Exclusive inventory｜|The Q4 content market has finally improved

With the continuous addition of Q4 content, the drama and variety show market is booming. Has the good time for the content industry come?

Text | 小熊

In November, when the weather is getting colder and colder, the content market is becoming more and more hot as the Q4 content continues to ferment. The performance of TV series is as good as ever, and the variety show market is surging. With the launch of new variety shows, the online variety market has gradually shown a "fairy fight" pattern, and online dramas are also gaining momentum.

TV variety show:

Q4 Variety show market picks up

Two music programs lead the way

There was no new variety show supplementary TV last week In the variety show market, the ratings of four programs in CSM59 City broke 1 last week, which has been considered good in the near future. However, a vertical comparison of the ratings of each program from the previous week showed that there were ups and downs, and the ratings of the top five programs changed quite a bit.

Source: Miyue Media

Similar to the situation in recent weeks, the performance of the Friday file is still not outstanding. The highest ratings of CSM59 on that day was a spin-off show "Litchi Drama Show Glorious Era" of Jiangsu Satellite TV, which was even higher than the weekend season variety show of all satellite TVs.

"Hey Sing and Turn Up" and "Let's Fall in Love" have similar results, with ratings ranging from 0.77 to 0.78, which is the leader of Friday's seasonal variety show; "Dear Inn 3" has a moderate rating of 0.553; "Meeting the Temple of Heaven" closed with a CSM59 city ratings of 0.441 last week, with an average ratings of 0.528 throughout the season. It performed well in the recent cultural 真人 show.

Source: Satellite TV Xiaoludian (the same below)

There are still two programs with ratings exceeding 1. "If You Are the One" won the first place in Saturday's ratings last week, a significant increase in ratings from the previous week. "I'm the Actor" maintained a relatively stable performance. The ratings of "Sin Wave Partners" and "Happy Camp" are similar, but the former has a higher market share.

The "Happiness Trio 2" broadcast on the Internet has increased its ratings this week, surpassing "Crossover Singer 4", both of which are at the 0.7 level. The ratings performance of "Dancing Storm" still has room for improvement compared with zero negative reviews.

The strong programs on Sunday are still "The Voice of the Chinese Dream·Our Song" and "Masked Singer Guess 4". The ratings of "Our Song" dropped from 2.33 to 1.589, but it was still the highest-rated program of the week. The ratings of "Masked Singer Guess 4" reached 1.4, forming a relatively strong competition for the former.

酷云直播 Follow In the degree, Hunan Satellite TV’s four programs "Happy Camp", "Hey Sing and Turn", "Dancing Storm" and "Dear Inn 3" have a full lead. "If You Are the One", "Masked Singer Guess 4" Follow After ranking, "The Peak Showdown" and "Our Song" performed poorly on this measuring instrument.

Source: Cool Cloud Interaction

In terms of webcasting, the topical "Dear Inn 3" is mediocre on the TV side, but it won the first place in the webcast last week, over 1.5 The billion-week broadcast volume has been a high achievement in recent TV variety show webcasts. The webcasts of "Happy Camp" and "Meeting the Temple of Heaven" also performed well. The long-ending "Chinese Restaurant 3" has dropped out of the top ten variety show webcast list.

Source: Guduo data

TV series:

Five Davids continued to break through 1 fierce competition

"The King of Land War" "Old Tavern" 二三轮霸屏

Last week, there was no delivery of the old and the new in the five-David TV drama market, but despite this, the ratings are still relatively high.big change. The three major dramas broadcast by Five David TV are fiercely competitive, and they are still bravely reaching new highs on the basis of the CSM59 city ratings breaking 1. In addition, is worth paying attention to . The second and third rounds of "Lord of the Land War" and "Old Tavern" will be broadcast in the second and third rounds recently, and they will land on the golden files of the four satellite TVs.

has been optimistic about the "Spy Fighting Deep Sea Sting" in the opening week, the ratings exceeded expectations and rushed to more than 1.7, and the latter half declined slightly; the trend of "Glory Times" was opposite to the former, and it was ranked behind the top five at the beginning. Position, the ratings have risen frequently during the week, and now it has climbed to the first one-day ratings, and reached a high ratings of 1.83. Although "Pentium Era" did not win the title during the week, its performance has been stable and has been maintained at around 1.4 Ratings.

Source: Satellite TV Xiaoludian

In fact, since the TV series "Hundred Days Show" event, the TV series ratings of Five Davids TV have continued to rise, breaking through 1 or even 1.5. It is not surprising.

