of dramas, in addition to the popular dramas on video websites, the advantages of short video dissemination of popular dramas on CCTV are prominent. The data shows that in the distribution of short video traffic of popular dramas in the first half of the year, the number of short video views and likes of the official accounts of popular online dramas was significantly higher than that of popular TV dramas (joint premiere dramas on Taiwan and the Internet), among which the official account of Youku's hit costume drama "Long Moon Ember Ming" accumulated 5 million short video views and more than 2 million likes, leading other dramas off a cliff. It is worth noting that the hit dramas "The Sea of Dreams", "The Road of Life", "Love Only" and "Crazy" short video views and short video likes all rank in the top five of the sub-dimensional list.
In terms of user portraits, Gen Z, aged 15 to 29, is the main viewer: 54.1% of people watch TV dramas, 62.6% watch online dramas, and 64.8% watch micro-short dramas. In terms of user gender structure, women are the main force of ratings: in terms of TV dramas, female users accounted for 67.59%, and male users accounted for 32.41%; In terms of online dramas, female users accounted for 71.60% and male users accounted for 28.40%; In terms of micro-dramas, female users accounted for 73.04% and male users accounted for 26.96%.
Platform: The TV broadcast channel is not as good as before
In the first half of this year, the video platform further made efforts, and the network premiere drama continued to explode. In the first half of 2022, among the new dramas on the video platform, the proportion of TV dramas broadcast exclusively increased to 66%, and the proportion of online dramas was stable at about 80%. This year, the proportion of independent broadcasts of new dramas on the platform in the half of the year has increased to 83%, and the proportion of unique dramas of Youai Tengmang has increased.
In terms of the distribution of drama platforms, according to Detaven data, among the 195 dramas broadcast in the first half of this year, the total number of broadcasts on the four mainstream video platforms ranked in total: iQiyi, Youku, Tencent Video, and Mango TV (some of these dramas are simulcast on multiple platforms, each counted once, the same below). iQiyi and Youku maintained a high degree of broadcast activity. However, in terms of the "prosperity index" that reflects the effectiveness of the content broadcast by the platform and the attractiveness of the content to the audience, the prosperity indices of the four major video platforms such as Tencent Video, iQiyi, Mango TV and Youku are 0.997, 0.827, 0.802 and 0.728 respectively. There is no doubt that Tencent Video performed the best, showing a trend of improving quality and reducing quantity.
In terms of popular online solo dramas, iQiyi, which has broadcast popular suspense dramas such as "Icebreaker Action" and "Hidden Corner", brought the biggest hit "Crazy" in the first half of the year this year; Tencent Video broadcast the current domestic sci-fi drama "The Three-Body Problem", and "The Long Season" that created a popular opening for X Theater; Youku broadcast costume dramas such as "Long Moon Ember Ming" and "Heart Protection" that caused certain repercussions; Mango TV aired the healing drama "Go to the Windy Place", which promoted the recovery of Dali's tourism industry.
In contrast, TV dramas weakened overall. First, the number decreases. According to Vlinkage, the number of TV dramas decreased from 2022 in the first half of 59 to 2023 in 47; Second, the channel is blocked. According to Detaven statistics, among the top 2023 works in the first half of 30, the content of works with first-round star channels is about 56.67%, although TV broadcast channels are still valued by various producers, but the situation is not as good as before. Taking the drama data of the second quarter of this year as an example, popular dramas such as "Long Moon Ember Ming", "Long Season", "Changfeng Du" and "Yunxiang Chuan" have not been premiered on the star.
It is worth mentioning that urban dramas and period dramas are the most likely genres of head works to be premiered on TV stations above the provincial level, with star rates reaching 80% and 100% respectively; Costume dramas are still the least likely to land on TV.
subject matter
The themes of suspense and criminal investigation are surging
After the great success of suspense dramas and criminal investigation dramas such as "Hidden Corner", "White Night Chase", "The Silent Truth" and "Icebreaking Action", in recent years, such dramas with solving cases as the main line have become a delicacy in the film and television drama market, and there is no shortage of excellent works, but it is difficult to make a hit. Unexpectedly, in the first half of this year, two phenomenal dramas "Crazy" and "Long Season" were broadcast consecutively, which triggered a nationwide viewing boom.
