抖音快手腾讯的较量:微短剧三巨头谁能拔得头筹?

文娱商业观察 2021-06-11 21:58
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        

文 / 阿木

短剧三巨头接连发布最新动态,各平台向微短剧发起全面进击。

6月8日,快手在北京举办短剧媒体沙龙;6月8日,腾讯视频针对微短剧推出全新分账规则;6月10日,抖音在上海举行“短剧很有戏”2021抖音短剧发布会。


各大平台在微短剧领域的动作不断,也展示出了对于这一垂直领域的重视。而微短剧凭借着自身独特的特性,开辟出了与长视频内容不一样的生态样貌。

经过长时间的策划与培育之后,这些平台的短剧先锋队招募的如何,短剧的后备军也储备的如何呢?初初显现的短剧三巨头,谁又能最终拔得头筹呢?

平台内容生态:
快手短剧小有规模

根据最新发布的《2021中国网络视听发展研究报告》,截至2020年12月,我国网络视听用户规模达9.44亿,其中,短视频用户规模达8.73亿,使用率持续走高,目前已接近90%,已成为互联网的底层应用。


伴随着短视频的风生水起,在各个短视频平台中,不同的视频内容也层出不穷。包括像是此前在长视频平台获得一定成绩的短剧,进驻到短视频平台后,如雨后春笋般发展,吸引了数以万计的观众驻足观看。

根据《2020抖音娱乐白皮书》显示,剧情类内容是抖音站内强势消费垂类;同时,根据《2020快手短剧生态报告》显示,目前快手小剧场收录短剧超两万部,播放量破亿的剧集超2500部。

在快手短剧媒体沙龙上,快手短剧业务负责人便介绍了快手短剧内容生态。经过两年的积累,快手短剧已经形成一定的体量与规模:在快手,每天观看短剧的人数已经超过2.1亿,观看总时长达3500万小时。

今年春季,快手推出了轻喜剧短剧作品《这个男主有点冷》,以9.2亿的正片播放量,成为了当前国内短视频短剧行业的第一。


在抖音短剧发布会上,抖音短剧业务负责人刘畅也介绍了抖音近期的短剧成绩。从2019年开始,抖音短剧作者的规模愈加庞大,他们产出的连续剧情或者系列IP短剧,在抖音上被成千上万的用户观看。

今年年初,抖音推出了自制微短剧《做梦吧!晶晶》,第一季在官方抖音账号中收获了超过2.8亿的播放量,同时,也积累了近百万粉丝。


除此之外,还有像腾讯系的微视,推出了多部主打制作精良的1-3分钟竖屏连续微剧品牌“火星小剧”;百度系的好看视频,品牌焕新之后,致力于从内容发布平台向内容生产平台的转变;以及新浪系的视频号,截至去年11月,已开通超75万个,其中百万粉视频号规模超过1.3万个。

综合来看,在平台内容生态方面,快手相比之下还是占据了别具一格的优势,形成了独有的“老铁文化”,这不仅增强了用户对于快手品牌的黏性,同时,也使得越来越多的用户参与到快手短剧的创作之中,形成了一种有效的循环产业链。

人才招募计划:
抖音新番强势助燃

在内容至上的短视频平台内容生态搭建之中,拥有更多优质内容创作者才是竞争的核心关键,因此,各平台也纷纷发布了创作者招募计划。

根据《2020抖音创作者生态报告》,抖音剧情向内容的万粉作者数增长率超过302%;根据《2020快手短剧生态报告》,快手近1200位短剧作者粉丝数超100万,而这一数字在最新的沙龙会议上,增加到了1400多人,累计有超过6万余人在快手进行短剧创作。

在今年4月份,抖音开启短剧新番计划,MCN机构或个人作者在抖音首发带有连续剧情的1-5分钟作品,每周更新不少于4集,在60天内更新完整部作品,即可解锁亿级流量扶持和百万现金奖励。


