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年开始，许可证全覆盖管理办法实施，前三季度获得全国网络微短剧许可证的数量和集数持续上升，Q1-Q3 分别为83/116/150 部。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 5300000, "bbox": [[0.719, 0.428, 0.896, 0.441], [0.315, 0.447, 0.896, 0.459], [0.315, 0.465, 0.602, 0.478]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 258, "edu_l1_label": "IOS"}, {"txt": "图表 4：2021-2022 年中国重点网络微短剧上线数目", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 5400000, "bbox": [[0.083, 0.502, 0.481, 0.515]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 9, "global_sentence_id": 259, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 5500000, "bbox": [[0.072, 0.534, 0.49, 0.738]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 4, "global_sentence_id": 260, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：中国网络视听节目服务协会《中国网络视听发展研究报告（2023）》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 5600000, "bbox": [[0.081, 0.744, 0.464, 0.768]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 11, "global_sentence_id": 261, "edu_l1_label": "EDU_O"}, {"txt": "图表 5：2022.06-2023.09 获得全国国产网络微短剧发行许可证数量和集数", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 5700000, "bbox": [[0.517, 0.501, 0.918, 0.534]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 6, "global_sentence_id": 262, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 5800000, "bbox": [[0.513, 0.538, 0.923, 0.742]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 3, "global_sentence_id": 263, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：国家广播电视总局，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 5900000, "bbox": [[0.52, 0.75, 0.809, 0.761]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 10, "global_sentence_id": 264, "edu_l1_label": "EDU_O"}, {"txt": "1.3.政策监管：", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6000000, "bbox": [[0.315, 0.811, 0.457, 0.826]]}]}, "tags": ["title"], "label": "title2", "web_segment_id": 7, "global_sentence_id": 265, "edu_l1_label": "IOS"}, {"txt": "强化内容平台监管，过审率仍处于低位", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6000000, "bbox": [[0.457, 0.811, 0.8, 0.826]]}]}, "tags": ["title"], "label": "title2", "web_segment_id": 7, "global_sentence_id": 266, "edu_l1_label": "IOS"}, {"txt": "持续加强内容审核监管。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6100000, "bbox": [[0.35, 0.853, 0.545, 0.865]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 267, "edu_l1_label": "IOS"}, {"txt": "2022 年4 月广电总局发布的《关于国产网络剧片发行许可服务管理有关事项的通知》开始对国产网络剧片发行实行许可制度，针对2022 年6 月1 日以后新通过规划备案的重点网络剧、网络微短剧、网络电影、网络动画片，采取许可证全覆盖的管理办法，依法取得《网络剧", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6100000, "bbox": [[0.545, 0.853, 0.896, 0.865], [0.315, 0.871, 0.896, 0.884], [0.315, 0.89, 0.896, 0.902], [0.315, 0.908, 0.896, 0.921]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 268, "edu_l1_label": "IOS"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6200000, "bbox": [[0.084, 0.935, 0.299, 0.948]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 269, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6200000, "bbox": [[0.886, 0.936, 0.898, 0.942]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 270, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6200000, "bbox": [[0.086, 0.034, 0.28, 0.066]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 271, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6200000, "bbox": [[0.702, 0.036, 0.907, 0.05]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 272, "edu_l1_label": "EDU_O"}, {"txt": "片发行许可证》后方可播出。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6200000, "bbox": [[0.314, 0.074, 0.899, 0.198]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 273, "edu_l1_label": "IOS"}, {"txt": "2023年6月广播电视总局发布的《网络剧片发行许可和播出管理提示》开始采取许可证全覆盖的管理办法。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6200000, "bbox": [[0.314, 0.074, 0.899, 0.198]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 274, "edu_l1_label": "IOS"}, {"txt": "此外，国家广播电视总局办公厅还多次发布关于内容监管政策，2022年11月《关于进一步加强网络微短剧管理实施创作提升计划有关工作的通知》特别强调了微短剧的监管；", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6200000, "bbox": [[0.314, 0.074, 0.899, 0.198]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 275, "edu_l1_label": "IOS"}, {"txt": "2023年11月再次发布《广电总局多措并举持续开展网络微短剧治理工作》，其中重点包括加快制定《网络微短剧创作生产与内容审核细则》，研究推动网络微短剧APP和“小程序”纳入日常机构管理等。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6200000, "bbox": [[0.314, 0.074, 0.899, 0.198]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 276, "edu_l1_label": "IOS"}, {"txt": "图表6：短剧行业部分监管整治政策一览", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6300000, "bbox": [[0.086, 0.222, 0.389, 0.234]]}]}, "tags": ["table_caption"], "label": "table_title", "web_segment_id": 4, "global_sentence_id": 277, "edu_l1_label": "EDU_O"}, {"txt": "table", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6400000, "bbox": [[0.079, 0.237, 0.919, 0.482]]}]}, "tags": ["table"], "label": "table", "web_segment_id": 1, "global_sentence_id": 278, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：政府官网，国家广电总局公众号，中央网络安全和信息化委员会办公室，环球网，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6500000, "bbox": [[0.085, 0.484, 0.716, 0.496]]}]}, "tags": ["table_caption"], "label": "table_title", "web_segment_id": 7, "global_sentence_id": 279, "edu_l1_label": "EDU_O"}, {"txt": "定期发布备案公示，网络微短剧过审率不足20%。