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Sensor Tower发布了2024年短剧出海市场洞察,以下为详细内容:
短剧通常是指单集时长短、剧情发展快的竖屏迷你剧,一般制作成本低、周期短,并以戏剧性的情节迅速吸引用户。乘着短视频正风靡全球的东风,2023年短剧在国内和海外市场迎来迅猛增长。2023年6月《ReelShort》在海外市场一炮而红,头部网文出海厂商纷纷入局短剧出海赛道。本报告将分析当前短剧出海的趋势与热门应用表现,聚焦领跑者《ReelShort》,探析其成功开拓海外市场的方法与策略。
特别说明:本报告仅统计应⽤商店IAP预估值,不包括⼴告变现收⼊和中国地区第三方安卓渠道收入。
《ReelShort》领跑短剧出海赛道,网文厂商占据领先优势《ReelShort》在海外市场的走红带动头部网文出海厂商纷纷入局短剧出海市场,目前《ReelShort》以先发优势领跑,点众科技《DramaBox》紧随其后,新阅科技《GoodShort》、安悦网络《FlexTV》和九州文化《ShortTV》、畅读科技《MoboReels》等多款短剧应用跻身收入榜前十。
![](https://p0.ssl.img.360kuai.com/t01ff785cd8e50a4a3c.jpg)
短剧出海市场近半年热度骤增,相比2023年9月,2024年2月内购收入和下载量分别增长280%和220%。截至2024年2月底,已有多达40多款短剧应用试水海外市场,累计下载量近5500万次,内购收入达到1.7亿美元。
其中《ReelShort》贡献了短剧出海赛道52%的下载量和48%的收入,占据半壁江山。九州文化出海短剧应用《ShortTV》凭借东南亚市场的卓越表现,上线仅6个月累计下载量已位列海外市场第二名。
![](https://p0.ssl.img.360kuai.com/t01ebbbddfdc748c2ed.jpg)
美国是短剧出海的必争之地,头部短剧应用总收入的60%-70%来自美国市场。这与美国用户拥有更强的付费意愿和能力密不可分,Sensor Tower数据显示《ReelShort》和《DramaBox》在美国市场的平均单次下载付费是其他市场的6倍。
虽然《ReelShort》仍处于领先地位,但也面临愈加激烈的竞争。2024年2月,点众科技《DramaBox》在美国市场收入上涨82%,达到《ReelShort》月收入的72%,差距逐渐缩小。
![](https://p0.ssl.img.360kuai.com/t011dbda5ef3cb0bd4b.jpg)
嘉书科技的出海短剧应用《TopShort》则瞄准日本市场,2024年2月收入同比增长110%,成为日本市场收入和下载量最高的短剧应用。根据Sensor Tower应用排名数据,《TopShort》在日本娱乐应用iOS下载榜中的排名不断提升,2月末已超越《Netflix》和本土视频应用《U-NEXT》,跃居第6名。
![](https://p0.ssl.img.360kuai.com/t014f9432d75eaf991e.jpg)
得益于文化的相似性和庞大的移动用户规模,东南亚也是短剧出海的热门市场之一。九州文化推出的短剧应用《ShortTV》深受菲律宾、泰国和印度尼西亚等市场用户的喜爱,东南亚市场贡献了46%的总下载量。2024年1月《ShortTV》在东南亚下载量环比激增6倍,首次超越《ReelShort》成为该市场下载量最高的短剧应用。
![](https://p0.ssl.img.360kuai.com/t019c2c50734925b744.jpg)
制作爆款短剧是《ReelShort》成功的关键。2022年8月上市到2023年5月期间,《ReelShort》下载量和收入并未明显增长,但随着《Fated to My Forbidden Alpha》、《Never Divorce a Secret Billionaire Heiress》和《The Double Life of My Billionaire Husband》等爆款短剧的上线,《ReelShort》单日下载量和流水急速上涨。
![](https://p0.ssl.img.360kuai.com/t01e136577dc39ba694.jpg)
《ReelShort》爆款短剧的诞生,与发行商Crazy Maple Studio在女性浪漫内容赛道的多年深耕息息相关。Crazy Maple Studio于2017年在硅谷成立,并一直聚焦女性浪漫内容主题,先后在海外市场发布了一系列应用,包括女性互动故事手游《Chapters》和《Spotlight》、浪漫网文应用《Kiss》和《Scream》等,打造出文字、手游、视频等多元复合的内容生态,为《ReelShort》提供了大量热门剧本和用户数据。
![](https://p0.ssl.img.360kuai.com/t011f00fb94d92bf20a.jpg)
在北美市场,视频娱乐赛道竞争十分激烈,《Netflix》等头部玩家实力强大且资本雄厚。Sensor Tower用户洞察Audience Insights数据显示,《ReelShort》在美国市场拥有与《Netflix》不同的核心用户群。两者在用户画像、热衷的移动应用和喜爱的广告类别上差异显著,使得《ReelShort》能够避开众多强劲的对手,在竞争激烈的市场中占据一席之地。
![](https://p0.ssl.img.360kuai.com/t01077920fb30a8b3cd.jpg)
广告投放对短剧的用户增长十分重要,Sensor Tower数据显示《ReelShort》整体付费下载量占比高达78%,而其他头部短剧应用《DramaBox》和《GoodShort》付费下载量占比更是达到80%。
![](https://p0.ssl.img.360kuai.com/t013ac4bc64beb76ffd.jpg)
