短剧出海市场分析：霸总题材掘金2400万，下个增长点在哪？
封面新闻记者 姚瑞鹏 | Cover News Reporter Yao Ruipeng
当逆袭的贫穷"小帅"变成了"斯蒂芬"，霸总"换装"走到大洋彼岸仍能收获无数"迷妹"。出海的翻译剧在亚洲走红，但当晋江网文风吹向海外，本土自制剧换成金发碧眼的霸总才能"硬控"屏幕前的欧美网友。
When the underdog "Xiao Shuai" transforms into "Stephen", the rebranded "Domineering CEO" still captivates countless female fans overseas. While translated dramas gained popularity in Asia, adapting original web novels with blonde-haired, blue-eyed CEOs proves more effective in captivating Western audiences.
▍蓝海市场：短剧出海进入爆发期
▍Blue Ocean Market: Short Drama Going Global Reaches Explosive Growth
20日GTC全球流量大会在上海举办，短剧出海作为跨境出海行业中被重点讨论。爆剧《Found You All Along》制作公司parkland pictures CEO陈罗杰表示，目前短剧出海正在蓝海之中，虽然霸总题材仍是主流，但男频短剧却在欧美水土不服，基本沉底。
At the GTC Global Traffic Conference held in Shanghai on the 20th, short drama globalization became a key discussion topic. Roger Chen, CEO of parkland pictures (producer of hit drama "Found You All Along"), stated that the overseas short drama market remains a blue ocean. While domineering CEO themes dominate, male-oriented dramas struggle in Western markets.
2024年，中国短剧出海已进入"亿"级爆发阶段。截至今年，已经有超过100款短剧APP试水海外应用，累计下载量超1.48亿次。根据出海收入规模Top10短剧平台规模总量测算，预计全年出海短剧总收入将达到4亿美元。
In 2024, Chinese short dramas going global have entered a "hundred-million" level explosive growth phase. Over 100 short drama apps have ventured overseas with cumulative downloads exceeding 148 million. Based on revenue estimates from top 10 platforms, the total overseas short drama revenue is projected to reach $400 million this year.
▍制作现状：北美"横店"与成本挑战
▍Production Landscape: North American "Hengdian" and Cost Challenges
FlexTV上之桃影视承制的霸总爆剧单片收益达到2400多万元，业内人士表示，此收益已经跑赢行业大部分短剧。陈罗杰的拍摄团队目前主要集中在加拿大，一个摄影街区内多个剧组正在拍摄。
The blockbuster "Domineering CEO" drama produced by Zhitao Pictures on FlexTV generated over 24 million yuan ($3.6M) in revenue per title, outperforming most industry peers. Chen's production teams are mainly based in Canada, with multiple crews shooting simultaneously in studio districts.
50-100集的短剧成本在8万-30万美元左右，比国内短剧制作成本高出2-5倍。"爆款演员至少是八百美元一天。"陈罗杰表示拍摄成本也上涨了超20%。据TiTiok for business张纯阳介绍，投流成本占总成本的70%。
Production costs for 50-100 episode dramas range from $80,000-$300,000, 2-5 times higher than domestic productions. "Popular actors charge at least $800 per day," said Chen, noting over 20% cost increases. According to Zhang Chunyang from TiTiok for Business, user acquisition accounts for 70% of total costs.
▍未来趋势：破解男频剧本土化难题
▍Future Trends: Solving Localization Challenges for Male-Oriented Dramas
数据显示，ReelShort的男女用户占比为3:7，而ShortMax则已达到1:1。这种变化的出现，无疑标志着短剧出海正迈入一个新的发展阶段——挖掘男性用户。
Platform data shows ReelShort's male-to-female user ratio at 3:7, while ShortMax achieves 1:1. This shift indicates short dramas are entering a new phase - tapping into male audiences.
陈罗杰认为目前在欧美跑不通的男频短剧，其实正是差异化的瞄点，"现在缺的就是本土化剧本人才，能够懂当地文化呈现出较好剧本，这也是当下各大平台竞争的发力点。"
Chen believes the current struggles of male-oriented dramas in Western markets present differentiation opportunities: "The key shortage is localization scriptwriters who understand cultural nuances. This has become major platforms' competitive focus."
业内人士预测，随着AI视频生成技术的进步和本土化团队的成熟，2024-2025年将成为短剧出海市场格局重塑的关键期，内容创新和成本控制能力将成为制胜关键。
Industry experts predict 2024-2025 will be crucial for market restructuring, with content innovation and cost control becoming decisive factors, aided by advancing AI video generation and maturing localization teams.