On January 1, directed by gold medal director Xu Jizhou, starring Zhang Yi, Zhang Songwen, Li Yitong, Zhang Zhijian and Wu Gang, the TV series "Crazy" was broadcast on CCTV 14 and iQiyi, using the contradictory life curve of criminal police An Xin and fishmonger Gao Qiqiang to tell a special struggle against gangsters and evil that spanned 8 years. The play is the first film and television work in China with the background of the normalization of anti-gang crime and the education and rectification of the political and legal team, and after its launch, not only the ratings have gone all the way, but actors such as Zhang Songwen and Gao Ye have become popular with their expressive interpretations of the characters.
On April 4, the TV series "Long Season" directed by Xin Shuang and starring Fan Wei, Qin Hao, Chen Minghao, Li Gengxi and others landed on Tencent Video, telling the tortuous life course of taxi drivers Wang Xiang, Gong Biao, retired police officer Ma Desheng and others around an unsolved corpse case. The play's restoration of the laid-off tide and the delicate portrayal of the times and small people resonate with the audience.
Behind the popularity of "Crazy" and "Long Season", it is not difficult to find commonalities: strong plot solving theme, acting school starring, interpolation, montage techniques to tell stories, etc. Both dramas fully present the multifaceted nature of human nature, and their deep resonance with the times and social atmosphere expands the extension of the expression of suspense dramas.
"She" power leads urban dramas to break through
Realist urban dramas have always accounted for a relatively large proportion of the domestic drama market. However, how to shoot the characteristics is also a long-standing problem. In the first half of the year, urban dramas walked out of two aspects: one was the family ethics drama model represented by "All Very Good" and "Children of the Qiao Family", the family life of chicken feathers in one place constructed the tenacious vitality of the characters, and "Dragon City" and "Mature Year" became slightly popular; The other is the female group portrait drama represented by "Thirty Only" and "Ode to Joy", the theme of women's mutual help and growth conforms to the needs of social civilization and progress, and such dramas appeared a blowout in the first half of this year, once leading urban dramas to break through.
In the first quarter, "Lady's Character", "This Life is also the First Time", "Dazzling You", "Wishful Thinking", these dramas focus on women's workplace, emotions, life and other aspects of narrative, covering many problems encountered by women in the workplace, rich in personalities; In the second quarter, "Warm and Sweet" takes the emotions of two urban women as the starting point to explore the deep connotation of family and love; "Ode to Joy 4" continues the story of the third season, depicting urban women through the friendship of five women who rely on each other and choose when facing difficulties; "Splendid Turn" takes the growth of the two heroines as the main line, creating a tenacious and uncompromising image of a woman in the new era who insists on being herself.
Compared with the previous one, the obvious change in this wave of female group dramas is that the incision of the plot on women's social issues gradually changes from large to deep, starting from a small incision to deeply explore a topic, or focusing the lens on a certain aspect of women's lives. For example, "This Life is the First Time" focuses on women's "confinement period". In addition, female group dramas have also changed from laying out strong plot conflicts to adopting life flow narratives and warm narratives, and the atmosphere has become clear and relaxed.
"The Three-Body Problem" opens up a new path for the science fiction genre
In the domestic drama market in the first half of the year, the results of "The Three-Body Problem" cannot be ignored.
Two years after completion, the TV series of the same name, adapted from Liu Cixin's long-form series of science fiction novels "The Three-Body Problem", finally landed on Tencent Video on January 1. Starring Zhang Luyi, Yu Hewei, Chen Jin, Wang Ziwen, Lin Yongjian, and Li Xiaoran, the play tells the story of the abnormal disturbance of basic earth scientific research, causing panic and turmoil in the scientific community, nanophysicist Wang Miao and criminal police Shi Qiang joined forces to investigate, unveiling the mystery of the "three-body" world of unknown civilizations outside the earth, and following the story of all mankind and the three-body people about to invade.
Throughout the first half of the year's dramas, "The Three-Body Problem" is a unique existence, the halo of the original work plus the great difficulty of development, and the gap of domestic dramas in the hard sci-fi theme, so that the film and television presentation of "The Three-Body Problem" has no reference experience to follow, and every step is a new exploration. The play uses realistic techniques to intervene in the science fiction theme, and handed over a very good answer sheet after the premiere, the esoteric scientific theories were expressed lightly by the main creator, and the art, special effects and other links were exquisite and vivid. As of press time, 36,1 people have given the play an average score of 8.7 points on Douban.
It can be said that "The Three-Body Problem" is to domestic dramas than "The Wandering Earth" is to domestic films, which opens up a new journey of hard science fiction for domestic dramas. (Yangcheng Evening News)
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