No. 1 Blue Book 2022 Q2 Long Video Article ｜ In the era of cost reduction and efficiency, return to "content as king"

Author ｜ Di Fei

No. 1 Blue Book Q2 Long Video Article · No. 1 General Comment

Battle in the first half of 2022.

It is undeniable that long videos still face quite complicated and dangerous reality.

Compared with the Q1 of "No. 1 Blue Book" in 2022, it can be seen that the overall data of the Q2 long video platform has risen and dropped, but in terms of strategy's implementation and content breakthrough, each platform shows increasing stability and maturity:

The drama section has a decline in the heat, but the reputation and the viewing degree have increased to varying degrees, which shows that the audience has some recognition of the quality of the Q2 episode;

The variety section also shows the situation of decline in heat and rising reputation and viewing. Especially when watching this dimension, Q2 has achieved 12 points of improvement. This is in the variety section. Already have the effectiveness of IP.

After the long video market experienced the overall deserted situation of Q1, the Q2 began to warm up, and the platforms have launched positive innovation and circle segmentation in different fields -

Iqiyi won the comprehensive ranking of long video platforms in Q2. The important factor in winning the championship is to steadily create highlights. In the field of variety shows, iQiyi created a new content ecology and satisfied the preferences of different circles. In the field of episodes, iQiyi continued to launch high -quality head works, and the nearly three -quarters of the online broadcast TV series list was strongly launched. The particularly prominent drama is the professional drama "Police Honor", which has won the title of the king of watching.

Youku's thick accumulation won the drama composite thermal dual crown: upholding the strategic idea of ​​"content as king", Youku maintains the rhythm of "pushing new and promoting" in the episode, and launched "Knowing with Jun Chu · Just the old people", " "Rebirth Gate" and other high -quality episodes that have both quality, heat and reputation have established trust coordinates for the platform; in the variety show, Youku conducted more diverse explorations, settled on the vertical track, and made it with stable program production. , Seize the king of heat in the variety show.

Tencent Video Candidates' first results in the list of watching lists depends on the Q2 strong costume idol drama "Menghua Record". The broadcasting stage can be called the current hot drama. Sitting in the first place of watching the list; the variety show, Tencent video introduced the new concept of the "Yuan Universe" into the new variety show, and won the title of the King of Word.

Mango TV still maintains the domineering position of the variety module. Not only has the new variety show of a new perspective, but also a high -quality comprehensive N generation with multiple restarts. With the innovation and inheritance of expectations, the variety show word of mouth and the king of watching.

Throughout the Q2 market, all types of programs showing such a number and volume are all testing the content of the platform as king and comprehensive strength. As the Q2 in front of the summer stall, it is a transitional stage that is inherited. After experiencing the warm -up of Q1, each platform also opened the prelude to the "fairy fight" in Q2. At the same time, each platform can adhere to the original intention of paying attention to content, exploring innovation, and deep cultivation, and inject confidence and energy for the firm movement of the industry in 2022.

"Turnion reduction and efficiency" is a challenge and opportunity. In the current development status of the decentralization of the long video platform, it is necessary for each platform to adhere to the content -based, actively explore the opportunity in the unstable industry, and believe that any active time is positive at this time. Trying and exploring the possibility of push new territories.

Long video platform comprehensive ranking

Iqiyi has a stable point to win the platform comprehensive ranking

In Q2 in 2022, the iQiyi Smart TV App, the Galaxy Qiqi, was different from the 13.88%daily arrival rate that surpassed Tencent Video.

"Realizing the quarterly profit and loss balance at the quarterly operation level as soon as possible" is the goal of iQiyi's founder and CEO Gong Yu in 2022. Now this goal has been achieved. Content reservation and promotion operation strategies.

