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The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

Tech 2025-01-17 17:33:01 Source: Network

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The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future TrendOn January 16, 2024, the "2024 Micro-Short Series Industry Ecological Insight Report" (hereinafter referred to as the "Report") was officially released. Produced by the China Network Audio-Visual Association, and supported by Beijing Jiaotong University, Douyin, Hongguo Short Drama, DataEye, and other institutions, the report provides an in-depth analysis of the trends and characteristics of the micro-short series industry over the past year, including high-quality creation, diversified business models, and the empowerment of various industries through "Micro-short series +"

The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

On January 16, 2024, the "2024 Micro-Short Series Industry Ecological Insight Report" (hereinafter referred to as the "Report") was officially released. Produced by the China Network Audio-Visual Association, and supported by Beijing Jiaotong University, Douyin, Hongguo Short Drama, DataEye, and other institutions, the report provides an in-depth analysis of the trends and characteristics of the micro-short series industry over the past year, including high-quality creation, diversified business models, and the empowerment of various industries through "Micro-short series +". Report data shows that the micro-short series industry maintained strong growth in 2024, directly and indirectly driving 647,000 job opportunities. The number of jobs is expected to further increase in 2025 as the market continues to grow. The rise of free dramas and platform-native channels has driven income diversification and gradually improved the profitability of micro-short series producers.

The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

The report indicates that the micro-short series industry showed positive transformative trends in 2024. "Overbearing CEO" themes gradually declined, while family and urban themes rose strongly, highlighting the increasing trend towards high-quality content. The rapid development of micro-short series effectively boosted job opportunities in the film and television industry, further invigorating the talent market. The creation of a micro-short series encompasses multiple stages, including script writing, filming, post-production editing, and marketing, involving more than ten types of positions. This not only directly expanded the employment scale of the film and television industry but also provided new opportunities for transformation and development for traditional film and television professionals.

The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

According to the report's survey estimates, the micro-short series industry in China directly created approximately 219,000 jobs and indirectly drove 428,000 jobs in 2024, totaling approximately 647,000 job opportunities. This large-scale employment stems from the low production costs and short production cycles of micro-short series. Compared to films and long-form dramas, micro-short series can be quickly launched, providing numerous opportunities for film and television professionals. Furthermore, the short project intervals allow skilled workers to maintain stable year-round employment and income. Some supporting actors with only a few lines in long-form dramas can play leading roles in micro-short series, gaining more audience attention.

The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

In terms of income levels, the average monthly salary for directors, screenwriters, and marketing personnel exceeded 10,000 yuan, with some positions earning over 20,000 yuan per month. Analysis of recruitment website data in November 2024 showed nearly 9,000 unique micro-short series-related job postings. This strong recruitment demand attracted many graduates from professional art schools to choose micro-short series as a career starting point, and a large number of post-95s and post-00s actors and directors began to emerge.

The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

Under the guidance of relevant management suggestions and creative plans from the State Administration of Radio and Television, the creative subject matter space for micro-short series has been further expanded, and the industry's empowerment value has been released. The report shows that the selection of micro-short series themes in 2024 became more diversified, with female-oriented themes such as family, urban, and emotional stories rapidly rising. Specifically, family themes increased from 2.6% in 2023 to 8.0%, urban themes from 15.5% to 23.7%, and emotional themes from 37.8% to 39.6%. Notably, the frequency of "Overbearing CEO"-related keywords in titles decreased significantly, indicating a reversal of over-reliance on this theme and a continuously improving micro-short series creation ecosystem.

The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

The report also revealed the viewing preferences of the middle-aged and elderly population for micro-short series. Surveys show that for this demographic, micro-short series are not only a form of entertainment but also meet their emotional needs. Among surveyed middle-aged and elderly micro-short series users, 82.3% watched at least once a week, and over 80% expressed overall satisfaction. Free dramas were the main driver of the popularity among the senior population. Seventy percent of respondents preferred free dramas, sixty percent had never paid for micro-short series, and 92% spent 50 yuan or less per month (including non-consumers).

The 2024 Micro-Short Series Industry Ecological Insight Report: 647,000 Job Opportunities, Rise of Diversified Business Models, and High-Quality Content as the Future Trend

The growth of the micro-short series market is not only reflected in quantity but also in quality improvement. In 2024, micro-short series entered the 2.0 development stage, with the emergence of a number of influential production companies that, with their rich IP reserves and professional production capabilities, became the main force in high-quality creation. Many celebrities and well-known production companies also joined the micro-short series field, injecting more resources and vitality into the industry. For example, Stephen Chow's collaboration with Douyin on the "9527 Theater," with its first two works, "Golden Pig Jade Leaf" (400 million views) and "A Chinese Odyssey" (350 million views), and Perfect World Pictures' "Her World" brand account's Lunar New Year micro-short series "A Big New Year" (over 1 billion views).

As the micro-short series market gradually becomes more rational and stable, its business models and monetization methods have become increasingly diversified. The report points out that the industry is gradually breaking away from its reliance on a single streaming model. Short video platforms, long video platforms, mini-programs, e-commerce platforms, OTA (online travel) platforms, and television stations have created various business models such as free, membership, and paid models. Among them, the platform-native model is rapidly developing and has become an important channel for micro-short series distribution. Micro-short series broadcast on native short video platform accounts can accumulate fans, build brand effects, and expand revenue for producers. Statistics show that the revenue from Douyin's platform-native operations of many micro-short series accounts for more than 50% of total profits. In 2024, the average revenue of copyright holders from Douyin's platform-native operations increased by over 343%, with the highest-earning single series exceeding 4 million yuan.

The "multi-legged" business model further highlights the content value of micro-short series, with "content is king" gradually becoming the biggest factor in profitability. Industry survival of the fittest has eliminated producers who only pursue quick profits, while those focused on content quality and long-term value have seen improved profitability, showing a state of slight profit equilibrium.

The economic benefits of high-quality micro-short series are also evident in brand marketing and local digital economy fields. The report shows that micro-short series have become a new "traffic code" for tourism promotion and brand marketing, with "plot-based narrative + fragmented dissemination + precise recommendation" opening up a new path for brands to efficiently reach consumers and helping to break through the revenue ceiling of micro-short series.

With the continuous deepening of the application of artificial intelligence technology in the film and television industry, AI is becoming a new productive force driving the industry's development. The report points out that micro-short series have become a "testing ground" for various AI text-to-video and image-to-video generation tools. Artificial intelligence is widely used in assisting script creation, science fiction scene production, distribution and streaming material generation, and text translation, effectively reducing costs and improving efficiency, and further lowering the entry barrier for micro-short series production.

Driven by initiatives such as "Travel with Micro-Short Series" and "See Brands in Micro-Short Series," the empowerment value of "Micro-short series +" has been further activated. On January 4th, the State Administration of Radio and Television issued a notice on the implementation of the "Micro-short series +" action plan to empower various industries, further expanding and integrating various micro-short series creation plans launched in the past year, demonstrating the initial effects of the "Micro-short series +" empowerment model. The report indicates that under the impetus of policy, various local governments have actively participated, launching micro-short series support plans, providing incentives, supporting policies, and improving infrastructure to create a "one-stop" service covering creation, shooting, production, and distribution, promoting the formation of industrial clusters and empowering local digital economic development.

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