Meta:2024年短剧出海白皮书(107页).pdf

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Meta:2024年短剧出海白皮书(107页).pdf

1、?御?30?-15?2023-2030?2023?11?GoodNovel?Dreame?MoboReader?突?突?DramaBox?ShortMax?数?出?IP?2023-2030?2023?11?3?指?免?出?2023-2030?2023?11?0204060801001201402022?2022?2023?2023?40%35%30%25%20%15%10%5%02022?Q3-2023?Q2?卓(%)52023?53?2023?免?373.9?53?270%1?变?7?12?2023?650?2023?拿?140?650?免?360?2?1.?2023-2024?2.?202

2、4?1?30?2023?650?12?DAU?ARPPU?/清?DAU?809010011012018?10%1.814416218019821615%2.721624327029732420%3.628832436039643225%4.536040545049554030%5.44324865405946486?1.?2.?3.?73%?73%?Colibri Digital Marketing,The Evolution of Live-Stream Content and Short-Form Video:A Look at the TiktokRevolution?2023?4?13

3、?7?2023?拿?50%?200%?变?Data.ai?23?5?7?23?6?11?23?7?16?23?8?20?23?9?24?23?10?29?23?11?26?23?12?31?24?2?4?24?3?10?24?4?14?DramaBox-?DreameShort?FlexTV?GoodShort?MoboReels?ReelShort?ShortTV?8?18%?2023?拿?50%?200%?变?Cowen?11?2023?eMarketer,2023?1?11?2,250?变?2023?980判?2028?2,250判?829812014417119722505010015

4、02002502022202320242025202620272028?2022?2028?10?9?2023?9?1%7%9%13%19%21%26%30%31%33%35%39%41%42%46%49%53%62%?/?53%?兴?Statista Consumer Insights10Meta?eMarketer?2020?2025?Meta?YouTube?TikTok?eMarketer?2023?3?Meta?YouTube?TikTok?2020?2025?TAC?*?Facebook?Instagram?Meta Reality Labs?*?29.3%29.5%30.2%30

5、.1%30.4%30.1%10.2%9.9%8.9%8.3%8.2%8.5%1.7%3.1%6.2%6.5%7.0%7.6%202020212022202320242025Meta*YouTubeTiktok*11?App Store?数?所有App2023-11-13?2023?11?13?Reelshort?TikTok?数?免?2?#应用免费榜排名分类榜排名近30天广告数类别01ReelShort3-1-177娱乐02TikTok5-2-726娱乐03Max11 23-2娱乐04Peacock TV17 44-1682娱乐05Netflix27 35-0娱乐Google Play?400

6、%?data.ai?2023?1?10?3?300?430%?1?1.data ai 2.App Growing 12?内?2024?3?ShortMax?数?data ai?/?数?12024?3?15?12024?3?18?12023?11?1?12023?11?26?12024?4?10?12024?4?10?12024?4?15?12024?4?28?12024?3?16?12024?3?17?22024?4?10?12024?4?12?22024?4?11?12024?4?11?52813?DramaBox?4?11?29?数?data ai?1129?/?数?12024?3?19?

7、12024?4?15?12024?4?7?12024?4?15?12024?4?10?12024?4?11?12024?4?7?12024?4?22?12024?3?17?12024?3?21?12024?4?8?12024?4?28?12023?12?5?12024?4?16?12024?4?16?12024?4?18?12024?4?7?12024?5?1?12024?4?8?12024?4?16?12024?4?7?12024?4?9?/?数?22024?4?15?12024?4?15?22024?4?7?12024?4?13?22024?2?15?12024?5?3?22024?5?5

8、?12024?5?5?32024?4?10?12024?4?10?32024?4?8?12024?4?8?32023?3?13?12024?3?17?32024?4?11?12024?4?7?52024?4?8?12024?4?8?52024?4?10?12023?12?6?52023?12?7?12023?12?7?52024?4?7?22024?4?16?62024?3?17?12024?4?9?14“Meta?免?别?”?,DramaBox“Meta?免?CEO,ShortMax“Meta?出?Crazy Maple Studio?Meta?ReelShort?免?CEO,ReelSho

9、rt?卓?Meta?动?15?出问?RPD?2.3?4.7?兴?2024?1?30?63.8%?26.8%?63.8%?免?4.7?出问?4.7?2.3?2022?8?2023?12?出?/?2.00.31.10.72.34.7?出?出?RPD?激?DramaBox?Nothing Else Compares?GoodShort?Serendipitous Love?指?出?2023?10?20?Enjoy?500?2023?9?5?DramaBox?Forget Me Not:Omegas Return?GoodShort?Profit Prophecy?17?择?指?指?突?App?600

10、?,36?2023?8?27?18?IP?2023?3?拿?免?7?12?19?从0到1入门广告方案优化改进的启发要点深入改善素材和故事讲述方式Meta?A+?A+?出?Meta?出?Signal?影?影?Meta?iOS?Reels?Reels?Meta?清?IP变?Meta?出?变?出?免?动?变?Rights Manager?变?Meta?动?Meta Audience Network?Meta?Meta?指?IAP?IAA?21?Meta Audience Network?Meta?Meta?指?IAP?IAA?IP变?Meta?出?变?出?免?动?变?Rights Manager?变

