本文分概况、聚焦、问题及趋势四个部分对2018年中国移动短视频进行研究。总体看,2018年短视频在严监管中继续强势成长,商业进程加快;在两超并举、多强竞争的平台格局下,巨头争夺仍在继续;“金字塔”内容格局稳中有变,红人规模扩张;监管全面从严,治理常态化。聚焦行业内部,三个特点突出:一是平台主导商业提速,二是平台出海进展明显,三是MCN促使业余UGC向专业的内容生产转变。在短视频快速发展中,一方面需警惕娱乐洗脑的危害,另一方面则要尽快走出变现困境。展望2019年,短视频行业将在技术创新的驱动下实现升级,同时会向垂直细分的方向发展。
<<This paper studies China’s short-video in the mobile internet era in 2018 from four parts,including overview,focus,problems and trends. Overall,in 2018,short-video continued to grow strongly under strict regulation and the commercial process accelerated;the platform was in pattern of two superpowers leading,multi-players competing,and the tycoons were still vying to continue;The pyramid content pattern changed stably,the scale of KOL/web talents expanded;Regulation was strict,and governance tended to be normalized. Focusing on the industry,there were three distinct features:platform-led commercial acceleration,obvious progress in overseas development of the platforms,and MCN’s promotion to the transition from amateur UGC to professional production. However,in the rapid development of short videos,it’s necessary to be alert to entertainment brainwashing and work through business dilemma as soon as possible. Looking ahead to 2019,the short-video industry will be upgraded under the drive of technological innovation,and will develop forward to target more segmented Market.
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