Author | Guo Ji'an

In Q300 of 0 years, the commercial consumption of short dramas increased by more than 0% year-on-year;

2025 年春節期間，短劇單日消耗連續五日突破 3000 萬；

截至目前，小遊戲單日消耗峰值突破 1200 萬；

2025 年，新擴展的動態漫劇產品上線測試單日消耗峰值便突破 70 萬；

3 月 31 日的快手磁力大會上，以短劇、小遊戲、小說為代表的內容行業數據亮眼，也成為快手商業化重要的增長飛輪。

It is reported that at the beginning of this year, Kuaishou commercialization adjusted its organizational structure, integrated content-based businesses such as short dramas, games and novels, and established a content consumption business center. To a certain extent, behind this adjustment, it is also a reflection of Kuaishou's great attention to the needs of users on the site.

In recent years, short video communities that embed content consumption into users' daily entertainment scenarios have given birth to an active new audiovisual ecosystem. The content products represented by short dramas, mini-games, and novels are growing fiercely, showing great development potential. Taking the short drama industry as an example, according to DataEye's "330 Year Micro Short Drama Industry White Paper", the scale of China's micro short drama market reached 0 billion yuan in 0 years, exceeding the scale of the movie box office for the first time, and the scale of investment was about 0 billion yuan.

At the same time, the small game industry with click-to-play and lightweight ecology and the novel industry that is linked to IP and equipped with scenario-based reading have also ushered in an explosive tide. Taking mini games as an example, according to the "18 China Game Industry Report", the revenue of the domestic mini game market in 0 was 00 million yuan, a year-on-year increase of 0.0%, and users' willingness to pay is also increasing.

Previously, Kuaishou has made many successful attempts to stimulate user consumption demand, promote the active content ecology of the site, and innovate the commercialization model, and has also helped the short drama industry to complete the construction of the full-link ecology on the site. It is worth noting that at this conference, Kuaishou proposed, "Use AI to comprehensively reshape the business marketing landscape and accelerate the construction of the magnetic engine into a next-generation AI intelligent business engine." ”

Obviously, in the next step, Kuaishou is trying to deeply integrate AI technology with marketing, from advertising content production and intelligent delivery, to large model user understanding, content and product matching, etc., the magnetic engine will comprehensively improve the operational efficiency and marketing effectiveness of various industries. Specific to the content industry, it is expected to directly promote the continuous evolution of short dramas, mini games, novels and other products in intelligent creation and accurate user reach.

It is worth noting that at the Magnetic Conference, Kuaishou said that it will continue to optimize the C-end user experience of the native link, so that good content is easier to be promoted and consumed, and at the same time help good content maximize the monetization income.

From short dramas to mini-games and novels, Kuaishou users are in high demand

At present, Kuaishou presents an active new audio-visual ecology: users' demand for content is constantly escalating, and the ecology of the content supply side continues to prosper.

Up to now, a total of 61.0 0,0 new dramas have been uploaded on Kuaishou station; In the first two months of this year, the number of active episodes on the platform increased by 0.0 times compared with last year; In 0 years, the cumulative number of accounts in the IAP and IAA modes of Kuaishou short dramas increased by 0 times year-on-year.

Thanks to the coherence of users' attention, the commonality of willingness to pay, and the reproducibility of creative ability, the potential of the short drama side is also reflected in the mini game and novel industry.

據悉，2025 年，快手站內遊戲內容 DAU 達到 2 億 +，活躍的遊戲創作者數同比提升超 27%，站內遊戲創作者日均生產視頻量同比提升超 41%，快小遊商家產品數量增加超 270%。小說側，今年快手站內活躍書籍數量達到 3.6 10,000，IAP 和 IAA 模式下累計帳號數同比提升超 30%。

The outbreak of diversified content in Kuaishou shows that a unique content consumption ecology has grown in this soil. Grasping the deep needs of users and co-building a high-quality ecosystem with the majority of content creators is the original intention of Kuaishou to commercialize the establishment of a content consumption business center, and Kuaishou is also doing some in-depth thinking on the reconstruction and integration of the industry.

一方面，優質的 IP 可以在不同形式產品和不同使用者群內實現流動，完成最大化變現。點眾科技執行總裁李江便表示：去年其公司出品、充值上億的《龍年大吉》在快手播放達 2.4 億，帶動同名小說閱讀增長 500%，另一改編自同名小說 IP 的爆款作品《桃花馬上請長纓》，播出後也帶動原著小說閱讀增長 10 倍。顯然，短劇產品可以直接帶動小說 IP 流量爆發，甚至直接為付費小說帶來第二春。

On the other hand, with the further use of creative resources, the newer form of the blue ocean track is also expected to run a dark horse. For example, the graphic content does not have to be a pure word novel, but can also be a comic; The video content may not only be a live-action short drama, but also a game IP comic adaptation, a side-scrolling animation strip, an AI sci-fi short story, etc.

