Zhihu data: Half of the audiences of mainstream films such as The Battle at Lake Changjin are young people under 30 years old

Learning and appreciating history through the blockbuster "The Battle at Lake Changjin" is not necessarily exclusive to the older generation of audiences. Zhihu recently released a 2021 film and television data report. The report shows that while "main melody" films are dominating this year's box office, they are also sought after by a new generation of young users. Among the audiences of "The Battle at Lake Changjin", "My Fathers and Me", "Chinese Doctor" and other "main melody" films, an average of 50% are young people under the age of 30.

This year, about 16 million users participated in discussions and interactions on film and television related topics on Zhihu, and 15 million new film and television Q&A content was added. The discussion trends surrounding film works were generally consistent with the box office performance of the films, showing the characteristics of "peaks but no plateaus".

Zhihu's 2021 film and television data report shows that in 2021, the number of new questions and answers related to film and television on Zhihu was approximately 15 million. The box office performance of released films and the discussion trend on Zhihu were generally consistent, showing the characteristics of "peaks but no plateaus".

The top-grossing movies this year are The Battle at Lake Changjin, Hello, Li Huanying, and Detective Chinatown 3, which are also the three most discussed movies on Zhihu, with 31,000, 35,000, and 30,000 questions and answers on Zhihu, respectively. However, the total box office of mid-tier movies (ranked 4 to 6 in the box office) was only 4.19 billion, far lower than in 2018 and 2019, which is the same as the discussion trend of mid-tier movies on Zhihu.

In 2021, about 16 million users participated in discussions and interactions on film and television related topics on Zhihu. Most of the users interested in the film and television field are located in first- and second-tier cities, and their ages are concentrated under 30. According to Zhihu's third-quarter financial report, among the 101.2 million monthly active users, users aged 18 to 25 account for more than 40%. Zhihu plays an important role in the learning, life and entertainment of the younger generation of users.

As the "fan circle culture" gradually fades, people pay more attention to the spiritual energy, cultural connotation and artistic value brought by film and television works. People's discussions on Zhihu about entertainment works have also expanded from film and television to different angles such as architecture, philosophy, humanities and history.

Zhihu's film and television data report summarized key words such as "professional", "core", "main theme", and "emotional relationship" from the approximately 15 million new film and television questions and answers added this year.

If one word is used to describe the domestic film and television market in 2021, it must be "main theme". The centenary of the founding of the Party has allowed the film and television industry to contribute many wonderful main theme works. This year, "Changjin Lake" has a box office of 5.76 billion and won the box office championship in film history. "My Fathers and Me", "Chinese Doctors", "Peak Explosion", "Sweeping Black: Decisive Battle" and other "main theme" films have also achieved good results. It is understood that an average of 50% of the audience of these five films are young people under the age of 30.

The well-polished "main theme" film and television works have not only won the love of more young groups, but also triggered discussions across the entire network, setting off a frenzy of audiences' understanding and exploration of history. Some people told their elders' war experiences under the question of the movie "Changjin Lake", and some tried to restore the tragic scenes of the war at that time in the game.

Zhihu users selected 22 lists from multiple dimensions, including film and television ratings, discussions, and data. Zhihu users provided references for the audience with their "picky" eyes, and the multi-dimensional scoring mechanism and Zhihu's unique in-depth discussions also made the evaluation of film and television works more comprehensive and diverse.