跳转到主要内容

追剧调查:成也微博败也微博,近 3 成观众放弃正片

本文来自微信公众号「娱乐产业」(ID:yulechanye),作者郑小玲,爱范儿经授权发布。

「你有多久没有完整的看完一部剧集了?」

「上一部完整看完的是……《琅琊榜》?」

当娱 sir 与朋友们聊起这个话题时,才发现这些日常一个梗也没错过的沙雕朋友们,实际上,少有人完完整整的看完过一部上半年那些火爆全网的剧集。

即便《亲爱的,热爱的》一举将李现拱上了流量小生的榜单,《小欢喜》火热到甚至有博主创作了续集「南京爱情故事」。

追剧调查:成也微博败也微博,近3成观众放弃正片

这届观众,既想要了解火热全网的剧集最新动态,又难以坚持追剧。换句话说,他们无法做到坚持追正片,但不想错过剧情走向和精彩片段。于是,官方释放的短片段就成了关键性的追剧神器。

还记得,《亲爱的,热爱的》播放期间那一场热闹的卫视 battle 吗?

浙江卫视与东方卫视,为了争夺热门剧集的观众,用官微进行了一场预告比赛,「谁关键片段放的多,谁就能赢」。而长期蹲守微博的用户就可以在这场放预告的比赛中超前观看到关键内容。

这就是「微博式」追剧——网友仅仅凭借热搜词条、动图片段,就能完整追完一部基本视频 aap 上看过的电视剧。

微博安利率超五成,抖音不足一成

「你看那个新剧了吗?」

「我在微博看了个大概。」

近日由吴谨言、郭晓东主演的《你是我的答案》在芒果台开播,#吴谨言演技#的讨论话题迅速登上热搜。倒不是真有多少观众在追剧,而是一场男女主救狗的片段在微博走红:吴谨言饰演的白小鹿在不到 2 分钟的短视频里奉献了令人窒息的演技——比那只假泰迪还假。网友吐槽扑面而来,护犊情深的「于妈」于正还发微博澄清甩锅导演,一时间好不热闹。

追剧调查:成也微博败也微博,近3成观众放弃正片

活在社交媒体上的年轻人,他们拥有更为灵活的观看方式,热衷于倍速和 cut,加上剧集营销释放片段的节奏越来越快、越来越密集,观剧方式从倍速到在微博、B 站看完所有的精彩看点。

云合数据显示《小欢喜》「预告」内容的热搜上榜时长长达 77.5 小时。

追剧调查:成也微博败也微博,近3成观众放弃正片

只需要选择性的关注若干个娱乐和剧集营销的「微博大号」,基本都不会错过一部剧的剧情走向、名场面等关键内容,称为「盖楼」「买房」,整套流程从输入环节的被安利到最后输出安利,一个环节也不会少。

针对这个现象,娱 sir 就微博式追剧做了一份问卷调查,回收的 243 份有效问卷中,年龄层覆盖 80 后、90 后到 00 后,女性观众占 83%,90 后样本最多。

问卷数据显示,41.96% 的观众可能选择在黄金前三集之后放弃追剧,但这个现象也与剧集更新的方式紧密相关,参考《长安十二时辰》一天更新 12 集的策略,就有近 20% 的观众可以因此坚持久一些。

追剧调查:成也微博败也微博,近3成观众放弃正片

这意味着,观众对于剧集更新的等待期长短要求较高,因此排播上日更更符合当下年轻观众的观剧心里。但令人意外的是,看似薄情寡义、朝秦暮楚的这届观众,能够长情坚持观看的人也不在少数(占比 22.38%)。

在导流渠道上,短视频的火热有目共睹,不过,剧集营销上的安利率,微博依然保有明显的优势。

数据指出,52.45% 的观众会因为社交平台轰炸式安利而开始观看某部剧集。有 43.36% 的观众表示当一部剧集进入营销阶段,微博是她们最容易被安利的渠道,而抖音的推荐入坑率只有 5.59%。

