Similar appeal

Over the past three years, overseas micro-drama markets have been replicating the early stages of China's developmental trajectory, said Wang Jiacheng, founder of Jiuzhou Culture, which owns ShortMax.

Launched in 2023, the popular app has a presence in over 200 countries and regions worldwide, with its monthly active users peaking at over 30 million. Its hits include: Forbidden Desires — Alpha's Love; Chasing My Frozen Wife; Too Late to Regret, Ex-Hubby; Return of Invincible Commander; and Awesome Dad.

"If we quantify the development stage of the overseas micro-drama market on a scale of one to 10, it currently stands at approximately stage four to five, while China's domestic market has advanced to the mature stage of seven to nine," said Wang.

Although the Chinese and overseas markets are obviously at different stages of development, the popularity and growth paths of micro-dramas share many similarities.

"Despite different nationalities and people of various cultural backgrounds, we see them share the same essential emotions," said Zhang from SanShengWanWu Media.

The global appeal of micro-dramas exists in the emotions of joy and sorrow, and the feelings of love, hatred and desire, he said.

Female audiences remain the main force driving viewership across the world. Even though subject matter may differ from region to region, popular genres include sweet romances, reversal of fortune tales, age-gap stories and period dramas.

Lu Enwen, CEO of Lafeng TV, said that although the distribution of micro-dramas in international markets is currently diverse, it is expected to develop into a model similar to the Chinese one.

Domestic distribution of micro-dramas follows a CPS (cost per sale) model with Douyin as the core platform. However, overseas distribution of micro-dramas follows a different model and can involve other parties such as commercial television operators and diverse social media platforms.

"For overseas micro-dramas, YouTube is currently the major platform to rake in revenue. The algorithm and commercial modes are still different, but we see the Chinese model is emerging and we believe it will probably be the future direction for overseas micro-dramas as well," said Lu.