以快手從今年年初開始探索的動態漫為例，測試期間，單日消耗峰值達到 70 萬，也跑出了總消耗過百萬的小爆款。這一使用者需求充沛的新形態產品與小說使用者重合度僅在 3% 左右，對於大量 IP 與短劇公司而言，是一個具備高潛力的變現新管道。

當前快手站內，內容產品的滲透不斷加深，2025 年站內短劇日均觀看人數提升超 46%，站內短劇人群日均消費時長為 21 分鐘。同時，用戶的付費意願也極大提升。當前，快手站內對短劇小說產品付費用戶累計達 3925 萬。這群高付費意願、專注於垂類內容的使用者，也有望在更多內容產品上爆發出消費能力。

However, it is worth noting that consumption upgrading also leads to an increase in the demand for content quality, and the content industry is experiencing a qualitative change from "traffic-driven" to "content-driven". Only by having a deep insight into user needs and polishing high-value content and products can we effectively carry user time and interactive behaviors, and maximize the value of commercial traffic through precise delivery.

Monetization Model Upgrade: Why Are New Opportunities in the Content Consumption Industry in Kuaishou?

Why is Kuaishou a new opportunity for the content consumption industry?

First and foremost, Kuaishou's strong support for high-quality content. Entertainment Capital found that whether it is a short drama, a small game, or a novel, Kuaishou has always emphasized "content" and abandoned "violent monetization methods", but advocated the establishment of a more benign and sustainable consumption ecology, and continuously launched various support programs to encourage the production of high-quality content and the cultivation of industry talents.

Taking short dramas as an example, Kuaishou's high-quality short drama label Xingmang short drama has further increased its investment in the subdivision track. In response to scarce themes such as history and cultural tourism, the flow and cash support of high-quality story ideas have been continuously increased, and diversified explorations have also been carried out in niche segments. At the same time, in the next stage, Kuaishou's exploration of high-quality short drama IP in the development of novels, games, animations and other diversified forms will be further strengthened.

Second, Kuaishou has always insisted on building a healthier and more inclusive content consumption business ecology on the site. Content creators in each link can cross the technical threshold and fully reap the ecological dividends of the community at a lower cost. The most typical is that through the initiative to create a Native native link based on service accounts and launch a short drama distribution and matching platform, Kuaishou has initially built a full-link business ecology for short drama consumption on the site.

Taking the end-native link as an example, consumers can watch and pay with one click on the Kuaishou platform, without being interrupted by jump behavior, and the streaming party only needs to complete simple drama uploads, layout configurations, etc., without the need for technical development of external station applets. As a result, the user's experience is smoother, and the efficiency of business conversion is also directly improved.

以《桃花馬上請長纓》為例，這部劇於快手站內總播放達 2.4 億，IAP 付費人數達 44 萬，IAA 解鎖人數高達 330 萬。

同時，去年 10 月上線的短劇分銷撮合平臺，直接將短劇版權方和達人分銷方的交易放在了線上。在這一平臺中，版權方與分銷方之間建立合作、素材傳遞、內容編輯、數據結算等環節完全在線上完成，匹配效率更高，運營成本更低，更是有效解決了達人分銷過程中最常見的資訊不透明問題。

It is reported that Kuaishou's short drama distribution and matching platform has also attracted head companies such as Shanhai, Kyushu, and Dianzhong to settle in, prompting the increase in its scale.

"Since 3, we have had in-depth cooperation with Kuaishou, and it has been very successful in the past year. First, Kuaishou has a large number of short drama users, and the algorithm can help us find users accurately. Second, after a drama accumulates a large number of fans through a service account, it is equivalent to having an operable private domain traffic position. Third, based on the trust model of the Kuaishou community, the talents in the Kuaishou ecosystem strongly help the content distribution, and our income in Magnetic Juxing last year was very good. Li Jiang, executive president of Dianzhong Technology, said. It is reported that in 0 years, the number of people cooperating with Kuaishou increased by 0%, and the per capita income increased by more than 0 times.

Such a terminal native in-depth business model and closed-loop transformation ideas are also expected to gain revenue explosion on the side of novels and mini games.

