The Chinese have done it once again: like TikTok, like the 11.11, like livestreaming, the Asian country has managed to set a new trend that is captivating both Americans and Europeans alike. We are speaking of Chinese micro-dramas, known as «wei duan ju», which are novels consisting of multiple episodes lasting between 1 and 5 minutes, designed to be viewed in a vertical format. This phenomenon, which started on platforms like Douyin (the Chinese TikTok) and Kuaishou, generated revenues amounting to 37,3 billion yuan in 2023 (approximately 5.2 billion dollars), and it is projected to surpass 100 billion yuan by 2025 (more than 13.8 billion dollars).
The success of these micro-soap operas lies in their ability to offer intense and addictive stories within a brief and accessible format. With plots ranging from passionate romances to dramatic revenge tales, each episode ends on a “cliffhanger,” prompting the viewer to keep watching. This format has found a loyal audience among middle-aged workers and retirees, who appreciate being able to enjoy entertaining content anytime and anywhere.
This short novel format emerged in 2018, driven by the growing adoption of smartphones and the rise of short video platforms like Douyin and Kuaishou. However, the significant boost came in 2020 with the pandemic, as lockdowns increased the demand for accessible, short-form digital content.
The episodes are specifically designed for quick consumption on mobile devices, with runtimes ranging from 1 to 5 minutes, presented in a vertical format. Each series consists of between 40 and 100 episodes, meaning they generally do not exceed the duration of a movie.
One of the main advantages of micro-dramas is that they are easy and economical to produce. For instance, a professional-level series with 55 chapters can be shot in just four days with a budget of 440,000 yuan (approximately 60,582.44 dollars). Meanwhile, more modest productions can cost less than 5,715.32 dollars. This efficiency has enabled the proliferation of content and the rapid expansion of the format.
Chinese cities like Hengdian (home to Hengdian World Studios, a kind of Chinese “Hollywood”) have become major filming sets and destinations of opportunities for all kinds of aspiring actors, from dancers to construction workers. In 2024, the city was the location for 1,500 micro-drama shoots.
In China, these micro-dramas can be watched on applications like Douyin, Kuaishou, and WeChat Video Channels. Globally, platforms like WeTV, ReelShort, and Rakuten Viki, Dailymotion, YouTube, GoodShort, MangoTV, or iQIYI offer series subtitled or dubbed in Spanish.
The audience for micro-dramas is diverse, but middle-aged workers and retirees stand out, as they find these contents an accessible and quick form of entertainment. Additionally, the international expansion of the format is attracting new audiences in different countries.
For example, in the United States there are very popular local productions, such as the Instagram account EAVESDROPPING (the show), which depicts the story of two friends “trying to remain friends.” This series is also available on Patreon and in podcast format on Spotify:
View this post on Instagram A post shared by EAVESDROPPING (the show) (@eavesdrop.png)
A post shared by EAVESDROPPING (the show) (@eavesdrop.png)
Regarding genres, there is a variety ranging from the typical novels with well-defined good and evil characters (the virtuous poor versus the ruthless millionaire), love stories, contemporary teenage drama stories, tales of unrequited love, period dramas, unequal and twisted marriage and family relationships, and so forth. To give you an idea, some popular titles are: «Promised», «I Married Your Father», «The Maid’s Revenge», «The Double Life of My Millionaire Husband», and «Destined for My Forbidden Alpha».
The addiction to micro-dramas stems from several factors. The plots are often intense and designed to captivate the viewer from the first minute. Episodes end on suspenseful moments, prompting the viewers to immediately watch the next episode. Moreover, the brevity of episodes allows for multiple episodes to be consumed in a short time (or so it seems to the user), adapting to today’s dynamic and fast-paced lifestyle.
On the other hand, the first episodes are usually free, but to access the subsequent ones, viewers must pay or watch advertisements. This system of micropayments and rewards keeps users engaged and generates significant income for the platforms. Indeed, brands find these formats an excellent setting to invest in cheap and effective advertising.
According to data from Sensor Tower, until March 2025, applications for watching these micro-soap operas were downloaded about 950 million times worldwide, with the United States being the most profitable market. It is followed by Latin America and Southeast Asia, where nearly 100 million downloads and 87 million were recorded just during the first quarter of the year, respectively.
In 2023, the market reached 37,3 billion yuan (approximately 5.2 billion dollars), and it is expected to surpass 100 billion yuan by 2025 (more than 13.8 billion dollars). According to the China Internet Services Association, in 2024, around 30,000 micro-soap operas were produced, generating 7 billion dollars in revenue for the country, a considerably higher figure than that generated by the film industry, estimated at 5.8 billion dollars.
This growth has attracted numerous young actors and screenwriters who see in micro-dramas an opportunity to develop their careers in a dynamic and less hierarchical environment.
Furthermore, the success of this audio-visual format has piqued the interest of international producers and platforms. Companies like ReelShort, backed by Tencent and Baidu, are bringing the format to the United States and other markets, adapting the stories to attract local audiences.
Photo: Rakuten Viki
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