15 seconds of a burden, 30 seconds of a reversal, condensed dozens of minutes of plot into just a few minutes of the micro-short drama attracted a lot of audiences. However, while micro-short dramas have made commercial profits on a large scale, they have also had a lot of problems.
Many micro-short dramas need to recharge membership or pay to buy to watch all the content, and some users reported that they paid the fee "inexplicably", but it is even more difficult to get a refund.
"0.9 yuan to unlock an episode" as bait
Unknowingly being deducted
Ms. Du's mother just retired two years ago, and recently she often uses her mobile phone to watch micro-short dramas, "Many short dramas are free to watch in the first two or three episodes, and you have to pay for them later, and my mother unknowingly spent dozens of yuan." ”
The elderly are not proficient in using mobile phones, and sometimes it is difficult to notice options such as "the default will automatically unlock the next episode" after receiving advertisements such as "unlock an episode for only 0.9 yuan", resulting in them being deducted without knowing it. After the children find out, they also face problems such as cumbersome appeal procedures.
Consumers become passive members
Difficult to refund
Not only the elderly, but also young people reported that when they wanted to pay to watch a certain micro-short drama, they were quickly jumped to the membership payment interface by the applet, and they would accidentally spend hundreds of yuan to become a member, but it was not easy to get a refund later.
Ms. Zheng reported that she watched a short drama on the short video platform, and after watching a few episodes, she was told that she needed to pay if she continued to watch it, because she opened face recognition for quick payment, and suddenly paid more than 300 yuan to become a VIP member, and wanted a refund, but was told that she couldn't return it if she had already watched the drama.
According to a micro-short drama practitioner, the audience is basically attracted by some clips, and then enters the mini program to pay to watch the full episode. "There are too many dramas on the market now, and this consumption is a bottomless pit. ”
The micro-short drama is developing rapidly
Value can't be "short"
According to the "2023-2024 China Micro Short Drama Market Research Report", the market size of China's online micro-short dramas in 2023 will be 37.39 billion yuan, a year-on-year increase of 267.65%, and it is expected that the market size of China's online micro-short dramas will exceed 100 billion yuan in 2027.
Online micro-short dramas have become the "electronic mustard" of many young people, however, some online micro-short dramas have clichéd content, distorted values, and "cool" for the sake of "coolness", constantly refreshing the audience's bottom line. What do young people think of online micro-dramas, what kind of online micro-dramas do they expect to see, and what do you have to say.
The market is huge, and it needs to be regulated. In response to the problem of chaotic charging with many consumer complaints, experts suggest that platform operators have the obligation to fully inform consumers of the relevant key terms before they make a payment for recharge, and at the same time clearly set up a refund mechanism.
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Source: China Youth Daily, CCTV News, China Youth Daily client, Hecheng release comprehensive
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