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6600000, "bbox": [[0.315, 0.521, 0.898, 0.607]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 280, "edu_l1_label": "IOS"}, {"txt": "目前，广电总局已开始定期公布全国重点网络微短剧拍摄备案。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6600000, "bbox": [[0.315, 0.521, 0.898, 0.607]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 281, "edu_l1_label": "IOS"}, {"txt": "2023年网络微短剧备案数量爆发式增长，下半年，月均备案数超过300部。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6600000, "bbox": [[0.315, 0.521, 0.898, 0.607]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 282, "edu_l1_label": "IOS"}, {"txt": "但同期，主管部门持续加强内容治理监管，严格许可证发放，7-11月获得全国广播电视主管部门颁发的发行许可的网络微短剧每月仅50多部，过审率仍不足20%。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6600000, "bbox": [[0.315, 0.521, 0.898, 0.607]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 283, "edu_l1_label": "IOS"}, {"txt": "图表7：全国重点网络微短剧拍摄备案", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6700000, "bbox": [[0.317, 0.632, 0.604, 0.644]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 5, "global_sentence_id": 284, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6800000, "bbox": [[0.307, 0.649, 0.923, 0.885]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 3, "global_sentence_id": 285, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：国家广播电视总局网络视听司，上海市网络视听行业协会公众号，最高检影视中心公众号，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 6900000, "bbox": [[0.314, 0.892, 0.913, 0.922]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 6, "global_sentence_id": 286, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 7000000, "bbox": [[0.084, 0.935, 0.299, 0.948]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 287, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 7000000, "bbox": [[0.886, 0.936, 0.897, 0.942]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 288, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 7000000, "bbox": [[0.086, 0.034, 0.28, 0.066]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 289, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 7000000, "bbox": [[0.703, 0.037, 0.907, 0.05]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 290, "edu_l1_label": "EDU_O"}, {"txt": "各大平台积极响应，强化短剧管理。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 7100000, "bbox": [[0.35, 0.093, 0.633, 0.106]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 291, "edu_l1_label": "IOS"}, {"txt": "11 月20 日，抖音巨量广告发布通知上调投流公司资质门槛，要求广告主必须有三种证件，即《广播电视节目制作经营许可证》《增值电信业务经营许可证》《信息网络传播视听许可证》或《网络文化经营许可证》。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 7100000, "bbox": [[0.633, 0.093, 0.896, 0.106], [0.315, 0.112, 0.896, 0.124], [0.315, 0.13, 0.905, 0.143], [0.315, 0.149, 0.538, 0.161]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 292, "edu_l1_label": "IOS"}, {"txt": "此外，抖音巨量广告还强调，拟投放短剧广告的小程序、快应用、App 等应用的主体必须与广告主一致，不支持代投。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 7100000, "bbox": [[0.538, 0.149, 0.896, 0.161], [0.315, 0.167, 0.879, 0.18]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 293, "edu_l1_label": "IOS"}, {"txt": "哔哩哔哩平台也发布《网络微短剧内容规范治理公告（八）》，进一步规范微短剧类内容传播秩序，持续治理违规内容。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 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[1650, 1275], "position_id": 11900000, "bbox": [[0.317, 0.392, 0.559, 0.403]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 8, "global_sentence_id": 392, "edu_l1_label": "EDU_O"}, {"txt": "2.3.用户流量：", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12000000, "bbox": [[0.315, 0.449, 0.457, 0.463]]}]}, "tags": ["title"], "label": "title2", "web_segment_id": 5, "global_sentence_id": 393, "edu_l1_label": "IOS"}, {"txt": "新的流量聚集赛道，用户规模快速提升", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12000000, "bbox": [[0.457, 0.449, 0.801, 0.463]]}]}, "tags": ["title"], "label": "title2", "web_segment_id": 5, "global_sentence_id": 394, "edu_l1_label": "IOS"}, {"txt": "超半数短视频用户接触过微短剧。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12100000, "bbox": [[0.35, 0.491, 0.623, 0.503]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 395, "edu_l1_label": "IOS"}, {"txt": "根据《中国网络视听发展研究报告（2023）》数据显示，截至2022 年底，我国网络视听用户规模进一步扩大至10.40 亿人，短视频用户为10.12 亿人，较2021 年各类用户群体对短视频使用率均有所上升。