Report on the Webcast Performance and User Insights of 2020 Series

Concept and explanation

Effective playback of positive film:Combining effective clicks and user viewing time, we can remove abnormal clicks to the greatest extent, and eliminate the interference of tidbits, trailers and special features, which truly reflects the market performance and popularity of film and television dramas.

Effective playback of member content:Based on each episode/issue of the program, the feature film of the member episode/issue during VIP, payment, coupon and advance on-demand period is effectively played as the member content.

Artist screen index:The roles and scenes of the comprehensive artists in the hit works, the feedback from the audience and their participation in the effective play of the works are weighted respectively.

Research scope:Series covering iQiyi, Tencent Video, Youku, Mango TV, Sohu Video, PPTV, LeTV Video and Watermelon Video platforms.

List:The online drama swept the top three in the list of the series, and Joy of Life ranked first with 5.3 billion effective broadcasts; The hit episodes of "Love Apartment 5" have effectively played over 100 million.

Whole network:In 2020, 425.1 billion series were effectively broadcast on the whole network, down 18% year-on-year; During the epidemic, the traffic increased, and the maximum effective broadcast in a single day exceeded 2 billion.

Membership fee:The effective broadcast of member content increased by 12% year-on-year, the value of platform members was intensively cultivated, and 40% of online dramas were on demand in advance.

Platform:The effective broadcast of Aitengyou drama declined, and Mango TV increased significantly.

Shangxin:In 2020, there were 475 new domestic series, 25 more than in 2019; The long video platform will increase the investment in micro-short plays, and there will be as many as 300 new micro-short plays in 2020.

Layout:In 2020, solo broadcasting on each platform will account for nearly half, and the proportion of account sharing and self-made will increase.

Short play:Effective broadcasting increased by 18% year-on-year, and urban and suspense became the main track.

Subject:Women, suspense and sweet pets are in power, and the main theme is unique.

Douban:27 new dramas Douban scored 8 points, an increase of 15 over the same period of last year; Realism has both popularity and reputation.

User portrait:About 60% of the women in Iqiyi and Youku solo dramas, and over 70% of the women in Tencent Video and Mango TV.

Actor:With the rise of her content, the proportion of female actors in the top screen actors has increased, and the male actors are still dominant, and the age is developing towards a younger age.

In 2020, the effective broadcast of TOP3 series on the whole network is all online dramas, with Joy of Life ranking first with 5.3 billion effective broadcasts, and Love Apartment 5 and Under the Golden Clothes with nearly 5 billion effective broadcasts, ranking second and third respectively.

The realistic theme led by Nothing But Thirty’s "New World" broke out, and the head costume market shrank. There were 7 TOP20 Chinese costumes, 3 fewer than in 19 years.

TOP20 is basically taken over by Aiqiyi and Tencent Video, accounting for 19 films, including 15 films of Aiqiyi (2 solo films), 15 films of Tencent (4 solo films), 8 films of Youku and 6 films of Mango TV, all of which are mixed dramas.

"Love Apartment 5" is the only series in the hit period of the new drama in 2020 that can effectively play over 100 million episodes; Nothing But Thirty’s "I am Yu Huanshui" ranked second and third in the list with an average effective broadcast of 89.64 million and 75.89 million respectively.

In 2020, the platform will increase the number of high-quality short dramas, with an average of 26 episodes/episode, in which 11 online dramas in TOP20 will be effectively played. The types of short dramas cover urban, adventure and suspense categories such as "I am Yu Huanshui", "Longling Cave" and "detective chinatown", as well as "Rumored Chen Qianqian".

Suspense themes ushered in the air, and both iQiyi and Youku upgraded the operation mode of suspense theater, with a total of 7 suspense dramas in TOP20, an increase of 5 over the same period of last year.

In 2020, the normalization of the advanced on-demand mode has been extended from pure online dramas to network simulcast dramas such as Nothing But Thirty, with 9 dramas adopting the advanced on-demand mode.

1. Effective broadcasting decreased by 18% year-on-year, while effective broadcasting of member content increased by 12%.

In 2020, 425.1 billion series were effectively broadcast on the whole network, down 18% year-on-year; Among them, TV dramas effectively played 273.3 billion, down 25% year-on-year; The online drama effectively played 151.8 billion, basically the same as in 2019.

