您好,欢迎来到皮书数据库!
热点推荐: 双循环
更多>> 课题组动态
更多>> 皮书作者
谢伏瞻
    中国社会科学院学部委员,学部主席团主席,研究员,博士生导师。历任中国社会科学院院长、党组书记,国务院发展中心副主... 详情>>
蔡 昉
    中国社会科学院国家高端智库首席专家,学部委员,学部主席团秘书长,研究员,博士生导师。先后毕业于中国人民大学、中国... 详情>>
李培林
    男,汉族,出生于1955年5月,山东济南人,博士,研究员,全国人民代表大会社会建设委员会副主任委员,中国社会科学... 详情>>

    2018年中国移动短视频发展报告

    摘要

    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。

    <<
    >>

    Abstract

    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.

    <<
    >>
    作者简介
    于烜:于烜,北京电视台高级编辑,博士,研究方向为视听新媒体、媒体融合、影视传播。
    <<
    >>
    相关报告