Under the leadership of this strategy, Q2 iQiyi created a new content ecosystem in the field of variety shows, involving variety shows that covered emotions, outdoor, women, workplace, reasoning, etc., satisfied the preferences of different circles and accurately grasped society. Hot spots: "China Rap Peak Duel"; lightweight love variety show "I am also the third season"; the first season of "The Second Season of the Meng Exploration Case" combined with the combination of film and television and variety shows in the first season And the first outdoor trend camping variety show "Camping together" and so on.

Q2's iQiyi launched a variety of vertical products in the variety show, found highlights in existing IPs, and created explosive points in the highlights.

If open source throttling is a strategy of profit and loss balance, focusing on content is the core of this strategy.

In the field of episodes, iQiyi has launched a lot of head content, and has strongly occupied 13 seats in the TOP20 list of the online broadcast TV series: the main theme TV series "Police Honor", the criminal detection and anti -black drama "Duel", the medical industry drama "Everything about Dr. Tang", the costume history drama "The Wind Starting Longxi" with the background of the Three Kingdoms, the "Love Should Have Love" on the "Small and Beauty" route, etc., rich and diverse drama types The art highlights the explosion, adding a handful of firewood.

Long video drama platform ranking:

Youku strongly won the popularity and word of mouth, Tencent Video won the first to watch the first

In the "Film and Television Cold Winter", the exclusive "spring breeze" Youku won the Q2 long video drama popularity and word -of -mouth championship.

Youku opened a new era of Q2 drama at a high level and high level. All types of episodes have good performance, showing the potential of sinking direction. The costume fantasy drama "Knowing with the Jun Chu · Similar to the old people" adapted from "Yu Ying Ji", with a 99.1 -point cliff advantage to lead the set of popularity lists, the high recognition of the original fans is sufficient to highlight the quality of the drama; brain burn the brain; The bizarre case, the "traffic"+"acting school" actor team, let the hot topic of "The Gate of Rebirth" continuously drive the blood of the suspense theater with the level of the upper and good episodes; show the women's power in the arms of the family, to vividly The three -dimensional character portrait portrayal, the drama "Heiri" that caused empathy. At the same time, the classic American drama "Old Friends Season 5", which is introduced and continuously updated by multi -platform, and adds 98 to Youku to add BUFF. Under the blessing of many high -quality episodes that meet the needs of the public, Youku won the long video drama double championship in one fell swoop. Tencent Video escorted with hot dramas and topics, and won the first result of the list. Q2 The topic of "Menghua Record", the hot search, and the hot search, the actors and the plot have become the current heat; the "Tongtian Tower", which is adapted by the suspense novel "Top Twenty Times", once again shows the inhalation of the suspense field. Eye strength; and "Saying Heroes and Heroes", "Binary Love" and other types of rich and diverse episodes, help Tencent Video Sitting Steady Watch the List.

King of Long Video Collection:

"Menghua Record" is coming strongly, and the drama is unique to three crowns

Q2 In the long video drama market, the strong episodes have fault advantages, and they have performed well through the drama and professional dramas.

"Menghua Record" has a sudden and strong attack. This costume idol drama adapted from Guan Hanqing's miscellaneous drama "Zhao Pan'er Fengyue Saves the Wind and Dust", Liu Yifei, who performed the costume drama after 16 years, did not broadcast the fire first. The "her strength" in the play, the emotional line of the male and female protagonists, etc., has become a topic discussed by everyone online and offline. The video heat is 93 and the viewing degree is 83.01.

The title of the king of watched the watch is the titles of the king of watched the king of watching the policemen who have gone through the baptism of the case and continued to improve under the predecessor's words. Finally, the professional drama "Police Honor" of a qualified police officer. The test of growth has made the play win the title of the king of Watch with the live broadcast day of 511 million.

One of the title of Word of Word of Word of Mouth is the ancient style country music drama "Flower Chao Autumn Moon Night" with a reputation of 99.3. The unique charm of Le shows vividly and is highly praised. The second is the series of comedies nominated for the Emmy Award for many times and one of the 100 most popular episodes of the United States. The introduction of China began in February 2022, and it was launched one after another on various platforms.

