Rakuten Viki是一家总部在美国的OTT视频服务平台，自2013年起开始上线中国影视内容，近两年，用户观看中国影视剧的总量每年都呈现翻倍增加趋势。近日，Rakuten Viki首席执行官Sam Wu在第26届上海电视节“全媒体时代的国际电视合作”上分享了中国影视剧在全球市场的流行崛起趋势以及对未来合作机遇的洞察，中国联合展台编发其演讲内容，供参考。

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                                                        粉丝社群构建Viki独特视频生态
                                                     The Introduction of Rakuten Viki

      Rakuten Viki is a leading Asian entertainment destination where communities all over the world come togetheto discover, share and watch great content. We are headquartered in Silicon Valley, and we are a part of the Rakuten Group.
      Rakuten Viki是一家在线视频服务平台，隶属日本乐天集团（Rakuten），总部位于美国硅谷。该平台以亚洲影视娱乐节目内容为主，来自世界各地的用户汇聚于此，共同发现、分享、观看优质海量内容。

      Our services include Viki, a premium OTT service where fans can enjoy a vast library of our original and licensed Asian content in more than 200 languages. The content on Viki is subtitled by our passionate users, who help us share this great content with fans all over the world.
      目前，用户在这里可欣赏到拥有200多种语言字幕的原创以及版权内容。这些内容，由平台上充满热情的粉丝用户志愿提供字幕翻译，在他们的字幕帮助下，这些优质内容为全球各地粉丝更容易看懂。

      Our network also includes Soompi, a leading Asian entertainment news publication. Through Soompi, we provide audiences worldwide with breaking news on Asian entertainment as well as exclusive interviews and articles.
      我们互联网平台还包括一家娱乐新闻资讯发布平台Soompi。通过Soompi，我们向全球观众提供亚洲娱乐领域的最新新闻、独家采访以及资讯报道。

      Together with our fans, our mission is to bridge cultures and connect the world to great entertainment.
      我们的使命是，和我们的粉丝一起，搭建文化交流的桥梁，帮助全球用户无障碍地享受优质娱乐内容。通过Viki和Soompi两大平台，我们为充满热情的用户社群创造了一个属于他们的娱乐天地，这里有高品质的内容、及时的娱乐资讯报道，以及高粘性的社交互动。

      With Viki and Soompi, we have created a playground for our passionate user community, with high-quality content, relevant and timely news articles, and highly engaged social interactions. We have heard from users that through Viki, they feel a sense of belonging and they feel connected to the community when they consume content that is subtitled by other fans, when they select shows based on user reviews, or when they watch together through timed comments and watch parties. Our community really enhances and differentiates the Viki experience.
      Viki的用户告诉我们，当他们通过Viki平台观看由其他粉丝精心翻译的内容时，当他们参考其他用户的真实剧评来选择观看内容时，当他们通过弹幕和共同观看功能观看内容时，他们找到了一种与社群紧密连结的归属感。这使粉丝在Viki的观赏体验变得与其它地方与众不同。 

      Our community spans across 200 countries. Nearly 70% of our audience are millennials and Gen-Z, and 60% are non-Asian and need subtitles to enjoy the content on Viki.
      我们的社群跨越全球200多个国家，我们的观众中，约有70%为千禧一代和Z世代（80、90、00后的年轻人），60%为需要通过字幕翻译来欣赏Viki平台内容的非亚裔人群。

      One of the most differentiated features is our user-created subtitles. Passionate volunteers from all over the world gather on Viki to self-organize and contribute professional quality subtitles in different languages.Our users also contribute detailed reviews, and recommend content to other fans. Users come not only to watch shows, but also to be a part of the global community, who shares the same love for great Asian content.To date, Viki contributors have subtitled more than 2 billion words, which is equivalent to 20,000 novels, helping fans to enjoy this great content in over 200 languages.
      Viki平台最独特的一点就是用户志愿者翻译并制作字幕。来自世界各地极富热情的志愿者们汇聚在这里，通过自行组队管理，通力协作，创造出一部部多语种的专业品质字幕翻译作品。我们的用户还会撰写深度剧评，并向其他爱好者推荐内容。他们并不仅仅是来观看节目，而且会融入并成为这个全球社区大家庭的一员，在这里分享他们喜爱的亚洲影视内容。到目前为止，Viki平台的字幕贡献者，已经翻译了20多亿个单词，相当于2万多部小说。Viki全球粉丝们也通过这200多种语言的字幕，欣赏到了优质的内容。
      Beyond our service, we have an active social media presence to amplify our voice in it. We also reach many users through Soompi, which publishes more than 24,000 articles every year in English and Spanish, including drama reviews, news, and more.
      除了自有平台，我们在其他社交媒体上也非常活跃，以增强我们的推广实力。我们通过Soompi触达了大量的用户。Soompi平台每年以英语和西班牙语发布24000多篇报道，包括剧评、新闻资讯等等。

