China's Micro-Drama Industry Surpasses Box Office Earnings, Captivates 576 Million Users

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In a striking evolution of visual entertainment, China's booming micro-drama industry has outperformed traditional box office earnings for the first time, reaching a staggering revenue of 50.44 billion yuan ($7.25 billion) in 2024. This surge is primarily attributed to the growing number of viewers, which has now exceeded 576 million across various platforms.

Micro-dramas, usually comprised of one to three-minute episodes, are designed specifically for mobile consumption, allowing users to watch during short breaks throughout their day. Originating around 2020 alongside the rise of video apps like Douyin, these productions have rapidly expanded, captivating audiences with their engaging narratives that often incorporate cliffhangers and quick twists.

Filming takes place at Hengdian Studios in Zhejiang Province, often referred to as "China's Hollywood." The area has become a hub for micro-drama production, with an estimated 1,500 shoots anticipated in 2024 alone. Newcomers to the industry, as well as seasoned professionals looking for new opportunities, flock to Hengdian in hopes of finding success in this growing genre.

Director Yu Honglin highlighted the increased professionalism in micro-drama production, noting improvements in quality and star power. As major Chinese internet firms invest more heavily into this medium, the transition from low-budget efforts to high-caliber productions has begun, with platforms like ByteDance launching dedicated apps to host micro-dramas.

Winnie Tang, founder of a production company, believes this phenomenon is set to go global, as Chinese micro-dramas begin to be translated for international audiences. Despite cultural differences, there is optimism about their potential appeal, especially with young female viewers, who make up a significant portion of the audience in China.

As micro-dramas continue to capture the hearts of viewers, the industry’s evolution may pave the way for different storytelling formats worldwide.

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