The effective broadcast of member content continues to maintain the growth trend. In 2020, the effective broadcast of member content of series on the whole network will reach 134.1 billion, up by 12% year-on-year, and the effective broadcast of TV series and online dramas will increase by more than 10%.

2. Aitengyou’s market declined, and Mango TV increased substantially.

In 2020, the effective broadcast of the whole network drama series of iQiyi and Tencent video will be 170.3 billion and 153 billion respectively, down by about 20% year-on-year, but the market share of the two platforms will reach 76%, still ranking first in the echelon; Youku effectively played 83.9 billion yuan, down 7% year-on-year; Mango TV effectively played 10.5 billion yuan. Driven by popular dramas such as "Next Stop is Happiness" and "In the Name of Family", Mango TV is the only platform to achieve positive growth.

In 2020Q3, the number of members of the platform grew slowly or even negatively, but on the member content side, the window period for the platform to switch from finished dramas was shortened, and some old dramas were only watched by members and pre-ordered. In 2020, the effective playing of Aiteng Youmang’s member content was positive. Among them, Aiteng is relatively close, and the member content is effectively played around 51 billion, an increase of about 8%; Youku member content effectively played 26.8 billion, an increase of 22%, and Mango TV increased by 97%.

1. The number of new series has rebounded, and miniseries have surged.

In 2020, there were 475 new domestic series (the single episode lasted more than 20 minutes), an increase of 25 compared with 2019; Among them, there were 183 TV dramas, a year-on-year decrease of 14; There were 292 online dramas, an increase of 39. However, from the Magnolia Award, Flying Award, Golden Eagle Award and other awards to the pure online drama, to the broadcast of the network simulcast drama in the mode that the platform is updated n hours in advance/broadcast n days in advance, the boundary between the network and the network is further blurred.

In terms of effective broadcasting, in 2020, the performance of head dramas was not as good as in previous years, and there was no effective broadcasting of tens of billions of dramas. Coupled with the impact of short videos on long videos, the effective broadcasting of new dramas declined by 31% as a whole, and the effective broadcasting of TV dramas decreased by 43% year-on-year.

In 2020, the short video platform will enter the director’s video field, and the long video platform will also increase the investment in micro-short dramas (the duration of a single episode is less than 20 minutes). In 2020, there will be as many as 300 new micro-short dramas, including 256 Youku, whose effective playback will increase by 306% year-on-year, but the overall volume is small, and the cumulative effective playback is only 1.6 billion.

2. Platform: The proportion of solo broadcasting has reached nearly half.

In 2020, there are 235 new series on iQiyi, 157 videos on Tencent, 186 on Youku and 91 new ones on Mango TV.

In terms of solo broadcasting, the proportion of solo broadcasting on each platform will further increase in 2020. The proportion of solo broadcasting on iQiyi will reach 52%, and the proportion of solo broadcasting on Tencent Video, Youku and Mango TV will all be around 40%.

3. Ecology: Separate accounts and then break the ceiling, and the self-made content is significantly improved.

In 2020, there were 107 new sub-account dramas, an increase of 12 over the same period of last year. The C-end market continued to mature, and the effective broadcast of sub-account dramas reached 6.8 billion, an increase of 9% over the same period of last year. At the same time, the sub-account box office once again broke through the ceiling. The sub-account box office of "Fireworks and Kitchen" exceeded 100 million, and the sub-account amount of "Little Master and Slow Down" exceeded 75 million.

On the platform side, in 2020, iQiyi’s single-platform sub-account drama exceeded 80, and the total share amount increased by 29% compared with 19 years; Tencent Video announced the new accounting rules, and Youku released the "One Thousand and One Nights Screenplay Plan". Aitengyou is accelerating the layout of the accounting field in terms of diversified quality and marketing support.

In 2020, Aitengyou jointly issued a proposal again, opposing "water injection", and constantly expanding the proportion of self-made dramas while controlling the purchase price. In 2020, there were as many as 167 self-made dramas (including customization) in the new dramas, accounting for 10% increase.

4. Intensive cultivation of membership value and normalization of on-demand in advance.

With the diversification of video platform’s supply content and the diversification of service objects, the layered and refined operation of members has become an effective strategy for the platform to deepen the stock market and enhance the ARPU value. In 2020, iQiyi launched the "Star Diamond Member" to enjoy multi-ecological rights and interests, and all platforms are also accelerating the operation of the advanced point mode.

