China News Service, Beijing, August 23 (Reporter Li Jingze) "Media Blue Book: China Media Industry Development Report (2021)" was released in Beijing on the 23rd. The blue book pointed out that middle-aged and elderly users in the digital age have gradually become heavy users of short videos. There is a trend of robbing middle-aged and elderly users on the platform.
The Blue Book points out that for short videos, the "home economy" brings more time and traffic to media consumption.
The 46th "Statistical Report on China's Internet Development Status" released by CNNIC (China Internet Network Information Center) shows that as of June 2020, the number of short video users is 818 million, accounting for 87.8% of the total number of mobile phone netizens, gradually approaching the Internet With the total user scale, the short video industry has entered a stage of stock competition.
The Blue Book believes that the Internet penetration rate of middle-aged and elderly people has been increasing in recent years, and the epidemic has accelerated this process.
According to the "2020 Silver Hair Economic Insight Report" released by QuestMobile (China's professional mobile Internet business intelligence service provider), as of May 2020, the silver hair population has become an important source of increase in active mobile Internet users, and the head platform appears to be robbing middle-aged and elderly users. Trend.
Data shows that among the newly installed Douyin users in March 2020, users over 46 years old accounted for 14.6%, and Kuaishou accounted for 10.3% of middle-aged and older people over 40 years old.
Middle-aged and elderly people are mainly keen on news hotspots, health preservation and life service content on the short video terminal.
At the same time, high-quality middle-aged and elderly creators continue to emerge from short video platforms, and some creators have reached the top level of fans, indicating that the middle-aged and elderly short video market has opened up.
According to the Blue Book, in 2000, the total output value of China's media industry was only 150 billion yuan (RMB, the same below), exceeded 1 trillion yuan in 2013 and 2 trillion yuan in 2018. Although affected by the epidemic in 2020, it is still positive. Growth, the total output value is expected to exceed 3 trillion yuan in 2024.
In 2020, the total output value of China's media industry reached 2,522.97 billion yuan, a year-on-year increase of 6.51%. Although the growth rate was 3.3 percentage points lower than that in 2019, it was still higher than the GDP growth rate.
The Blue Book pointed out that the media segment is showing a polarized development trend. Traditional businesses such as newspapers, books, movies and other traditional businesses have suffered a decline in income due to the epidemic. However, Internet businesses such as online audio-visual, online advertising, and online games have become "home economy" in the context of the epidemic. "China is in an extraordinary development trend.
The Blue Book predicts ten major trends in the Chinese media market in 2021, and believes that television credibility is irreplaceable.
The growing attention of big screens directly reflects the audience's choice of authoritative and high-quality information channels, and also reflects the irreplaceability of traditional media credibility.
In terms of TV dramas, affected by the behavior of the people at home during the epidemic prevention and control period, the length of TV dramas watched by viewers in 2020 will increase, and the number of high-end TV shows in the evening has increased by 29 year-on-year. Among them, more than 80 dramas have single-channel ratings of more than 1%.
Among these, poverty alleviation dramas, anti-epidemic dramas, and times report dramas have become hot dramas.
In accordance with the goal of building a cultural power in 2035, the future TV drama market will continue to evolve in the two dimensions of creative broadcast mode reform and hot topic creation.
The Blue Book is jointly released by the School of Journalism and Communication of Tsinghua University, Social Science Literature Publishing House, CCTV Market Research (CTR), Broad Television Sophie Media Research (CSM), and the Media Economics and Management Committee of the Chinese Society of Journalism History.
(End)