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《明日之子》创造了一个IP 然后撬动了全网流量

2017-09-26 11:13:58   中国娱乐网

近几年,网络综艺的发展已经呈现出遍地开花之势,网络综艺的投入和制作水平都逐渐提升,不断涌现出《吐槽大会》、《奇葩说》等优质节目。网络综艺焕发着蓬勃的生命力,不论是产出数量还是播放量都频创新高。有数据显示,2016年选择网络作为单一播出平台的综艺有83部,全年播放量257亿人次。

网络综艺发展迅速,各大视频网站也开始加速对网综市场的占领,以至于今年暑期市场的争夺显得格外激烈。尽管硝烟弥漫,腾讯视频却凭借自制综艺《明日之子》“杀”出一条血路,成为暑期档的大赢家,并开启了互联网选秀的元年。

《明日之子》频创网综新高 暑期综艺领跑者实至名归

《明日之子》、《中国有嘻哈》以及《快乐男声》等多档节目在网络上的热播,让网综进入了巨制时代。而在这其中,原创出品的《明日之子》从一开始就吸引了诸多的关注。盛世美颜赛道首场升级战直播,就获得了实时在线观看人数超2400万的好成绩。截止到9月25日,《明日之子》节目总播放量高达38.7亿,单集播放量也创下了4亿的最高纪录。除了运营数据,《明日之子》的微博热度也非常亮眼,微博话题#明日之子#阅读量81.8亿、讨论量5033.6万,话题阅读量和讨论量都是网上第一。

节目流量和热度双丰收,选手的人气和关注度也直线飙升。人气选手毛不易微博粉丝从赛前的100多飙升至214万,孟子坤、赵天宇等九大厂牌选手微博粉丝也突破百万大关。三个月前还默默无闻的他们,现在可谓是万众瞩目。尤其是毛不易,一曲《消愁》在QQ音乐上的播放总量5亿次,视频播放量突破6000万,创造了腾讯视频所有音乐类节目的单曲播放量的最高纪录。在比赛过程中,毛不易每出一首新歌都会迅速占领各大音乐榜单,打破了大咖专属榜单的局面。

节目大火的同时,还点燃了娱乐营销的“火把”。作为节目的独家冠名商,王老吉的销售量增长在20%以上,在饮料行业这个增长率可谓惊人。合作推出的三亿瓶王老吉定制瓶,赛程刚过半就已经售罄。而与京东合作的定制音响,上线当天关于毛不易的专属产品在北京地区就出现了缺货的情形。《明日之子》达成与多个品牌的合作,商业总收入超3亿,这个数字不仅称霸今夏全网综,也创下了网综第一季招商新纪录。

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