追剧调查:成也微博败也微博,近3成观众放弃正片

微博的名场面、经典段子和高甜、虐狗的对白,都早已经成为了影视剧大众传播的利器。某种程度上,这或许跟微博博主对于碎片化内容的消费再生产有关。

微博段子优势突出

抖音的鬼畜与搞笑向的内容传播较佳,总体上比微博更短,在常规模式上搭配节奏强的背景音乐输出。

不同题材的影视剧通常安利的方向也不同,以《亲爱的热爱的》为例,多数摘取剧中高甜片段,以男主李现为主,有的甚至只是放剧照的 PPT 模式+音乐。

而微博的大部分用户则可以通过艺人超话榜、热门话题、电视剧官博、剧集博主、剧集的官方各平台账号等轻松掌握了大量剧集的实时内容。

其中对于内容的消费再生产,大量博主 kol 的创作能力贡献极大,微博用户甚至能找出其个人标志,自发创作。

追剧调查:成也微博败也微博,近3成观众放弃正片

以某位影视剧博为例,这个账号在追剧初期也是常规发送预告内容辅助文本创作,而到了剧集有一定热度之后,该账号便会开始以叠字称呼主角名字。例如,甜蜜恋爱时将韩商言称为言言,分手吵架期则直呼大名。

看似不起眼的称呼却在几部热门剧集之后成为了其内容推送重要标志。再辅助段子创作和饭圈常用文本,达到 1+1>2 的传播效果。

取消 140 字的限制也在文本字数上给了剧集营销更大的空间。这一点的重要性在于,文本内容上微博博主可以使用大量情绪化词汇,而不用担心字数限制,例如饭圈常见「啊啊啊啊啊啊」。

追剧调查:成也微博败也微博,近3成观众放弃正片

此外,近 38% 的样本用户对《小欢喜》的「英凡爱情故事前传」念念不忘,粗略浏览抖音相关内容也均以「英凡 cp」为主要核心内容;36% 的观众对《陈情令》的兄弟情印象深刻。

在年轻人乐此不疲的段子创作上,微博 kol 的能力突出。

「微博式」追剧未成常态,但因此放弃正片观看的人数也不少

影视营销,微博目前的地位依然无可取代。在这样的强安利率下也就诞生了微博式被动追剧——因为微博的热点推荐而被动地关注某部剧的动态,并跟着广大网友一起口嗨,实际上自己根本就没有看过一集完整剧情。

追剧调查:成也微博败也微博,近3成观众放弃正片

那么观众究竟是看过剧集看 cut 还是看了 cut 放弃正片?微博式追剧与微博式被动追剧又是否会常态化?

统计数据显示,对于观剧这个行为而言,超过 81% 依然会选择常规的视频内容平台。仅有 2.1% 的人认为微博、抖音也可以作为追剧的平台。

追剧调查:成也微博败也微博,近3成观众放弃正片

微博式追剧虽并非常态,但值得注意的是,在「弃剧」原因的选择上(多选),的确有 24% 的观众会因为在社交媒体看过关键剧情片段而放弃正片的观看。

此外,大约 28% 的观众在社交平台轰炸式安利的影响一题中表示会因为轰炸式安利被迫微博追剧,但 get 到热门话题与幽默梗之后便不会再去观看正片。

追剧调查:成也微博败也微博,近3成观众放弃正片

也就是说,喜欢微博追剧的观众,在很大概率上会因为关键内容的大规模释放而放弃观看正片。这种更加碎片化的观剧方式,正暗中抢占着正剧的播放量,完成了年轻观众对于更快看剧的诉求。

在娱 sir 的随机采访中,不少人表示预告为了吸引观众观看通常会选择放出关键的「三分钟营救」片段,一般只给一个简单的过程不给结果,但对于普通观众而言,这就好比被剧透,非常容易失去观看兴趣。

例如,小欢喜的英子跳河,虽然预告片段没有告诉观众她最终是否会跳,但基本也能猜到结果。

观看剧集是纯消费型的,对于观众而言,碎片化省时省力。但作为营销方而言,片段内容作为宣发物料的一部分,是否会影响长剧集的流量,或许是一个迟早要思考的问题。

11 Comments

Thank you for your whole hard work on this site. My mom delights in doing investigations and it's really easy to understand why. We hear all regarding the powerful tactic you produce very helpful tips on this web blog and even increase contribution from people on that point plus our princess has always been starting to learn a whole lot. Enjoy the remaining portion of the year. You're performing a really good job. fila shoes http://www.filashoes.us.org

Needed to draft you a little note to be able to thank you so much the moment again for all the exceptional suggestions you've shown on this page. It was simply shockingly open-handed of you to supply freely what many of us would've made available for an e-book to end up making some cash for themselves, precisely given that you might well have done it if you ever wanted. These concepts in addition worked as the easy way to be certain that most people have similar fervor really like my personal own to learn lots more in regard to this condition. Certainly there are a lot more enjoyable occasions ahead for many who go through your blog. supreme hoodie http://www.supremesclothing.com

