Vertical screen short drama photography

Traditional paid short plays have always been difficult to make a profit. Take Quibi, a well-known paid short drama platform abroad, as an example. At the beginning of its establishment, this platform was dedicated to "the third revolution of image narration after film and television", but in less than half a year after its official launch, it ended abruptly and became the shortest-lived streaming media platform in history. The fundamental reason is that it is difficult to make profits.

It is reported that Quibe is committed to creating high-quality short plays, and the production cost of his main works is as high as $6.5438+0.25 million per minute, while the estimated cost of the first main play "Survival" is as high as tens of millions of dollars. In contrast, three months after its launch, Quibi has only 72,000 paying users. According to the mid-range subscription fee of $7.99, Quibi can only get $500,000 to $600,000 from users every month, and the income and cost are quite different.

As for the domestic market, a drama friend who participated in the Iqiyi sub-account said, "A short drama that invited famous people on the Internet usually costs one million yuan to return to 40,000 yuan, and it is supported by advertisements." . The cost of short plays made by amateurs like Tik Tok and A Aauto Quicker may be lower, but considering the cost of renting scenes, shooting expenses, actor expenses, screenwriter expenses, etc., the cost of single episodes is generally tens of thousands of yuan.

In contrast, the average number of paid dramas launched in Tik Tok is 5000. According to the price of unlocking the whole drama in 4 yuan, it can be charged about 20,000 yuan, and counting the faster 1w3 people in Aauto, the total is about 70,000 yuan. If you count the success of the platform, you will get less money, which is already the first-line level in the paid short play.

However, unlike traditional short plays, short plays rooted in Tik Tok and Aooutlets have more ways of making profits. The use of video channels can quickly shape personal IP, make better use of advertising implantation and live broadcast to realize cash, and is also beneficial to the e-commerce, live broadcast, local life and other services of the platform.

For example, for example, Yu Er, who became popular with the mini-short play "Power Pets and Music", created a distinctive personal IP through several short plays. She not only accumulated nearly 30 million fans in Tik Tok and A Auto Fast, but also created a turnover of over 165438+ 10,000 through live broadcast.

However, such creators are a minority after all. How to make more short drama production teams stable and profitable is also a problem that short video platforms need to face directly. Although "paying to watch movies" may not make much money, it is also a valuable supplement for many short drama production teams.

To sum up, although the short drama industry still faces many problems, it is only the beginning. With the increasing investment of major platforms, more and more creators have entered this industry, and the production, equipment and actors of mini-plays should be more professional. Coupled with the standardization at the policy level, the barbaric growth of the mini-drama market will inevitably move from coarse to fine, towards specialization, diversification and standardization.

On the other hand, personally, it is particularly important to develop short plays with vertical screen and establish a complete vertical screen ecology in the film and television content with horizontal screen as the main content. Compared with traditional video platforms that are used to horizontal video content, Tik Tok and Aauto Quicker, which used to focus on vertical scenes, naturally occupy a good strategic position, and their short plays are more easily accepted by the audience. The original features of Tik Tok and Aauto's faster platforms also give the short drama shooting team more ways to make profits, which makes up for the existing problems to some extent.

In terms of content profitability, in addition to bringing goods, vertical screen short plays may also become another brand-new commercial advertising method. According to industry sources, vertical screen drama has great advantages in advertising placement-it is shorter, faster and more directly oriented to users, and users are more subdivided. At present, it is only because vertical screen short plays are not popular, and traditional advertisers have a shallow understanding of vertical screen content, so their profits are meager. In the future, the implantation of vertical screen short drama advertisements will be a large part of profit space.

It is worth noting that the development of vertical screen short plays depends more on the platform. Whether it is the profit for advertisers, e-commerce, or the new gameplay for the audience, it largely depends on the planning of each platform and the improvement of product functions. Every piece has a lot of risks. In the case that Tik Tok and Aauto Quicker have inherent advantages, video websites should also think about how to combine the characteristics of the platform to make short plays with vertical screens. Only by understanding this point, how to improve the quality of short plays and how to improve the means of profit will it have practical significance.

It is undeniable that the slogan of the vertical screen short play seems to have really come.