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12100000, "bbox": [[0.623, 0.491, 0.896, 0.503], [0.315, 0.509, 0.896, 0.522], [0.315, 0.528, 0.896, 0.54], [0.315, 0.546, 0.456, 0.559]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 396, "edu_l1_label": "IOS"}, {"txt": "其中，半年内有50.4%的短视频用户看过3 分钟以内的微短剧、微综艺和泡面番，用户规模庞大。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12100000, "bbox": [[0.456, 0.546, 0.896, 0.559], [0.315, 0.565, 0.633, 0.577]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 397, "edu_l1_label": "IOS"}, {"txt": "根据CNNIC 发布的第52 次《中国互联网络发展状况统计报告》，截至2023 年6 月，我国短视频用户规模已达到10.26 亿人，渗透率进一步提升至96.80%。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12100000, "bbox": [[0.633, 0.565, 0.896, 0.577], [0.315, 0.583, 0.896, 0.596], [0.315, 0.602, 0.665, 0.614]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 398, "edu_l1_label": "IOS"}, {"txt": "随着下半年《逃出大英博物馆》等多部优质短剧火爆，有望推动短剧用户渗透率进一步提升。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12100000, "bbox": [[0.665, 0.602, 0.896, 0.614], [0.315, 0.62, 0.791, 0.633]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 399, "edu_l1_label": "IOS"}, {"txt": "图表 18：网络视听用户、短视频用户规模和短视频渗透率", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12200000, "bbox": [[0.317, 0.656, 0.75, 0.671]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 7, "global_sentence_id": 400, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12300000, "bbox": [[0.334, 0.674, 0.927, 0.877]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 3, "global_sentence_id": 401, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：CNNIC 第52 次《中国互联网络发展状况统计报告》，《中国网络视听发展研究报告（2023）》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12400000, "bbox": [[0.317, 0.881, 0.911, 0.908]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 9, "global_sentence_id": 402, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12500000, "bbox": [[0.89, 0.936, 0.902, 0.942]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 403, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12500000, "bbox": [[0.085, 0.935, 0.298, 0.948]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 404, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12500000, "bbox": [[0.085, 0.034, 0.28, 0.065]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 405, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12500000, "bbox": [[0.702, 0.036, 0.907, 0.05]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 406, "edu_l1_label": "EDU_O"}, {"txt": "短视频平台短剧用户渗透率快速提升。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12600000, "bbox": [[0.313, 0.074, 0.898, 0.18]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 407, "edu_l1_label": "IOS"}, {"txt": "短剧快速切入大众视野，抢占碎片化时间，抖音和快手平台短剧用户渗透率快速提升。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12600000, "bbox": [[0.313, 0.074, 0.898, 0.18]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 408, "edu_l1_label": "IOS"}, {"txt": "根据Questmobile《2023中国互联网核心趋势年度报告（精华版)》数据显示，截至2023年9月，抖音短剧用户渗透率为37.5%，较2022年上升3.4pct；", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12600000, "bbox": [[0.313, 0.074, 0.898, 0.18]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 409, "edu_l1_label": "IOS"}, {"txt": "快手短剧用户渗透率达到了57.5%，同比上升14.6%。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12600000, "bbox": [[0.313, 0.074, 0.898, 0.18]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 410, "edu_l1_label": "IOS"}, {"txt": "参考同期，抖音和快手主站月活跃用户分别为7.43亿和4.57亿，两个平台9月短剧用户均约为2.7亿。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12600000, "bbox": [[0.313, 0.074, 0.898, 0.18]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 411, "edu_l1_label": "IOS"}, {"txt": "图表19：2023年9月抖音与快手平台短剧内容热度变化", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12700000, "bbox": [[0.085, 0.204, 0.512, 0.217]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 4, "global_sentence_id": 412, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12800000, "bbox": [[0.077, 0.221, 0.927, 0.403]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 3, "global_sentence_id": 413, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：Questmobile《2023中国互联网核心趋势年度报告（精华版）》《2023年新媒体生态洞察》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 12900000, "bbox": [[0.083, 0.409, 0.784, 0.421]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 5, "global_sentence_id": 414, "edu_l1_label": "EDU_O"}, {"txt": "图表20：网络视听用户、短视频用户规模和短视频渗透率", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13000000, "bbox": [[0.317, 0.446, 0.749, 0.46]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 6, "global_sentence_id": 415, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13100000, "bbox": [[0.308, 0.464, 0.927, 0.7]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 2, "global_sentence_id": 416, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：Questmobile《2023中国移动互联网秋季大报告》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13200000, "bbox": [[0.315, 0.708, 0.782, 0.72]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 7, "global_sentence_id": 417, "edu_l1_label": "EDU_O"}, {"txt": "短视频加速成为用户线上时间的主要聚集地，短剧用户规模超越部分中长视频平台。