Talking about the historical family drama "The World" of the 50 -year social changes in China. With the performance of the 8 weeks of the list and continuing to win the king of the Chief of the Emperor, it is enough to see its super high heat and strong vitality. New Evergreen King of Everbright.

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Long video variety platform ranking:

Youku variety show vertical tracks have another approach, Mango TV comprehensive N generation mouth reputation watch double harvest

Looking back at the Q2 variety market, the first half was slightly deserted, and the second half gradually heated up. It depends on the return of a group of strong variety shows in May and June, bringing traffic and topics to the Q2 variety market.

Youku won the king of popularity with the variety of vertical tracks and stabilized. Women's Qi Dance Club Athletic Reality Show "Recycle Dance Club", the program assembles young dancers, campus dancers, Qi dance enthusiasts and other young dance power. The show; "I have not talked about love" in the love of the love comprehensive competition, turning the camera to a single group with unreasonable experience, resonating and discussing with the green and beautiful first love growth story.

Mango TV restarts multiple high -quality comprehensive N generations in Q2. The classic IP "The Third Season of the Wind and Broken Waves" has gathered 30 outstanding singers, actors, and dance artists, with her whole -hearted business state, carefully prepared music stage, and bloody blood blood. At the same time, the group soul has received very high attention, and has highly praised; the derivative and cure of "Fifth Season of Life" "Welcome to Mushroom House" invites guests who look forward to the countryside to live in mushroom houses because "re -employment "The men's group" joined the fire. At the same time, Mango TV also tests the new variety show with the meaning of the times- "Daddy's House". This is the first male full -time parenting observation reality show. The program focuses on the phenomenon of "full -time dad". The more possibilities of men and women in family division of labor and family education also call on the society to give full -time family members more respect and care.

Q2 N -generation continuous popularity has been repeatedly on hot search. In order to meet the aesthetic standards and freshness that the audience has continuously improved, each season of the comprehensive N generation is trying new ideas and themes. , The topic is constantly.

The king of long video variety shows:

The king of "Breaking the Wind" returns, and the comprehensive N generation and the new comprehensive court resist gift

Mango TV returned to the waves with the classic IP "The Third Season of the Wind and Breaking the Waves", and won the three laurels of the king of video heat, the king of the user's popularity, and the king of viewing. This is not only the recognition of the audience's magnitude of the "Breaking the Wind" IP, but also the constant affirmation of new and playing tricks on the comprehensive N generation show in the new season. The king of reputation is the two new variety shows. One is the game strategy game reality show "Log in the Round Fish Island", which combines the popular concept of "Yuan Universe" to allow guests to enter the parallel world. In concept, under the rules of game games, the character relationship and storyline are stimulated. The creative ideas of Tianma helped "Log in to Yuanyuzhou" to harvest the reputation of 97.5; the second is "What to do!" "Talk Show Special", the talk show actor formed "Easy Solid Screenplay Department of the Universe", focusing on all walks of life in life, opening a talk show from different industry perspectives, and tapping the thoughtful social topic, showing the talk about the talk New possibilities of show shows are worthy of praise king.

Long video online movie ranking:

Plot action movie popularity is full of thriller types, the emergence

Q2's long video online movie rankings are widely praised with the story line, plot stimulation, and strong tension. At the same time, thriller also shows more powerful market potential.

The iQiyi Poor Index TOP1 "Sniper Heroes" is an action film of the plot, which interprets the story of the anti -US -resistant and aid war of the DPRK. Our army sniper genius and the U.S. duel.

In the Tencent Video List, "Opening the Coffin" won TOP1 with a playback volume of 12 million higher than the second place. This thriller is refreshing. At the same time, the atmosphere was full, and the philosophical and speculative spirit of the causal cycle was hidden.

Also presenting the cliff advantage is Youku List "Mountain Village Fox Wife", which is worthy of the top 3 of the second place 3000. Tension, attractive.

