About the report
According to the definition of the State Administration of Radio, Film and Television, short dramas refer to online film and television works with a single episode in length from tens of seconds to about 15 minutes, with relatively clear themes and main lines, and relatively continuous and complete storylines. Under this definition, short dramas can be divided into four categories: short dramas on long video platforms, short dramas on short video platforms, short dramas on mini programs, and short drama apps.
In 2022, the size of China's micro-short drama market will reach 10.17 billion yuan, an increase of 17.64 billion yuan year-on-year, and in 2023, the scale of China's micro-short drama market will reach 37.39 billion yuan, an increase of 267.65% year-on-year. In 2023, the short drama filing department will increase by 8.53% year-on-year to 3,574, and the average number of episodes per episode will increase from 23 episodes in 2022 to 27 episodes in 2023; In 2023, the TOP3 themes of new short dramas are love, urban, and fantasy, accounting for 37.3%, 25.5%, and 12.6% respectively.
Chart: Changes in the size of China's micro-short drama market from 2020 to 2023
Data source: iiMedia Consulting, compiled by China Investment Industry Research Institute
Chart: 2021-2023 number of short drama filming records
Data source: cloud and data, compiled by CIC Industry Research Institute
Chart: 2021-2023 number of short drama shooting record episodes
Data source: cloud and data, compiled by CIC Industry Research Institute
In August 2022, Crazy Maple Studio (CMS) launched the short drama app ReelShort overseas, and overseas short dramas began to develop; In October 2022, Anyue Network, an online text platform, launched FlexTV, a short drama app; From 2023 onwards, Dianzhong, Xinyue, Changyu, Kyushu, etc. will all launch short drama apps overseas; In November 2023, ReelShort surpassed TikTok and rushed to the first place in the free iOS entertainment list in the United States, and the short drama went overseas and attracted widespread attention. According to SensorTower, in 2022, the number of downloads/net turnover of the top short drama overseas platform will only be 44,000 times/US$20,000, and in 2023, it will reach 28.23 million times/US$56.71 million, achieving explosive growth.
In January 2024, the General Office of the State Administration of Radio and Television issued the "Notice on Carrying out the Creation Plan of "Traveling with Micro Short Dramas", proposing: In 2024, 100 excellent micro short dramas with the theme of "Travel with Micro Short Dramas" will be created and broadcast, and a number of physical filming locations will be promoted to follow the popular broadcast of micro short dramas "out of the circle", and a number of cultural logos and symbols that reflect the ancient and modern and connect China and foreign countries will be disseminated globally through micro short dramas, forming a new model of "micro short dramas + cultural tourism" that can be replicated and promoted to promote consumption. Create a new trend of following micro-short dramas to "check in" all over the country. In April 2024, the "Latest Work Tips on the Filing of Micro-short Dramas" was issued, and from June 1, 2024, micro-short dramas that have not been reviewed and filed shall not be disseminated online.
As a mature market, the rise of short dramas is a resonance of both supply and demand. From the perspective of the supply side, the production process of short dramas is simple, and the volume can be quickly increased, thereby increasing the probability of being out of the circle. On the demand side, the total number of episodes and the length of a single episode are getting shorter, which is also more in line with the trend of consumer fragmentation. In addition, most of the short dramas are adapted from online texts, similar to the short video model. Driven by both supply and demand, follow-up recommendations focus on the evolution of new channels, new technologies, and the combination of short drama content.
The "2024-2028 China Short Drama Industry In-depth Research and Investment Prospect Forecast Report" released by CIC Industry Research Institute consists of 10 chapters. Firstly, the macro environment of the short drama industry was introduced, and the development of the short drama industry was analyzed. Then, the report analyzes the development of short drama users, short drama marketing, and short drama going overseas, and deeply analyzes the competition of short drama enterprises and the operation status of short drama benchmarking enterprises. Subsequently, the report analyzes the investment and financing status of the short drama industry, and analyzes the development prospects and trends of the short drama industry. Finally, the report puts forward development suggestions for the future development of short dramas.
