China's Micro-Drama Boom Captivates Mobile Viewers
China's burgeoning micro-drama industry has taken the nation by storm, generating over 50 billion yuan (approximately $7 billion) in revenue in 2024, surpassing traditional box office earnings for the first time, according to the China Network Broadcasting Service Association. Micro-dramas feature episodes that last one to three minutes, fulfilling the needs of a fast-paced, mobile-centric audience, with viewing reaching 576 million users as of June 2024, per a statistical report.
In Hengdian, Zhejiang Province—often nicknamed "China's Hollywood"—production teams are filming series like "Chasing His Wife, But Failing," which are designed to appeal to young female audiences. The show comprises 55 episodes, produced in a breakneck four-day schedule with a budget of approximately 400,000 yuan ($55,000).
Directors are leveraging popular platforms like Douyin and ByteDance's new micro-drama site, Hongguo, to reach audiences effectively. Producers are investing in higher quality content, aspiring for cinematic quality to captivate both domestic and international viewers. With plans for global expansion, micro-dramas are poised to reshape how fiction is consumed worldwide.
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