According to a 28 November, 2024 report by global strategic insights practice Canvas8, Micro-dramas are sweeping across China, captivating millions of viewers daily with their short, snackable episodes that range from two to ten minutes. The report, Why snackable micro-dramas are thriving in China, was authored by Sarah Wei and features expert comment from Rae Hu, an international director who draws from the sights, sounds, and smells of al the places where she has lived, and Emilie Yueh-yu Yeh, the Lam Wong Yiu Wah Chair professor of visual studies, dean of the Faculty of Arts, and director of the Centre for Film and Creative Industries at Lingnan University, Hong Kong.
Canvas8’s experts found that these ultra-quick episodes, often spanning over 100 episodes, have become an unstoppable cultural force in China’s entertainment landscape. With thrilling cliffhangers, heart-pounding revenge tales, and soapy rags-to-riches narratives, micro-dramas are now worth billions and show no signs of slowing down. The micro-drama phenomenon primarily caters to a mobile-first, time-crunched audience, offering content that can easily fit into fragmented daily routines. This is especially appealing to younger demographics, including teenagers to those in their early 30s, who crave quick, engaging entertainment on their smartphones.
The format has become a hit with viewers across various genres, from romance and action to comedy and urban life, tapping into viewers’ desires for accessible and immersive stories. According to a survey by China Net Technology, nearly 40% of micro-drama viewers tune in because the format fits seamlessly into their busy schedules. And the numbers speak for themselves—94 million users on platforms like Kuaishou are now watching more than ten episodes of these shows daily.
Kim Yeung, a Hong Kong-based actress, notes, “Users can easily pick out the genres they want – only using their mobile – for quick entertainment that makes them feel heard and keeps them engaged with the content afterwards.”
Escapism and Social Mobility in the Age of Micro-Dramas
The themes of micro-dramas strike a resonant chord with audiences facing economic struggles and limited upward mobility. With youth unemployment on the rise and economic optimism waning, many young viewers turn to these bite-sized dramas for psychological comfort and escapism. Micro-dramas often feature underdog narratives, where humble protagonists unexpectedly find themselves in rags-to-riches situations, or where characters confront and overcome societal prejudices. These narratives offer more than mere entertainment; they are a form of emotional release for viewers grappling with economic frustrations.
Rae Hu, a film director based in China, explains, “Many young people find an outlet for their frustrations in these overly dramatised, straightforward shorts. Recently, more elderly viewers have also been tuning in, likely due to feelings of loneliness.” The popularity of such narratives is reflected in micro-dramas’ consistent focus on themes of transformation, revenge, and redemption.
Shock Value and Social Media Buzz
Micro-dramas are not only defined by their tight, fast-paced storytelling but also by their ability to surprise, shock, and elicit strong emotional responses. These elements of “soft transgressions,” from unexpected plot twists to daring moments, ensure that viewers remain hooked, while also fuelling social media buzz. With a regulatory landscape that sometimes limits free expression, platforms like Kuaishou and WeChat allow for a looser framework that permits more daring, transgressive content to thrive.
Emilie Yeh, dean of arts at Lingnan University, highlights the power of shock value in these dramas, stating, “These elements of a melodramatic plot and story (surprise, unexpected plot twists, and turns) keep the audiences hooked and motivate them to continue watching.” Social media platforms thrive on these shared moments of shock and awe, where sensational scenes spark conversation, shares, and viral engagement.
Challenges and Future Outlook for the Industry
While micro-dramas have exploded in popularity, the industry faces challenges in sustaining growth. The freemium model, which allows viewers to watch the first few episodes for free but requires payment for continued access, has not been universally successful. A survey found that over half of viewers have never paid for micro-dramas, with many unwilling to pay for higher-quality content. Despite this, micro-dramas are projected to generate revenues exceeding $14 billion by 2027.
According to Hu, “Everyone is consuming short videos now. Even feature films are being edited into brief summaries online. People have become so accustomed to this shorter format that few can focus on longer content anymore.”
As micro-dramas continue to evolve, creators must tackle issues such as regulatory pressure, audience demands for quality content, and rising production costs. Producers will also need to balance the need for viral, shareable content with the potential for long-term engagement and sustainability.
The West is Watching
As China’s micro-drama industry matures, it is beginning to turn its sights toward international markets. Global players, including major streaming platforms like Netflix and Disney, are starting to explore micro-dramas as a potential format for cross-cultural engagement. Yeung believes that the genre’s appeal will resonate internationally, stating, “Platforms like TikTok and Instagram are already popular for short video content. Posting on those platforms can help put micro-dramas outside of China and reach more audiences globally.” Nick Morris, UK-based founder and Managing Director of Canvas8, said, “Given the genre’s ability to capture diverse audiences and create compelling narratives, there are growing opportunities for brands and media producers to tap into this phenomenon and expand micro-dramas’ reach beyond China.”
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