Third, Kuaishou has made an active attempt to explore multiple monetization models and help content parties increase their yields. Whether it is exploring the possibility of a hybrid model of mutual transformation between IAA and IAP, or helping content products break the user ceiling through user subsidies to obtain new incremental people, or setting up a team to build a managed operation to achieve revenue sharing, Kuaishou is committed to promoting different types of content products with different cycles to increase commercial revenue.

In the past six months, Kuaishou has also been exploring the "small amount free of money" model, realizing the silky transfer from point A to point P. In the IAA model, users can pay a lower amount to skip the ads between levels or episodes for a smoother consumer experience. Under this experimental mode, on the short drama side, the average playback time of users who purchased the small amount of short drama free card increased by 265%, and the monetization value of the crowd increased by 0%; On the game side, the average daily playing time of purchasing users will increase by 0%, and the realized amount will increase by 0%.

The in-depth cultivation of these new models and new ways of playing also means that the majority of content parties can maximize their monetization through diversified business transformation models.

AI incarnates a growth flywheel, how can the content consumption industry "accelerate"?

It is worth noting that the theme of this magnetic conference is "generating new business". Wang Jianwei, Senior Vice President of Kuaishou, Head of E-commerce Business Unit and Head of Commercialization Business Department, said at the meeting: "Kuaishou will reshape the commercial marketing field in the whole process of AIGC content production, agent placement, marketing recommendation model, and bid inference model. ”

Specific to the content consumption industry, at present, the application of AI technology in Kuaishou has been quite deep, and in the future, it is also expected to trigger a leap in the efficiency of content and advertising, and stimulate new business increments.

First, AI is expected to further liberate manpower on the content production side. In the next step, with the diversified development of Kuaishou's high-quality IP, AI product tools can help transform multiple forms of audio-visual interactive products under the same IP to achieve multiple types of monetization.

以快手嘗試的動態漫劇產品為例，當前，使用 AIGC 工具可以直接完成小说故事成片，內容生產成本可以控制在 100 元 / 分鐘；更為精美的動態漫產品，即將漫畫生成為簡單的動畫短片，如今在 AI 智慧工具的輔助下，成本也可以控制在千元 / 分鐘水準，均遠低於短劇的製作成本。

Kuaishou's self-developed video generation model Keling AI is also expected to further reduce costs, liberate productivity, and explore more diverse and open short drama themes and forms of expression.

Last year, Kuaishou and nine well-known film directors including Jia Zhangke and Li Shaohong launched the "Keling AI Director Co-creation Program", which greatly demonstrated the expansion of new technologies to the boundaries of film and television creation; The creator incubation plan of "Starlight Short Drama X Keling Large Model" released by it has also given birth to a large number of high-quality AI short drama works, encouraging the birth of a large number of sci-fi and fantasy theme content; This year, Kuaishou launched the world's first AI unit drama "New World Loading" to accelerate the iteration of technology products to the industry......

At the same time, AI can also help in the production of advertising materials, accurate user reach, lowering the threshold, and improving the advertising effect.

Taking the short drama industry as an example, at present, Kuaishou's large model can summarize the core plot and character relationships according to the content of the series, and then combine the user's payment behavior, viewing behavior and other data to give suggestions for further payment point design. This also means that within the platform-side native system, different content copyright owners can combine private domain data to obtain customized "business solutions".

In the advertising process, the large model capability also effectively solves the marginal effect problem of the traditional advertising industry. Taking the game industry as an example, in the past, because the longer the material was on it, the more user conversion data could be accumulated, the advertising recommendation system was keen to recommend old content and old products, but with the increasing number of repeated exposure users, the conversion efficiency also deteriorated. However, large models can deduce the corresponding groups of game products and materials in a short period of time, increasing the exposure opportunities of new products.

In addition, the smart panel hosting of Kuaishou skits has been launched, which can intelligently calculate the conversion rate and revenue of users who have not paid for a specific category, so as to reverse the amount of user C supplement, bringing obvious benefits to customers.

Not only that, this year, Kuaishou will explore more in-depth bidding and intelligent product features, including 7-day ROI bidding for Mini Game IAP, A/P conversion automation for short dramas and novels, and a fully managed model.

It is foreseeable that under the benign content ecology, under the promotion effect of AI technology, with the deepening of ecological synergy and the iteration of technology, the content consumption industry is expected to complete a new round of "species explosion" in Kuaishou in 2025 years, opening up a new industry growth point. At present, whether it is the short drama industry, or the novel or mini game industry, it is the best time to accelerate the entry into the game and deepen the business here.

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