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13300000, "bbox": [[0.315, 0.743, 0.899, 0.867]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 418, "edu_l1_label": "IOS"}, {"txt": "根据Questmobile《2023内容视频化与商业化洞察报告》数据可以明显发现，短视频正加速成为用户线上时间的主要聚集地之一，挤占了包括即时通讯、在线视频和其他细分行业的份额。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13300000, "bbox": [[0.315, 0.743, 0.899, 0.867]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 419, "edu_l1_label": "IOS"}, {"txt": "碎片化、快捷和高效的特征，使得短剧拥有更便捷和更多的使用场景，目前抖音和快手平台的短剧用户规模已超过哔哩哔哩、芒果TV和优酷视频等部分中长视频平台，随着渗透率提升，用户规模有望进一步提升。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13300000, "bbox": [[0.315, 0.743, 0.899, 0.867]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 420, "edu_l1_label": "IOS"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13400000, "bbox": [[0.89, 0.936, 0.903, 0.942]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 421, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13400000, 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{"txt": "根据巨量引擎数据显示，2023年抖音微短剧生态实现快速搭建，越来越多的用户养成了追剧习惯，其中用户的人均观看次数较去年同期增长54%，人均时长较去年同期增加了79%2023 年全年抖音短剧大盘的规模消耗预计200 亿。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13800000, "bbox": [[0.664, 0.391, 0.896, 0.403], [0.315, 0.409, 0.896, 0.422], [0.315, 0.428, 0.879, 0.441], [0.315, 0.447, 0.707, 0.459]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 429, "edu_l1_label": "IOS"}, {"txt": "图表 22：巨量引擎：短剧行业迎来快速增长的“黄金时期”", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 13900000, "bbox": [[0.086, 0.483, 0.525, 0.495]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 3, "global_sentence_id": 430, "edu_l1_label": "EDU_O"}, {"txt": "规模消耗+3倍客户数+5倍", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 14000000, "bbox": [[0.402, 0.559, 0.597, 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"chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17000000, "bbox": [[0.35, 0.361, 0.704, 0.374]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 486, "edu_l1_label": "IOS"}, {"txt": "参考Questmoblie《2023年新媒体生态洞察》显示，抖音汽水音乐和快手免费小说APP 仍高度依赖主站的“输送”流量。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17000000, "bbox": [[0.704, 0.361, 0.896, 0.374], [0.315, 0.38, 0.896, 0.392], [0.315, 0.398, 0.471, 0.411]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 487, "edu_l1_label": "IOS"}, {"txt": "据 AppGrowing 国际版数据监测，《ReelShort》从 7 月份开始大规模买量，日均双端投放量基本超过400 组，到了10 月份之后更是水涨船高，单日投放量一度超过1000 组；", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17000000, "bbox": [[0.471, 0.398, 0.896, 0.411], [0.315, 0.417, 0.896, 0.429], [0.315, 0.435, 0.638, 0.448]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 488, "edu_l1_label": "IOS"}, {"txt": "同期点点数据显示，ReelShort 留存不高，次日留存率是36%，但到了第七天留存率是7.6%，30 天后留存率为 2.4%。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17000000, "bbox": [[0.638, 0.435, 0.896, 0.448], [0.315, 0.454, 0.896, 0.466], [0.315, 0.472, 0.395, 0.485]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 489, "edu_l1_label": "IOS"}, {"txt": "我们认为，短时期内，短剧类 App 仍然需要以买量投放为主要营销手段，高度依赖主站输出。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17000000, "bbox": [[0.395, 0.472, 0.896, 0.485], [0.315, 0.491, 0.544, 0.503]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 490, "edu_l1_label": "IOS"}, {"txt": "图表 28：汽水音乐APP 活跃用户规模及用户与抖音重合度", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17100000, "bbox": [[0.082, 0.527, 0.481, 0.559]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 8, "global_sentence_id": 491, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17200000, "bbox": [[0.09, 0.56, 0.483, 0.762]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 4, "global_sentence_id": 492, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：Quesetmobile《2023年新媒体生态洞察》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17300000, "bbox": [[0.081, 0.766, 0.483, 0.788]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 11, "global_sentence_id": 493, "edu_l1_label": "EDU_O"}, {"txt": "图表 29：快手免费小说APP 活跃用户规模及用户与快手重合度", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17400000, "bbox": [[0.517, 0.527, 0.917, 0.56]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 6, "global_sentence_id": 494, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17500000, "bbox": [[0.513, 0.56, 0.912, 0.763]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 2, "global_sentence_id": 495, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：Quesetmobile《2023年新媒体生态洞察》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17600000, "bbox": [[0.517, 0.766, 0.919, 0.787]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 9, "global_sentence_id": 496, "edu_l1_label": "EDU_O"}, {"txt": "参考与短剧行业相近的数字阅读行业（网络小说、漫画、有声读物等）经历了“免费-付费-免费”的发展历程。