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                                                            中国影视剧在ViKi上的崛起
                                                The Rise of Chinese Drama on Rakuten Viki

      Viki has been bringing Chinese dramas to the overseas audience since 2013, and we have seen very positive reactions from the user community. We have heard from users that they enjoy the intricate storylines, the elaborate productions, the engaging acting, and their demand for even more great Chinese content continues to grow.
      2013年，Viki开始播出中国影视内容，并传播到世界各地。这么多年来，我们见证了平台上用户对中国节目非常正向、积极的反响。我们了解到，用户很喜欢中国电视剧中错综复杂的故事情节、精益求精的制作、以及引人入胜的表演。他们对于优质中国内容的需求也在日益增长。

      Over the past few years, we have witnessed an exponential increase in total Chinese drama watch time on Viki. The consumption has doubled every year in the last two years, and we are on pace for a strong year-over-year growth again in 2020.
      在过去几年中，在Viki平台上，中国电视剧观看总时长呈现出指数级增长。近两年，用户观看中国国电视剧的总量，每年都实现了翻倍增长。2020年，仍保持这一增长态势。

      Looking at the annual watch time of top Chinese Dramas over the past few years, we also see a remarkable rising trend. In 2019, the top Chinese drama on Viki, <Go Go Squid!>, reached the number 2 ranking on our platform during the on-air period, and the current top Chinese drama on Viki this year, <Three Lives, Three Worlds: The Pillow Book>, is on pace to follow the trend. These top ranking positions were previously occupied by Korean dramas, and Chinese dramas are increasingly becoming more popular and developing a strong following.
      平台上每年中国头部电视剧的观看量呈现出显著的上升趋势。2019年，在Viki上大热的中国电视剧《亲爱的，热爱的》，其观看量在跟播期间高居全站第二名。今年，在Viki上热播的中国电视剧《三生三世枕上书》也同样名列前茅。过去，在Viki平台上排在前列的往往是韩剧为多，如今中国电视剧正变得越来越受欢迎，并吸引了大批追随者。

      We believe that this strong growth in Chinese content consumption on Viki can be attributed to three factors. First, the annual production and launch volume in China is higher when compared to other countries - industry data shows more than half of the world’s new TV dramas were from China last year - so there is a wider selection of content available. Second, Chinese dramas’ production quality has been significantly improving as well. With Viki’s community removing the language and cultural barriers through quality subtitles, the global audiences are impressed by the amazing stories in Chinese Dramas. Third, with the growing audience interest, naturally we’ve increased our acquisition volume of Chinese content. It has become a virtuous cycle, in which the Chinese content partners, the Viki platform, and the global fans, have all become beneficiaries. We hope to continue facilitating and accelerating this growth.
      我们认为，中国电视剧观看量在Viki平台的强劲增长可归因于三个因素。第一，中国电视剧的年产量和播出量要高于其它国家。行业数据显示，2019年，全球有一半以上的新电视剧产自中国，观众可选择的剧目也更多。第二，中国电视剧的制作品质也有显著提升。Viki社区粉丝贡献的高质量字幕消除了语言和文化上的障碍，全球观众能更好地理解中国故事，并被精彩的中国故事吸引。第三，随着观众对于中国内容兴趣的提升，Viki自然而然地也增加了对中国内容的采购体量。这样就逐渐形成良性循环，而中国内容合作伙伴、Viki平台和全球粉丝都是受益者。我们希望继续促进和加快这一循环增长。

      You might be wondering, what is it about Chinese dramas that is behind the increase in overseas fanbase? Through analysis and surveys with Viki users, we have found that Genres, casts, storyline, and production quality are all important aspects of the fandom. Overseas fans enjoy Chinese dramas due to their exquisite costumes, historical & fantasy stories, cinematography, feminism and strong female leads, the beautiful cast, and many other attributes. They are drawn to the sweet and pure romance in Chinese Dramas, and they are also drawn to the historical masterpieces that are not found in other Asian content. Overseas fans are into dramas that are closer to their western values, but within storylines that they seldomly find in their own cultures.
      你也许会好奇，中国电视剧海外粉丝群增长背后的原因是什么呢？通过对Viki用户的分析和调查，我们发现，剧目类型、演员阵容、故事情节和制作质量都是这一狂热现象出现的原因。海外粉丝会喜欢剧中精美的服饰、古装历史和仙侠奇幻故事、电影质感的拍摄手法、坚强的女主和女权主义、养眼的卡司等等。他们也会被中国电视剧中甜宠、纯爱类的故事所吸引，还有在其他亚洲影视内容中难得一见的历史题材巨作，也会吸引他们的目光。总体来说，海外粉丝会更喜欢接近西方价值观、但又在自己的国度和文化中并不多见的剧目。

