BUSINESS

China’s 60-Second Micro-Drama Apps Capture a Global Audience

Published: Jun. 25, 2025 5:09 a.m. GMT+8

00:00

00:00/00:00

Listen to this article 1x

In-app revenues from short-drama apps neared $700 million globally in the first quarter

A surge in bite-sized video apps is catapulting a new class of Chinese tech exporters into the global spotlight. Yet, spiraling marketing costs are cutting deep into their profits.

A new breed of Chinese-developed micro-drama platforms is sweeping the global online entertainment industry, offering ultra-short, soap opera-style videos that have pulled in nearly $700 million in user spending in the first quarter alone —nearly four times the amount from a year earlier.

You've accessed an article available only to subscribers

Subscribe today for just $.99.

VIEW OPTIONS

Unlock exclusive discounts with a Caixin group subscription — ideal for teams and organizations.

Subscribe to both Caixin Global and The Wall Street Journal — for the price of one.

Share this article

Open WeChat and scan the QR code

DIGEST HUB

Digest Hub

Back

Explore the story in 30 seconds

Chinese micro-drama apps generated nearly $700 million globally in Q1 2024, with the US market accounting for 49% of revenue.
Leading platforms like ReelShort, DramaBox, and GoodShort face soaring marketing costs, causing major firms such as Kunlun Tech and COL Group to report significant losses despite high income.
New entrants focus on niche markets in Latin America and Southeast Asia, driving regional growth with downloads up 60%+ and some player revenues surging over 170% quarter-over-quarter.

AI generated, for reference only

Who’s Who

COL Group: COL Group is a Chinese company that backs ReelShort, a leading micro-drama platform. While expanding globally with apps like "Sereal+" and "UniReel," COL Group is experiencing significant financial losses due to high overseas marketing and development costs, moving from profit to a 240 million yuan loss in 2024.

Dianzhong Technology: Dianzhong Technology owns DramaBox, a leading micro-drama platform. DramaBox is one of the highest-earning overseas micro-drama apps, consistently ranking high among competitors. The company is part of a new wave of Chinese tech exporters in the global entertainment industry.

Beijing New Reading Technology: Beijing New Reading Technology operates GoodShort, one of the leading Chinese micro-drama platforms. GoodShort consistently ranks among the highest earners overseas, contributing to the boom in bite-sized video apps. These apps leverage fast-paced, emotionally charged storylines to engage users and generate revenue through per-episode purchases.

Kunlun Tech: Kunlun Tech's app, DramaWave, is a top micro-drama platform. In May, it was the second-most popular overseas, with over 10 million monthly users and $10 million in monthly revenue. Despite a 46% revenue jump in Q1, Kunlun Tech's net loss rose 310%, primarily due to high user acquisition and payment channel costs.

Maiya Media: Maiya Media backs Singapore-based NetShort, a micro-drama platform. NetShort has found success in Southeast Asia, with its first-quarter revenue surging 171% from the previous quarter. Its total sales since its July 2024 launch have surpassed $57 million.

AI generated, for reference only