Micro Dramas Take Off in China as Platforms Chase Users’ Attention

Micro dramas, with episodes as short as 60 seconds, have emerged as a booming market in China, reflecting the populace's preference for content suited to shorter attention spans in the digital age [para. 1][para. 2]. These brief narratives often showcase gripping plots, like unexpected romantic entanglements or sudden family reunions, capturing the attention of millions across various demographics [para. 2][para. 3]. With the economic challenges in China, such as a tough job market, people are gravitating towards emotionally fulfilling content provided by micro dramas [para. 4].

In 2023, China’s micro drama market experienced significant growth, expanding by 267.7% to 37.4 billion yuan ($5.15 billion). It is expected to increase by another 35% this year, indicating its rising popularity and acceptance [para. 5]. Major video platforms are investing heavily in this genre to seize the potential windfall. ByteDance and Kuaishou Technology, in particular, are leveraging artificial intelligence (AI) innovations to develop micro dramas [para. 6][para. 7]. Their efforts bore fruit in July with the introduction of China’s first AI-generated sci-fi and fantasy short series, which garnered over 50 million views by November [para. 7].

The monetization strategy typically involves enticing viewers with several free episodes before charging for subsequent ones. This method allows for the generation of substantial revenue, as evidenced by the success of ByteDance’s endeavors [para. 8][para. 9]. It has introduced an app specifically for short dramas, which reported 122 million monthly active users as of September, showcasing a year-on-year increase of 1,046% [para. 10]. Furthermore, the daily average usage of this app exceeds major long-form video platforms in China [para. 11]. As a result, traditional platforms like iQiyi, Tencent Video, Youku, and Mango TV are reinforcing their involvement in the micro drama trend, with some even altering their revenue-sharing models to better attract and incentivize content creators [para. 12].

Besides video streaming platforms, companies from various industries are also entering the micro drama landscape. These companies, which include those in cosmetics, e-commerce, catering, and gaming, are using micro dramas for advertising and marketing purposes [para. 14]. This strategy has been invigorated by the sluggish domestic spending that has ramped up competition within sectors such as e-commerce and chain coffee [para. 17]. Product placement within these dramas is shown to significantly boost consumer purchase intent, with a survey indicating that 26.5% of viewers are willing to buy featured products, and 41.6% would consider doing so [para. 18].

Specific collaborations highlight the commercial benefits of micro dramas. For instance, the collaboration between Chinese cosmetics brand Kans and a Douyin influencer resulted in a drama focusing on personal and professional transformations, further amplifying brand reach and engagement [para. 22]. Kans reported significant growth in followers and an increase in their gross merchandise value on the Douyin platform by 374% in 2023 [para. 23].

Overall, the burgeoning micro drama market in China signifies a shift in media consumption towards shorter, captivating storytelling formats that cater to contemporary viewing habits, offering a new frontier for content creators and marketers alike to explore and capitalize on [para. 3][para. 5][para. 18].