1短視頻化、精品化將進一步強化

The professionalization and refinement of short videos will be further strengthened

◆從“草根”創作向化、精品化躍進。

◆ Leap from grassroots creation to specialization and refinement.

◆成為一種獨具特色的網絡視聽節目形態和重要的 輿論宣傳、知識傳播和文化建設載體。

Becoming a unique form of online audio-visual programs and an important carrier for public opinion promotion, knowledge dissemination, and cultural construction.

◆短視頻與廣電主流媒體雙向賦能，短視頻成為廣電媒體深度融合發展的主賽道。

Short videos are mutually empowered with mainstream broadcasting and television media, making them the main track for the deep integration and development of broadcasting and television media.

◆主流媒體入局，將進一步驅動短視頻從泛娛樂化向主流化、化、價值化轉型升級。

The comprehensive entry of mainstream media will further drive the transformation and upgrading of short videos from pan entertainment to mainstream, professional, and value oriented.

2024年短視頻行業五大趨勢

Five Major Trends in the Short Video Industry in 2024

2用戶參與創作積極性將進一步提升

The enthusiasm of 2 users to participate in creative activities will be further enhanced

◆短視頻用戶規模持續增長。

The scale of short video users continues to grow.

◆短視頻使用時長反超長視頻，成為全民性應用。

Short videos have become a popular application due to their long usage time being reversed from ultra long videos.

◆短視頻深刻改變了用戶的媒介使用習慣。

Short videos have profoundly changed users' media usage habits.

◆人們習慣了大數據推送，沉浸于“刷短視頻”，用戶參與創作的積極性不斷提升，職業創作者群體不斷壯大。

People are accustomed to big data push and immersed in "browsing short videos". The enthusiasm of users to participate in creation continues to increase, and the professional creator group continues to grow.

3平臺生態化布局和多元化發展將進一步加快

The ecological layout and diversified development of the three platforms will be further accelerated

◆用戶增速放緩。

The growth rate of users has slowed down.

◆平臺從流量競爭轉向價值競爭。

The platform has shifted from traffic competition to value competition.

◆各平臺逐步從單一的短視頻內容和社交媒體平臺向線上綜合性數字社區演進，即用戶可在短視頻平臺實現休閑娛樂、電商購物、生活服務、知識學習等多種訴求。

Various platforms are gradually evolving from a single short video content and social media platform to an online comprehensive digital community, where users can achieve various demands such as leisure entertainment, e-commerce shopping, life services, and knowledge learning on short video platforms.

4短視頻與各行各業的融合不斷深化

The integration of short videos with various industries continues to deepen

◆拓展本地化生活服務。有的短視頻平臺生活服務業務已覆蓋全國，為用戶帶來“即看、即點、即達”的本地生活新體驗。

Expand localized lifestyle services. Some short video platforms have already covered the whole country in their life service business, bringing users a new local life experience of "watching, clicking, and reaching".

◆積極服務鄉村振興。各平臺推出“短視頻+助農”等新模式，拓寬農產品銷售渠道，賦能鄉村振興。

Actively serve rural revitalization. Various platforms have launched new models such as "short videos+agricultural assistance" to expand sales channels for agricultural products and empower rural revitalization.

◆助力文旅產業發展。短視頻已成為旅游宣傳營銷利器，為文旅產業發展提供巨大驅動力。

Assist in the development of the cultural and tourism industry. Short videos have become a powerful tool for tourism promotion and marketing, providing a huge driving force for the development of the cultural and tourism industry.

5積極的發展政策與有效的治理機制將協同推進、不斷優化

5 proactive development policies and effective governance mechanisms will be synergistically promoted and continuously optimized

◆短視頻時代已經來臨，將深入持久地影響經濟社會和大眾生活，成為推動強國建設和民族復興的重要文化力量。積極政策和有效治理猶如車之兩輪、鳥之兩翼，協同推動短視頻高質量發展。

The era of short videos has arrived, which will comprehensively, deeply, and persistently affect the economy, society, and people's lives, becoming an important cultural force in promoting the construction of a strong country and national rejuvenation. Positive policies and effective governance are like two wheels of a car and two wings of a bird, working together to promote the high-quality development of short videos.

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