2016 TV Series Summer Battle Report Issue 1: Traffic Harvesting and Fantasy Raging

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Yien data shows that the total number of TOP20 series broadcasts in July was 29.368 billion, an increase of 42.64% from the 20.589 billion traffic in the same period in 2015. It is not difficult to find that "there will be blockbuster movies every summer vacation" seems to have become a rule in the TV industry. The year before last,"Ancient Sword Qi Tan" and last year's "Flower Thousand Bones" were popular among the people.

Every year in July, with the great liberation of the student group during the holidays, it is the beginning of a tough battle for the film and television industry. Whether it is movies or TV series, they strive to gain a place in the annual "summer break". This year, theater films have collectively skipped tickets, and the film market has been in a downturn. However, TV dramas have ushered in a competitive situation of "big dramas". The armies of "Qing Yun Zhi","Kyushu Sky City","Old Nine Gates", and "Fantasy City" are marching together. Yien data shows that the total number of TOP20 series broadcasts in July was 29.368 billion, an increase of 42.64% from the 20.589 billion traffic in the same period in 2015. It is not difficult to find that "there will be blockbuster movies every summer vacation" seems to have become a rule in the TV industry. The year before last,"Ancient Sword Qi Tan" and last year's "Flower Thousand Bones" were popular among the people. Looking back at this year, in the first half of the screen in the past, although it seemed lively, phenomenal works were still missing. The landing of "Qing Yun Zhi" at the end of the month not only ignited the fire in the second half of the summer season in advance, but also once again made people look forward to the TV drama war in August.

Copyright List & Traffic List: The best iQiyi on Tencent's video platform followed closely behind the

top 20 dramas in the first half of the summer season. Tencent Video owns the copyrights of 15 of them, covering the widest. The second is iQiyi, which owns 12 copyrights. The third place is Sohu Video, which has 11 copyrights. Youku Tudou and Mango TV and LeTV Video followed closely with 9, 9 and 8.

Judging from the traffic generated by the total broadcast of Top 20 major dramas in July, Tencent Video, which has the largest number of copyrights, contributed the most traffic, at 25%. Iqiyi and Youku Tudou contributed 23% and 21% of traffic respectively. In the second camp, Mango TV leads LeTV Video and Sohu Video with a ratio of 15%.

Since July during the summer season, based on weekly views, Tencent Video, iQiyi and Youku Tudou are temporarily in the first camp, while Mango TV, LeTV Video and Sohu Video are temporarily in the second camp. Tencent Video and Mango TV are each leading the first camp and the second camp. With the launch of "Kyushu Sky City" and "Fantasy City" in late July, Tencent Video gradually distanced itself from other platforms. In the first week of August after the launch of "Qing Yun Zhi", the weekly broadcast volume of Tencent's video increased rapidly, exceeding the four-week growth rate in July. It is expected to continue to grow rapidly while ranking first in total broadcast volume, especially in "Qing Yun Zhi" With the help of "Qing Yun Zhi", we firmly ranked first in the summer. Iqiyi achieved relatively rapid growth in the first, second and third weeks of July with "Old Nine Gates" launched in early July. However, as the broadcast of "Old Nine Gates" came to an end, growth gradually slowed down. Youku Tudou achieved a relatively large growth in the third week with the launch of "To Our Youth That Will Die", but then showed a downward trend.

Single episode list: "Qing Yun Zhi" is a blockbuster,"Fantasy City" and "Old Nine Gates" are participating in the event.

Judging from the average number of views of a single episode, many hits may be born this summer season. Although "Qing Yun Zhi" only broadcasts two episodes, its total traffic has exceeded 500 million yuan, and the average single episode has been broadcast 250 million yuan. It has a "hot" temperament. "Fantasy City" and "Old Nine Gates" ranked second and third with single episodes of 200 million and 160 million. Urban dramas such as "God Dog Little Seven Season 2","Police Flower and Police Dog" and "To Youth" also performed well. Among the top 10 single episodes, Tencent videos have 8, with the most comprehensive coverage. This is followed by 7 iQiyi. Among them, Tencent Video's "Kyushu Sky City" and iQiyi's "Old Nine Gates" were broadcast on TV stations as homemade programs for video websites.

Who is stronger in the fantasy battle?

Among the top 10 single-episode broadcasts in July, although fantasy dramas and urban dramas are equally divided in number, the overall magnitude of fantasy dramas is much higher than that of urban dramas. The three fantasy dramas "Qing Yun Zhi","Fantasy City" and "Kyushu Sky City", which started in late July, ranked first, second and sixth respectively in single episode broadcasts. Since its broadcast, the three fantasy dramas are still popular, and August will be the main battlefield for fantasy dramas.

In the three dramas,"Kyushu Sky City" was exclusively broadcast on Tencent's video. "Fantasy City" is broadcast on the entire network, with Tencent Video and iQiyi contributing 28% and 26% of the traffic respectively. "Qingyunzhi" is broadcast on Tencent Video, Youku Tudou and Mango TV. Among them, Tencent Video contributes 67% of the traffic, far exceeding Mango TV and Youku Tudou. As the only platform that collects three fantasy dramas, Tencent Video may become the biggest winner in this fantasy battle.

Among

the three major broadcast platforms of "Qingyunzhi" or "Qingyunzhi", the king of the schedule, Tencent Video contributes 67% of the traffic, which is inseparable from its unique scheduling and operation methods. In terms of scheduling, starting from July 31, Tencent Video will broadcast Hunan Satellite TV for free every Sunday night at 24:00. VIP members can watch ahead and watch 1 episode every week through Thursday. Members can watch exclusive documentaries, with 1 episode every Friday and 6 days. This unique method of broadcasting ahead of schedule and first on the Internet in the background can not only help the traffic of "Qingyunzhi" increase, but also increase the number of Tencent video members. It can be said to be a "win-win situation."

Operationally,"Qing Yun Zhi" is an important part of the "Tencent Video Fantasy Season". Together with "Kyushu Sky City" and "Fantasy City", it is easier to use the globally popular epic fantasy drama "Game of Thrones", which is exclusively copyrighted by Tencent Video. It is easier to trigger fan clustering effect. Vertical, Tencent Video has also carried out in-depth development of surrounding programs. For example, opening exclusive documentaries, exclusive special articles, exclusive extras and exclusive derivative columns for members. After the first season of "Qing Yun Zhi" is broadcast, Tencent Video will also launch the second season of "Qing Yun Zhi" on member channels. In addition, there is also in-depth interaction with fans: During the warm-up period, Tencent Video premiered the "Fantasy City Ice and Fire Festival" on the entire network at 24:00 on July 24, with 1.45 million spectators; the "Qingyun Zhi Xian Xia Festival" live broadcast event The number of viewers reached 3.47 million, and the bullet screen was 650,000; there were special programs 12 hours before the launch to warm up. After the launch, the "Qingyun Events", a hot topic among fans throughout the week, was summarized in the form of a briefing; the game of the same name was launched simultaneously; and the "Searching for the 9 Most Advanced People in the World to Read" Qingyun Zhi "was launched. More than 100,000 netizens have signed up, and the response is good.

Editor: Nancy