In addition, the second round of "The King of Land Warfare" was launched, and it landed on four TV stations in Tianjin, Guangdong, Hubei and Hebei. Among them, the ratings of the drama on Tianjin and Guangdong Satellite TV have always been above 0.4, showing strong performance in the second round of the drama. The "Old Tavern" broadcast in three rounds also got a share from the market.

Nielsen Netlink’s massive Rongyuan ratings (National Network), "Spy Fighting Deep Sea Sting" still leads the way. It is the only 一一 Part Break 2 episode in this measuring instrument. "Glorious Era" and "Pentium Era" followed each other, breaking 1.

Source: Nielsen Wanglian

酷云直播 Follow the weekly average ranking given by The former is similar. In recent weeks, there hasn’t been a major drama in this measuring instrument. Last week’s "Spy Fighting Deep Sea Sting" successfully achieved a breakthrough, becoming the only 1d59d in the Cool Cloud Live Follow degree system in recent weeks.#一一 Part 1 episode.

Source: Cool Cloud Interaction

The webcasting situation has weakened, and there are only 3 of the 5 billion-dollar dramas of the previous week. Even so, the weekly drama "The Little Thing of First Love" has made a breakthrough in its broadcast volume. Although "The Pentium Era" has not broken 100 million, it has a strong upward momentum. Last week, its broadcast volume jumped by 7 spots.

Source: Guduo Data

Network Variety Show:

Multi-stage S-level network variety "God Fighting"

November Network Variety Market

Last week, "Wonderful Talk 6" and "Thankful Offer" and other multi-stage S-level network comprehensive broadcasts were launched one after another. Quoting netizens' comments on the debaters of "Wonderful Flowers", there has also been a situation of "fighting gods" in the Internet comprehensive market recently.

Source: Miyue Media

From the perspective of popularity and comment volume, "Actors Please Get In" still ranks first, but the absolute leading advantage in this area is no longer obvious. With the just-launched "Wonderful Flowers 6" catching up, it is still unclear who will win the top spot in the Internet comprehensive market. In addition, the "Supernova National Games" after three days of live broadcast has also attracted a lot of popularity. The program has a total of 100 Weibo hot searches, which is amazing.

Source: Guduo Data (the same below)

As the Q4 network variety is successively launched and the popularity is fermenting, the current online variety show market has been greatly improved from the "green and yellow" time, the popularity and the amount of comments The top variety shows are larger in size and have relatively high visibility.

With the launch of "Inspiring Offer", Tencent Video has taken the lead in the Q4 online comprehensive market, and has been formed by "Actors Please Take Your Place", "Supernova National Games 2" and "Happy Trio 2" The multi-product matrix of "Prince Lipstick 2", "Life in Adventure 2" and "Inspiring Offer". IQiyi has "Wonderful Flowers 6" and "Sing So Beautiful", while Youku and Mango TV only have "This Is Slam Dunk 2" and "Daughters' Love 2" in larger programs. support.

However, from the perspective of webcasting volume, among the current online variety shows with front-end broadcasts, only "Actors Please Get In" has a weekly broadcast volume of over 100 million. More high-quality programs competing on the same stage do give viewers more choices, but choices also bring diversion. The lack of a major differentiation indicates to some extent that the head program still needs to continue to work hard.

Web drama:

Many new dramas are online to supplement

The market momentum of web dramas is growing

New broadcast last week Two web dramas, coupled with the popularity of earlier episodes, showed a positive momentum of development in the web drama market last week. Five dramas with a weekly broadcast volume of over 100 million have increased by one more than last week, and audiences have shown greater enthusiasm in the field of online dramas.

"You Without Secrets" was evaluated from multiple dimensions such as broadcast volume, comment volume and popularity. It was the most popular online drama last week. The lead lineup of Qi Wei and Jin Han may add points to the drama. The costume romantic drama "Bright Moon Shines My Heart" also performed well, with a high level of popularity and broadcast volume. "Hot-Blooded Youth" led by Huang Zitao and Zhang Xueying has also gained considerable popularity recently. Many head dramas have formed a positive leading role in the market.

Iqiyi and Youku each launched an online drama last week. "Lian Lian Jiang Hu" and "The Strongest Maniac" have been among the top ten online dramas in less than a week, and the momentum is very strong.

From the perspective of broadcast volume, last week, there were five episodes of "You Without Secret", "Bright Moon Shines on My Heart", "Full of Love You", "Begonia Jingyu Rouge Through" and "Time and Space Call". 100 million, and the first four episodes played more than 300 million, which is a good result in online dramas. Mango TV’s mini-series "Ruyi Bridal Shop" saw a consecutive increase of 7 places last week, with 20 million+ views.