腾讯网易罕见“合体”，AI漫剧进入大厂时代

观察者网02-11

2月4日，腾讯在各大应用商店上线了旗下首款漫剧独立App"火龙漫剧"。同日，腾讯还与中文在线达成了2320万元的动画微短剧授权合作，尽管金额本身不算惊人，但独立APP上线叠加真金白银的内容采购，释放的信号再清晰不过：腾讯正在把AI漫剧从试水推向正式布局。而就在火龙漫剧上线后，网易羚羊官宣与火龙漫剧达成合作。网易羚羊可以利用旗下大宋映画和雷火映画编辑器制作漫剧内容，授权在火龙漫剧及腾讯生态上线分发。...

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manufacturers","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"80700":0.9,"89988":0.6,"00700":1.96,"09888":0.9,"HTCD.SI":0.6,"TCHmain":0.6,"TCEHY":1.96,"HBBD.SI":0.6,"09999":1.94,"ALBmain":0.6,"NTES":1.94,"BABA":0.6,"00772":0.9},"content_text":"2月4日，腾讯在各大应用商店上线了旗下首款漫剧独立App\"火龙漫剧\"。同日，腾讯还与中文在线达成了2320万元的动画微短剧授权合作，尽管金额本身不算惊人，但独立APP上线叠加真金白银的内容采购，释放的信号再清晰不过：腾讯正在把AI漫剧从试水推向正式布局。而就在火龙漫剧上线后，网易羚羊官宣与火龙漫剧达成合作。网易羚羊可以利用旗下大宋映画和雷火映画编辑器制作漫剧内容，授权在火龙漫剧及腾讯生态上线分发。腾讯内部人士透露，\"火龙漫剧是腾讯视频内部一支年轻团队的探索项目，主要围绕AI技术在漫剧领域的应用模式进行验证，属于内部创业与创新尝试。\"但两大互联网巨头在一条新兴赛道上罕见\"合体\"，显然很难理解为单纯的内容采购合作。与此同时，字节跳动的红果免费漫剧APP月活已达850万，百度推出了柚漫剧和七猫漫剧双APP并进战略，爱奇艺早在去年10月就公布了漫剧合作计划，优酷更是在2023年便率先试水\"漫剧共创计划\"。当所有大厂齐刷刷出现在同一条赛道上时，这也意味着AI漫剧，或将从创业者的试验田变成巨头的主战场。大厂集体下场要理解大厂为何在此刻集体涌入，首先要看需求端。据艾媒咨询发布的《2025-2026年中国AI漫剧行业趋势白皮书》，2025年中国动画微短剧市场规模达到189.8亿元，同比激增276.3%，预计2026年将突破240亿元。DataEye研究院的数据同样令人咂舌：2025年全年漫剧市场整体播放量超700亿次，在投漫剧数量从1月的234部增长至12月的17944部——一年之内翻了近80倍。但仅仅是需求的增长，不足以解释供给端的井喷，真正的推手是AI技术引发的成本坍塌。传统动画微短剧每分钟制作成本高达1.5万元甚至数万元，7至15人的团队需要10至15天才能完成一部作品。而AI技术介入后，制作成本可降至每分钟1000至2500元，部分环节效率提升50%至80%，头部团队甚至实现了\"1人1天生产10集\"的惊人效率。行业对漫剧需求的持续增长叠加制作技术成熟带来的成本骤降，把AI漫剧推成了2025年内容行业最确定性的风口。而此前，这条赛道上的竞争多是中小团队的\"低水平内耗\"——借助AI工具批量生成画面，剧情套路化严重、题材扎堆。巨头入场后，竞争直接升级为生态比拼。那些\"快餐式\"低质内容，终将被巨头的优质内容和平台规则淘汰。两个\"老对手\"，为什么开启合作？在游戏、音乐、社交等领域缠斗多年的腾讯与网易，此番在AI漫剧赛道\"联手\"，本身就是最值得解读的行业信号。它说明了这个市场的一个特殊性——足够新、足够大，大到让竞争对手也能找到合作的理由。要理解这次合作，先要理解网易在漫剧赛道的独特位置。不同于大多数平台从\"IP+AI生图\"切入，网易走了一条完全差异化的路线：用游戏引擎做漫剧。早在2018年，网易就基于《逆水寒》的底层图形引擎推出了智能视频生成工具\"大宋映画\"，鼓励玩家用游戏素材创作动漫短片。到了2025年，网易进一步开放了旗下\"雷火映画\"编辑器的商业化运营，并授权《永劫无间》IP用于漫剧制作。网易元气事业部旗下的网易羚羊MCN也推出了\"羚羊漫剧\"小程序，获评行业\"年度最具潜力漫剧平台\"，单部漫剧消耗已实现破百万的成绩。网易的打法，本质上是以游戏引擎的3D画面品质为壁垒，利用《逆水寒》《永劫无间》等游戏IP的粉丝基础做冷启动，再通过投流能力实现变现。这让网易手里攥着两张别人没有的牌：一是游戏编辑器这个\"漫剧生产工具\"，二是海量游戏IP及其背后的忠实用户群。而此番与腾讯火龙漫剧合作，表面上看是网易\"退了一步\"做内容供应商，但深层逻辑恰恰相反。网易看重的，是通过腾讯的流量池反哺游戏IP的生命力。当《逆水寒》和《永劫无间》的漫剧内容出现在火龙漫剧和腾讯视频上，触达的是大量非游戏用户，相当于用内容手段为游戏IP做了一次大规模的破圈营销。更深一层，如果大宋映画和雷火映画成为漫剧制作领域的通用工具，网易扮演的角色就不仅仅是内容方，而是这个新行业的\"基建商\"。对腾讯而言，道理同样清晰。