酷云互动发布《2022文娱白皮书-剧集篇》:回归本源,解读剧集市场新趋势

时间:2022-03-10 15:00:46阅读:77725
3月10日,酷云互动发布了《2022文娱白皮书——剧集篇》,全面系统的总结过去一年文娱行业动态,从剧集市场制播表现,重点题材剧集盘点,分账剧、微短剧盘点,行业专家访谈等4个篇章
  • 觉醒年代
  • 剧情 历史
  • 于和伟 张桐 张晚意 马启越 马少骅 朱刚日尧 曹磊 夏德俊
酷云互动发布《2022文娱白皮书-剧集篇》:回归本源,解读剧集市场新趋势
酷云互动发布《2022文娱白皮书-剧集篇》:回归本源,解读剧集市场新趋势
3/5

3月10日,酷云互动发布了《2022文娱白皮书——剧集篇》,全面系统的总结过去一年文娱行业动态,从剧集市场制播表现,重点题材剧集盘点,分账剧、微短剧盘点,行业专家访谈等4个篇章内容全方位扫描文娱产业,并展望新一年的行业发展趋势。

纵观2021年文娱行业,处于后疫情时代升级转型之际,行业静待复苏,乱象丛生。去流量、饭圈乱象整治、收视率造假等都成为2021文娱行业规范热词,整个文娱行业经历着重大变革。

国家对文娱行业加强了监管,发起“清朗”行动,发布《关于进一步加强文艺节目及其人员管理的通知》及《关于开展“我们的新时代”主题作品创作展播活动的通知》等举措,都在说明文娱行业回归正向价值,作品传递正确价值观和积极健康发展观,引导行业良性发展成为大势所趋。

剧集市场创作回归现实、提质减量力出精品

2021年,国产剧更加注重剧集质量,而非创作数量,整体备案剧集数量呈下降趋势,但集中力量做精品的理念基本成为行业共识。同时剧集创作也回归现实,题材回归主流,当代剧比重持续上升,各题材剧集数更加短小精悍,各大平台加大对优质内容的投入,均可以看出行业对输出精品内容的力度不断增强。

主旋律剧集成爆款,剧集选题趋向多元

相较于往年,2021年在年轻用户群体形成广泛热议的主旋律剧集,爆款内容不在少数,《觉醒年代》、《山海情》等,均以较高品质口碑出圈。2022年不论是剧集政策使然,还是年轻受众群体特征的新发现,都或多或少的影响着2022剧集市场,回归主流、赢得口碑数据双赢成为一大趋势。同时,满足受众多样性收视需求,2022年剧集选题更加多元化,都市剧、古装剧等均力求推陈出新,创新突破。

分账剧集走向精品化,提升内容品质为创新重点

据文娱白皮书显示,2021年剧集市场中分账剧数量对比2020年,呈下降趋势,但从有效播放量大幅提升来看,分账剧集正不断走向精品化。在甜宠爱情为主流题材的整体剧集类别中,如何提升口碑和内容品质,是2022年需要行业思考的重点。同时鉴于长、短视频平台向中视频延展,微短剧成为创作热点,不但数量有增长、独特视角的高口碑作品更引起圈层用户共鸣,2022年微短剧也将更新迭代,力求输出精品内容。

2022年,是文娱行业回归初心,不断变革的一年,每一位从业者都感受到新时代的来临,这种正向的变化,明确的目标,积极的正能量价值观驱动着产业一步步升级。

《2022文娱白皮书——剧集篇》不仅汇集了(排名不分先后,按姓名首字母排序)唐人影视总裁蔡艺侬,宇乐乐CEO、《女心理师》总制片人郭峰,乐道互娱创始人高飞,耀客传媒副总裁、总编审孙昊,魔瞳影业创始人张阿瞳,知名影视制作人、传递娱乐集团总裁传递娱乐执行董事、厚海文化总经理赵文竹等行业资深专家,从市场回顾、题材等多维度分析文娱表现,同时不约而同的提到了“回归”、“精品”、“内容为王”等未来趋势关键词。而且白皮书也展示着背后受众的娱乐生活缩影,力求成为一份新时代行业的正向引导,促进行业良性发展。

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