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view point 技術視點

豎屏劇,下一個視頻網站爭奪的新領地

發布時間:2018-12-05 01:59:59     閱讀次數:302

來源:中廣互聯

  要說今年網絡視聽行業的顯著特點之一就是短視頻正在慢慢籠絡大部分觀眾,擰開流量的“水管”發現大部分都涌進更寬闊的短視頻通道中。

  在近日舉辦的中國網絡視聽大會中就表明短視頻用戶規模和使用時長呈現爆發式增長態勢,帶動行業市場規模迅速增長。《2018中國網絡視聽發展研究報告》中顯示,截至今年6月,短視頻用戶規模為5.94億,占網絡視頻用戶97.5%;預計全年行業的市場規模將超118億元,同比增長106%,在整個視頻內容行業市場規模中的占比迅速擴張。

  短視頻市場火熱,而長視頻流量天花板愈近,各大視頻網站正搶占著短視頻市場,而豎屏劇就是其中的重要形式之一。

  為什么這么說?根據QuestMoboile 10月發布的《中國移動互聯網2018秋季大報告》顯示,2018年9月,短視頻月活規模5.18億人,為在線視頻10.61億人的48.8%,不過短視頻的用戶總使用時長占比為8.8%,幾乎與在線視頻的9%持平。換句話說也就是在線視頻的總用戶流量與用戶規模相差一倍的短視頻總流量相差無幾,那么如何在保持已有優勢的基礎上分得短視頻的一杯羹,短視頻形式與長視頻內容兼容的豎屏短劇戰略布局就顯得尤為重要。

  豎屏短劇到底為什么有吸引力?

  豎屏短劇顧名思義,拍攝方式是豎屏,劇集時長短,每集之間沒有劇情銜接,并且用戶可以即時點贊和評論,對于當下觀眾來講,也是另一種“爽感”。從另一個角度來看,隨著抖音、微視、快手等短視頻平臺的爆火,用戶雖然已經養成豎屏觀劇習慣,但是豎屏內容大多是由用戶自主上傳,制作方式比較簡單,豎屏短劇則是以電視劇的方式、工業化的手段重新解構豎屏內容,也是一種規范和發展方向。

圖為:《生活對我下手了》

  最近播出的一部豎屏短劇《生活對我下手了》上線當天就獲得單集熱度突破5900點,點贊數高達25萬并且躍升愛奇藝劇集熱度值第4名的成績。劇集制作運用抖音思維,對于習慣橫屏看劇的觀眾來說,形式新鮮而又獨特,每一個故事在短時間內就能觸到觀眾笑點和爽點,從而也就更有耐心看下去。

  不僅如此,在對用戶內容場景爭奪方面,豎屏短劇在滿足用戶移動碎片化需求上有得天獨厚的優勢,并且在用戶感受上來講,內容更有沉浸感,能夠拉近內容與觀眾的距離。而這樣的特質導致豎屏劇在展示戲劇化、生活化內容上,相較于橫屏更有優勢。值得一提的是,豎屏劇也十分適合漫改劇的呈現,這種節奏快、人物戲劇性足的故事表現方式為更多題材類型劇集的發展提供新方向。

  但是,不同于橫屏的敘事邏輯,豎屏在展現水平運動、復雜人物關系的畫面時存在先天不足,尤其是在全景展現方面構圖比例嚴重不協調,尤其是具有歷史厚重感、大IP制作的內容,就更適合橫屏。不過這也促使著制作者要突破思維局限、打破傳統敘事邏輯,在縱向框架內完成畫面構圖和敘事。

  豎屏風潮已侵入移動互聯網生態系統,誰能拔得頭籌?

  其實豎屏視頻在去年就已在國外投入制作,美國YouTube專門開發了豎屏網劇,利用手機豎式全屏播放電視劇,并在去年年底面向所有用戶開放了豎屏播放界面,獲得觀眾青睞。反觀國內,雖然有抖音、快手、微視等短視頻平臺培養了用戶高節奏、高密度、碎片化獲取信息的習慣和方式,而專業化、系統化的豎屏視頻節目或劇集目前還處于稀缺狀態,視頻平臺由此為突破口,進行介入和布局。

  愛奇藝推出的《生活對我下手了》吸引了用戶大量的好奇眼光,但它并不是“第一個吃螃蟹的人”。優酷在去年秋集上就已推出新資訊產品矩陣“優酷資訊平臺”,開啟了從橫屏到豎屏內容的嘗試。在今年優酷秋集大會上,推出了一套名為“YOUKU ORIGINAL”的技術標準和工業流程,該技術標準涉及內容的生產、分發、播放等各個環節中,用這套標準流程生產出來的素材,也可以自動適應各種終端、各種屏幕(比如手機豎屏)的差異化用戶需求,為制作豎屏內容提供了技術支撐。

  去年騰訊新聞出品豎屏綜藝《和陌生人說話》以及騰訊旗下yoo視頻在今年也推出豎屏短劇《我的男友力姐姐》,均沒有引發大量水花,但也不失為豎屏內容嘗試中的一次探索。而且在今年愛奇藝秋季悅享會上,愛奇藝創始人、CEO龔宇更是直言,“豎屏內容一定會變成未來的一個主流方向”,還表示將以專業團隊推進豎屏內容從草根型主導變成專業型主導方向發展。

  不難看出,豎屏看視頻的風潮也正逐漸滲透到移動互聯網生態系統中。其實對于視頻網站而言,從用戶線性增長、流量裂變增生的短視頻囊中分得更多用戶時間是必要的戰略考量,而布局豎屏內容愈加成為用戶爭奪戰中的重要砝碼。

  從另一方面,豎屏短劇的發展也從側面說明長視頻與短視頻領域的界限并非楚河漢界般清晰,未來將會更加融合與創新。但是無論如何,在泥沙俱下的當下,市場正本清源后走多元化創新、可持續發展的道路可以預見。

上一篇: 國家廣電總局增設媒體融合發展司,透露了什么訊號?

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