      Looking into the data, here are some convincing numbers that help you truly understand the growing popularity of Chinese Dramas on our platform:
      There are over 16 Chinese Dramas with scores on or above 9.6/10. “The Untamed” is rated 9.8, hitting the highest among all the Chinese titles. Other titles include the megahits “Go Go Squid” and “Story of Yanxi Palace”, as well as the new titles this year such as “The Song of Glory”.
      Within the Chinese vertical, 5 Chinese Dramas have obtained over 10,000 ratings and reviews from users.
      3 Chinese titles are followed by over 100,000 users while 107 titles followed by over 10,000 users.

      这里我们列举一些数据，帮助大家了解Viki平台上中国电视剧流行趋势。
共有16部中国电视剧被Viki全球用户粉丝评分9.6分及以上（满分10分）。其中《陈情令》评分达9.8分，位居榜首。另外榜单中还包括像《亲爱的，热爱的》《延禧攻略》这样的爆款剧，以及今年的新剧《锦绣南歌》。
      在中国电视剧垂直领域，已有5部剧获得超过1万名用户的评分和留言，有3部中国影视剧都拥有超10万Viki全球用户的关注，107部拥有1万以上的Viki用户关注。

      The interest in Chinese dramas from global fans span across many cultures around the world. Taking a closer look at the subtitles languages created for Viki’s top Chinese dramas, we can see that this content is not only translated into English and Spanish, but also Slovak, Danish, Hebrew, Greek, Urdu, and many more, and bringing Chinese content to all corners of the world. “Scarlet Heart”, with 44 language subtitles, is the most widely translated Chinese Drama on Viki.
      世界各国粉丝对中国电视剧的浓厚兴趣令他们跨越了文化的差异。仔细研究Viki平台上为中国优质剧集制作的字幕，我们会看到，这些剧不仅被翻译成了英语和西班牙语，还被译成了许多小语种，例如斯洛伐克语、丹麦语、希伯来语、希腊语、乌尔都语等等，由此将中国内容带到世界各个角落。其中，《步步惊心》译制为44种语言字幕，成为Viki平台上至今被翻译成最多语种的中国电视剧。

      In addition to covering a multitude of languages, the subtitle communities are also highly professional and well-organized in translation. Here are some examples we found in their works in, “Ruyi’s Royal Love in the Palace”, “The Flame’s Daughter”, and “Nirvana in Fire”. The contributors have come together to provide precise terminologies and exquisite translation of lyrics. It is not easy to translate historical and fantasy Chinese dramas in a proper yet colloquial way for western audiences, and sometimes even give background information for unique words. Our audience's passion for the content really shows in their work.
      除了涵盖多语种外，我们的粉丝字幕组还具有良好的专业能力和组织良好的翻译能力。我们从《如懿传》《烈火如歌》和《琅琊榜》三部作品中节选的一些粉丝翻译作品，他们团结协作，对这些作品进行了精准的专有名词释义和细腻的歌词翻译。对于西方观众而言，用恰当而又通俗易懂的语言翻译中国古装剧、仙侠剧并不容易，更不用说有时还需提供一些特有的中文词义的背景注释了。Viki用户对中国内容的热情由此可见一斑。

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                                           《幸福，触手可及！》和《侠探简不知》的传播分析
                                               Two Outstanding Cases of Chinese Dramas

      I would like to share two outstanding cases of Chinese dramas on Viki during the first half of 2020 - <Love Designer>, and <Ancient Detective>.
      我想分享两个今年上半年在我们平台上表现可圈可点的中国电视剧案例：《幸福，触手可及！》和《侠探简不知》。

      We’ve been promoting <Love Designer> on Viki’s service and diverse social media channels. We leveraged different creative assets for each social media platform to showcase the content. We also interacted and engaged with the audience to increase discussions and interest in the content. All in all, this helped attract fans to come to Viki to watch Love Designer.
      As a result, this drama is seeing great success on Viki. <Love Designer> has become the most watched Chinese drama for 23 consecutive days on Viki during its on-air period, In just one quarter, this show has been subtitled into 16 languages, including German, Spanish, French, and Russian and scored a 9.1 rating from the fans.
      我们持续地在Viki平台及各种社交媒体渠道上推广《幸福，触手可及！》，并在每个社交媒体平台上都采用丰富的素材进行多样化推广。我们还与观众进行互动，增加剧集讨论热度。这些推广吸引了众多粉丝来Viki观看这部剧。
      因此，这部剧在Viki上的播出表现出色。《幸福，触手可及！》在跟播期间连续23天占据Viki中国电视剧观看量榜首。仅一个季度里，该剧已被翻译成16种语言字幕，如德语、西班牙语、法语和俄语等，并获剧迷评分9.1分。