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17700000, "bbox": [[0.35, 0.812, 0.888, 0.824], [0.315, 0.83, 0.633, 0.843]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 497, "edu_l1_label": "IOS"}, {"txt": "在数字阅读发展早期，整个行业并没有清晰的商业模式。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17700000, "bbox": [[0.633, 0.83, 0.896, 0.843], [0.315, 0.849, 0.491, 0.861]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 498, "edu_l1_label": "IOS"}, {"txt": "此后，随着互联网支付技术逐渐成熟以及用户付费习惯改善，付费阅读逐渐成为数字阅读企业的主要收入来源。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17700000, "bbox": [[0.491, 0.849, 0.896, 0.861], [0.315, 0.867, 0.774, 0.88]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 499, "edu_l1_label": "IOS"}, {"txt": "自2018 年下半年以来，免费阅读平台加入竞争，“流量 广告”模式让用户无须为内容付费，平台依靠流量获得广告等收益。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17700000, "bbox": [[0.774, 0.867, 0.896, 0.88], [0.315, 0.886, 0.896, 0.898], [0.315, 0.904, 0.597, 0.917]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 500, "edu_l1_label": "IOS"}, {"txt": "由于免费模式的强大吸引力，免费阅读", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17700000, "bbox": [[0.597, 0.904, 0.896, 0.917]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 501, "edu_l1_label": "IOS"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17800000, "bbox": [[0.89, 0.936, 0.903, 0.943]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 502, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17800000, "bbox": [[0.084, 0.935, 0.298, 0.948]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 503, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17800000, "bbox": [[0.085, 0.034, 0.28, 0.066]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 504, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17800000, "bbox": [[0.703, 0.036, 0.907, 0.05]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 505, "edu_l1_label": "EDU_O"}, {"txt": "平台发展迅速，在短时间内快速积累了大量用户，付费阅读进入瓶颈期，免费阅读成为新热点，成为带动数字阅读行业发展的增长点。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17800000, "bbox": [[0.316, 0.074, 0.898, 0.106]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 3, "global_sentence_id": 506, "edu_l1_label": "IOS"}, {"txt": "当前，数字阅读行业付费与非付费收入各占半壁江山。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17900000, "bbox": [[0.314, 0.128, 0.901, 0.254]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 507, "edu_l1_label": "IOS"}, {"txt": "根据中国音像与数字出版协会发布《2022年度中国数字阅读报告》2022年我国数字阅读市场总体营收规模为463.52亿元，从营收类型来看，订阅营收225.89亿元、版权营收97.41亿元、广告及其他营收140.22亿元，订阅营收占比逐年降低，版权和广告营收逐渐成为推动产业规模发展的动力源。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17900000, "bbox": [[0.314, 0.128, 0.901, 0.254]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 508, "edu_l1_label": "IOS"}, {"txt": "短剧行业目前仍处于商业化探索阶段，长期来看，我们认为随着用户基本盘稳定，付费收入逐步受限于渗透率和单用户价值，广告收入和其他收入有望持续探索新路径。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 17900000, "bbox": [[0.314, 0.128, 0.901, 0.254]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 509, "edu_l1_label": "IOS"}, {"txt": "图表30：数字阅读行业收入结构", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18000000, "bbox": [[0.317, 0.278, 0.563, 0.29]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 4, "global_sentence_id": 510, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18100000, "bbox": [[0.317, 0.296, 0.927, 0.55]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 0, "global_sentence_id": 511, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：中国音像与数字出版协会《2021、2022年度中国数字阅读报告》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18200000, "bbox": [[0.317, 0.558, 0.865, 0.571]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 5, "global_sentence_id": 512, "edu_l1_label": "EDU_O"}, {"txt": "短剧开辟品牌营销新链路。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18300000, "bbox": [[0.314, 0.594, 0.898, 0.756]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 513, "edu_l1_label": "IOS"}, {"txt": "内容的尽头是商业变现，相较于长视频更加低的制作门槛，品牌定制短剧成为短剧重要的商业化方向。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18300000, "bbox": [[0.314, 0.594, 0.898, 0.756]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 514, "edu_l1_label": "IOS"}, {"txt": "具体来看，微短剧充分依托原有视频平台生态，统筹精准营销。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18300000, "bbox": [[0.314, 0.594, 0.898, 0.756]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 515, "edu_l1_label": "IOS"}, {"txt": "目前，蒙牛、KONO、海澜之家、小度、韩束、唯品会、淘特、三九胃泰、斯维诗、小鹏汽车、DR等多家品牌已开展微短剧定制合作，今年，品牌短剧开始密集上线，以韩束为例，今年陆续上线《以成长来装束》《心动不止一刻》《一束阳光一束爱》《全是爱与你》《你终将会红》五部定制短剧，累计播放量已经超过50亿，其主推护肤品“红蛮腰”系列，也在双十一大促期间12天卖出超26万套，同比增长达550%。