中信建投:國內短劇持續高增長,海外是增量
中信建投研報指出,短劇行業從2023年開始迎來爆發式增長,2024年國內市場規模504億元,同比增長35%,規模首次超越電影票房,成為國內最主流的影視內容形式(Dataeye數據)。2023年至今,國內短劇行業自身也發生了三大變化:變化一:商業模式從付費訂閲轉向廣吿,製作方從尋求體量和規模,轉向尋求爆款效應廣吿收入佔比從2024年1月的11%攀升至10月的50%,已成為短劇行業的主要收入來源。原因是大量新進入者主打免費短劇模式,包括紅果短劇、抖快的端原生短劇,以及拼多多、美團等其他互聯網平台。2025年3月紅果短劇月活1.73億,同比增長220%,已接近長視頻平台的規模(Questmobile)。
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