[Video] China’s micro-dramas: Big views, big money, big concerns

Micro-dramas, tailored for mobile platforms like Douyin and Kuaishou, consist of minute-long, vertical episodes that often explore themes such as revenge, betrayal and romance, with dramatic but clichéd twists. Easily consumable and highly addictive, they draw over half of China’s 1.1 billion internet users, surpassing even the number of those using food delivery apps, according to a white paper published by the China Netcasting Services Association.

Each drama usually requires ten days for preparation and seven days for shooting, with a budget of 400,000 RMB (US$55,201) for 20 episodes, offering potential returns in the millions. With their fast production cycles, lucrative profits, low barriers to entry and massive viewership, micro-dramas have become a fertile ground for aspiring actors, directors and small crews, while also attracting the attention of big-name filmmakers seeking new opportunities.

Stephen Chow, known for movies like Kung Fu Hustle and Shaolin Soccer, released his first micro-drama, Take Me Home, in June, which racked up millions of views in just an hour. Wong Jing, a veteran filmmaker behind hits like God of Gamblers’ Return and Hail the Judge, directed The Silly Prince, which aired in March. Up-and-coming directors like Yan Peiliang (The Queen Comes to Work) and Zhang Jiajun (Escape from the British Museum) have also made their mark in this booming industry.

The actors in micro-dramas may not be household names yet, but they are gaining fame quickly. In 2023, there were over 10,000 micro-dramas on the market, according to a survey by Dianzhong Tech. This means plenty of opportunities for fresh graduates to land roles. Even older aspiring talents are finding opportunities in a growing slate of dramas catering to their generation.

However, not everyone is a fan. While some viewers are hooked, others argue that the focus on quick, sensationalist content lacks substance. Recognising the significant impact of micro-dramas, the National Radio and Television Administration intervened, removing 25,300 of them — nearly 1.4 million episodes — between late 2022 and early 2023, citing concerns over their “pornographic, violent, bloody, low-brow, and vulgar content”.

Nonetheless, the market is expected to continue expanding as more professionals join the industry and the regulations are fine-tuned. In 2023, the micro-drama market surged to over 37 billion RMB, rivalling two-thirds of the country’s film box office revenue. It is projected to reach 50 billion RMB this year and 100 billion RMB by 2027, according to a report by iiMedia Research.

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