The "bad habit" of watching dramas born in 1995 has created new problems for the video, film and television industry

The habit of watching dramas, movies and videos born in 1995 is a yardstick for judging the future development trend of the video industry.

As a true generation of Internet students, the post-95s generation has gradually become a mainstream audience. The post-95s subculture has attracted more attention from entrepreneurs and capital. Commercial marketing positioning introduces consumption indicators from the post-90s generation to calculate the company's product design and operation, investment and output., tonality and culture will almost be the homework that many entrepreneurs and VCs will have to do in the future.

In terms of the video film and television industry, they have huge demand for online film and television. The habit of watching dramas, watching movies and videos born in the 1995 era is a yardstick for judging the future development trend of the video industry. At present, differences in their consumption habits and perceptions of the post-80s generation may promote the transformation of the video and film industry in the future.

The current Penguin Think Tank's data report in "Anatomy of the Post-95s" points out that there are three characteristics of young people born in the 1995s consuming film and television content

: they have developed the habit of rapid consumption of film and television entertainment content;

they are easily attracted by young meat actors;

They don't think that complaining is a negative comment. As long as it is fun enough, bad spots can also become a highlight.

When consuming film and television content, the post-95s generation advocates rapid consumption and likes sensory stimulation and entertaining expression methods.

An important feature also mentioned by Penguin think tank is that the increasingly rapid consumption habits of the post-95s generation have caused them to frequently drag and drop when facing long content. Post-95 people will experience dragging behavior more frequently than older people. In addition to repetitive content such as the opening and ending, more than 15% of the post-95s post-95s will fast-forward and skip actors or plots they don't like.

Winning paying users has become important

. Users born in the 1995s are accustomed to dragging and dragging scenes. The result may be that the inserted ads and patch ads in the drama are dragged and dragged, followed by the inserted ads in the drama.

For the video industry, the video industry's revenue mainly comes from advertising, including various mandatory placement advertisements, page banner advertisements, video placement advertisements, etc. Changes in user habits born in 1995 may lead to doubts about the value of spot ads in videos and even a decline in advertising revenue.

At present, many luxury advertisers have begun to flock to Short Video platforms that meet users 'rapid consumption needs. They have eye-catching and rapid communication methods and time-saving and interesting expressions.

According to iResearch data, as of the end of March, China users spent an average of nearly 4 hours per month watching Short Video, which is twice the playback time of live online videos (1.8 hours) during the same period. Therefore, for the video and film industry, rapid consumption and frequent drag is undoubtedly a "bad habit" for the post-95s generation, and they need to make changes.

Currently, the platform is making changes from the functional and technical levels to adapt and cater to users 'needs. The current launch of elite versions and secondary edited versions for popular dramas is also an attempt to apply the video consumption habits of the post-95s generation. For example, Penguin think tank mentioned that Tencent Video launched the "Watch TA Only" function to match users 'needs that only want to watch a certain star's scenes, and iQiyi launched the "Green Mirror" function to delete scenes dragged and dragged by users.

So while catering to demand, it has become very important to attract paying users. Because on the one hand, children born in the 1995s are not short of money, and their willingness to pay for high-quality content is increasing. They pay more attention to experience and are willing to pay for high-quality video content and services.

Users are willing to pay, which means that they can increase their opening rate of video content by paying, cultivate higher loyalty and stickiness, and extend their consumption time. For increasing traffic and driving advertising, paying members will become a relatively important indicator. Therefore, from the current point of view, how to attract paying users through high-quality content layout has become more meaningful

. Judging from the current lack of high-quality content, high-quality content is positively related to paid members. But there is actually no universal definition of what kind of content is high-quality content.

Therefore, the entire industry is spending money on copyrights to popular dramas. As a result, competition in the entire industry has become homogeneous. In addition to burning money, it is still burning money. Therefore, the first echelon of the entire industry can only burn money to live better. From the current perspective, Youku, iQiyi and Tencent Video, which are in the first echelon, all have financial support behind them, accounting for more than 50% of the market share, and firmly occupy the first entrance of PCs and mobile phones in the industry.

"Sun Zhonghuai, vice president of Tencent and CEO of Penguin Films, once said that reaching 30 million paid users is the benchmark for the industry to not fall behind. However, if the number of paid users does not reach 30 million this year, the chances of competing for first and second place in the industry will be relatively small."

