The first Internet application category! The scale of online audio-visual users reaches 1.04 billion audio-visual | Scale | Network
By the end of 2022, the number of online audio-visual users in China has reached 1.04 billion, the utilization rate of Internet users is 97.4%, the number of online audio-visual users is nearly three times that of ten years ago, and the scale of online audio-visual industry is more than 20 times that of ten years ago. Online audio-visual has become the largest category of Internet applications.
On June 21st, the "White Magnolia Dialogue" TV forum focused on "Insight into the Trends of Online Content" and released the "2023 China Audiovisual New Media Development Report" on site.
Network audiovisual becomes the largest category of Internet applications
The 2023 China Audiovisual New Media Development Report is an annual development report organized and written by the Development Research Center of the State Administration of Radio and Television. It has been published and distributed in 9 volumes.
The report shows that last year, 426 online movies, 251 online dramas, 330 online cartoons, 8 online documentaries, and 336 online short dramas became key online audiovisual programs for online registration. The proportion of real-life themes in online dramas exceeds 60%.
According to statistics, in 2022, the number of online audio-visual users in China will exceed that of instant messaging and become the largest Internet application. Among them, the number of short video users reached 1.012 billion, a year-on-year increase of 77.7 million, and the number of online live streaming users reached 751 million, a year-on-year increase of 47.28 million. Short videos and online live streaming are becoming important tracks and strong engines driving the growth of the audio-visual new media industry.
In terms of revenue, the total revenue of online audiovisual service institutions was 668.724 billion yuan, a year-on-year increase of 23.61%, accounting for more than half of the industry's total revenue. The revenue from online audiovisual related businesses was 441.98 billion yuan, a year-on-year increase of 22.95%. Among them, the revenue from services such as user payment and program copyright increased significantly, reaching 120.938 billion yuan, a year-on-year increase of 24.16%; Short videos, e-commerce live streaming, and other revenue grew rapidly, reaching 321.042 billion yuan, a year-on-year increase of 22.51%.
In terms of market size, the market size of the pan network audiovisual field is 727.44 billion yuan, including 292.83 billion yuan in the short video field, 124.96 billion yuan in the online live streaming field, 124.65 billion yuan in the comprehensive video field, 86.71 billion yuan in the OTT/IPTV market, 64.44 billion yuan in the content creation market, and 33.85 billion yuan in the network audio market.
The report points out that audio-visual new media is facing three major development opportunities: firstly, media integration is moving towards a new stage, entering the era of all media intelligence; The second is the new wave of information revolution, which brings revolutionary changes in technological routes and breakthrough innovations in production models; The third is the construction of a comprehensive knowledge content production and learning platform, which has become an important opportunity for audio-visual new media to create a new cultural battlefield.
Returning to reality is the most effective creative path
During the keynote speech, Chen Liaoyu, an animation director and associate professor at the School of Animation at Beijing Film Academy, shared his feelings and insights on the creation of the animation "Chinese Fantasy Tales". He believes that in the current era of "mass innovation", returning to reality may be the most effective creative path. "Innovation and diversity are what you want, but they may not be achievable, and only" truth "is what you can truly achieve." He points out that "truth" is the most effective emotional bridge between the work and the audience. Even if everyone's aesthetic needs are different, no one can refuse true emotions and feelings.
Chen Liaoyu believes that the root cause of some current animated works being characterized by flashy techniques and exaggerated stories is still the creator's inner distrust. "The ancient supernatural stories we are talking about now were recorded by the ancients as real events. Why do we find the text concise and plain when we read many ancient supernatural stories? That's because they believe it. Why do we find it difficult for people today to interpret these stories? It's because we don't believe it. In the creation of" Chinese Tales ", he repeatedly emphasized to the creative team" try to imagine and speak well "," try to believe in our original intention, believe in the story, and trust the audience, so that our expression becomes true and natural. "
Jiang Bin, Vice President of iQiyi, shared his thoughts on the innovation of online audiovisual programs behind the scenes through the creation of the interactive reality show "Planting the Land". He revealed that he encountered many objections during the initial research and preparation of the project. Although a basin of cold water was poured on them, the creative team did not feel discouraged. Instead, they put on rubber shoes, picked up a hoe, and went down to experience the real farming life, submitting over 100 pages of a PPT report. "The content about the program's ideas is only 8 pages, while the rest is a detailed record of the director's team's cultivation and breeding in Hangzhou for over half a year. The difficulties encountered during the process and the reasons for the failures were all recorded in great detail."
Jiang Bin said that the biggest difference between "Planting the Land" and traditional variety shows in terms of creation is that the latter often takes pleasure in the guests' "mistakes" in the program, and farming is something that cannot be wrong, otherwise it will be a huge waste of land resources. In the end, 10 young people completed the task of cultivating 142 acres of land in 192 days. "We always believe in the power of the land and believe that time can be exchanged for content." In just one season, "Planting the Land" produced 74 long videos, over 1000 short videos, and 27 large-scale live broadcasts.
With the vertical and diversified development of online audiovisual content, there have been some new changes in user demand and consumption habits for content. Chen Xiao, Senior Vice President of iQiyi, mentioned that the current audience has a more differentiated self-awareness and more segmented vertical categories. However, on the other hand, in recent years, influenced by the domestic and international environment, works positioned as returning to tradition and mainstream values have become an important force in leading the market and creating.
Cui Chao, Deputy General Manager of Tencent's Online Video Platform Operations Department, stated that although some trends and changes can be inferred through big data, the entire production cycle of audiovisual content generally takes two to three years. "It is very difficult to accurately predict changes in user and market demand." He believes that only by returning to the essence of content can we truly outperform this market. "Good content must have emotions that can move people's hearts, and emotions are relatively unchanged, which can maximize the offset of uncertainty brought by time."
Himalaya editor in chief Li Jiongding believes that with the development of AIGC, the amount of knowledge output will certainly increase, and podcast programs with subjective experience and viewpoint output will have a higher sense of value, which will be the next trend in online audiovisual content. "You can't just talk about coffee culture, but need to be specific to tasting coffee beans."
The forum is jointly organized by the Shanghai Television Festival and the Development Research Center of the State Administration of Radio and Television.