时隔两个月后,抖音宣布对新番计划进行升级,正式上线2.0版本,除了继续对短剧创作者提供扶持外,还将提供产品能力的支持。

其中,最为典型的便是作者可以在创作者后台,直接使用“短剧专辑”功能,一键完成短剧专辑建立、视频发布、激励查看等,这种便捷的体系化管理,其实也是短剧创作者与其他类型视频创作者之间最大的功能优势所在。

在快手平台中,从2019年推出“光合计划”到2020年推出“星芒计划”,快手也从各维度进行扶持短剧内容创作者。此前进一步升级推出加强版的“星芒计划”,将在全网征集1000部精品短剧,以更高的奖励机制来扶持短剧内容创作。


这次的沙龙中,快手提出了平台未来发力的三大方向,在将内容升级、合作升级和商业变现升级三方面进行发力。

同样,腾讯微视也推出扶持计划“火星计划”,并在腾讯在线视频创作者生态大会上宣布升级推出PLUS版本,不仅计划将在未来投入10亿资金和100亿的流量,为微剧赛道下的内容生态建设提供充足的支持,联合创作者共同推动竖屏IP短剧产业的发展。


综合来看,在人才招募计划方面,抖音相比之下还是占据了先地,作为短视频领域最大的流量池,抖音平台可以给予创作者的引流服务,是其他平台所难以匹敌的。

机构储备力量:
腾讯视频分账升级

当人才被拉拢起来,各平台便需要琢磨平台与创作者或相关机构之间的分成问题,相比于短视频平台,长视频平台在这一块的经验则更为丰富。

以优爱腾为代表的长视频平台在微短剧市场上的布局,都是以打出明确的分账规则作为第一枪。

在过去的一两年里,爱奇艺针对竖短片推出以“会员付费+广告付费+招商”的分账模式与合作伙伴共享收益;腾讯视频也曾发布了通过流量补贴的方式,促进短视频的新品类“火锅剧”的激励规则与合作方式;优酷所发布的《优酷短剧合作白皮书》中,针对分账、投资合作、内容创作、联合营销、快速回款、商业化变现方面提供多项服务支持。


这次腾讯视频VIP开放平台,针对于平台内部不同垂直领域的内容,都升级了详细的分账规则,并且开放了线上合作入口。

在微短剧领域,腾讯视频提出以会员收入+单点付费收入+广告收入相结合的分账收益计算模式,并且针对头部一些项目,还将会有额外的收益计算。

同时为了更好的服务各位合作方,腾讯视频上线了VIP开放平台,利用该平台完成片方入驻、新建项目、项目评估、合同签约、排期上线、收益结算等流程,实现线上一站式“云合作”。


除了长视频平台降维下海微短剧领域,短视频平台也在不断发展“朋友圈”,交织出强大的机构储备力量。

抖音短视频与同为字节跳动系形成一脉相承的合作模式,既联合番茄小说以及其他优秀IP方,为抖音短剧提供内容IP源泉,上万本网络文学作品可以联合IP共创;同时也联合剪映,共建抖音新番计划校园赛道,为优秀的青年人才提供更大的创作舞台。

同时,抖音也将携手专业制作团队打造精品短剧内容,这次抖音与华谊和新圣堂联合出品的《别怕,恋爱吧》、《热血集团》等项目即将亮相,未来也会延续这一“别怕”IP,继续打造更多系列作品。


另外,抖音与同派系的西瓜视频、今日头条共同发起了“中视频伙伴计划”,通过提高内容分成收入,来提高创作者的创作环境。


而快手短视频同样也与众多网文和漫画IP平台、以及优秀的影视机构一起合作,像无忧传媒、米读等机构已入驻快手短剧,据官方数据显示,快手平台内的短剧专业机构数超过了1000家。

综合来看,在机构储备力量方面,腾讯视频降维入局的微短剧分账规则都极具有竞争力,无论是从单价定价,还是推广资源配置上都是如此。尤其是在这一领域的开放合作,或许可以给短视频创作者和长视频平台搭建起一道新的桥梁。


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