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The Explosive Growth of Short Dramas and Their Impact on the Industry

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The Short Drama Phenomenon: A Look at the Explosive Growth and Regulation of the Short Drama Market

The Spring Festival this year has seen a surge in the popularity of short dramas, with titles such as “My Dearest”, “Mr. Li, You Got the Wrong Wife” and “I Was a Stepmother in the 1980s” captivating audiences on social media platforms. According to data from Zhangwan Network, the short drama “Mr. Li, You Got the Wrong Wife” ranked first on the short drama hot list for many days, with a heat value of 35.6 million in one week. This surge in popularity has led to estimates of the total consumption of short dramas during the Spring Festival reaching about 800 million yuan. This has ignited the enthusiasm of the domestic capital market, with numerous companies entering the short drama track, and almost all companies with Internet IPs exploring the short drama business.

The popularity of short dramas can be attributed to their compact plots and dense “cool points”, which have resonated with audiences looking for fast-paced and engaging content. Xiaowen, a post-90s girl, expressed her enthusiasm for short dramas, stating that the fast-paced plots and good-looking actors make them an ideal form of entertainment for today’s fast-paced life. Furthermore, the low-cost production has resulted in significant recharges and consumption, reflecting the popularity of short dramas.

The rise in popularity has also led to a surge in investment in the short drama market, with over 10 listed companies exploring short drama business. Companies such as Perfect World, Tianwei Video, and Haikan Holdings have all shown interest in the short drama business. However, the rapid growth and popularity of short dramas have led to an urgent need for regulation. The State Administration of Radio, Film and Television has issued a regulatory notice to increase the management of online micro-short dramas, aiming to refine management measures and increase the handling and exposure of micro-short dramas containing undesirable content.

While the explosive growth of the short drama market has presented numerous opportunities, there are challenges that need to be addressed, such as homogeneous themes, rough production, and excessive pursuit of traffic. The regulation of short dramas is seen as a positive development in the industry, as it will help ensure that only high-quality content stands out in the fierce competition.

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As the popularity of short dramas continues to grow, it will be crucial for the industry to find a balance between growth and regulation to ensure the long-term sustainability and success of the short drama market.

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