11、?Meta?动?:?A+?A+?出?Meta?出?Signal?影?影?Meta?iOS?Reels?Reels?Meta?清?22?森?界?(?)?指?A+AC?A+SC?A+CA?A+SC?A+Audience?(A+Creative)?(A+Placement)?(A+Audience)?界?著?界?出?23?A+AC?A+CA?Meta?A+AC?A+SC?竞?A+CA?A+SC?Meta?A+CA?出?24?A+SC?指?30?+指?2?3?竞价乘数(Bid Multiplier)分系统投放25?(A+CA)?*?Meta?2022?3?*?界?26+14%?1?(A+Creativ

12、e)?3D?Meta?AI?免?2022?3?118,000?27?(A+Audience)?1.?2023?3?13?出?99.9%?2.?99.9%?出?免?13%1?免?7%113%7%?28%228%Watch nowShortDrama app For You.28?(A+Placement)?Marketing Science?EMEA?Meta 22?2022?6?12?-5%?5%99.9%?6?6?99.9%29A+?1.Meta?2.?Meta?2022?3?2022?9?21?A+AC?A/B?100%?3.Meta?2022?3?A+AC?+?共?CA?共?CA?A+S

13、C?+?15)8.9%?8.9%1-12%?(A+AC)?(DA)?(CPI)?12%2+40%?别?40%330?Meta Audience Network?Meta?Meta?指?IAP?IAA?IP变?Meta?出?变?出?免?动?变?Rights Manager?变?Meta?动?:?A+?A+?出?Meta?出?Signal?影?影?Meta?iOS?Reels?Reels?Meta?清?31基础方向信号转化 API (CAPI)IOS:全事件衡量(AEM)安卓:Meta Install Referrer 转化模式(Conversion Schema)(IOS)?32?API(CAP

14、I)?API?兴?劲?Meta?Meta?免?指?指?API?拿?API?免?指?Meta?2022?5?8?28?11%?10%?API?10%11%?11%33?(Conversion Schema)IOS?竞?劲影?指?1?兴拿?免?24?问?24?*?2?7?*?3?34Meta?(Aggregated Event Measurement)?iOS?Meta?AEM?iOS 14?AEM?(Conversions)?(VO)?别?iOS?影?竞?Meta?3,529?2023?3?15?3?23?2023?5?1?5?12?2023?5?6?5?10?9.5%?CPI?CPA?AEM?

15、9.5%35?Meta Audience Network?Meta?Meta?指?IAP?IAA?IP变?Meta?出?变?出?免?动?变?Rights Manager?变?Meta?动?:Reels?A+?A+?出?Meta?出?Signal?影?影?Meta?iOS?Reels?Reels?Meta?清?36?出?Reels?3?1233801?免?免?兴?突?On the next episode?40Episode 1Watch Now?2-3?免?41?指?Celebrate the Holidays with Your favourite shows?42?43ON MONDAY

16、MORNING BE LIKEWAKING UPOnly on?Meme?Meme?44?Install NowShortDrama app For You.?4502?出?“?”?免?出?竞?出?47?出?问?出?指?出?4803?Reels?Reels?Reels?38?20?30判?Meta?免?1?Reels?6?1?Reels?22/3?1.Meta 2023?1?2023?4?26?2.Factworks?Global Consumer Short-Form Video Survey?Meta?12,600?13-64?SFV?2022?10?11?51?Reels?Reels?1

17、5?3?变?Reels?Reels?Reels?39%?4?+39%+15?9:16?Reels?48%?2?-48?1.?级(GBDT)?Reels?14?2023?7?1?2023?7?14?“?”?9:16?9:16?2.?2019?11?2022?5?26.5?Reels?Reels?3.“Consumer Study”?Meta?MetrixLab?10,000?18?Instagram?2022?1?4.?58?Reels?2021?6?2022?3?Reels?Reels?Reels?9:16?4.8%?5.1%?2.9%?1+5%?Reels?52?Reels?Facebook

18、?Instagram?Reels?Meta?9:16 IG Stories9:16 IG Reels4:5 FeedStories safe zonesReels safe zones?变?免?出?变?Reels?变?免?Reels?免?拿?Reels?免?变?Reels?Reels?54?“?”?出问?“?问”Reels?Reels?免?卓?Reels?Reels Sound?1234BEAUTY TALKDRAMALETS GOTESTING123META CLEARURBAN UPBEATPOWERTAKE YOUR SEATWOWI LOVE MYSTAY WITH ME?Reels?

