Author(s)

Huayu Zeng ¹, Youwu Liu ²

Affiliation(s)

¹ School of Culture and Communication, Sanming University, Sanming, Fujian, 365004, China
² School of Economics and Management, Sanming University, Sanming, Fujian, 365004, China

Corresponding Author

Huayu Zeng

ABSTRACT

With the rapid development of the mobile Internet and the rise of short video platforms, short drama, as an emerging video form, have rapidly captured the market and gained wide attention. This paper discusses the impact of content innovation and profit model on the innovation of short drama business model, and concludes that content innovation is the core driving force for the development of short drama, and that it can better attract viewers to trigger a strong resonance through unique narrative perspective and diversified theme settings, narrative techniques and character portrayal. The paper analyses the drivers of the development of short dramas, pointing out that the changes in user demand, the intensification of market competition and the variety of commercial cash modes have promoted the innovation and development of short dramas.

KEYWORDS

Short-Form Theatre; Value-Added Benefits; Content Innovation; Profitability; Business Models

CITE THIS PAPER

Huayu Zeng, Youwu Liu, Research on the Impact of Content Innovation and Profitability Models on the Innovation of Short Drama Business Models. Media and Communication Research (2024) Vol. 5: 76-84. DOI: http://dx.doi.org/10.23977/mediacr.2024.050411.

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