The daily activity of Hongguo short drama is rising: the next competition between long and short videos lies between content and duration

 The daily active user data of Hongguo, a micro-short drama platform, has recently triggered industry discussions.The number given in the relevant report is 168 million, a year-on-year increase of 107%, which is higher than the combined daily activity of the four parent video platforms iQiyi, Tencent Video, Youku, and Mango TV.At the same time, the number of domestic micro-short drama users has reached 718 million.Just click on a few episodes on your commute and catch up on a short unit during your lunch break. Short dramas are entering many people’s daily schedules, which has also changed the way the competition in the video industry changes.

Changes in daily activity data are closely related to the usage habits of short drama products.Its single episode length is short, the update pace is fast, and the recommendation page will continuously adjust the content based on the user's stay and clicks.Many viewers did not decide in advance which drama to follow, but caught the beginning of the story by swiping again and again.Subdivided themes such as sweet pets, counterattacks, suspense, and family provide a dense enough entrance. The plot quickly throws out character relationships and conflicts, and users can complete a complete emotional experience in a fragmented time.

Hongguo relies on the short video ecosystem, and in addition to watching, it also includes sharing, discussion, and advertising unlocking.A high-frequency line and a familiar actor's face often flow from the short play page to the social platform, and then bring new clicks back to the content page.This cycle amplifies the number of daily opens and allows the daily activity indicator to include more usage scenarios.The long video platform is closer to the method of selecting a film and then watching it. Users will set aside continuous time for a long drama, variety show or movie. When comparing the two types of data together, you need to see that they correspond to different rhythms.

The expansion of supply has also left more acute test questions for the short drama industry.AI tools have lowered the threshold for some production links, and the number of new dramas being launched has increased rapidly, giving audiences an increasingly wide range of choices.Behind the bustling film list, the completion rate, delivery costs and payback cycle are still accounts that producers have to calculate every day.Capturing people at the beginning of the story is only the first step; whether the characters can stand up in the middle and whether their emotions can be recovered determines whether the audience will continue to follow it, and also affects whether a short drama can leave a longer life.

Long videos are also being adjusted.Series development began to pay more attention to the speed of the first few episodes, and project announcements entered the short video platform earlier; the short drama production team is trying more complete character arcs, more sophisticated scenery, and more stable performances.Audiences will choose different content in different scenes: they will open long dramas when they want to be fully immersed, and they will open short dramas when they want to quickly advance the plot.The next battle will ultimately come back to whether the content makes people want to stay.Whoever can continue to write fresh characters and stories will have a better chance of staying in the limited attention span.