Short Dramas Gain Popularity During Spring Festival, Prompting Industry Expansion
Short dramas have taken the internet by storm during this year’s Spring Festival, with titles like “My Dearest”, “Mr. Li, You Got the Wrong Wife”, and “I Was a Stepmother in the 1980s” gaining significant popularity on platforms such as Douyin and Weibo. Data analysis indicates that the total consumption of short dramas during the Spring Festival is estimated to be around 800 million yuan, reflecting the significant market impact of these productions.
Notably, the success of short dramas has ignited the interest of the domestic capital market, with various companies investing in or exploring the short drama business. This includes companies with Internet IPs such as Zhangwan Network, Guomai Culture, and more, indicating a widespread movement within the industry. It is estimated that more than 10 listed companies, including Perfect World, Tianwei Video, and Haikan Holdings, are actively exploring opportunities within the short drama market.
Short dramas have proven to be a hit among viewers, particularly among the younger generation, who find the compact plots and quick pacing to be engaging and suitable for today’s fast-paced lifestyle. This has driven significant revenue through recharges, with some short dramas gaining millions of yuan in just a single day, indicating the immense potential of this growing industry.
However, with the wild growth of the short drama market comes the urgent need for regulation. Concerns have been raised regarding homogeneous themes, rough production, and the excessive pursuit of traffic within the industry. In response, regulatory bodies such as the State Administration of Radio, Film and Television have announced measures to refine the management of online micro-short dramas, focusing on content review and the removal of illegal productions.
While the short drama market continues to expand, industry professionals emphasize the importance of maintaining quality content in order to stand out from the competition. With regulatory measures being implemented, industry players are hopeful that a focus on high-quality productions will ensure the longevity and success of the short drama market.