lacks the variety show market in the first half of 2022, which is missing the talent show, and it is impossible to wait for new hits to appear.
In recent years, spring has always been the season for talent shows, and talent shows can often become one of the most outstanding variety shows in the first half of the year and even throughout the year. However, after the "draft era" came to an end, the variety show market, which urgently needed hot products to fill the table, failed to deliver a high-quality enough answer.
Yunhe data "2022H1 Variety Show Online Broadcasting Performance and User Analysis Report", in the beginning overview, it directly pointed out that the "hot shows are missing" in the first half of the year, and the cumulative number of active videos on the entire network has been played by 12.9 billion, and has been reduced by 22% year-on-year compared with . Among them, TV variety shows were effectively broadcasted 6.1 billion, a year-on-year decrease of 28%; online variety shows were effectively broadcasted 6.7 billion, a year-on-year decrease of 15%.
The situation in front of variety shows is serious: whether it is a platform that reduces costs, a cautious advertiser, or the impact of objective factors such as the epidemic, it has led to the unfavorable start that the entire market has to face.
Fortunately, variety shows people have always stood firm, and the N generation of variety shows are trying to make changes, and the new students in low-cost, vertical tracks have also begun to look for new directions.
Even in the cold winter of the industry, even if the results are not obvious, variety shows are still welcoming or trying big and small changes, waiting or seeking new market opportunities.
H1 variety show, walking in the "cold flow"
Dumou Mou once analyzed in previous articles that the disappearance of talent shows will lead to a traffic gap in variety shows in the first half of the year. Judging from the current data, no programs have filled this vacancy.
Lighthouse Professional Edition data shows that Yan Min's " New Travel " was the top 1 in the first half of this year's main film broadcast performance, but the program's Douban score was only 4.6 points. At least in terms of overall reputation, it failed to successfully grasp the preferences of the scoring group.
and even the original head series, the playback data is also declining.
Yunhe data shows that the effective playback of various video platforms in the first half of this year fell by 10 to 40% year-on-year. The top 1 of the effective playback on the Taiwan variety show is "Ace vs. Ace 7" (1.134 billion), while the top 1 of the top Ace 6 last year had 1.784 billion effective playback; while the first online variety show in last year was "Youth With You 3", which won 819 million effective playback, but this year's top 534 million effective playback.
short videos and live broadcasts have become clichés, and this is not the only thing that “cold flow” is placed in front of variety showmen.
brand has lost its "filter" to variety shows. The advertising party once valued the short-term explosion of variety shows, and more than one brand will bid for sponsorship of the top hit shows.
However, after the lack of talent shows and the tide fades, live e-commerce and other promotion methods that are directly close to the consumer side are always affected by the brand’s limited budget control when “sufficiency of surplus grain”, and variety show promotion expenditures are the first to be affected. The impact of the epidemic that
's comeback is almost "injury" for the broadcast and recording of variety shows. The recording time cost of variety shows has been extended. Taking the Hong Kong Music variety show "The Voice of the Continuous" of Mango TV as an example, many Hong Kong guests must first undergo quarantine in the mainland. In addition, the complex and changeable epidemic factors have also forced many programs to be postponed, and the recently aired "What to do! "Handle Show Special" issued a statement saying that the recording of the special performance was postponed, and the "good start of construction" special stage took two weeks to go online.
"Voice in the End"
However, brands' favor for variety shows is largely due to their ability to allow brands to see results in the short term.
The postponement caused by the epidemic will have an impact on the brand's publicity plan: if the brand's original plan was to promote new products, but the program failed to be broadcast as scheduled, and it is disconnected from the product promotion period, it will naturally cause great losses. ("Variety shows are difficult to recruit, what is the problem?") The emergence of other choices of
and the uncertainty of recording and broadcasting of variety shows have made many brands that have been hit by the epidemic seem more cautious when choosing variety show sponsorships.
Many programs have been "naked" without sponsorship and title. Programs such as "Half-Mature Lovers" and "Welcome to Mushroom House" that have been well received by the audience are lacking naming providers for various reasons.
When talking about some sponsored programs, they had to compromise with the brand. The frequency of exposure and product interactions became more and more "volume", but excessive implantation and advertising are also likely to cause disgust among viewers. This year's "Ace vs. Ace 7" and "A Life Longing for 6" all mentioned the problem of excessive advertising implantation, which has not been beneficial to the reputation of the program for a long time.
long video platform realized the huge cost of investment in variety show content, and shouted the slogan of "reducing costs and increasing efficiency" this year. At present, the more attention to marketing itself and its long-term dependence on the B-side business model have prevented the effect of reducing costs and increasing efficiency from coming soon, and has also caused many platforms and individuals to start to rethink the future. " China Has Hip-Hop " became popular and promoted to the vice president of iQiyi . It resigned in this six months, which has also become a landmark event in the variety show industry.
According to Yunhe data, a total of 116 variety shows (excluding derivatives and evening parties) were broadcasted in the first half of 2022, an increase of 16 year-on-year. Among them, the number of new products on the Taiwan comprehensive industry has decreased compared with last year, and the number of online comprehensive industry increased by 24 year-on-year.
