Reporter of the Reference News Website on June 13, citing a report from the BBC website on June 11, stated that after TikTok made its grand entrance and captivated an entire generation with short videos, a new form of Chinese video is now sweeping the globe.

Mobile applications used to play micro-dramas (comprising dozens of episodes ranging from one to two minutes each) have become one of the most frequently downloaded entertainment apps in several countries over the past year.

These contents are fast-paced and dramatic, sometimes even embarrassing. Titles like "The Double Life of My Billionaire Husband" do not hide their entertainment nature.

Viewers can experience emotional roller coasters in less than an hour, as if quickly watching a 100-hour soap opera.

"I absolutely love it," a user commented on Reddit.

According to data from Sensor Tower, by March 2025, the global downloads of micro-drama applications had reached nearly 950 million times.

"They are easy to access, fast-paced, and addictive," said Alicia Garcia-Herrero, a senior researcher and economist at Bruegel Institute.

The report pointed out that many of the most popular micro-drama applications are headquartered in the United States and Singapore but originate from China.

Some series are filmed in Chinese and dubbed in English, but there are also series produced in English now.

Liu Shanshan, a producer in London who founded a company to shoot micro-dramas in early 2024, said she has produced 15 series for various platforms.

She mentioned that it takes an average of 7 to 10 days to shoot a 40-50 episode series. The actors are British, while the crew is a mix of Chinese and British.

The report noted that one of the new series is the 58-episode "My Royal Secret Lover," starring Digby Edgeley, a celebrity from the UK reality show "Made in Chelsea." He sees micro-dramas as an opportunity in his acting career.

"I think this is great practice for actors," Edgeley said, "the pace is extremely fast."

In China, the production speed of micro-dramas is even faster. Media reports stated that up to 100 episodes can be shot within a week.

According to data from the China Internet Audio-Video Program Service Association, China released more than 30,000 micro-dramas in 2024, with a market size reaching 50.4 billion yuan RMB, surpassing China's box office revenue (42.5 billion yuan RMB).

The report stated that in February 2025, over 1,200 micro-dramas were removed from various platforms.

According to the State Administration of Radio, Film and Television of China, micro-dramas should "become a new channel for developing mainstream values, mainstream public opinion, and mainstream culture." In addition to banning "pornographic and vulgar" content, "violent, bloody, and lowbrow" series should also be rectified.

Liu Jinlong, CEO of ShortMax, a micro-drama platform, pointed out that besides Japan, ShortMax also produces localized content in Indonesia, Thailand, and Malaysia.

Another company, ReelShort, launched multiple Spanish-language series featuring Latin American actors. Trailers such as "Kiss Me One Last Time" gained millions of views on TikTok and Instagram.

According to data from Sensor Tower, apart from the most profitable market, the United States, the downloads of these applications in Latin America also approached 100 million times in the first quarter of 2025, and approximately 87 million times in Southeast Asia.

China's data research platform DataEye stated that enterprises are currently looking toward the Middle East and African markets for continuous expansion.

Original article: https://www.toutiao.com/article/7515248297801236992/

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