Long video documentary (including documentary variety show) ranking

Documentary variety show high -profile eye -catching, Ji N -generation IP potential shows the mountains and watery

With the encouragement of various policies and the changes in the market environment, the content category that has been considered the niche that is considered to be further highlighted.

Q2 Documentary variety show "The Second Season of Shining Day" won the top position. This record and observing the long -term daily live reality show of the life and growth of artist's lives and growth. In the first season, there was extraordinary performance. After running into the revision, the show presented the lifelong lifestyle of contemporary young people, and the documentary style with a sense of variety is more fitting with the taste of the audience.

The "Second Life", which is also Ji N, has been well received and occupies the second position. This humanistic documentary jointly produced by CCTV, SMG, and Bilibili uses multiple dimensions to observe ordinary people's choices and fate when facing decisive moments. "Yes" and "non -", "broken", and "Li" eight life scenes show the Chinese people who emotionally fight for fate and learn reconciliation in the emotional way.

The third "II II · III My Story" is a record movie about artist Yang Qianyi. It records the life course of Yang Qianyi from his debut work, marriage, and becoming a mother. The active and continuous development of the documentary market and the continuous enrichment of the documentary market.

In the first eighth list, the works of Ji N occupied four seats. In addition, since the founding of New China, the huge changes in Tibet, Xinjiang and other places, "The First Season of Passenger Search Season" also clearly continued this IP and continued to launch a series of works.

It can be seen that the Q2 documentary market still shows a benign development trend, and the period of the documentary is at present. At the same time, Ji N generation is also working hard to grasp and play the documentary IP to dig the potential of the track as much as possible.

Long Video Guoman Ranking:

The martial arts country is over the list, and the heat N generation heat continues

Q2 ’s long video Guoman’ s platform is at the top of each platform, and it has been occupied by martial arts works without exception. Man N generation also continued the popularity of the work, occupying half of the list.

The top of the three video platforms is: the actor crossed to the Dongdao Shinzhou to become the sister -in -law of the Gate House, and the martial arts crossing drama "Sword Fairy here" who opened the road of martial arts counterattack; Huanyu, "Searching for Swords" that breaks the sky; martial arts fantasy drama "Martial Arts", which is adapted from the novel of the same name from the writer of the silkworm potato. The grand martial arts fighting scenes and tension rivers and lakes have helped the three martial arts countries, all of which won the list with a more significant advantage.

At the same time, we can see that the Man N generation still occupies half of the rivers and mountains in the list. The works of the Man N generations continued the seasonal heat and maintained a relatively stable audience group. The high -quality Guoman IP still has an advantageous position.

It is worth mentioning that the three works of Tencent List "Start a Mountain", which is adapted by the novel "I Have a Cottage". Strong.

Long video public opinion volume ranking:

Youku's accumulation of the king of public opinion platform

Youku succeeded, and with the accumulated quarterly performance, he won the crown of the king of public opinion platforms.

In Q2 in 2022, Youku's strategic idea of ​​"content is king" has achieved remarkable results. The sedimentation content needs to be sinking down and slow down in the long cycle, so "steady" has become the keyword of Youku development-

In the content steadily, Youku maintains the rhythm of constantly "pushing new and promoting excellent". In Q2, the quality, heat, and reputation of "The Gate of Rebirth", "The Gate of Rebirth", "The Gate of Rebirth" is launched in Q2. The episode has established a trust in the platform. The user trust is called Youku's most powerful energy source in Q2.

In terms of stability, Youku puts more energy on exploring and innovation. Even in the face of the content areas where each platform has layout, Youku can make differentiation. Q2's women's Qi Dance Comprehensive Ruin Road "Lishabling Dance Club" and the first love comprehensive track "I have not been in love" are all unique and stable works on the variety vertical track. The king provides strong support.

The road is not afraid of far away, and it will always accumulate with heart. Youku's content strategy helps the platform to win the king of public opinion platforms with a long -term leading advantage. This strategy will inevitably continue.

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