      Besides the large scale historical & costume Chinese dramas, or dramas adapted from famous IPs, some well made web dramas have seen very good audience reception on Viki as well. Through Viki’s platform and content marketing, these web drama gems can be discovered, watched, and loved by global users. Some recent examples of such dramas include Ancient Detective, The World Owes Me A First Love, and My Roommate Is A Detective. These dramas found a passionate audience overseas and their performances are on-par with the large scale productions.
      除了大型的古装历史剧，或是改编自著名IP的剧集，一些制作精良的网络剧在Viki上也广受好评。国际粉丝通过Viki平台和其他推广平台，发现、观看并最终爱上这些精品网络剧集。最近的案例有《侠探简不知》《世界欠我一个初恋》《民国奇探》等，这些剧在海外受到了观众的热切喜爱，甚至不亚于一些大制作。

      Take Ancient Detective, a short wuxia & suspense drama as an example.
This Wuxia drama was the number 6 Chinese drama in terms of scores among all the on-air titles in the first half of 2020, received great reviews from the global fans for its exquisite production, was subbed into 10 different languages, and was followed by over 11,000 users.
      以《侠探简不知》为例，这是一部简短的武侠悬疑网剧。这部武侠剧的评分在2020年上半年的所有中国跟播剧中排名前六，并以其匠心的制作在全球剧迷中好评如潮。该剧已被翻译成10种不同的语言并收获超1.1万用户粉丝关注。

      As you can see from these comments from our user reviews, initially, many Viki fans didn’t have high expectations for this show due to the unfamiliar cast, but many users found it surprisingly attractive after watching a few episodes. They like its classic Wuxia vibe, high production quality, intense storylines, and great acting - we even received many requests for a second season!
      从我们的用户评论中看到，许多人最初由于不熟悉卡司，对这部剧并没有抱有很大期待。但当他们在Viki观看了几集之后，却意外地被这部剧经典的武侠气氛、精良的制作、紧凑的案件剧情和演员们出色的表演所吸引。我们甚至收到了众多粉丝请求拍摄第二季！

      In summary, the increasing volume and quality of Chinese dramas have strengthened the retention of overseas audiences, and they’re gaining even more interest in upcoming works. Meanwhile, overseas audiences aren’t only interested in the drama, but they are also interested in learning the traditional Chinese history & culture. Lastly, we believe that all Chinese dramas have an opportunity to shine among the global audience , no matter if it's a big production or a short web drama, the community recognizes and enjoys all great stories.
      总体而言，近年来，中国电视剧的高产量和不断提升的制作水平，让海外观众持续保持兴趣，忠诚度不断增强，并对即将播出的作品更为期待。同时，海外观众还对学习中国传统历史文化也产生了浓厚的兴趣。我们相信，无论是大制作还是轻体量的纯网剧，中国影视剧都有机会在Viki的全球观众中脱引而出，我们的全球用户会认可并欣赏所有精彩的中国故事内容。

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                                                       后疫情时代的影视剧传播趋势及合作机遇
                                                       Trends & Cooperation Opportunities
                                                                   in the Age of COVID-19

      As many in the industry have shared, COVID-19 is changing the way in which people consume video.
      正如业界许多人所提到的，疫情正在改变人们消费视频的方式。

      Many of the world’s OTT services are reportedly seeing a significant growth in users and consumption that has been related to the pandemic. At Viki, we’ve also experienced this, and we have seen an increase of 70% in daily watch time and an increase of 50% in daily active users since March.
      据报道，全球许多OTT平台的用户量及视频观看量都在疫情期间普遍显著增长。Viki也见证了这一增长趋势。自3月以来，我们的日均观看时长增加了70％，日活跃用户上升了50％。

      The pandemic has also had a significant impact on the global economy, impacting the advertising market and related revenues.
      同时，疫情还对全球经济产生了重大影响，进而影响了广告市场和相关收入。


      In addition, the uncertainties with the pandemic has also caused production projects and schedules to be postponed or even cancelled in many countries. As a result, broadcasting line-ups have been disrupted.
      此外，疫情的不确定性还导致许多国家的影视制作项目和进度计划被推迟甚至取消，许多节目排播计划也被打乱。

