What are the trends in the Chinese media market in 2022?These are the latest judgment of CTR

Source: CTR insight

Content, operation, technology ... What is the performance of the Chinese media market in 2022? What are the development trends?

Today, the Assistant General Manager of the CCTV Market Research (CTR) General Manager, General Manager of Media Integration, and CTR Media Institute Executive Deputy Dean Jiang Tao released the latest research and judgment.

In recent years, the CTR Media Institute has continued to conduct overall insight into the trend of media development. From vertical perspective, technology and market promoting media functions and attributes have been evolved. In essence, the media, as a main body that is closely integrated with users, will change with the development of people and the social environment.

In the era of one -way communication, the media mainly carried the role of transmitting information; with the development of the Internet, users began to participate in content creation, and the media gradually entered the era of everyone. With the continuous upgrading of user needs, the media is becoming more vertical and circled, and the media with different contents can more accurately serve different user needs and gradually advance to the pattern of "everything in all things".

From the horizontal point of view, if a common section is made for the current media pattern, the six major media types can be summarized when the goal of meeting the needs of the audience.

The first is entertainment media, which mainly meets the needs of user culture and entertainment, such as entertainment channels and sports channels. Such media have reached the entertainment field.

The second is social media to meet the needs of user interpersonal communication, such as Weibo and WeChat. Such media have reached human fields.

The third is to serve the media to meet the needs of users in a certain vertical field, such as local government affairs, living service platforms, or vertical service platforms. Such media reach the service site.

The fourth is the consumer media to meet the needs of users "watching while buying", such as TV shopping, live broadcast and goods, etc. This kind of media reaches commodity venues.

The fifth is the knowledge media to meet the needs of users to understand knowledge, skills, and improve self -ability, such as e -books, online courses, etc. This kind of media reach the knowledge field.

The sixth is the information media to meet the needs of users with efficient and convenient understanding of the news, such as news channels, elevator media, outdoor media, newspapers and magazines, radio news information frequency adjustment, today's headlines, etc. This kind of media has reached information venues.

Corresponding to the continuous development of the media, the content market supply is fuller. According to statistics from the Ministry of Industry and Information Technology, the State Administration of Radio, Film and Television, as of 2021, the total of 36.03 million hours of broadcasting and television broadcasting in my country, up to 700 million users in short video, 2.52 million on the shelf APP, over 80,000 big screens ...

In addition, the change rate of head accounts and user likes have also been improved. Taking the short video platform as an example, compared to the beginning of the year, the two -month change rate of the TOP500 accounts of Douyin and Kuaishou in July 2022 increased significantly. The shuffling range of the head account of the front row has increased.

In the past four quarters, the average praise of the explosive works of TOP200 on the monthly praise of the Douyin and Kuaishou platform has declined, showing that the recognition of the content of the content to win users is becoming more and more difficult, and it also reflects the user's high -quality content. The requirements of the requirements are getting higher and the pressure of content production increases.

Data Source: CTR Tip-Short Video Business Decision System

Missing rate of this cycle = The number of new accounts in each cycle TOP500 account/500 (two -month is one cycle)

Under the reality of continuous content and increasingly scattered audience attention, the media fields of different attributes use the contents of content and interoperability, and high -quality content can obtain user attention, thereby driving operational development.

1. Creation will become a new way for media content production

At the moment when the content of content rich and decentralization is becoming more and more obvious, how to quickly and efficiently drive more high -quality content output and become a topic of attention from all parties. The co -creation is undoubtedly the "bright sword" jointly sacrificed by the platform, MCN, and copyright owner this year.

Platform empowerment to provide creators with a co -creation space: Judging from the main movements of the recent video platform, station B and Douyin have launched co -creation functions. Iqiyi shared the high -quality IP of reserves with the producer. Creator's mentality.

