Plan ahead, turn danger into opportunity
Editor’s note: This article comes from WeChat public account IP value officer > (ID: IP-Valuer), author Guo Xiaozhang.
This Spring Festival, the entertainment industry presents a completely different picture.
In the movie market, seven new films for the Spring Festival retreat across the board, and the theater is deserted; movie and television bases “closed their doors to thank guests” and shut down production crews across the board; online entertainment industries, such as video and games, have become more popular and even broke records. Some people say “home” gives unprecedented opportunities for online entertainment.
Online entertainment “blessed by disaster”?
From the current data feedback, online entertainment content is indeed “blessed by misfortune” in this unusual Spring Festival, and the results are quite impressive.
1. Drama: Many new IPs on the blockbuster and long-tailed IP works continue to be popular
“Hide epidemic house”, brush play has become an important online entertainment method for the public. IP value official statistics found that during the Spring Festival this year, both the ratings of TV platforms and the popularity of Internet platforms have seen a significant increase compared to the same period last year.
In terms of the ratings of TV platforms, the full-day ratings of provincial satellite TV have increased since the 30th of the New Year, and the highest ratings reached 0.58%. The level is far higher than the highest ratings of 0.48% last year. From the perspective of webcasting, the overall popularity of video platforms such as Youai Tengmang continued to rise. The main content of the content-the drama has become the hero of each platform.
Cat’s Eye data shows that during the normal Spring Festival holiday this year, the daily hits of TOP5 dramas were dominated by IP dramas, with an average popularity of 9523.32, and the day’s popularity was 9000+, with a small gap, showing multiple IPs. The popularity of the work is comparable.
From the comparison of the broadcasting index, during the Spring Festival in 2019, the daily drama index TOP5 episodes reached a peak of 369.5 on the sixth day, the average broadcasting index was 72.65, and the proportion of the broadcasting index below 70 reached 60%. Do you know if it should be “green manure, red skinny”?
During the Spring Festival of 2020, the daily drama index TOP5’s drama broadcast index will rise overall, peaking at 400, a 30.5 higher than the same period last year, and an average of 77.05, a lot higher than the same period last year. 10%. At the same time, compared with the same period of last year, there was no phenomenon of “one-play domination” during the 2020 Spring Festival. “Under the Jinyi”, “Love Apartment 5”, “Hot Blood”, “The Pillow of Sansei III”, “The next stop is happiness 》 And other new IP dramas are evenly divided, and the whole “go hand in hand”.
In addition, this year’s Spring Festival also saw some strong long-tail IPs. For example, dramas such as “Qing Yu Nian” and “Bright Ming Feng Hua”, after the premiere of the official broadcast, the popularity during the Spring Festival is still undiminished, and even the summer hit series “Chen Qing Ling” also received a lot of new “Chen Qing Girls”.
2. Movies: new business models appear, net big box office movie viewings double up
The original Chinese New Year film and new films were withdrawn from the whole line. The most competitive Chinese New Year file can be said to be “annihilated by the entire army.” The national film box office for the first day of the Chinese New Year was only 1.81 million yuan, which was the same as last year’s 1.458 billion yuan. Compared to this, it can be said that the difference is vast. “Poor is changing”, the file is a big IP movie that has been withdrawn. “Aunt” is on the frontline of crisis. Byte Beat costs 6.3 yuan to purchase the right to play online. At the time of the “epidemic”, please ask people across the country for free. Look.
For Xu Zheng, although there was no box office of the previous theater movie, it went online in time, after deducting the cost, it not only made a small profit, but also returned the funds in a timely manner. For the byte beating, although it cost 630 million Yuan, but on the 3rd, the headline department ’s video platform has accumulated more than 600 million playbacks. At the moment when the cost of “acquiring customers” is extremely high, this is also a good deal for the headline department.
Following “Aunt”, “Fat Dragon Crossing the River”, which was withdrawn from Valentine’s Day, also officially launched the streaming media platform on February 1st. Judging from the current results, it has been on-line for 4 days, with an on-demand volume of about 160 million times. According to iQiyi’s payment information, the member purchase price is 6 yuan, and the non-members are 12 yuan. Although the online platform is not as high as the theater line, it is conservatively estimated. So far, the revenue of the “Fat Dragon Crossing the River” platform-wide account-sharing revenue has also been about 500 million yuan. This figure may not be worse than the landing cinema line.
The theater movie market has been forced out of a new business model. The first batch of crab-eating people may be able to make a profit by virtue of their first-mover advantage, but the “change” due to “poorness”, It can take a longer time to test whether it can be changed.
The new mode of the cinema market is prominent, and the traditional Internet University has also ushered in an opportunity. Due to the “hiding of the epidemic in the homes”, the Net University has also become a way of entertainment for many people. IP value official statistics show that during the Spring Festival this year, the total daily TOP5 box office movie sub-account revenue reached 24.185 million yuan, compared with 15.128 million yuan in 2019, an increase of nearly 60%; the number of moviegoers also reached a new highIt reached 9.667 million person-times, an increase of 3.616 million person-times compared to the 6.051 million person-times in the same period of last year, achieving a substantial increase in both the box office and the number of moviegoers.
3. Two-dimensional market: Youth ushers in animation, and the game industry has a stunning record
The performance of this Spring Festival’s secondary market is blinding the whole entertainment industry.
From the overall broadcast of anime works, compared with the same period last year, which was basically dominated by young children such as “Pig Pig Page”, many young people this year ranked among TOP5 in animated works.
IP value official statistics found that during the Spring Festival of 2020, the number of young people playing animated works will soar. Take TOP5 as an example. This year, the number of young people ’s animation works during the Spring Festival reached 454 million, and the same period in 2019 was only 314 million. Judging from the average daily playback volume, the average annual playback volume for the Spring Festival this year was 12.9826 million, and it was more than 10 million daily, and the overall playback was stable.