1、 Report|2022Q1 The Online Broadcasting Status of C-drama and Audience Analysis Sources by Enlightent(云合数据)Translation supported by C-dramaRights Descrpitions:Statistical Range:C-drama in the entire network,the duration of a single episode is more than 20 minutes.Effective-View:Viewership adjusted fo

2、r mis-clicks and excludes views of trailers.Market Share of Effective-View:The proportion of effective-view/title with its corresponding type(such as TV series)in the entire network.VIP Content:The content of the title marked as VIP,paid,coupons,and advanced on-demand.Effective-view of VIP-Exclusive

3、 Content:Calculated by each episode/period of the program,the effective-view of VIP,paid,coupon,and advanced on-demand periods.Average 30-Day Effective-View per Episode(V30):The cumulative number of effective-view/episode in 30 days,and the V30 can objectively and intuitively compare the effective-v

4、iew performance of long and short content.Essentials-Ranking:Series Ranking List:reaches 3.486 billion effective-views with a market share of 4.54%,ranked No.1 in 2022Q1.V30 List:Average 30-Day Effective-View per Episode is ranked No.1 overall.AEV List:Average Effective-View per Episode during hot b

5、roadcasting period(EP1-2 weeks after the last EP),and reach over 60 million effective-views during hot broadcasting period.Entire Network:In 2022Q1,in total 76.9 billion effective-views of series have been reached overall(excluding mini-series less than 20 minutes,the same below),declining by 9%year

6、-on-year;TV Series:Reach 50.8 billion,basically flat year-on-year;Web Series:Reach 26.1 billion,declining by 22%year-on-year.VIP Content:34.4 billion,increasing by 9%year-on-year.VOD Platforms:In 2022Q1,the effective-view of series on iQiyi and WeTV is around 28 billion.The effective-view of VIP con

7、tent on iQiyi,WeTV,Youku and Mango TV has positive year-on-year growth.Library Titles:In 2022Q1,in total 41.4 billion effective-views have been reached,increasing by 4.3%year-on-year.The effective-view in the entire network accounts for 54%,increasing by 7%year-on-year,and the value of the content p

8、romotes.New Releases:In 2022Q1,there are 80 domestic series airing,decreasing by 24%year-on-year;the total number of episodes is 2,420,decreasing by 4.7 episodes for each title.There are about 30 new titles releasing on iQiyi,WeTV,Youku,14 new titles are releasing on Mango TV,each of which has decre

9、ased year-on-year.Revenue-Share Titles:In 2022Q1,there are 15 new revenue-share titles,decreasing by 5%year-on-year.The new revenue-share titles get 1 billion effective-views,increasing by 30%year-on-year.Hot List:In 2022Q1,there are 13 titles exceeding over 10%of daily market share.and exceed 30%ma

10、rket share of daily effective-view.The Heat of Public Opinions:In 2022Q1,the 4 titles,and peak at 400 index and above,continuing to enter the TOP 10 of the daily rankings.Genre:The urban titles have an absolute advantage,great period and suspense titles emerge in the market.User Persona:In 2022Q1,th

11、e average age of audiences who watch new releasing titles on iQiyi,Youku,WeTV and Mango TV is around 29-29.5 years old;female users of WeTV and Mango TV account for more than 70%.Ranking-Series List 2022Q1 Series List(Effective-Views)In 2022Q1,has 3.486 billion effective-views with 4.54%market share

12、;5 titles including,and have over 1 billion effective-views,decreasing 3 titles in total compared to 2021Q1.Among the TOP20,9/20 are TV series,11/20 are web series,and 12/20 are exclusive titles,which is basically the same as in 2021Q1.The average amount of episode of TOP20 is 38.9,decreasing 3.5 ep

13、isodes per title compared with 2021Q1.In terms of VOD platforms,on TOP20,there are 13 from WeTV,including 6 exclusive titles,on Top 10.iQiyi owns 11 titles,including,3 exclusive titles and the revenue-share title.Youku owns 6 titles,2 of which are exclusive titles,those are rural series and costume

14、fantasy title.Ranking-V30 List 2022Q1 New Releases-V30 List On TOP20 List,gets 58 million effective-views,which is ranked No.1.reaches 47 million,and reaches 20 million,those are TOP3 of the list.Among the TOP20,there are 12 from WeTV,including 7 exclusive titles;8 from iQiyi,including 4 exclusive t

15、itles.The revenue-share title is ranked No.7 with 16 million effective-views,refreshing the new revenue-share records in recent years.Meanwhile,6 from Youku,including 3 exclusive titles;2 from Mango TV,including 1 exclusive title.Ranking-AEV List 2022Q1 New Releasing Series-Average Effective-View pe

