付费订阅模式下的微短剧变现:挑战与机遇  

Microdrama Cash-In under the Paid Subscription Model:Challenges and Opportunities

作　　者：王彩燕 Caiyan Wang(Asia-Europe Institute,University of Malaya,Kuala Lumpur Malaysia)

机构地区：[1]马来亚大学亚欧研究所,马来西亚吉隆坡

出　　处：《新闻传播科学》2024年第2期362-366,共5页Journalism and Communications

摘　　要：随着微短剧行业规模的爆发式增长,付费订阅模式逐渐兴起并快速发展。付费订阅模式为微短剧创作者与用户建立了直接的经济联系,逐步改变着人们的娱乐消费方式及平台的收益结构。但是这种模式对内容的质量以及用户的版权意识都提出了更高的要求,想要在这种模式下提升微短剧的变现能力面临着重重挑战。本文探讨了微短剧在付费订阅模式下面临的多重挑战与时代给予的机遇,同时提出了相关策略与建议,期望为微短剧内容创作者、平台运营商等相关行业人员提供理论和实践指导,助力微短剧商业变现的可持续发展。With the explosive growth in the scale of the micro drama industry,the paid subscription model has gradually emerged and developed rapidly.The paid subscription model establishes a direct economic link between the creators of short micro-drama and the users,and gradually changes the way people consume entertainment and the revenue structure of the platform.However,this model puts higher requirements on the quality of content and users’awareness of copyright,and it is a challenge to improve the cash flow ability of micro dramas under this model.This paper discusses the multiple challenges faced by micro dramas under the paid subscription model and the opportunities given by the times,and puts forward relevant strategies and suggestions,hoping to provide theoretical and practical guidance for microdrama content creators,platform operators and other relevant industry personnel,and help the sustainable development of micro-drama cash flow.

关 键 词：微短剧变现 付费订阅 剧本同质化 版权意识 短剧出海 

分 类 号：G23[文化科学]