On November 6, the China Network Audiovisual Association officially released the eight major findings of the "White Paper on the Development of China's Micro-Short Drama Industry (2024)" (hereinafter referred to as the "White Paper") at the opening ceremony of the second Hangzhou B Micro-Short Drama Conference. The "White Paper" research found that the micro-short drama industry has entered a period of transformation and upgrading, officially entering the 2.0 era. The industry volume has grown steadily, and the user scale, market size, number of practitioners and content supply have all reached new highs. Production methods and business models have reached new highs. Fundamental changes have also occurred.
The "White Paper" conducts an in-depth analysis of the current overall pattern and future trends of the micro-short drama industry. It provides multi-dimensional insights from user scale, market potential to industry ecology, and provides a reference for promoting the high-quality development of the micro-short drama industry. At the launch site, Zhou Jie, deputy secretary-general of the China Network Audiovisual Association, interpreted the eight major findings in the "White Paper" and outlined the current status and future development blueprint of the micro-short drama industry for attendees.
1. Strong "renewal power", micro-short dramas have become a new hot spot in the online audio-visual field
As of June 2024, the number of users of micro-short dramas in my country has reached 576 million, accounting for 52.4% of the total Internet users, showing a steady growth trend. The number of users of micro-short dramas has surpassed many basic digital services such as online food delivery, online literature, online ride-hailing and online audio, and has become an important part of digital life.
As the popularity of micro-short dramas continues to rise, its market size is expected to exceed the box office of mainland movies for the first time in 2024. According to industry agency estimates, my country's micro-short drama market will reach 50.44 billion yuan in 2024, a year-on-year increase of 34.90%; and the total box office revenue of mainland movies for the year is expected to be 47 billion yuan.
Under this development boom, the number of registrations of companies related to micro-short dramas has continued to rise, and the number of companies has exceeded 83,000. Companies, celebrities and major brands from many fields have entered the industry, further expanding the industry market and enhancing industry influence.
2. The government escorts the high-quality development of micro-short dramas, and "quality" is the consensus of the industry
The State Administration of Radio, Film and Television strives to promote the high-quality development of micro-short dramas from the three dimensions of standardized supervision, guidance and support, and ecological construction, and protects the healthy growth of the industry . The production cost of micro-short dramas continues to rise, and creators have stabilized their creative mentality. They have shifted from pursuing hits to improving the average quality of dramas, and the long-tail effect of top works has begun to appear. Data shows that from January to August 2024, an average of more than 8,000 old dramas were commercially released each month. The revival of old dramas has become a new trend in the industry.
It is worth noting that under the initiative of the State Administration of Radio, Film and Television to promote the broadcast of excellent online audio-visual works on the big screen, dozens of micro-short dramas have successfully landed on the big screen, with outstanding results. Dragon TV and the China Network Audiovisual Association jointly launched the country's first daily micro-short drama show "Quality Oriental Micro Theater". The premiere drama " Golden Pig Jade Leaf " ranked first among the four TV stations in the region on the first day. .
3. The "gravity" is so strong that micro-short dramas have become a "spiritual snack" in daily life
Over 70% of users have developed the habit of watching micro-short dramas. Among them, 36.19% of users watch short dramas every day, and 38.15% of users watch them several times a week. Watching short dramas has become an important part of most users’ entertainment life. In addition, the viewing of micro-short dramas shows the characteristics of "dispersion" and "privacy". Alone time such as work breaks and commuting have become opportunities for users to enjoy micro-short dramas. Users often can’t stop watching micro-short dramas. 65.78% of users have watched the same drama repeatedly. Micro-short dramas are no longer “fast food” content.
4. The power of communication at the grassroots level is highlighted. Micro-short dramas are super "e-people" in the content field
Mobile micro-short drama users are concentrated in cities below the third tier, while on the big screen, micro-short drama users are suitable for all ages, With the distinguishing characteristics of mainly high-educated people, the large screen has further expanded the user base of micro-short dramas. The creative logic of
micro-short dramas is based on "dream creation", which not only becomes a "decompressor" for users' emotions, but also a "release valve" for consumer demand. Users of micro-short dramas have a higher willingness to consume, and more than 40% of users have made purchases after watching micro-short drama advertisements.