16、r Episode During Hot Broadcasting Period(EP1-2 weeks after the last EP)Among the TOP20 during heat broadcasting period,11 from WeTV,including 6 exclusive titles;9 from iQiyi,including 5 exclusive titles;5 from Youku,including 3 exclusive titles;and 1 exclusive title from Mango TV.Series of Entire Ne

17、twork 01 The effective-view of normal content decreased by 9%,and VIP content increased by 9%.In 2022Q1,the effective-view of series(over 20mins/ep)reaches 76.9 billion,decreasing by 9%compared with 21Q1 and increasing by 8%compared with 21Q4;TV series have 50.8 billion effective-views,basically fla

18、t year-on-year;web series have 26.1 billion effective-views,decreasing by 22%year-on-year.Since advance on-demand mode has been canceled,the paid playback mode appeared.The window of free viewing is further shortened,and the corresponding membership rights are expanded.In 2022Q1,the effective-view o

19、f VIP content in the entire network is 34.4 billion,increasing by 9%compared with 21Q1;the effective-view of VIP content accounts for 45%of the whole series amount,increasing by 7%compared with 21Q1.The popularity of high-quality content such as and has already boosted 32%effective-view;the effectiv

20、e broadcast of web series is 15.8 billion,decreasing by 10%year-on-year.02 iQiyi/Youku/WeTV/Mango TVs content all achieve positive growth of the effective-view In 2022Q1,the effective-view of iQiyi and WeTV are about 28 billion respectively.Youku achieves 16.1 billion,decreasing from 6%to 16%year-on

21、-year;Mango TV achieves 1.8 billions,driven by top titles such as and,the effective-view increases by 45%year-on-year.About the VIP content,the effective-view of iQiyi/WeTV/Youku/Mango TV is positive year-on-year;the effective view of iQiyi/WeTV exceeds 13 billion quarterly,with 13%and 4%year-on-yea

22、r increasing respectively.Youku reaches 6.6 billions,increasing by 4%;Mango TV has 1 billion in total,increasing 73%.,and other S-level of new titles reaches over 60%of effective-view(VIP content/Normal content),and VIP content of the S-level new titles such as,and in 21Q1 accounts for about 40%-50%

23、03 The effective-view of classic titles has increased,and the relative value of the library content has increased Under the general trend of cost reduction and efficiency growth,the leading VOD platforms have proposed to focus more on advertising to give the greater value of library content and long

24、-tail content,in order to gain more revenue from advertisement and membership.From the perspective of effective-view,the strategies from VOD platforms have achieved remarkable results.In 2022Q1,the effective-view of library titles has grown against the trend of recession in the entire series market.

25、The effective-view of library titles has reached 41.4 billion,increasing by 4.3%year-on-year.The effective-view of library titles in the entire series market accounted for 54%,increasing by 7%year-on-year,and the relative value of the library titles continues increasing.New-releases 01 New-releases:

26、New seasons and Episodes Have Been Greatly Reduced.Under the influence of multiple factors such as the epidemic,policies,quality improvement but quantity reduction,the supply of new titles has been greatly reduced.In 2022Q1,there are 80 new series(over 20 mins/ep)in total,decreasing by 24%year-on-ye

27、ar.TV series and web series have been decreased 14 and 10 titles respectively.At the same time,the total amount of online series has also been greatly reduced.The total number of new series in 2022Q1 is 2,420 episodes,decreasing by 33%year-on-year,of which the total amount of TV series has been redu

28、ced nearly 50%.With the guidance of the policy,the duration will be further reduced,and the mini trend is clear.In 2022Q1,the average episodes of new TV series and web series are 34 episodes and 28 episodes,decreasing 9.8 episodes and 0.6 episode respectively year-on-year.About production,in total 1

29、,670 and 42,395 episodes were produced and filed in 2021(including TV series and web series),decreasing by 5%and 12%respectively compared with 2020.02 New Releases:The amount of new titles on VOD platforms has been reduced In 2022Q1,iQiyi/WeTV/Youku launches about 30 new Chinese titles,and Mango TV

30、launches 14 new Chinese titles.Comparing with 2021Q1,the four major VOD platforms actively controls and reduces the quantity of new titles,among which iQiyi decreases 11 titles,including 7 TV series and 4 web series;WeTV/Youku/Mango TV reduces 2-8 titles,all of which are TV series.In 2022Q1,WeTV/iQi

31、yi/Youku/Mango TVs total amount of new episodes has been reduced by 12%-46%,and the average amount of episodes is around 30.Compared with 2021Q1,Youku gets interference by the long-length series of,the total amount of episodes has dropped significantly.03 Exclusive Titles:The proportion of exclusive

32、 TV series has increased,especially on Mango TV Among the new releasing titles in 2022Q1,there are 56 exclusive titles,accounting for 70%of the total amount,and the proportion of exclusive titles is flat year-on year,including 17 TV series and 39 web series,and the proportion of exclusive titles is