However, the number of new variety shows on each platform is different. Youku and Mango TV are showing an upward trend, with 3 and 5 series respectively increasing year-on-year. The number of new variety shows on iQiyi and Tencent decreased by 10 and 6 series year-on-year compared with last year. The upward trend is the proportion of "single variety shows". In more difficult things, the platform is more willing to flow more funds to its projects.
In the cold wave, the platform and producers "rescue themselves"
Even if they face industry difficulties, the platform and variety show producers are still working hard to save themselves.
"N generation" wants to get rid of the audience's tiredness of the audience and try to make innovations. Although Che Che has resigned, he still participated in the recording of "China Rap: Peak Showdown" as a convener. This season, rap also gathered various aces, hoping to reopen the market.
, which has reached the third season, has been revamped the competitive stage. It is no longer limited to a simple singing and dancing stage, but has also broadened the scope of the career of inviting "sisters". Olympic champions, professional dancers and band musicians have all become "sisters" who shine on the stage. Wang Xinling's first stage "Love You" also became popular, which attracted public attention to the third season program in one fell swoop.
A more prominent feature is that after the expansion of program types and themes in recent years, the platform and producers have continued to increase their investment in the track that has been recognized by the audience.
As early this year, Du Mou noticed the future of the wave of amateur love variety shows this year, and major long video platforms have followed this track with great potential.
Tencent Video 's "Semi-Mature Lovers" has indeed fired the "first shot" of amateur love variety this year. Lighthouse Professional Edition data shows that "Semi-Mature Lovers" ranked fourth in the online variety public opinion popularity in the first half of 2022 - this is a very dazzling result for amateur love variety that has no big names and has been "naked" all the way.
This also indicates that the "amateur love complexion" has moved towards further "segmentation". Unlike previous shows, "Half-Maturity Lovers" focuses on "30+ mature age" love, and " I Have Not Haven't Haven't Haven't Haven't Haven't Been in Love" launched by Youku focuses on "love novice" who has never had first love.
At the same time, on the contrary of "sweet love", " Spring Reset " and "Bright Forward" are both healing trips after a failed relationship, but neither show has achieved the high reputation and discussion level of " Goodbye Love ".
Another track that has been increased is a "comedy" that has been stably output in the variety show field in recent years. The popularity of " Annual Comedy Competition " last year proves the feasibility of the comedy program form other than talk shows. This year, "Opened! Situation Comedy also tries to enter the sitcom track.
At the same time, " Mahua Special Happy " "What to do! Talk show special session" two "group variety shows" of Happy Twist and Xiaoguo Culture were broadcast one after another, becoming the comedy brand group variety brands after " Deyun Douxiaoshe " and " Ivory Mountain Aidou Group ". In turn, due to the impact of the epidemic, comedy labels that rely on offline performances also need to create channels for connection and communication with the audience, and quickly push the signed comedians to a wider public. The docking of demand further accelerates the birth and evolution of these programs.
In the attempt to the new track, the production team of variety shows will also move closer to areas with high public attention and strive to reflect the characteristics of the times in the theme of variety shows. The recently aired "Login Yuanyuzhou" has been a hot topic in the "meta-universe" that has always been very talked about in recent years.
According to Yunhe data, the number of new sports variety shows in the first half of the year, accounting for 8.8%.其中以冰雪运动题材节目占比最多——为了配合大众对于冬奥的观赛氛围和对冰雪运动的热情，平台和卫视推出了包括《超有趣滑雪大会》《飘雪的日子来看你》等冰雪综艺。 At the same time, now that e-sports was included in the Asian Games event, the e-sports variety show "Fight to the Peak" aims to "become an e-sports player".
In addition, due to the dilemma caused by the epidemic and the industry's cold winter, variety shows people are also working hard to make breakthroughs.
Under the influence of epidemic prevention policies, outdoor reality show variety shows that have been recorded in many places have encountered difficulties, and the "camping fever" in the audience's lives has just become the "key" to solve the problem.
Due to the impact of the epidemic, the public has begun to use "camping" as a channel for short-distance travel. According to the "Tmall 2022 "May Day" Consumption Trend Report", the sales of outdoor equipment related to camping increased by more than 2-3 times year-on-year. Under the influence of this craze, " Camping Together " directly focuses on the theme of camping, and the new season of " Flowers and Teenagers " has also been specially made into the "camping season".
. As variety shows have difficulty in attracting investment and project budget is tight, the variety show industry is also trying to make breakthroughs in the commercial level, with programs such as " Shining Days " and "dark horse" "Welcome to Mushroom House" standing out.
"Shining Days" business model is similar to the relatively common accounting model in the drama field, allowing the industry to see the possibility of profitability through member accounting. "Welcome to Mushroom House" is also a "counterattack" of "small cost". Relying on the IP of "A Longing for Life" and the use of native relationship artists, the "0713 Reemployment Boys" finally became popular, and the group variety "Happy Start Again" was also aired this week.
The cold wind in the entertainment market is particularly fierce in variety shows. The epidemic has brought some additional difficulties, which is essentially still a bottleneck in the development of variety shows. If the
platform and variety show producers want to survive this pain and survive the cold winter, they may need further innovation and exploration to find their positioning and value - after all, the audience and the market are calling for the next hit.
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