How to choose the actors that the audience likes, there are clearer indicators and measurement

dimensions. As mentioned above, Penguin think tank refined the characteristics of the post-95s generation: complaints from the post-95s generation are not equal to negative reviews. As long as they are fun enough, they will also consume goods because of their shortcomings.

This corresponds to a psychological view that negative emotions will have a greater impact on people than positive emotions. When audiences choose to watch a movie, they don't just watch the good reviews, but more value whether there is greater controversy that can be used as a social conversation after dinner. This is the social value-added and spillover effect of bad movies.

This habit may not be conducive to the production of high-quality content in the online drama industry and the film and television drama industry, which may lead to bad films with enough slots being equally popular. And how to ensure high-quality film and television content or homemade dramas to ensure high-quality content, slot, fun, interesting and social value-added effect, becomes more difficult to hit the pain points of the post-95s generation.

But at the same time, for film and television dramas, which actors are favored by the audience, it may be possible to see which film and television stars are frequently skipped by the audience from the user's watching habits. For film and television dramas, how to choose the audience's favorite actors may have clearer indicators and measurement dimensions.

From the perspective of the future, the introduction of popular film and television dramas in the video industry will burn money, and the living space of lengthy film and television dramas that lack obvious highlights or slots will be compressed, which will lead to a fall in the copyright fees of some inferior film and television dramas.

The picky and impatient temperament of the post-95s generation will drive the transformation of film and television dramas to dry goods, fast-paced, and creating slots and topics. However, short, concise and interesting homemade short dramas will still have a market and may be further supported by the platform.

The future of the video industry: Secondary self-made content, Short Video are breakthroughs, and full-content format layout

Judging from the current changes in consumption habits of the post-95s generation, they are more impatient with lengthy and boring content and prefer to watch fast-food Short Video. Therefore, in addition to smashing popular dramas, the video industry can also break through high-quality Short Video and homemade interesting short online dramas.

Judging from the current development trend, Short Video seem to be more valued by the capital market and major Internet giants. For example, not long ago, Tencent invested US$350 million in fast hands, and Ali invested US$2 billion in funding to support the transformation of New Potato Short Video. iQiyi, Youku, Tencent video and other platforms are also in the field of Short Video, Youku Aiqiyi based on Short Video has been in many aspects of support.

Judging from the consumption habits of the post-95s generation, the demand for fast-food Short Video suitable for fragmented periods will further increase, and Short Video are becoming the standard feature of major video websites, and may eventually change the original form of the video industry.

A current trend is that live broadcast platforms are introducing Short Video, Short Video are introducing live broadcasts, and video websites are also integrating live and Short Video. In a sense, Short Video will become standard in the mobile video and live broadcast industries in the future. Especially with the arrival of 5G in the future, video content consumption will usher in a wave of rising period, and the future trend of video website platform may be the layout of full content form with Short Video as breakthrough point.

Previous data showed that more than two-thirds of the views on Station B, the gathering place of secondary culture, came from user-made and original videos. For the video industry, with the rise of the post-95s army, the transformation of self-produced dramas in secondary culture may also be the direction they need to consider.

The consumption patterns, value orientations, and identities of the post-95s generation all represent the tendencies of future consumption culture. Changes in age have led to a large difference in focus between the post-95s and post-80s generation.

Another earlier report showed that users born in 1995 accounted for 79% of all game users and 71% of all animation users. Users born in the 1980s are more concerned about finance, current affairs and real estate. In other words, the post-80s generation has gradually matured and become the backbone of the workplace and family. They are more anxious about the return on investment in the present and future, while their entertainment time is relatively compressed.

The post-95s generation has more free time and has the potential need to socialize through videos and enter into niche interests. They can travel freely among various subcultures and have their own aesthetic system and online discourse system. Of course, there is no difference between watching dramas. The "bad" expressed by the author is more for video platforms, merchants and advertisers. The consumption habits and interests of the post-95s generation have caused trouble for them, and they have to come up with new countermeasures.

Seize the characteristics of this group to transform and optimize content and form, so as to satisfy their video social interaction, personalized content creation and self-display, fragmented entertainment and entertainment for boring time, and finding a sense of presence and identity among interest tribes in secondary subcultures. The rigid needs of the current video and film industry is the direction and path to take.

Editor: jessica