33、57%and 78%.7 of the TOP10 are exclusive titles such as,.The proportion of exclusive TV series has increased by 12%year-on-year.Among the exclusive titles on each VOD platform,Youku leads the way with 16 titles.The proportion of Mango TV is 64%,increasing by 14%year-on-year,the proportion of exclusiv

34、e titles on Youku and WeTV is stable,but iQiyi drops by 7%.04 Revenue-Share Titles:The number of new releasing tiles has dropped,but the effective-view has increased by 30%In 2022Q1,there are 15 new revenue-share titles,decreasing 5 titles year-on-year,accounting for 19%of total new titles,basically

35、 flat as 21Q1.In 2022Q1,the effective-view of new revenue-share titles is 1 billion,increasing by 30%year-on-year.Among the new titles,the effective-view of revenue-share titles increasing to 5.2%.and have been effectively viewed over 100 million times.breaks through 77 million(CNY)during the simulc

36、asting period,which is beyond the record of revenue share of iQiyis simulcasting period.05 Hot List:ranked No.1 of the market share,is ranked top of the list for 60 days In 2022Q1,in the hot list(the daily statistical scope of the titles in the hit broadcasting period),there are 13 titles with a dai

37、ly peak market share of over 10%,including the web series and TV series are peaked at 30%,34.9%and 33.2%respectively.In addition,are around 25%;9 titles such as and are between 10%-20%.Judging from the time that 13 titles have entered the list,has the longest duration of entering the TOP10,which is

38、60 days;followed by,and enter the TOP10 for 40 days during the broadcasting period.and,which are launched in the middle and late March,have been on top 10 for only half a month.06 The Heat of Public Opinion:peaks at 500 index of prevailing trend.The total of 13 titles in 2022Q1 have a daily peak of

39、over 400 index,decreasing 10 titles year-on-year.Overall,the total heat of public opinion has declined.,and these 4 titles have peaked at more than 400 index and continues to enter the TOP 10 on the daily list.In 2022Q1,the total of 67 titles have entered the TOP 10 of the heat of Public Opinion Lis

40、t,of which has been on the list for 60 days,and 4 titles including,and other 4 titles are on the list for more than 40 days;is on the list for 32 days,creating the best results of the revenue-share titles in recent years.07 Genre:Urban titles occupy an absolute advantage,period and suspense masterpi

41、eces emerge Among the new releasing titles launches in 2022Q1,the proportion of total amount of urban titles and the effective-view are the highest,at 35%and 32.5%respectively.and get over 800 million effective-views.In 2022Q1,the web series are ranked No.8 and No.9 on the list.Followed by period ti

42、tles,the effective-view of normal content accounts for 20.8%.Among them,displays changes in the big times from the lives of people,which resonates with the audiences and be ranked No.1 on the list with 3.486 billion effective-views.In recent years,suspense titles have been more and more recognized b

43、y users.The performance of suspense titles in 2022Q1 is still outstanding,with the proportion of total amount of titles and the effective-view are both around 14%.Among them,and have excellent ratings on Douban.In addition,As Winter Olympic Games was launching,the amount of competition/sports titles

44、 has increased,such as,and are focusing on ice and snow sports to convey the spirit of Winter Olympic Games.08 Ratings on Douban:Suspense titles are widely acclaimed,and sports titles have sparked hit discussions Among the new titles released in 2022Q1,there are 9 titles with a Douban ratings of 6/1

45、0 with more than 10,000 users rated.Suspense titles have been widely praised,5/9 titles have suspense as the main element.has a rare infinite loop theme in China,which has led a hit discussion by the audiences,also had the largest number of ratings on Douban in 2022Q1.As the launching of Winter Olym

46、pic Games,the theme of competitive sports has aroused wide discussions.,which tells the growth history of two generations of short track speed skating,has Douban ratings of 8.2/10.describes the great changes in Chinese society and the ups and downs of peoples lives.More than 140,000 people rated 8.1

47、/10,which is highly recognized.The revenue-share titles performs well,wins the ratings of 6.8/10 with more than 100,000 users rated.09 User Persona of VOD Platforms In terms of user age,in 2022Q1,the average age of the new exclusive titles on iQiyi/WeTV/Youku/Mango TV is 29-29.5 years old.Compared w

48、ith 2021Q1,the average age of IQiyi and WeTV has risen 0.3-0.4 year respectively.The proportion of users over 40 year-old of iQIYIs new title accounts for 33%,and the new title and on WeTV has accounted over 25%of 40+users,raising the average age of new titles on VOD platform.Driven by the launching

49、 of new romance titles on Youku,the average age of users decreases 0.4 year.In terms of user gender,WeTV and Mango TV account for a higher proportion of female users,78%and 74%respectively.In 2022Q1,WeTVs new title,and the new Mango TVs titles and account for more than 80%of the female audiences.Translation supported by C-dramaRights https:/