My husband and i felt so delighted that Michael managed to finish up his analysis through the entire ideas he was given in your site. It's not at all simplistic to simply choose to be freely giving information which usually other folks may have been trying to sell. So we keep in mind we have the blog owner to give thanks to for this. The main illustrations you made, the simple website menu, the friendships you make it easier to foster - it is most incredible, and it's leading our son in addition to us know that the idea is pleasurable, and that is highly vital. Many thanks for everything! balenciaga speed http://www.balenciagaspeeds.com

I wish to express some thanks to this writer just for bailing me out of this type of instance. As a result of looking throughout the world wide web and coming across ways that were not helpful, I figured my life was over. Living without the presence of approaches to the issues you've resolved by way of your main short article is a crucial case, as well as those which may have adversely affected my entire career if I had not encountered your web site. That competence and kindness in taking care of every item was priceless. I don't know what I would've done if I hadn't come across such a step like this. I'm able to at this moment relish my future. Thank you very much for your professional and results-oriented guide. I won't be reluctant to suggest the website to anyone who wants and needs guidance about this topic. air max 95 http://www.airmax95.us

Needed to compose you this little bit of remark just to thank you over again for those fantastic concepts you have discussed on this website. It's simply wonderfully generous of people like you to give without restraint exactly what a few people could have offered for sale as an e-book in making some money for themselves, precisely now that you could have done it if you considered necessary. The tricks in addition worked to be a fantastic way to know that other individuals have a similar eagerness just as my very own to see a whole lot more with regard to this condition. I think there are lots of more fun times in the future for individuals who look over your blog post. nfl jerseys wholesale http://www.nfljerseyssale.us

I'm commenting to make you understand what a incredible encounter our daughter obtained using the blog. She learned numerous pieces, with the inclusion of how it is like to have an excellent teaching mindset to have other people smoothly fully understand certain extremely tough topics. You truly exceeded visitors' desires. I appreciate you for showing the great, dependable, educational and cool tips on that topic to Lizeth. adidas yeezy http://www.yeezy-shoes.us.org

I must convey my appreciation for your kindness for visitors who require assistance with your idea. Your personal commitment to getting the message all over turned out to be astonishingly functional and have helped regular people just like me to get to their targets. The useful information entails much to me and far more to my fellow workers. Many thanks; from each one of us. yeezy boost 350 http://www.yeezyboost-350v2.us.com

A lot of thanks for all your work on this web page. Kate really loves carrying out investigation and it's simple to grasp why. Most of us know all relating to the lively manner you create effective thoughts on this web site and as well as cause response from some other people on this article while our daughter is in fact starting to learn a lot of things. Have fun with the rest of the year. You're the one performing a dazzling job. air jordan shoes http://www.jordansshoes.us.org

I have to voice my appreciation for your kind-heartedness in support of women who really need guidance on in this area of interest. Your personal dedication to getting the message around has been exceedingly important and has frequently helped people like me to get to their targets. Your new insightful help can mean this much to me and substantially more to my colleagues. Thanks a ton; from each one of us. converse shoes http://www.converseoutlet.us.com

I definitely wanted to develop a small word to be able to thank you for all of the wonderful guides you are giving at this website. My particularly long internet lookup has at the end of the day been recognized with awesome strategies to talk about with my company. I 'd claim that most of us visitors actually are undoubtedly lucky to exist in a good website with many wonderful people with valuable tricks. I feel really blessed to have seen your entire web page and look forward to tons of more exciting minutes reading here. Thanks once again for a lot of things. air max 2019 http://www.nikeairmax2019.us.com

I precisely wanted to thank you so much again. I'm not certain what I might have tried in the absence of the type of secrets revealed by you about this industry. It absolutely was a real depressing scenario in my opinion, nevertheless noticing your well-written technique you handled it took me to weep with delight. I'm just grateful for this information and as well , believe you recognize what a powerful job you were doing teaching some other people thru your blog. I am sure you haven't come across any of us. timberland outlet http://www.timberlands.us

添加新评论

Plain text

  • 不允许使用HTML标签。
  • 自动断行和分段。
  • 网页和电子邮件地址自动转换为链接。
评论语言代码。