数据激活影视剧市场了吗?——基于中国影视剧平台的数据化逻辑研究  

Has Data Revitalized the Audiovisual Market?Exploring Datafication Logic of Chinese Audiovisual Platforms

作　　者：刘艺涵 毛天婵 LIU Yi-han;MAO Tian-chan

机构地区：[1]上海交通大学媒体与传播学院,上海200240 [2]复旦大学新闻学院,上海200433

出　　处：《新闻大学》2025年第2期93-106,120,121,共16页Journalism Research

摘　　要：本研究聚焦于我国平台影视剧生产的数据化逻辑,尤其在平台与传统行业关系的视角下,探索数据化逻辑如何改变传统影视产业的市场规则。通过对从业者的深度访谈,本研究发现数据化主要通过IP打分制、观看量、团队前期作品数据等机制成为贯穿影视剧生产全程的量化标准,尤其在一次次的“过会”制度中成为关系项目存亡的命脉所在。在这一过程中,影视剧数据也逐渐成为从业者声誉、平台制作能力的重要依据,让影视人才的市场流通、平台的横向竞争有了固定标准,客观上激发了市场活力。然而,数据化却并不意味着传统行业逻辑的消亡,对数据的追求甚至强化了传统依靠人情、圈子的封闭合作模式,反而成为市场活力的束缚者,而这也是目前平台影视行业创新能力不足的主要原因。This study focuses on the datafication logic in the production of platform-based film and television dramas in China,particularly from the perspective of the relationship between platforms and the traditional industry.It explores how datafication transforms the market rules of the conventional audiovisual industry.Based on in-depth interviews with 28 industry professionals,the study reveals that datafication operates as a quantitative benchmark throughout the production process through mechanisms such as IP scoring systems,viewership metrics,and data from previous projects by production teams.Notably,these data-driven criteria serve as critical determinants in the multiple"greenlight"meetings,determining whether these projects can be conducted.During this process,data has also evolved into a key indicator of both individual practitioners'reputations and platforms'production capabilities,establishing fixed standards for talent mobility and competition between platforms,thereby objectively stimulating market vitality.However,datafication does not signify the demise of traditional industry logic.In fact,the focus on data has,in some cases,reinforced the traditional closed-loop collaboration model that relies on personal connections and networks.Paradoxically,this data-reliance has constrained market dynamism,which is also a core factor underlying the current lack of innovation within the platformized audiovisual industry.

关 键 词：数据化 平台研究 影视剧生产 产业创新 市场活力 

分 类 号：G210[文化科学—新闻学]