      In the midst of all of this, one mainstay is that we are still seeing a growing interest in Chinese and broader Asia content with the overseas audience, so the future continues to be bright.
      尽管有诸多不利因素，但其中不变的一点是，我们看到，全球观众对中国乃至整个亚洲影视内容持续保持着不断增长的浓厚兴趣。由此，我们的前景依然光明。

      These new challenges also mean new opportunities for Chinese content during such a special period of time.
      这些新的挑战对中国影视内容而言，也意味着在这一特殊时期的全新机遇。

      Due to the pre-production tradition in China, there is still a healthy pipeline of finished, new Chinese content for users to enjoy. In addition, it appears that in China, many companies have restarted their production projects already, which is sooner than that of other Asian countries. On content, we have seen a growing interest in iconic Chinese content genres, such as historical and fantasy genres, and these genres can strengthen Chinese content in the global market.
      得益于中国电视剧事前制作的传统，中国影视剧目前仍然库存较充足，可以保持向用户提供源源不断的新成片剧集的良好状态。此外，许多中国公司早已重启制作项目、复工拍摄，这比其它一些亚洲国家都要早。在内容方面，我们也看到观众对于古装、仙侠等标志性中国电视剧的兴趣不断上升，这些题材可以增强中国内容在全球市场上的竞争力。

      With that background , we believe that now is a good time for Chinese companies to accelerate their content export overseas. And Viki, as a long term partner for Chinese content overseas, can give full support to help grow into the global markets and help overcome these times. 
      基于这些背景，我们认为现在是中国公司加速其内容出海的好时机。Viki作为中国影视内容长期的海外合作伙伴，会全力支持并帮助中国内容在全球内容市场中成长，共度时艰。

      We look to continue bringing more great Chinese content to the overseas audiences and expanding the wider content formats genres, such as movies and variety shows.We look to welcome more direct cooperation in the future.
      我们希望继续给海外观众带来优质的中国内容，并将拓展到电影和综艺节目等更广泛的题材类型。我们也欢迎未来与更多中国公司开展直接合作。

      We are also focusing more of our promotional resources to help highlight Chinese content and our partners, including full social coverage and mainstream media PR.
      我们还将将集中更多的推广资源用于重点宣传中文内容与中国合作伙伴，包括全方位的社交媒体覆盖及主流新闻媒体资源等。

      In the past few years, we have established fruitful relationships with many Chinese platforms, studios, and distributors. We will be continuing our investment to grow these win-win partnerships.
      在过去几年里，我们和各大中国平台、制作公司及发行商都建立了长期丰硕的合作伙伴关系。未来，我们将继续投入并保持这些诚挚的双赢合作关系。

                                                                                    5

                                                                  给中国影视行业的建议
                                                                        Suggestions

      In conclusion, from the perspective of an overseas platform, we’d like to share some humble suggestions for our Chinese industry friends.
      最后，我们还想从海外平台的角度为中国的业界朋友提供一些小小的建议。

      First, the overseas audiences tend to sample and decide whether to continue watching this series within the first three episodes. So we can help hook in western audiences early with more brief episodes and succinct
      首先，海外观众倾向于在前三集试看中就决定是否继续观看，所以较短的集数体量和紧凑的剧情节奏容易更早地吸引西方观众。

      Second, some storylines tend to be more popular overseas and some topics might be taboo overseas that should be avoided. We can help make the story more attractive if we consider the overseas audience preferences during the development phase.
      其次，有些故事类型可能在海外更受欢迎，而某些话题在海外是禁忌，也应当避免。如果我们在项目创作初期就考虑到海外用户的喜好，就有可能创造出在国际市场更具魅力的故事。

      Third, it’s important to keep in mind the key characteristics of Chinese original stories, to help Chinese content stand out and attract the overseas audience.
      第三，凸显中国原创内容的特色很重要 。这些特色能帮助中国电视剧在海外市场脱颖而出，吸引海外观众。

      Last but not least, a well-organized global distribution and marketing strategy is critical to make a drama a success overseas. This includes working with overseas partners from an early stage to plan out marketing, as well as engaging promotional support from the artists.
      最后，要注重海外市场的整体矩阵式营销和发行策略，这对一部剧在国际市场上的成功至关重要。这包括从项目早期开始，就与海外的播出渠道平台合作，共同策划推广营销活动，让相关艺人与粉丝互动等。

                                                                        —END—

                                                                  责任编辑｜朱新梅
                                                                  后期编辑｜李嘉欣