Table of Contents of Reports
Chapter 1 Interpretation of the macro environment of the short drama industry
1.1 Definition and development of the short drama industry
1.1.1 Basic definition of skit
1.1.2 Main features of the skit
1.1.3 Characteristics of short drama episodes
1.1.4 Short drama launch process
1.1.5 Short drama industry value chain
1.2 Interpretation of important policy trends in the short drama industry
1.2.1 Short drama policy release history
1.2.2 Summary of policies at the national level
1.2.3 Summary of policies at the local level
1.2.4 Analysis of industry regulatory policies
1.2.5 Industry development planning analysis
Chapter 2 Comprehensive Analysis of the Development of the Short Drama Industry
2.1 The overall development of the short play
2.1.1 The development of short plays
2.1.2 Stages of development of short plays
2.1.3 Short drama development hotspots
2.1.4 Trends in the development of short dramas
2.1.5 Influencing factors of short dramas
2.2 Analysis of the operation of the short drama market
2.2.1 Short drama market size
2.2.2 Analysis of the supply of short dramas
2.2.3 Short drama demand analysis
2.2.4 Skit business model
2.2.5 Distribution of short drama parks
2.3 Analysis of the development of the short drama industry chain
2.3.1 Composition of the short drama industry chain
2.3.2 Analysis of the upstream of the industrial chain
2.3.3 Analysis of the downstream of the industrial chain
2.4 Analysis of the development of short dramas in benchmark cities
2.4.1 Xi'an
2.4.2 Zhengzhou
2.4.3 Hangzhou
2.4.4 Yangzhou
2.4.5 Xiangyang
2.4.6 Xiamen
2.4.7 Chongqing
2.5 Analysis of the development of Mini Program short dramas
2.5.1 The reason for the popularity of Mini Program short dramas
2.5.2 Dismantling of the Mini Program short drama industry chain
2.5.3 Dismantling of the short drama cycle and cost of the Mini Program
2.5.4 The future development trend of Mini Program short dramas
2.6 Analysis of the dilemma of the development of the short drama industry
2.6.1 Industry development challenges
2.6.2 Disadvantages of market development
2.6.3 Profit dilemma analysis
Chapter 3 Insights into User Behavior in the Skit Industry
3.1 Basic User Profile
3.1.1 Shift from audience to user
3.1.2 From passive viewing to active participation
3.1.3 The aesthetic psychology of the audience to be satisfied
3.2 User Portrait Analysis
3.2.1 Demographic Attributes
3.2.2 Economic Situation
3.2.3 State of life
3.2.4 Consumption concept
3.3 Users' viewing of dramas
3.3.1 Infiltration
3.3.2 Stickiness
3.3.3 Motivation for watching the drama
3.3.4 Drama scenes
3.3.5 Viewing habits
3.3.6 Channels for Watching Dramas
3.4 User Payment
3.4.1 Payment
3.4.2 Motivation for Payment
3.4.3 Paying Population
3.5 User Content Preferences
3.5.1 Cognitive channels
3.5.2 Drama Selection Factors
3.5.3 Episode theme
3.5.4 Episode Length
3.5.5 Platform Evaluation
Chapter 4 Analysis of the marketing situation of the short drama industry
4.1 Analysis of short drama marketing model
4.1.1 Small theater operation to create a unique brand
4.1.2 Matrix propagation with multi-platform linkage
4.1.3 Word-of-mouth marketing by key opinion leaders
4.2 Douyin marketing case study
4.2.1 Audience composition of Douyin
4.2.2 Douyin user habits
4.2.3 The current situation of Douyin short drama creation
4.2.4 Characteristics of Douyin skit marketing
4.2.5 Douyin short drama marketing model
4.2.6 Douyin short drama marketing dilemma
4.3 Kuaishou Marketing Case Study
4.3.1 The current situation of Kuaishou short drama creation
4.3.2 The subjectivity of Kuaishou short drama communication
4.3.3 Kuaishou short drama content network probation
4.3.4 Kuaishou short drama channel small screen
4.3.5 Audience precision of Kuaishou short dramas
4.4 Suggestions on short drama marketing strategies
4.4.1 Broaden the propagation and extensibility of micro-short dramas
4.4.2 Personalized communication accurately meets the needs of the audience
4.4.3 Short dramas need to increase audience participation
Chapter 5 Analysis of the Overseas Situation of the Short Drama Industry
5.1 The overall development of short dramas going overseas
5.1.1 The foundation for the development of short dramas going overseas
5.1.2 The significance of the development of short dramas going overseas
5.1.3 The development process of short dramas going overseas
5.1.4 Innovation in the mode of short dramas going overseas
5.2 The operation of the short drama overseas market
5.2.1 The content of short dramas going to sea
5.2.2 Analysis of users of short dramas going overseas
5.2.3 Layout of the short drama going to sea
5.2.4 Profit model for short dramas going overseas
5.2.5 Overseas marketing of short dramas
5.3 Analysis of the development of the industrial chain of short dramas going overseas
5.3.1 Upstream of the industrial chain of short dramas going overseas
5.3.2 The middle of the short drama industry chain going overseas
5.3.3 Downstream of the short drama industry chain