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18300000, "bbox": [[0.314, 0.594, 0.898, 0.756]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 516, "edu_l1_label": "IOS"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18400000, "bbox": [[0.89, 0.936, 0.902, 0.942]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 517, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18400000, "bbox": [[0.084, 0.936, 0.298, 0.948]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 518, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18400000, "bbox": [[0.086, 0.034, 0.28, 0.065]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 519, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18400000, "bbox": [[0.702, 0.036, 0.907, 0.05]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 520, "edu_l1_label": "EDU_O"}, {"txt": "图表31：品牌定制短剧成为商业化重要方向", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 18500000, "bbox": [[0.084, 0.093, 0.429, 0.105]]}]}, "tags": ["figure_caption"], "label": "figure_title", 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20100000, "bbox": [[0.403, 0.112, 0.896, 0.124], [0.315, 0.13, 0.896, 0.143], [0.315, 0.149, 0.738, 0.161]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 553, "edu_l1_label": "IOS"}, {"txt": "图表 35：芒果TV 与抖音发布“精品短剧扶持计划”", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 20200000, "bbox": [[0.319, 0.185, 0.72, 0.198]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 6, "global_sentence_id": 554, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 20300000, "bbox": [[0.314, 0.202, 0.919, 0.418]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 2, "global_sentence_id": 555, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：芒果TV，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 20400000, 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"position_id": 23300000, "bbox": [[0.843, 0.093, 0.896, 0.106], [0.315, 0.112, 0.896, 0.124], [0.315, 0.13, 0.879, 0.143], [0.315, 0.149, 0.896, 0.161], [0.315, 0.167, 0.562, 0.18]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 617, "edu_l1_label": "IOS"}, {"txt": "图表 42：2021-2022 年出海翻译作品总量（万部）", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 23400000, "bbox": [[0.083, 0.204, 0.468, 0.217]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 8, "global_sentence_id": 618, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 23500000, "bbox": [[0.074, 0.221, 0.488, 0.421]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 3, "global_sentence_id": 619, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：中国音像与数字出版协会、阅文集团《2022、2023中国网络文学出海趋势报告》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 23600000, "bbox": [[0.081, 0.425, 0.483, 0.448]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 9, "global_sentence_id": 620, "edu_l1_label": "EDU_O"}, {"txt": "图表 43：海外市场营收规模（万亿）", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 23700000, "bbox": [[0.519, 0.203, 0.803, 0.217]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 6, "global_sentence_id": 621, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 23800000, "bbox": [[0.512, 0.222, 0.925, 0.42]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 4, "global_sentence_id": 622, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：中国音像与数字出版协会、阅文集团《2022、2023中国网络文学出海趋势报告》，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 23900000, "bbox": [[0.516, 0.425, 0.916, 0.448]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 7, "global_sentence_id": 623, "edu_l1_label": "EDU_O"}, {"txt": "中式爽剧席卷欧美，ReelShort 爆火海外。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24000000, "bbox": [[0.35, 0.471, 0.686, 0.483]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 624, "edu_l1_label": "IOS"}, {"txt": "ReelShort 为Crazy Maple（枫叶互动）旗下产品，枫叶互动由中文在线投资设立。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24000000, "bbox": [[0.686, 0.471, 0.896, 0.483], [0.315, 0.489, 0.756, 0.502]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 625, "edu_l1_label": "IOS"}, {"txt": "ReelShort 于2022年8 月上线，主推每集1—2 分钟的超短真人剧集，随着推出的短剧《FatedTo My Forbidden Alpha》和《Never Divorce a Secret Billionaire Heiress》相继爆火，整个7 月ReelShort 全球新增用户270 万，其中7 成来自美国双端流水540 万美元。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24000000, "bbox": [[0.756, 0.489, 0.896, 0.502], [0.315, 0.508, 0.896, 0.52], [0.315, 0.526, 0.896, 0.539], [0.315, 0.545, 0.888, 0.558], [0.315, 0.564, 0.51, 0.576]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 626, "edu_l1_label": "IOS"}, {"txt": "随后，平台相继推出多部高热度短剧，10 月份ReelShort 的下载量达225 万次，11 月12 日-11 月13 日，短剧出海平台ReelShort 的下载量在美区App Store 免费榜排名蹿升至第二名，娱乐榜第一名。