19、流?免?Reels?免?卓?“?激?”?“?.”?Reels?突?流?免?指?劲?Instagram?突?Instagram?2022?9?+65%65%?Reels?突?Reels?Meta Audience Network?Meta?Meta?指?IAP?IAA?IP变?Meta?出?变?出?免?动?变?Rights Manager?变?Meta?动?:IP变?A+?A+?出?Meta?出?Signal?影?影?Meta?iOS?Reels?Reels?Meta?清?57Meta?出?变?12301?变?出?变?Meta?出?出?01 合作共赢?浪?劲出?60?Meta?01 合作共赢61

20、?浪?竞?竞?指?变?01 合作共赢?62?02?变?变?02 变?Meta AI64?指?出?拿?变?激?02 变?变?65?拿?拿?变?02 变?变?出?o?拿?变?o?o?66o?免?o?变?o?o?问?o?02 变?变?Business?67?02 变?变?出?o?o?激?68?02 变?变?o?变?出?Facebook?/?Instagram?o?出?Instagram?o?激?69?Meta?02 变?出?变?出?Rights Manager?变?7002 变?Meta?激?Meta?免?出?o?o?变?出?7102 变?免?出?o?o?7202 变?Rights ManagerR

21、ights ManagerRights Manager?著?变?出?o?变?o?7302 变?变?Facebook?Instagram?出?o?o?74出?Meta?02 变?API?Rights Manager?7502 变?出?免?出?oFacebook?出?免?oInstagram?出?免?出?o?o?7602 变?API?出?API?出?变?出?APIo?o?7702 变?Rights Manager?Rights Manager?检?出?o?o?Rights Manager7802 变?变?出?出?o?o?o?79?变?变?出?API?Rights Manager?变?Rights

22、Manager?02 变?80?0381?03?出?82?Facebooko?Instagramo?03?出?83?Rights Manager?Facebook?Instagram?03?出?Rights Manager84?变?03?出?85?变?03?出?86o?o?o?o?o?o?出?03?出?变?87?Facebook?03?出?变?88?Meta?变?03?89?Business Managero?o?oRights Manager?o?出?o?o?o?出?oRights Manager?03?90?Meta Audience Network?Meta?Meta?指?IAP?IAA

23、?IP变?Meta?出?变?出?免?动?变?Rights Manager?变?Meta?动?A+?A+?出?Meta?出?Signal?影?影?Meta?iOS?Reels?Reels?Meta?清?91?Audience Network?923,5003,0002,5002,0001,5001,0005000?Data.ai?(?iOS?(CAGR):24.4%?(CAGR):9.0%?(CAGR):11.1%?(CAGR):4.2%?2017201820192020202120222023 2024F 2025F 2026F 2027F 2028F 2029F 2030F1,0005000

24、?iOS?Google Play?(?8101000120014201700167017101890207022502420259027402880050010001500200025003000350020172018201920202021202220232024F2025F2026F2027F2028F2029F2030F?2030清$2,880?(CAGR):13.2%?(CAGR):7.3%?iOS?Google Play?(?4.294.534.825.115.395.675.956.246.356.827.1101234567820202021202220232024F2025F

25、2026F2027F2028F2029F2030F?2030清7.1?(CAGR):6.0%?(CAGR):4.7%?50040030020010002.521.510.50?2030?2030?427?(CAGR?11.9%2030?206?(CAGR?12.2%2030?130?(CAGR?12.8%2030?96?(CAGR?12.5%2030?69?(CAGR?12.6%2030?52?(CAGR?13.0%?2023?2030?2030?2.45?(CAGR?5.2%2030?2.39?(CAGR?5.4%2030?9360?(CAGR?4.6%2030?1370?(CAGR?4.4

26、%2030?925?(CAGR?4.4%2030?897?(CAGR?4.6%?2030?Data.ai20202021202220232024F 2025F 2026F 2027F 2028F 2029F 2030F?2030?iOS?Google Play?2023?2030?20202021202220232024F 2025F 2026F 2027F 2028F 2029F 2030F?2024?230?$23,070,000,000?94?Audience Network95?4?激?IAP?IAA?免?ARPU?IAA?问?IAA?1?2?40?3?5%?20%?80%T1/T2

27、御?+?T3 御?+?96?免?IAA?+?IAP?o?o?o?IAP?IAA?变?激?o?IAA?IAP?ARPDAU?IAA?免?IAA?IAP?62%?o?o?o?问?97?IAP?98?/?指?/?/?Audience Network991.?2.?3.Audience Network?7?https:/forms.gle/58cSxKuHkiZAy2mr5?100?Meta?竞?竞?激?突?指?指?Meta?102?数?问?突?突?20?IP出?突?数?IP出?数?出?问?数?2.0?数?竞?指?:?出?2022-2027?1990s-2000s?2000s-2010?2010-2014?2014?(2015)IP 出?(2016-2022)?(2019-2025)?(2022-2029)?2.0?103?问?+IP?2024-?2.0?数?竞?竞?问?/?/?/?&IP?数?竞?指?指?竞?.104IP?,?问?兴?出?IP?/?/?/?/?/?/?存?/?问?/?105?Meta?Leon Lin?Kelley Hong?免?Davis Kwok?免?Fion Li?免?Michelle Lee?免?Victoria Jiang?动?Yifei Guan?Jason Cheng?免?Jeanie Shiu?免?106

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