Done in 60 seconds: Micro dramas take off in China as platforms chase users’ attention
New video format captures millions of viewers, as its brevity caters to fragmented watching habits while dramatic plot twists appeal to people of all ages
A TV show with episodes under 60 seconds – a bizarre and unrealistic concept, until recently. But in an online era increasingly designed for short attention spans, the budding market for micro dramas booms in China, with video platforms and other companies rushing to capitalise on the novel format.
Micro dramas are a new video format streaming on platforms like Douyin, the Chinese version of ByteDance’s TikTok. Episodes are typically brief, ranging from less than a minute to 20 minutes, and feature attention-grabbing plots. In one a 50-year-old woman finds unexpected love with a secretly wealthy man who happens to be raising her long-lost child.
This format has captured millions of viewers in China, as its brevity caters to fragmented viewing habits while dramatic plot twists appeal to viewers of all ages, whether seeking romantic tales, family reunions or life-changing second chances.
It has also benefited from shifting consumption habits as Chinese increasingly seek products that fulfill their emotional needs amid a challenging job market and other economic headwinds that have dampened consumer confidence.
Reflecting this change, China’s micro-drama market grew 267.7 per cent year-on-year to 37.4 billion yuan (S$6.9 billion) in 2023, according to consultancy iiMedia Research.
The market is expected to grow another 35 per cent this year.
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Video platforms boost investment
ByteDance and Kuaishou Technology, which operate the country’s two largest short video platforms, are utilising artificial intelligence (AI) to expand their micro drama business.
In early July, ByteDance’s Douyin launched China’s first AI-generated sci-fi short series in collaboration with Bona Film Group. Kuaishou followed days later with an AI-driven fantasy micro-short. By mid-November, both of the free-to-watch dramas had accumulated more than 50 million views on their respective platforms.
Typically, producers monetise mini dramas by hooking viewers with a few free episodes with dramatic storylines, then charging for additional episodes.
It is a strategy that can generate millions of yuan in revenue from eager audiences.
Some platform operators have embraced the medium, with ByteDance launching an app focused on free short dramas in May last year, offering monetary incentives to attract users.
The free model can build up a larger audience, shortening the time it takes to monetise micro-shorts, said Gu Jiaming, the head of the international division at media producer H&R Century Union.
By September, ByteDance’s Hongguo Short Drama app had attracted 122 million monthly active users, up 1,046 per cent year-on-year.
In March, the app’s average daily usage reached 1.38 hours per user, exceeding that of China’s major long-form video platforms: Baidu’s iQiyi, Tencent Video, Alibaba’s Youku and state-backed Mango TV.
Feeling the pressure from ByteDance, these four platforms have in recent months doubled down on micro dramas, mostly updating their revenue-sharing models to attract content creators.
Since late September, iQiyi has been releasing new micro drama series every week. In August, Mango TV announced a partnership with Kuaishou to develop both short and long-form content.
Gu noted these traditional platforms have distinct advantages in the short-drama space. Unlike Douyin’s general-purpose audience, they have users specifically seeking film and television content.
This allows producers to save on promotion costs and focus on improving quality, potentially shifting industry focus from audience numbers to content quality, Gu said.
New players join the game
In addition to video platforms, companies in industries such as cosmetics, e-commerce, catering and gaming are trying to cash in on micro-shorts by investing in content production or using them to advertise their products.
Since July, food and beverage brands including McDonald’s, KFC and Starbucks, as well as the gaming arms of Tencent and NetEase, have released micro-short dramas featuring popular themes like “rebirth” and “time travel”.
Late last year, Alibaba introduced a micro drama section on its e-commerce platform Taobao. Its rival Pinduoduo, as well as food delivery platform Meituan, also launched free short drama pages and are using product placement in the episodes.
This comes as weak domestic spending has intensified price wars in sectors such as e-commerce and coffee, prompting brands to look for new ways to boost sales.
Product placement enhances the likelihood viewers will make a purchase by helping them relate to characters and see the products in use, said Hu Yiwen, content partner at a Beijing-based short drama producer.
A survey of nearly 1,000 viewers conducted by iResearch Consulting Group in May showed that 26.5 per cent of them would be willing to purchase products featured in short dramas, and 41.6 per cent would consider buying them.
“The profit potential from micro-short dramas is far beyond imagination,” said Gu at H&R Century Union.
In March last year, Chinese cosmetics brand Kans teamed up with a Douyin influencer for a miniseries.
The drama follows one woman’s journey from self-doubting rookie to successful brand manager, incorporating themes such as professional success, love and workplace justice.
The drama brought millions of new followers to Kans’ Douyin store and the company’s gross merchandise value on the platform jumped 374 per cent year-on-year to 3.44 billion yuan in 2023, according to its parent, Hong Kong-listed Shanghai Chicmax Cosmetic.
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