News has opinions | Nearly 40% of young people watch videos at double speed. Will double speed change online video production?
Recently, the China Network Audiovisual Program Service Association released the "2021 China Network Audiovisual Development Research Report."
Statistics show that the scale of my country's online audiovisual users has reached 944 million, and the scale of the online audiovisual industry has exceeded 600 billion yuan.
It is worth noting that 28.2% of online video users do not watch video programs at the "original speed".
Especially for the post-00s group, nearly 40% choose the double-speed viewing mode.
Voice of China "News Have Opinions" launched a poll on the Weibo platform on the topic of "Multiple Speed Watching". The results showed that as many as 38% of netizens believed that "In order to save time, double speed is sometimes used", and 29% of netizens also said that they watched drama At times, "double speed must be opened", but a few netizens believe that "the double speed is not opened at all, which will affect the experience of chasing drama."
What will "double speed" bring to online video?
Voice of China "News Have Opinions" dialogue with several "insiders".
Well-known screenwriter Song Fangjin: Once "feared", creators should face the current creative environment
"I think the figure of 28.2% is quite conservative."
Song Fangjin said in an interview with a reporter from China Voice's "News Have Opinions" that it is a relatively common situation to watch dramas at double speed, and the proportion of users who choose to watch dramas at double speed may be even higher.
Why would the audience choose to watch the show at double speed?
Song Fangjin believes that due to the popularity of short video platforms, the fragmented production of short videos such as Douyin and Kuaishou has affected the viewing habits of viewers, and some viewers will lack concentration when watching TV series.
The current TV series are getting longer and longer, and there are many "water-injection dramas" with long plots and protracted stories, which also make the audience choose to watch the drama at double speed.
In addition, technology provision is the biggest booster for the popularization of double-speed dramas.
"If there is no double-speed drama, no matter what the audience's mentality of watching the drama or how the drama is presented, it will not be possible to watch it at double-speed."
Song Fangjin introduced that my country's double-speed drama watching function began in 2018, and double-speed watching in 2019 has been "in full swing".
When the double-speed watching function was first launched, “creators should say that there was sorrow and panic.” Under double-speed playback, the subtle pictures, subtle lines, and careful communication between people may be possible. Will become the result of thick lines.
However, with the popularization of double-speed playback technology, more and more viewers choose to watch dramas at double-speed, and it is "difficult to go back to the original speed-watching method", which creators must face.
Song Fangjin believes that this situation is a vigilance and blow to creators, "allowing us to face the current creative environment more directly."
The "water injection" phenomenon of long TV series is related to the mode of purchase and sale, but with the rise of online broadcasting platforms, online dramas gradually return to the normal narrative rhythm.
Song Fangjin believes that for the good interaction between the audience and the film and television drama, it may be completed by a well-made web drama.
For example, in the short drama "The Hidden Corner", which was hit last year, more viewers chose the original speed watch drama, which has positive reference significance for film and television creation.
Communication scholar Leng Rong: Taking a positive view of the "personalized customization" of videos, creators should insist on "content is king"
Leng Rong, secretary-general of the World Media Research Center of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, told "News Have Opinions" that in the current audience's habit of watching dramas, in addition to watching dramas at double speeds, there is also the phenomenon of dragging and playing. The audience will feel that it is a waste of time after procrastinating and lengthy dialogue.
The network playback platform will carry out statistics on drag and drop rate and multiple speed. For young people, multiple speed and drag and drop playback are both a time-saving performance.
Leng Rong said that in the traditional television and radio era, linear broadcast can guarantee the integrity and logic of the story, but viewers have no right to choose themselves. Now, many people are choosing content in a hierarchical way. Some viewers I like watching conflicting plots. Some may fascinate a certain star or actor, and some may mainly look at the structure of the story. The double-speed playback function actually satisfies the diversified appreciation of online video audiences.
"Everyone is the master of his own film and television, creating his own professional TV station."
Leng Rong believes that this is a positive phenomenon, and at the same time gave all creators an important reminder that the content must be dry.
On the basis that content is king, the more sophisticated film and television works are produced, the more audiences will be harvested.
"The spring of long video has not passed," Leng Rong said. "Long video is actually a submachine gun, while short video is a bullet." Long video and short video must be combined with each other, and the large TV screen and the small screen of the mobile terminal can be linked to make the boutique The content goes out of the circle.
Producer丨Guo Jing
Reporter丨Wang Xian
Editor丨Liu Hongwei, Wen Yuxin, Liu Xiaochen, Na Ziye