1短视频化、精品化将进一步强化

The professionalization and refinement of short videos will be further strengthened

◆从“草根”创作向化、精品化跃进。

◆ Leap from grassroots creation to specialization and refinement.

◆成为一种独具特色的网络视听节目形态和重要的 舆论宣传、知识传播和文化建设载体。

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

◆短视频与广电主流媒体双向赋能，短视频成为广电媒体深度融合发展的主赛道。

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.

◆主流媒体入局，将进一步驱动短视频从泛娱乐化向主流化、化、价值化转型升级。

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年短视频行业五大趋势

Five Major Trends in the Short Video Industry in 2024

2用户参与创作积极性将进一步提升

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

◆短视频用户规模持续增长。

The scale of short video users continues to grow.

◆短视频使用时长反超长视频，成为全民性应用。

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

◆短视频深刻改变了用户的媒介使用习惯。

Short videos have profoundly changed users' media usage habits.

◆人们习惯了大数据推送，沉浸于“刷短视频”，用户参与创作的积极性不断提升，职业创作者群体不断壮大。

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平台生态化布局和多元化发展将进一步加快

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

◆用户增速放缓。

The growth rate of users has slowed down.

◆平台从流量竞争转向价值竞争。

The platform has shifted from traffic competition to value competition.

◆各平台逐步从单一的短视频内容和社交媒体平台向线上综合性数字社区演进，即用户可在短视频平台实现休闲娱乐、电商购物、生活服务、知识学习等多种诉求。

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短视频与各行各业的融合不断深化

The integration of short videos with various industries continues to deepen

◆拓展本地化生活服务。有的短视频平台生活服务业务已覆盖全国，为用户带来“即看、即点、即达”的本地生活新体验。

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".

◆积极服务乡村振兴。各平台推出“短视频+助农”等新模式，拓宽农产品销售渠道，赋能乡村振兴。

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.

◆助力文旅产业发展。短视频已成为旅游宣传营销利器，为文旅产业发展提供巨大驱动力。

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积极的发展政策与有效的治理机制将协同推进、不断优化

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

◆短视频时代已经来临，将深入持久地影响经济社会和大众生活，成为推动强国建设和民族复兴的重要文化力量。积极政策和有效治理犹如车之两轮、鸟之两翼，协同推动短视频高质量发展。

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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