Baidu Responds to Entering the Short Drama Field: A Key Development Direction of the Current Content Ecosystem

Pandaily12-17

The official website of the Trademark Office of the National Intellectual Property Administration shows that on November 26, Baidu Online Network Technology (Beijing) Co., Ltd. applied for the trademark “Baidu Short Drama,” and a notice of acceptance was issued on December 12.

The trademark “Baidu Short Drama” applied for registration this time covers various fields such as website services, scientific instruments, education, and entertainment in international classification. Currently, the status of these trademarks is all in the stage of awaiting substantive examination and has not yet been formally registered.

Regarding this, the person in charge at Baidu, Inc. stated that short dramas are a key development direction in the current content ecosystem. Currently, Baidu‘s short drama platform has gathered over 24,000 short dramas. By 2025, there will be a new upgrade in five major aspects: distribution, revenue sharing, rewards, exclusive broadcasting rights and investment promotion.

The ‘White Paper on the Development of China’s Micro-Short Video Industry (2024)’ shows that the micro-short video industry has entered a period of transformation and upgrading, officially entering the 2.0 era. The industry size is steadily growing, with user scale, market scale, number of practitioners, and content supply all reaching new highs. Production methods and business models have also undergone fundamental changes.

The white paper points out that as of June 2024, the user base for micro-short videos in China has reached 576 million people, accounting for 52.4% of the overall internet users and showing a steady growth trend. The user base for micro-short videos has surpassed various basic digital services such as online food delivery, online literature, ride-hailing services, and online audio to become an important part of digital life. With the continuous rise in popularity of micro-short videos, its market size is expected to exceed mainland box office revenue for the first time in 2024. According to industry estimates, China’s micro-short video market size is projected to reach 50.44 billion yuan in 2024 with a year-on-year growth rate of 34.90%, while mainland box office total annual revenue is estimated at 47 billion yuan.

SEE ALSO: Tencent’s Various Products Are Increasing Investment in Short Dramas

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