A major survey on the global users of the "New Three Exports" in cultural globalization is released, marking a new stage of value resonance in the gl

On April 16th, at the China Audio-Visual Going Global Sub-forum of the 13th China Network Audio-Visual Conference, the report "Global User Survey on the 'New Three' in Cultural Going Global" jointly compiled by the School of Journalism and New Media of Xi'an Jiaotong University, China Media Research (CSM), and the Overseas Media Research Institute of China Daily was officially released. Wang Wenbin, the dean of the School of Journalism and New Media of Xi'an Jiaotong University, Yu Jian, the chairman and general manager of China Media Research (CSM), and Liu Yaqi, the chief editor of the International Communication Development Research Center of China Daily, jointly launched the release ceremony, comprehensively presenting the market performance, user characteristics, and communication effectiveness of online literature, online games, and short dramas (the "new three") at home and abroad, providing authoritative data support and practical guidance for the high-quality development of digital culture going global.

Wang Wenbin, the dean of the School of Journalism and New Media of Xi'an Jiaotong University, released the results of the "Global User Survey on the 'New Three' in Cultural Going Global."

This survey covered 20 overseas countries and 31 provinces/municipalities/autonomous regions in China. Through large-scale online sample libraries at home and abroad, questionnaires were distributed using the quota sampling method to ensure that the sample was consistent with the structure of netizens in each country, improving the representativeness of the sample. A total of 24,688 valid questionnaires were finally recovered.

The report shows that the "new three" in cultural going global have become the core engine of China's digital culture going global, with both the domestic and overseas markets booming. Among users aged 18 and above in major countries around the world, the scale of China's online literature, online games, and short dramas has exceeded 1.07 billion, 1.2 billion, and 1.8 billion respectively (including the domestic market). In the domestic market, short dramas led the market with a penetration rate of 70.2%, with a user scale of over 664 million; the penetration rates of online literature and online games both exceeded 50%, and the user scales of both exceeded 500 million. In the next year, domestic users' consumption expectations for the "new three" will continue to improve. Among them, the expected usage time and paid investment in short dramas will increase the most, and both online games and online literature will maintain stable growth.

Outstanding Achievements in the International Market

The "new three" show great development potential in the overseas market. In terms of regional penetration rates, the spread of the "new three" globally shows distinct regional characteristics. Chinese online literature has the highest penetration rates in Oceania (40%) and Southeast Asia (30%); the core overseas markets for online games are Southeast Asia (42%) and South Asia (39%); the penetration rate of short dramas in Southeast Asia and Africa is as high as 67%, approaching the domestic level (70.2%), indicating the unique advantages and huge growth potential of the "short, flat, and fast" model in cross-cultural communication.

User Profiles Feature "Youthfulness, High Income, and Gender Balance"

The overseas users of the "new three" are mainly in the 18 - 34 age group. Among them, the users of online games and short dramas are mainly in the 18 - 24 age group, while the users of online literature are mainly in the 25 - 34 age group. The gender ratio of short drama users is balanced (51.9% are female), the proportion of female users of online literature is slightly higher (54.0%), and the proportion of male users of online games is slightly higher (55.2%). The middle - and high - income groups account for 70% - 80%, and this group has strong consumption ability and high consumption willingness, laying a solid foundation for the continuous growth of the market.

International Users Favor Content with "Strong Plots, High Entertainment, and Emphasis on Experience"

In terms of genre preferences, overseas users of online literature prefer fantasy, anime, suspense and reasoning content the most; online game players mainly prefer action/adventure and shooting games, pursuing excitement and immersion; suspense, revenge, and supernatural themes lead in short dramas, with high - reversal and compact plots as the core attraction. At the same time, overseas users have a high overall evaluation of the "new three" in Chinese culture. The user scores in dimensions such as genre richness, value transmission, picture quality, and narrative rhythm all exceed 4 points (out of 5), receiving high recognition.

Significant Effects of International Cultural Communication

The survey shows that the "new three" have a significant effect on enhancing the understanding of Chinese culture: more than 70% of online game users, more than 60% of online literature users, and more than 40% of short drama users said that they have deepened their understanding and favorability of China through these works. The "new three" break cultural barriers through immersive experiences, promote the transition from content output to value resonance, and build a new paradigm for the international communication of Chinese culture.

The report also points out that currently, the "new three" still face problems such as insufficient cultural adaptation, the need to improve operation and services, content homogenization, and the need to optimize business models. It is recommended that the industry focus on content quality, strengthen local operation, and innovate business models to seize the dividend period of going global.

This release provides a path reference for the network audio - visual industry to go global, helps the "new three" in cultural going global to continue to tell Chinese stories well, and promotes Chinese culture to better reach the world.

(Source: China Daily Website)