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24000000, "bbox": [[0.51, 0.564, 0.896, 0.576], [0.315, 0.582, 0.896, 0.595], [0.315, 0.601, 0.896, 0.613], [0.315, 0.619, 0.368, 0.632]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 627, "edu_l1_label": "IOS"}, {"txt": "图表 44：ReelShort 排名变化趋势", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24100000, "bbox": [[0.318, 0.655, 0.589, 0.669]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 5, "global_sentence_id": 628, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24200000, "bbox": [[0.307, 0.673, 0.919, 0.891]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 2, "global_sentence_id": 629, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：AppGrowing 国际版，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24300000, "bbox": [[0.317, 0.899, 0.613, 0.91]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 10, "global_sentence_id": 630, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24400000, "bbox": [[0.887, 0.936, 0.902, 0.942]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 631, "edu_l1_label": "EDU_O"}, {"txt": "footer", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24400000, "bbox": [[0.085, 0.935, 0.298, 0.948]]}]}, "tags": ["footer"], "label": "O", "web_segment_id": -1, "global_sentence_id": 632, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24400000, "bbox": [[0.086, 0.034, 0.28, 0.066]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 633, "edu_l1_label": "EDU_O"}, {"txt": "header", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24400000, "bbox": [[0.703, 0.036, 0.907, 0.05]]}]}, "tags": ["header"], "label": "O", "web_segment_id": -1, "global_sentence_id": 634, "edu_l1_label": "EDU_O"}, {"txt": "与国内相同，ReelShort 依赖社交平台引流，采用单集付费模式，完整剧集解锁价格高于奈飞会员订阅价格。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24500000, "bbox": [[0.35, 0.093, 0.896, 0.106], [0.315, 0.112, 0.616, 0.124]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 635, "edu_l1_label": "IOS"}, {"txt": "与国内相同，ReelShort 仍高度依赖社交平台投放广告的引流。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24500000, "bbox": [[0.616, 0.112, 0.896, 0.124], [0.315, 0.13, 0.527, 0.143]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 636, "edu_l1_label": "IOS"}, {"txt": "从内容构成看，除“霸总”外，还有“先婚后爱、虐恋、狼人、逆袭”的类型，平台根据不同国家与地区的文化背景，在内容输送方面进行了针对性扩张，和奈飞的爆款率只有10%相比，ReelShort 追求的爆款率则是30%-50%。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24500000, "bbox": [[0.527, 0.13, 0.896, 0.143], [0.315, 0.149, 0.896, 0.161], [0.315, 0.167, 0.896, 0.18], [0.315, 0.186, 0.526, 0.198]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 637, "edu_l1_label": "IOS"}, {"txt": "但同时，ReelShort 目前仍采用单集付费模式，追完一部剧用户需付费20 美元左右，高于奈飞15.49 美元/月的标准版会员订阅价。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24500000, "bbox": [[0.526, 0.186, 0.896, 0.198], [0.315, 0.204, 0.896, 0.217], [0.315, 0.223, 0.386, 0.235]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 0, "global_sentence_id": 638, "edu_l1_label": "IOS"}, {"txt": "与国内不同的是，女性用户占比高，且作家数量相对较少，产能有限，短剧成本也较高，付费价格高，竞争格局尚未形成，市场尚未完全打开。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24600000, "bbox": [[0.35, 0.26, 0.905, 0.272], [0.315, 0.278, 0.88, 0.291]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 639, "edu_l1_label": "IOS"}, {"txt": "目前，ReelShort 主要吸引的是女性用户，在美国安卓用户中，女性用户比例ReelShort 高达70%。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24600000, "bbox": [[0.88, 0.278, 0.897, 0.291], [0.315, 0.297, 0.896, 0.31], [0.315, 0.316, 0.485, 0.328]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 640, "edu_l1_label": "IOS"}, {"txt": "而根据《2022 快手短剧数据价值报告》数据显示，快手重度短剧用户中男女用户比例较为均衡，女性比例为53%，但男性用户呈现极高增长态势，80 后及以下年轻男性群体占比36.1%，领跑增速。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24600000, "bbox": [[0.485, 0.316, 0.896, 0.328], [0.315, 0.334, 0.896, 0.347], [0.315, 0.353, 0.844, 0.365]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 641, "edu_l1_label": "IOS"}, {"txt": "产能方面，截至2023 年10 月，起点国际培养了约40 万名海外网络作家，相较于国内2500 万的作者人数差距较大，上游产能仍待提升。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24600000, "bbox": [[0.844, 0.353, 0.896, 0.365], [0.315, 0.371, 0.896, 0.384], [0.315, 0.39, 0.756, 0.402]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 642, "edu_l1_label": "IOS"}, {"txt": "成本方面，国内短剧成本通常在10 万-30 万元之间，《无双》之类的精品短剧的制作成本大约在50 万左右；", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24600000, "bbox": [[0.756, 0.39, 0.896, 0.402], [0.315, 0.408, 0.896, 0.421], [0.315, 0.427, 0.434, 0.439]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 643, "edu_l1_label": "IOS"}, {"txt": "海外方面，制作成本一般是国内短剧的2 倍以上。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24600000, "bbox": [[0.434, 0.427, 0.826, 0.439]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 644, "edu_l1_label": "IOS"}, {"txt": "同时，北美并不拥有国内小程序短剧成熟的投流条件和场景，导致海外短剧付费价格远高于其长视频和电影行业。