忘掉三小时的电影吧。中国人正迷上短小精悍的短剧——而字节跳动的红果应用正成为该国流媒体短剧的最大平台之一。8月，字节跳动的应用占用户在中国50大手机应用上花费时间的41.8%，而一年前为34.2%。数据来自野村证券于10月5日发布的《中国互联网与新媒体月度应用追踪报告》。增长大部分来自其两款应用：抖音，即TikTok的中国版，以及专注短剧的流媒体平台红果。
Forget three-hour movies. China is getting hooked on bite-sized dramas — and ByteDance's Hongguo app is becoming one of the country's biggest platforms for streaming them. In August, ByteDance's apps accounted for 41.8% of the time users spent on China's 50 biggest mobile apps, up from 34.2% a year earlier. The figures come from Nomura's China Internet and New Media Monthly App Tracker, published October 5. Much of that growth came from its two apps: Douyin, the Chinese version of TikTok, and Hongguo, a streaming platform focused on short dramas.
红果在国内最大应用中排名第四，仅落后于字节跳动的抖音及其精简版，以及微信。与此同时，中国的长视频流媒体服务正在失去市场。8月，中国用户在爱奇艺、腾讯视频和芒果TV上的月度使用时间，同比分别下降了35%、40%和27%。红果于2023年推出，本质上是短剧版的TikTok，采用免费、广告支持的模式。中国数据公司QuestMobile称，截至6月，该平台拥有近3.7亿用户。
Hongguo ranks fourth among the country's biggest apps, behind ByteDance's Douyin and its Lite version, as well as WeChat. At the same time, China's long-form streaming services are losing ground. In August, the monthly time Chinese users spent on iQIYI, Tencent Video, and Mango TV fell by 35%, 40%, and 27%, respectively, year-on-year. Launched in 2023, Hongguo is essentially TikTok for short dramas, operating on a free, ad-supported model. Chinese data firm QuestMobile said the platform had nearly 370 million users as of June.
红果正乘着中国更广泛的短剧热潮前行。这些剧集专为手机屏幕制作，每集时长数分钟，题材涵盖高甜虐恋、复仇、奇幻和家族恩怨等。这种形式在海外也正兴起。科技市场分析公司Omdia预计，其在中国以外最大的市场美国，将产生今年预计30亿美元国际短剧收入中大约一半的份额。Omdia将全球短剧收入定为2025年约110亿美元，并预计到今年底将攀升至140亿美元。这种形式也已成为AI生成视频的试验场。
Hongguo is riding a broader short-drama boom in China. These shows are made for phone screens, with episodes lasting several minutes and storylines ranging from high-stakes romance and revenge to fantasy and family feuds. The format is taking off overseas, too. Tech market analysis firm Omdia expects the US, its largest market outside China, to generate roughly half of the $3 billion in international short-drama revenue forecast for this year. Omdia puts global short-drama revenue at about $11 billion in 2025 and expects it to climb to $14 billion by the end of this year. The format has also become a testing ground for AI-made video.
在新加坡举行的DBS亚洲未来前瞻大会上，TikTok首席执行官周受资在谈及行业更广泛的情况时表示，AI视频工具可以帮助品牌以远低于通常成本的费用制作广告，他指出这一趋势已经在中国短剧行业中显现。TikTok和红果均属于字节跳动旗下。周受资表示，他认为目前正在制作的短剧中，“压倒性多数”正在使用AI模型，包括字节跳动的Seedance。
Speaking more broadly about the industry at the DBS Asia Future Forward Conference in Singapore on Monday, TikTok CEO Shou Zi Chew said AI video tools can help brands create ads at a fraction of the usual cost, a trend he said is already playing out in China's short-drama industry. TikTok and Hongguo are both owned by ByteDance. Chew said he believed the "overwhelming majority" of short dramas now being produced use AI models, including ByteDance's Seedance.