热门短剧《Fated to My Forbidden Alpha》广告素材在TikTok平台的爆火成为《ReelShort》增长关键节点。根据Sensor Tower数字广告平台Pathmatics数据,2023年7月初《Fated to My Forbidden Alpha》广告素材在TikTok上的流量和花费急速上涨,与《ReelShort》下载量的首次激增相吻合,成为打开美国市场的关键节点。
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牧纪杨3058形容家庭和亲属关系的英语词汇 -
柳景司19717451542 ______ 表姑Second cousin 表叔Second cousin 表兄弟Father's sister's sons; male cousin 表兄弟Maternal male cousin 表侄Second cousin 表姊妹Father's sister's daughters; female cousin 表姊妹Maternal female cousin 伯父/大爷Father's older ...
牧纪杨3058husband's sister是什么意思 -
柳景司19717451542 ______ husband's sister_百度翻译 husband's sister 姑 [例句]She 's got a husband . He 's got a sister.她有丈夫在,他有妹妹.因为职业,所以无畏 专业翻译机 你有问题,我来解答 芝麻一帮一,问题全无一 万千芝麻是一家,团结合作靠大家 不明白请及时追问,敬请采纳,O(∩_∩)O谢谢
牧纪杨3058冠夫姓,尊卑观念,性别意识英语怎么说 -
柳景司19717451542 ______ 她婚后冠上的夫姓 her married name 冠夫姓adopt one's husband's surname 尊卑观念idea of the inferiority or the superiority 性别意识gender consciousness, gender awareness
牧纪杨3058丈夫的英文怎么写 -
柳景司19717451542 ______ 她坐在她丈夫的身边度过一个漫漫长夜.She sat beside her husband through the livelong night.她对丈夫有二心.She is disloyal to her husband.她丈夫生活放荡.Her husband is on the loose.她规劝其丈夫改掉在床上吸烟的习惯.She ...
牧纪杨3058翻译成英文,万分谢谢 -
柳景司19717451542 ______ Thanks for your reception on Friday as well as your husband's driving us to the destination. Hope your work be all right,your family be healthy and everything gose well.We had a pleasant dinner with everyone on Friday.
牧纪杨3058请朋友们帮忙用英文翻译两句口语,谢谢! -
柳景司19717451542 ______ What is your husband`s name?My husband`s name is Junhan He.What is your wife`s name?My wife`s name is Yan Lee.
牧纪杨3058怎么用英语写“经过加油站时,我看到一女子挽着她的丈夫的手臂双双朝我前行.”这句话呢? -
柳景司19717451542 ______ 语法正确并地道的一个说法是:As I passed the gas station, I saw a woman walking towards me, holding her husband's...
牧纪杨3058I , helped , my , dog, carry ,my , husband's , slippers , yesterday , - 是这九个词.再加一个词 加以 -
柳景司19717451542 ______ 不加词就可以成句:My dog helped me carry my husband's slippers yesterday. 昨天我家的狗帮我给...
牧纪杨3058.用英语讲.望夫石的故事.~~~~~~~~~~~~~~ -
柳景司19717451542 ______ 相传古时,夏河湾湖边住着一对贫穷而又恩爱的夫妻,过着男耕女织的农家生活 因外敌入侵,丈夫应征入伍 妻子每天都爬上家屋后的山上,盼望丈夫能回来 年复一年,结果等到的却是丈夫的死讯 她大哭过后就坐在了山上,长久望着丈夫 Old ...
牧纪杨3058I , helped , my , dog, carry ,my , husband's , slippers , yesterday , - 是这九个词.再加一个词 加以
柳景司19717451542 ______ 不加词就可以成句: My dog helped me carry my husband's slippers yesterday. 昨天我家的狗帮我给我先生拿拖鞋了 加一个词也可以: My dog helped me carry my husband's slippers yesterday morning. 昨天早晨我家的狗帮我给我先生拿拖鞋了 My dog helped me to (这里to可有可无) carry my husband's slippers yesterday. 昨天我家的狗帮我给我先生拿拖鞋了 help someone (to) do something 帮某人做某事