网易游戏编辑器产出的3D漫剧，在画面品质上与市面上主流的2D AI漫剧形成了鲜明的差异化，恰好补齐了火龙漫剧的内容短板。双方各取所需：网易要渠道，腾讯要内容。这种\"制作方+平台方\"的深度绑定模式如果跑通，可能为整个行业树立一个新范式。字节抢跑、百度双线、腾讯开放腾讯火龙漫剧的上线意味着字节、百度、腾讯三大互联网巨头在漫剧赛道的独立APP布局已全部到齐。但细看三家大厂的打法，却可以发现他们各有侧重。作为行业的先行者，字节使用了其典型打法：用算法+流量碾压一切。2025年10月，字节旗下的红果短剧就在安卓平台上线了业内首个漫剧独立APP\"红果免费漫剧\"，目前月活已达854万，跻身短剧APP榜前三。字节试图将红果短剧的成功路径复制到红果漫剧上，其核心策略是打通\"番茄小说（IP源）→即梦AI（生产力）→红果APP（分发与变现）\"的完整算法闭环。目前番茄小说已开放超6.7万部IP的改编权，并配套费用补贴，极大降低了创作者的版权成本。抖音平台2025年12月漫剧单日消耗已突破2000万元，较上半年环比飙升568%。更值得注意的是，就在火龙漫剧上线三天后的2月7日，字节在即梦平台低调上线了新一代视频生成模型Seedance 2.0。这款被《黑神话：悟空》制作人冯骥称为\"地表最强\"的模型，支持多镜头叙事和原生音画同步生成，生成可用率从行业平均的20%跃升至90%以上。这意味着AI视频制作中长期存在的\"抽卡\"成本被大幅压缩。多家券商研报认为，Seedance 2.0将率先在AI漫剧领域实现规模化应用，已有制作平台宣布春节后接入。如果说火龙漫剧上线是腾讯在抢生态位，那么Seedance 2.0就是字节在抢技术位。这场竞争的节奏，正在以天为单位加速。百度则采取双APP并进的搜推联动策略。2025年末，百度先后推出了独立漫剧APP柚漫剧和七猫漫剧APP，还推出了\"漫剧星跃计划\"，投入亿元级现金激励。百度的核心打法是将文心大模型的技术优势与七猫的IP库相结合，在内容生产和分发两端同时发力，试图把AI漫剧做成大模型能力落地的又一个商业化样板。不同于字节的算法闭环和百度的搜推联动，腾讯选择了一条\"生态开放\"的路线。火龙漫剧虽然是最晚上线的巨头独立APP，但背靠阅文集团数百万网文IP、腾讯动漫超10万漫画IP，以及微信生态和腾讯视频的流量矩阵，起步即拥有从IP源头到分发变现的完整链路。而腾讯之所以选择\"开放合作\"而非\"全链自建\"，或许恰恰是马化腾此前表态的延伸——腾讯视频受到短剧冲击后。火龙漫剧，就是这一思路的具体落地，而广告模式天然需要海量、多元的内容供给，开放合作便成了最优路径。三大巨头齐聚，标志着漫剧已从平台内部的一个垂类频道，正式升级为足以承载独立生态的战略性品类。从\"走量\"到\"走质\"当所有大厂悉数到齐，也意味着AI漫剧赛道的竞争逻辑已经发生了根本性转变。第一重转变是内容端的精品化拐点。2025年全年上线原生漫剧突破6万部，但行业内已经出现了明显的头部效应，TOP100漫剧贡献了大盘八成以上的播放增量，64%的漫剧累计播放量不足100万。行业人士预测，2026年春节后日上新量可能突破1000部，但能够真正跑出来的爆款将集中在拥有优质IP、精品制作能力和成熟投流体系的头部玩家手中。这代表着\"走量\"的时代正在过去，\"走质\"的时代正在到来。在精品化这条路上，除了新入局的互联网大厂，传统长视频平台反而有一定的先发优势。爱奇艺去年9月推出了国内首个AI剧场——\"鲍德熹·爱奇艺AI剧场\"，10月公布漫剧合作计划，为独家内容提供最高100%的会员分成；优酷更是早在2023年就推出了\"漫剧共创计划\"，去年10月以\"原创+AI\"驱动漫剧升级，其玄幻漫剧《云深不知梦》开播两小时站内热度即破8000。爱优的精品分账路线与红果、火龙等免费广告驱动模式并不冲突——前者锚定付费意愿强的核心用户，后者追求规模和广告收入。两条路线并存，恰恰说明AI漫剧的商业模式正在分化和成熟。第二重转变是监管的规范化。国家广电总局已明确将动漫微短剧纳入管理范畴，要求2026年2月底前实现全量\"先审后播\"，重点清理低俗擦边内容。监管的到来将加速行业洗牌，那些靠打擦边球起量的团队面临出清风险，而拥有正规IP授权和内容审核能力的大厂反而受益。第三重转变是出海的加速。中文在线、阅文、网易等企业已经开始系统性地将AI漫剧推向海外市场。从北美的短剧平台到日本的漫画平台，从东南亚的YouTube到全球的独立APP，中国AI漫剧正成为继网文、短剧之后的又一波文化出海浪潮。回到腾讯与网易此番的\"合体\"——它的意义或许超出了一次简单的商务合作。在一个巨头全到齐的赛道里，单打独斗的时代已经过去，合纵连横正在成为常态。当竞争的维度从\"内容\"升级到\"生态\"，谁能整合最优质的IP、最先进的AI工具和最广泛的分发渠道，谁就能在这场240亿的赛道之争中赢得先机。这不是\"狼来了\"的危机，而是游戏规则升级的信号。AI漫剧的上半场是技术的草莽狂欢，下半场则将属于大厂生态下的精耕细作。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"corporation","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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