5. "Money" has unlimited power, micro-short dramas create new ways of playing the digital economy
The business model of the micro-short drama industry is gradually transforming from focusing on IAP to paying equal attention to IAP and IA. Micro-short dramas continue to explore the value potential of the b-end and actively explore diversified monetization models based on advertising and marketing, and have become the "new favorite" of brand marketing.
As of August 2024, a total of 332 micro-short dramas have reached cooperation with brands on major short video platforms. Among them, the beauty industry leads the investment, and the e-commerce, personal care, home appliances, beverages and other industries have performed well. Brand cooperation dramas in which top celebrities participate account for a relatively high proportion of broadcasts, which effectively enhances brand exposure and market influence.
6. Breaking the circle and empowering, micro-short dramas explore new models to help thousands of industries
Micro-short dramas have become a creative source and promotion channel for film, television dramas and variety shows, promoting the incubation of new IPs and the innovative derivatives of old IPs. In addition, with the guidance and policy support of the government, "micro-short drama +" integrates all walks of life, and has successively launched "travel with micro-short dramas", "see brands in micro-short dramas", and "learn the law with micro-short dramas". Multiple creative projects demonstrate extensive cross-border empowerment potential.
7. Incubate new industries, micro-short dramas have become the focus of local new quality productivity
The development of the micro-short drama industry has shown significant geographical distribution characteristics. Many local governments, represented by Linping, have included the micro-short drama industry in local figures focus of economic development. Various localities have successively introduced supporting policies to encourage upstream and downstream institutions of micro-short dramas to settle down through measures such as financial incentives, talent introduction, and infrastructure guarantees, promoting the industry to take root and grow locally, and further stimulating the vitality of local cultural tourism, e-commerce and other related industries.
8. "Very popular" overseas, micro-short dramas attract foreigners to China.
Micro-short dramas have shown huge growth potential in overseas markets. Among them, the U.S. market accounts for the largest share of downloads and application revenue in overseas markets. first place. It is worth mentioning that apps from China have occupied the top three downloads in the micro-short drama category, leading overseas markets and becoming another popular app category in the entertainment field after short videos. Overseas users learn about Chinese culture and life through micro-short dramas, opening up new international markets for Chinese entertainment products.
On November 6, the China Network Audiovisual Association officially released the eight major findings of the "White Paper on the Development of China's Micro-Short Drama Industry (2024)" (hereinafter referred to as the "White Paper") at the opening ceremony of the second Hangzhou B Micro-Short Drama Conference. The "White Paper" research found that the micro-short drama industry has entered a period of transformation and upgrading, officially entering the 2.0 era. The industry volume has grown steadily, and the user scale, market size, number of practitioners and content supply have all reached new highs. Production methods and business models have reached new highs. Fundamental changes have also occurred.
The "White Paper" conducts an in-depth analysis of the current overall pattern and future trends of the micro-short drama industry. It provides multi-dimensional insights from user scale, market potential to industry ecology, and provides a reference for promoting the high-quality development of the micro-short drama industry. At the launch site, Zhou Jie, deputy secretary-general of the China Network Audiovisual Association, interpreted the eight major findings in the "White Paper" and outlined the current status and future development blueprint of the micro-short drama industry for attendees.
1. Strong "renewal power", micro-short dramas have become a new hot spot in the online audio-visual field
As of June 2024, the number of users of micro-short dramas in my country has reached 576 million, accounting for 52.4% of the total Internet users, showing a steady growth trend. The number of users of micro-short dramas has surpassed many basic digital services such as online food delivery, online literature, online ride-hailing and online audio, and has become an important part of digital life.
As the popularity of micro-short dramas continues to rise, its market size is expected to exceed the box office of mainland movies for the first time in 2024. According to industry agency estimates, my country's micro-short drama market will reach 50.44 billion yuan in 2024, a year-on-year increase of 34.90%; and the total box office revenue of mainland movies for the year is expected to be 47 billion yuan.
Under this development boom, the number of registrations of companies related to micro-short dramas has continued to rise, and the number of companies has exceeded 83,000. Companies, celebrities and major brands from many fields have entered the industry, further expanding the industry market and enhancing industry influence.