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24600000, "bbox": [[0.826, 0.427, 0.896, 0.439], [0.315, 0.445, 0.896, 0.458], [0.315, 0.464, 0.544, 0.476]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 1, "global_sentence_id": 645, "edu_l1_label": "IOS"}, {"txt": "图表 45：ReelShort 官网页面及单集付费模式", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24700000, "bbox": [[0.085, 0.499, 0.447, 0.513]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 4, "global_sentence_id": 646, "edu_l1_label": "EDU_O"}, {"txt": "figure", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24800000, "bbox": [[0.081, 0.519, 0.926, 0.732]]}]}, "tags": ["figure"], "label": "figure", "web_segment_id": 3, "global_sentence_id": 647, "edu_l1_label": "EDU_O"}, {"txt": "资料来源：媒体报道截图，ReelShort 官网，东方财富证券研究所", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 24900000, "bbox": [[0.083, 0.743, 0.451, 0.755]]}]}, "tags": ["figure_caption"], "label": "figure_title", "web_segment_id": 5, "global_sentence_id": 648, "edu_l1_label": "EDU_O"}, {"txt": "多同类产品抢夺“出海”市场空间，竞争格局尚未完全形成。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 25000000, "bbox": [[0.35, 0.78, 0.803, 0.793]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 649, "edu_l1_label": "IOS"}, {"txt": "除ReelShort外，今年以来，新阅时代的GoodShort、畅读科技的MoboReels、安悦网络的FlexTV、九州平台的99TV、点众科技的DramaBox、等产品也纷纷上线。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 25000000, "bbox": [[0.803, 0.78, 0.896, 0.793], [0.315, 0.799, 0.896, 0.811], [0.315, 0.817, 0.896, 0.83]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 650, "edu_l1_label": "IOS"}, {"txt": "其中，ReelShort、GoodShort、DramBox 专注于欧美市场，FlexTV 主要布局东南亚，而99TV 则主要做华语地区。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 25000000, "bbox": [[0.315, 0.836, 0.896, 0.848], [0.315, 0.854, 0.606, 0.867]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, "global_sentence_id": 651, "edu_l1_label": "IOS"}, {"txt": "此外，根据 AppGrowing 国际版数据显示，今年下半年以来短剧类相关娱乐 App 的广告投放量有着明显增长，另外像 TikTok、Kwai 等短视频平台也在加快孵化相关内容，与同类产品抢夺市场空间。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 25000000, "bbox": [[0.606, 0.854, 0.896, 0.867], [0.315, 0.873, 0.896, 0.885], [0.315, 0.891, 0.896, 0.904], [0.315, 0.91, 0.368, 0.922]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 2, 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"chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 28800000, "bbox": [[0.086, 0.735, 0.851, 0.75]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 22, "global_sentence_id": 739, "edu_l1_label": "EDU_O"}, {"txt": "在任何情况下，本公司不对任何人因使用本报告中的任何内容所引|致的任何损失负任何责任，投资者需自行承担风险。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 28900000, "bbox": [[0.086, 0.753, 0.911, 0.782]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 20, "global_sentence_id": 740, "edu_l1_label": "EDU_O"}, {"txt": "本报告主要以电子版形式分发，间或也会辅以印刷品形式分发，所有报告版权均归本公司所有。", "language": "chinese", "position": {"pdf_position": [{"page_number": 0, "shape": [1650, 1275], "position_id": 29000000, "bbox": [[0.083, 0.784, 0.914, 0.831]]}]}, "tags": ["text"], "label": "content", "web_segment_id": 4, "global_sentence_id": 741, "edu_l1_label": "EDU_O"}, {"txt": 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# 短剧市场供需双驱，文化出海内外齐振
## 1.市场概览
### 1.1.发展历程：行业生态逐渐完整，加速进入主流视野
#### 起源阶段（2013-2018 年）：2013 年，优酷土豆推出迷你剧《万万没想到》拉开了短剧行业序幕，同时期各平台陆续推出不同短剧，剧集风格多以搞笑为主，数量较少，质量良莠不齐。
#### 萌芽阶段（2019-2020 年）：2019 年，快手推出“快手小剧场”“光合计划”开始尝试探索整合短剧赛道；2020 年末，国家广电总局在备案系统新增“网络微短剧”板块，从而将微短剧正式纳入视频剧集赛道，2020 年也因此被称为“网络微短剧元年”。
#### 成长阶段（2021-2022 年）：
#### 爆发阶段（2023 年至今）：微短剧加速进入主流视野，大量不同题材的短剧不断涌现，多部剧集爆火。2023 年3 月，中国网络视听大会首次举行“微短剧行业发展论坛”；4 月，“2023 首都电视节目春推会”设置短剧创投板块。
### 1.2.市场规模：政策推动繁荣发展，规模数量爆发增长
#### 政策推动行业高质量发展，各地方广电局积极响应。
#### 网络短剧市场规模快速增长。
#### 微短剧获许可证和上线数量快速上升。
### 1.3.政策监管：强化内容平台监管，过审率仍处于低位
#### 持续加强内容审核监管。
#### 定期发布备案公示，网络微短剧过审率不足20%。
#### 各大平台积极响应，强化短剧管理。
## 2.产业链
### 短剧产业链：
### 2.1.IP和内容：版权内容储备丰富，衍生原创模式创新
#### 网络文学储备量丰富，IP改编微短剧2022年同比增长55%。
#### 各大平台争相布局上游IP内容。
#### 长短IP 结合，影视剧衍生短剧逐步发展。
### 2.2.平台生态：各方平台加速入局，互联互通开放合作
#### 随着流量红利见顶，存量竞争时代，短剧快速发展，为影视制作行业带来了创新与变革，成为新的内容增量。
#### 流量互通，生态开放，打通最后一步。
#### 国资大厂加速入局，相继推出短剧APP。
### 2.3.用户流量：新的流量聚集赛道，用户规模快速提升
#### 超半数短视频用户接触过微短剧。
#### 短视频平台短剧用户渗透率快速提升。
#### 短视频加速成为用户线上时间的主要聚集地，短剧用户规模超越部分中长视频平台。
#### 短剧行业迎来快速增长的“黄金时期”。
## 3.商业模式
### 3.1.商业模式：分账分销双向逻辑，广告付费模式探索
#### 市场上短剧主要包括横屏短剧、竖屏短剧和小程序短剧。
#### 投流营销为最大成本投入环节。
#### 短剧的盈利模式目前主要包括以营销为核心的广告收入，和以用户付费为核心的付费收入。
#### 各家视频平台相继推出或升级分账规则。
#### 小程序短剧整体更追求流量。
### 3.2.免费付费：免费付费交错发展，营销开辟全新路径
#### 短剧应用一段时间内仍将依赖买量投放引流。
#### 参考与短剧行业相近的数字阅读行业（网络小说、漫画、有声读物等）经历了“免费-付费-免费”的发展历程。
#### 当前，数字阅读行业付费与非付费收入各占半壁江山。
#### 短剧开辟品牌营销新链路。
#### 单集价格高于长视频平台，会员价格则较低。
## 4.发展趋势
### 4.1.优质精品：长短视频破冰合作，产业上下资源整合
#### 长短视频破冰合作，整合资源优势叠加。
#### 除了平台之间的合作，众多影视制作大厂、知名IP、导演和演员也相继入局短剧赛道。
#### 优质短剧促进文化传播。
### 4.2.人工智能：AI 大模型降本增效，文生视频生产迭代
#### AI 翻译+AI 辅助写作，效率加速提升。
#### 大模型密集发布，AI 视频里程碑式飞跃。
#### 生成式人工智能改变内容的生产方式和交互方式，一方面，大幅提升内容生产效率，生产方式从PGC到UGC再到AIGC；另一方面，影游界限逐步模糊，原有的人机互动升级为人“人”互动。
### 4.3.短剧出海：网文铺垫用户情感，短剧出海空间广阔
#### 网文出海打下用户和情感基础，流量分配机制推动短剧迅速铺开。
#### 中式爽剧席卷欧美，ReelShort 爆火海外。
#### 与国内相同，ReelShort 依赖社交平台引流，采用单集付费模式，完整剧集解锁价格高于奈飞会员订阅价格。
#### 与国内不同的是，女性用户占比高，且作家数量相对较少，产能有限，短剧成本也较高，付费价格高，竞争格局尚未形成，市场尚未完全打开。
#### 多同类产品抢夺“出海”市场空间，竞争格局尚未完全形成。
## 5.投资建议
## 6.风险提示
### 行业政策监管风险：
### 版权采集价格上涨的风险：
### 版权诉讼与盗版侵权风险：
### 行业竞争加剧风险：
### 短剧上线及表现不及预期：