The celebrities created together to promote the continuous output of high -quality content: during the period of account growth, important marketing nodes, and shopping festival promotion, the rotation of multiple celebrities in a single live room can ensure the continuous output of high -quality content, and the traffic continues to inhale. For example, "making a friend" and "East Selection" are the best here.

High -quality IP co -creation, driving content new life: well -known IP and strong union, in -depth cooperation, can effectively promote its own business development, new ideas and content ends, and leverage the new trend of the industry's development. The premise of IP linkage is to find the similarity of the IP content attributes. The linkage design must be reasonable, the development of the story must be clever, so as to burst new content with strong attractiveness.

2. Re -development of stock resources becomes a new source of high -quality content in the media

At present, global high -quality copyright content is still concentrated in the stock market, and the pattern has not changed. The content market competition has entered the same heat, the long tail value of the stock copyright content and the huge potential of IP development are becoming more and more popular.

Deeply cultivate existing resources, reshape the classic influence: the media and brands have used the advantages of high -quality copyrights that have been possessed for many years. After technical renovation, art reconstruction, derivative development, etc., the top content of the once -level "empty alley, scrambling to be sought after" New traffic adsorption power. For example, "The Radio Waves Never Passing" has rejuvenated the old film through the technical transformation, and the "Chinese Poetry Conference" derives "Chinese Poetry Class", and so on. Raising the stock music resources and evoking the flow of traffic: In the "musician war" in the past two years, platforms such as Kuaishou, video number, and Douyin respectively developed cooperation with well -known singers at home and abroad in different forms.

For example, fast -selling the sky -high price renewal of Jay Chou, a single live broadcast contribute 110 million viewers and 450 million total interaction; the video number continuously cooperates with the big -name singers such as Xicheng boys and Cui Jian, all of which have won 10 million views; Wind singer, trying to get a share in this "war".

Copyright cooperation realizes the stock endurance: Long video has copyright, short video has traffic, long and short video acquisition and force cooperation to stabilize the continuous fermentation capacity of the stock. For example, Douyin announced its cooperation with Sohu, and obtained the two -creation of Sohu's self -made film and television works. In the future, the two parties will also carry out cooperation such as creative marketing or video collection.

Iqiyi and Douyin announced that they will cooperate around the second creation and promotion of long video content; in January this year, the official account of Tencent TV Drama B will host the "New Year's Drama in the Goose House, I love to memorize and kill two. In the "Creation of the Competition, the scope of the TV drama material is specified, and the B station users are invited to carry out a two -creation, and a generous bonus is invited, which reflects the strategy of mutual benefit and win -win.

3. Digital economy provides new starting points for the development of the media

According to the "Digital China Development Report (2021)" compiled by the National Internet Information Office, from 2012 to 2021, my country's digital economy has increased from 1.1 trillion to over 45 trillion yuan, ranking second in the world. The proportion of the digital economy in the entire GDP increased from 21.6%to 39.8%, but there is still a certain gap with developed countries in the world.

According to data from the National Bureau of Statistics, in 2021, in the culture and related industries above designated scale, 16 industry small categories with more obvious characteristics of digital culture have realized operating income of nearly 4 trillion yuan, an increase of 18.9%over the previous year. 20.5%.

Digital technology promotes the prosperity and development of media content production and audiovisual innovation experience: With the promotion of the implementation of the national cultural digital strategy, digital technology has become an important part of promoting cultural development. The combination of virtual and reality, the integration of art and technology, provides more space for the innovation and development of media content.

The virtual image is based on efficient and intelligent advantages, and has been widely used in the media industry: virtual images are widely used in the media industry. This is an important manifestation of the media's use of advanced technologies to improve content production efficiency and embrace young new formats.

The current mainstream media virtual images include "well -known host launched digital avatars" and "creating new virtual host IP". According to CTR statistics, from 2021 to 2022, a total of at least 33 virtual hosts were launched in the radio and television system.