2. The government escorts the high-quality development of micro-short dramas, and "quality" is the consensus of the industry
The State Administration of Radio, Film and Television strives to promote the high-quality development of micro-short dramas from the three dimensions of standardized supervision, guidance and support, and ecological construction, and protects the healthy growth of the industry . The production cost of micro-short dramas continues to rise, and creators have stabilized their creative mentality. They have shifted from pursuing hits to improving the average quality of dramas, and the long-tail effect of top works has begun to appear. Data shows that from January to August 2024, an average of more than 8,000 old dramas were commercially released each month. The revival of old dramas has become a new trend in the industry.
It is worth noting that under the initiative of the State Administration of Radio, Film and Television to promote the broadcast of excellent online audio-visual works on the big screen, dozens of micro-short dramas have successfully landed on the big screen, with outstanding results. Dragon TV and the China Network Audiovisual Association jointly launched the country's first daily micro-short drama show "Quality Oriental Micro Theater". The premiere drama " Golden Pig Jade Leaf " ranked first among the four TV stations in the region on the first day. .
3. The "gravity" is so strong that micro-short dramas have become a "spiritual snack" in daily life
Over 70% of users have developed the habit of watching micro-short dramas. Among them, 36.19% of users watch short dramas every day, and 38.15% of users watch them several times a week. Watching short dramas has become an important part of most users’ entertainment life. In addition, the viewing of micro-short dramas shows the characteristics of "dispersion" and "privacy". Alone time such as work breaks and commuting have become opportunities for users to enjoy micro-short dramas. Users often can’t stop watching micro-short dramas. 65.78% of users have watched the same drama repeatedly. Micro-short dramas are no longer “fast food” content.
4. The power of communication at the grassroots level is highlighted. Micro-short dramas are super "e-people" in the content field
Mobile micro-short drama users are concentrated in cities below the third tier, while on the big screen, micro-short drama users are suitable for all ages, With the distinguishing characteristics of mainly high-educated people, the large screen has further expanded the user base of micro-short dramas. The creative logic of
micro-short dramas is based on "dream creation", which not only becomes a "decompressor" for users' emotions, but also a "release valve" for consumer demand. Users of micro-short dramas have a higher willingness to consume, and more than 40% of users have made purchases after watching micro-short drama advertisements.
5. "Money" has unlimited power, micro-short dramas create new ways of playing the digital economy
The business model of the micro-short drama industry is gradually transforming from focusing on IAP to paying equal attention to IAP and IA. Micro-short dramas continue to explore the value potential of the b-end and actively explore diversified monetization models based on advertising and marketing, and have become the "new favorite" of brand marketing.
As of August 2024, a total of 332 micro-short dramas have reached cooperation with brands on major short video platforms. Among them, the beauty industry leads the investment, and the e-commerce, personal care, home appliances, beverages and other industries have performed well. Brand cooperation dramas in which top celebrities participate account for a relatively high proportion of broadcasts, which effectively enhances brand exposure and market influence.
6. Breaking the circle and empowering, micro-short dramas explore new models to help thousands of industries
Micro-short dramas have become a creative source and promotion channel for film, television dramas and variety shows, promoting the incubation of new IPs and the innovative derivatives of old IPs. In addition, with the guidance and policy support of the government, "micro-short drama +" integrates all walks of life, and has successively launched "travel with micro-short dramas", "see brands in micro-short dramas", and "learn the law with micro-short dramas". Multiple creative projects demonstrate extensive cross-border empowerment potential.
7. Incubate new industries, micro-short dramas have become the focus of local new quality productivity
The development of the micro-short drama industry has shown significant geographical distribution characteristics. Many local governments, represented by Linping, have included the micro-short drama industry in local figures focus of economic development. Various localities have successively introduced supporting policies to encourage upstream and downstream institutions of micro-short dramas to settle down through measures such as financial incentives, talent introduction, and infrastructure guarantees, promoting the industry to take root and grow locally, and further stimulating the vitality of local cultural tourism, e-commerce and other related industries.
8. "Very popular" overseas, micro-short dramas attract foreigners to China.
Micro-short dramas have shown huge growth potential in overseas markets. Among them, the U.S. market accounts for the largest share of downloads and application revenue in overseas markets. first place. It is worth mentioning that apps from China have occupied the top three downloads in the micro-short drama category, leading overseas markets and becoming another popular app category in the entertainment field after short videos. Overseas users learn about Chinese culture and life through micro-short dramas, opening up new international markets for Chinese entertainment products.
Source: China Internet Audiovisual Program Service Association
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