In 2020, a total of 123 dramas were on demand in advance, including 52 Tencent videos, and about 30 iQiyi, Youku and Mango TV. In 2019, only 5 dramas adopted the super-point payment mode.

In 2020, 40% of the dramas on the new network are super-spot dramas. In addition, the super-spot mode has been extended from pure online dramas to network simulcast dramas such as Nothing But Thirty. At present, a total of five network dramas have been broadcast in super-spot mode.

In terms of the number of episodes, the number of episodes on demand in advance is between 3 and 33, and the number of super-point sets accounts for 17%-83% of the total number of episodes, of which 30%-50% accounts for the most, totaling 89.

5, "short play" heats up, and the city and suspense become the main track.

In 2020, there will be 104 new short plays with less than 24 episodes, an increase of 7 over the same period of last year; In the context of the decline of the series market, short plays effectively played 15.4 billion, up 18% year-on-year; I am Yu Huanshui, Longling Cave, Chen Qianqian in Rumor, detective chinatown and Hidden Corner have all been effectively broadcast over 50 million. In 2019, only two episodes, The Ghost Blows Lights, Angry Sunny Xiangxi and Warm Hour Light, all exceeded 50 million.

In terms of subject matter, the city and suspense became the main track of short drama in 2020, and the urban drama jumped to the first place, effectively playing 6 billion, up 152% year-on-year; The number of suspense dramas increased by 16, and the effective broadcast increased by 11% year-on-year. The anti-routine light comedy surpassed the short-term youth drama and ranked third.

6, theme: women, suspense, sweet pets are in power, and the main theme is unique.

In 2020, urban dramas are still in the leading position in terms of new volume and effective broadcasting, and pay attention to female topics, social workplace and family emotional expression in content types. During the broadcasting of Nothing But Thirty’s twenty puzzles, settling down, ordinary glory and in the name of family, there are many topics.

2020 is a suspense year, and the online volume and effective broadcast ratio are second only to the urban category; Iqiyi Fog Theater, Hidden Corner, Silent Truth, Restart, Youku Suspense Theater, White Moonlight, Fog Tracking, Tencent Video Skyscraper, and 2021 Mango TV Monsoon Plan, all four platforms have been overweight, and the suspense competition in 2021 will be more intense.

Sweet pet dramas have been on the line, from Under the Golden Clothes, Stewed Sydney with Rock Sugar and Chen Qianqian in Rumor in the first half of the year to Glass, Half Honey and Half Injury, I like you and Ruyi Fangfei in the second half of the year. Sweet pet dramas have been involved in youth campus, urban workplace, ancient fairy tales and other fields, and have achieved spurt development. All the above dramas are ranked in TOP50.

2020 is the decisive year for getting rid of poverty. In addition, the epidemic test, the theme content with the characteristics of the times, such as "Stone Blossoms", "Green Water and Green Mountains with Smiles" and "Together", has become an important component of this year’s drama market.

7. Douban: Realistic themes have both popularity and reputation.

In 2020, 27 new dramas Douban scored 8 points, an increase of 15 over the same period of last year; In TOP10, six dramas such as "Big Rivers 2" and "Together" focus on social reality, and the number of ratings is between 20,000 and 850,000, which gains high reputation on the basis of high discussion.

8. User portrait

In 2020, the average age of new solo drama users on the four platforms will be around 28 years old, and the proportion of users aged 20-29 will be around 45%; Mango TV and Tencent video solo dramas account for a high proportion of women, above 70%, while iQiyi and Youku solo dramas account for about 60%.

9, the screen actor: the actor dominates, and the age tends to be younger.

In 2020, her content rose. In the distribution of TOP100 top screen actors, the proportion of female actors increased compared with that in 2019, but overall, the number of male actors was higher, accounting for about 60%.

In terms of actor age, in 2020, the average age of TOP100 top screen actors is about 34 years old, and their heads are younger, and TOP10 is 32 years old; Compared with 2019, the TOP screen actors are all younger in age.

Click on "Webcast Performance and User Insights of 2020 Series" to download the full report.

-