Based on IP -issued digital collections, new categories of collections are created: Since 2022, the popularity of digital collections has risen significantly, and digital collections have begun to become a new starting point for traditional IP development. For example, Henan Satellite TV's "He David Digital Planet" and "People's Daily" "First Edition of the People's Day" People's Day "People's Daily" in the People's Daily, all use the emerging track to explore new business models and promote the development of cultural industries.

4. Content advantages will continue to empower the media to achieve business breakthroughs

Taking mainstream media as an example, it has achieved comprehensive coverage and in -depth matrix layout on the five major channels including Weibo, WeChat, short video platforms, its own APP, and other third -party platforms. Essence

The media uses strong content to portray the ability to build new marketing gameplay: the media promotes brand image construction in the form of easy entertainment through the content marketing methods such as storyization, sceneization, and entertainment.

The media is based on the development of content IP industrialization, looking for new profit growth points: the media is based on its own content production advantages, transform high -quality content to IP, and at the same time expand the development of the cultural core and visual image of the IP cross -industry, cross -domain expansion and development, such as "Country Both the Treasure "and" New Big Head Son Daddy "have carried out content derivatives and extended business to achieve the effect of driving cross -domain industrial chain development with IP.

The media detonated content planning genes to drive offline activity production capacity: the media rely on the advantages of communication capacity to create a colorful activity with commercial values ​​such as shopping festivals, music festivals, and life festivals.

5. The media has gradually become an important push for brand globalization

New media has become an important window for the internationalization of corporate brands: On the whole, the Chinese enterprise brands in key overseas social platforms are concentrated in the field of consumer electronics and pan -entertainment, accounting for 50%and 30%, respectively.

From the perspective of corporate account content, the marketing thinking model of the out -of -sea brand is also changing. It makes full use of short video materials, cooperation with creators, and promoting interaction to promote the impact of the social media influence in the sea.

Note: As of 2022.9.9, data source: CTR tip-short video business decision-making system; "total fan volume" is the total value of the matrix account

The media's rich experience and resource accumulation, providing a stage for enterprises' overseas marketing: the mainstream media has strong content capabilities, many boutique reserves, "concentrated strength to do big events" is strong, and is an important subject of short video international communication. It's so cooperative. " Note: As of 2022.9.9, data source: CTR tip-short video business decision-making system; "total fan volume" is the total value of the matrix account

The content of the sea is rich and diversified, and provides more marketing content for enterprises: On the whole, rich content represented by "agriculture, rural areas", food, and life is loved by overseas users. The content of the company's existence can be enriched.

For example, Maotai takes the theme of "Thousands of Miles and Jun" to create a series of marketing activities covering four directions and 53 days in length. As of September 7, the total exposure of the event reached 28.39 million, and the total interaction reached 256,000 times Essence

Huawei has related topics related to daily life through the establishment of#SummerConnection,#NOCAPME and other topics. It interacts with fans on overseas social platforms such as Instagram to build emotional links to realize brand products and value transmission, and so on.

The media provides diversified services to open up new frontiers for enterprises: the media can provide enterprises with comprehensive support for advertising services, account drainage services, resource link services, and agency intermediary services for enterprises.

6. Conclusion

The media is born based on content. All media exploration is inseparable from the core of the content. The attention of users attracted by the media also comes from content. The operation of the media is actually selling based on the pattern of attention resources. Therefore, the continuous improvement of content is the core element of improving media operation capabilities. Whether it is co -creation, stock development, or digital technology, in the final goal, it serves the improvement of the quality of media content.

On the basis of the improvement of content quality, the media has continuously carried out diversified operation explorations, such as content marketing, industrialization, activity operations, and even looking at the world to provide services to enterprises to go to sea. We believe that in the future development process, the media can continue to find new business growth points based on content and achieve sustainable development in self -innovation.

This article is authorized to reprint from the WeChat public account "CTR Insight"

Original title: Content innovation and business breakthrough: CTR releases 2022 Chinese media market trend

Edit | Zhu Tingting

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