5.4 Analysis of the layout of short drama enterprises going overseas
5.4.1 Market Competitive Landscape
5.4.2 ReelShort
5.4.3 DramaBox
5.4.4 ShortTV
5.4.5 FlexTV
5.4.6 GoodShort
5.5 The dilemma of the development of short dramas going overseas
5.5.1 Insufficient high-quality production capacity and commercial operation capacity
5.5.2 Imbalance of aesthetic expectations and perceived value bias
5.5.3 The relationship between supply and demand has not formed a sustainable and benign interaction
5.5.4 Analysis of the main investment risks of short dramas going overseas
5.6 Suggestions for the development of short dramas going overseas
5.6.1 Comprehensive empowerment for new technologies
5.6.2 Content innovation space rooted in soil
5.6.3 Promote the optimization and upgrading of the industrial chain of cross-type integration
5.6.4 Pay attention to the kinetic energy stimulation of professional talent training
Chapter 6 Competitive Intelligence Analysis of Short Drama Enterprises
6.1 Analysis of the competition situation of short drama enterprises
6.1.1 Enterprise competition echelon
6.1.2 Distribution of Major Enterprises
6.1.3 The company's strategic clusters
6.1.4 Summary of Competitive Status
6.2 Comparative analysis of short drama listed companies
6.2.1 Summary of listed companies
6.2.2 Comparison of business layouts
6.2.3 Comparative analysis of performance
6.2.4 Comparison of short drama performance
6.2.5 Comparison of development plans
Chapter VII Analysis of the Business Status of Short Drama Benchmarking Enterprises
7.1 Perfect World Corporation Limited
7.1.1 Enterprise development
7.1.2 Short drama business layout
7.1.3 Analysis of business benefits
7.1.4 Business operation analysis
7.1.5 Financial Analysis
7.1.6 Core Competitiveness Analysis
7.1.7 Company Development Strategy
7.1.8 Future Prospects
7.2 Palmread Technology Co., Ltd
7.2.1 Enterprise development overview
7.2.2 Short drama business layout
7.2.3 Analysis of business benefits
7.2.4 Business operation analysis
7.2.5 Financial Analysis
7.2.6 Core Competitiveness Analysis
7.2.7 Company Development Strategy
7.2.8 Future Prospects
7.3 Mango Supermedia Co., Ltd
7.3.1 Enterprise development
7.3.2 Short drama business layout
7.3.3 Analysis of business benefits
7.3.4 Business operation analysis
7.3.5 Financial Analysis
7.3.6 Core Competitiveness Analysis
7.3.7 Company Development Risks
7.3.8 Future Prospects
7.4 New Guomai Digital Culture Co., Ltd
7.4.1 Enterprise Development Overview
7.4.2 Short drama business layout
7.4.3 Analysis of business benefits
7.4.4 Business operation analysis
7.4.5 Financial Analysis
7.4.6 Core Competitiveness Analysis
7.4.7 Company Development Strategy
7.4.8 Future Prospects
7.5 Beijing Douyin Information Service Co., Ltd
7.5.1 Enterprise development
7.5.2 Business conditions
7.5.3 Characteristics of short drama development
7.5.4 Trends in the development of short plays
7.5.5 Skit Collaboration Dynamics
7.5.6 Suggestions for the development of short plays
7.6 Beijing Kuaishou Technology Co., Ltd
7.6.1 Enterprise development
7.6.2 Business conditions
7.6.3 Development status of short dramas
Chapter 8 Analysis of the Investment and Financing Status of the Short Drama Industry
8.1 Analysis of the current situation of investment and financing in the short drama industry
8.1.1 Investment and financing situation in the short drama industry
8.1.2 Distribution of investment and financing in the short drama industry
8.1.3 Analysis of investment funds in the short drama industry
8.1.4 Analysis of the financing dynamics of short drama enterprises
8.2 Analysis of the investment and financing value of the short drama industry
8.2.1 Investment opportunities in the short drama industry
8.2.2 Investment risks in the short drama industry
8.2.3 Investment suggestions for the short drama industry
8.2.4 Mini Program short drama investment suggestions
Chapter 9 Development Prospects, Trends and Forecast Analysis of the Short Drama Industry
9.1 Prospects and trends of the short drama industry
9.1.1 Industry development prospects
9.1.2 Industry Development Trends
9.1.3 Industry development direction
9.2 CIC Advisors' forecast and analysis of China's short drama industry from 2024 to 2028
9.2.1 Analysis of the Five Forces Model Driving the Development of the Short Drama Industry
9.2.2 Forecast of the size of China's short drama industry from 2024 to 2028
Chapter 10 Suggestions on the development strategy of the short drama industry
10.1 Suggestions for the development of the short drama industry
10.1.1 Suggestions for the governance of the short drama industry
10.1.2 Optimization strategies for the short drama industry
10.1.3 Short drama channel innovation strategy
10.1.4 Short drama profit development strategy
10.2 Selection of high-quality development path for short dramas
10.2.1 Strengthen genre exploration and dig deep into the core of the story
10.2.2 Innovate image expression and expand story space
10.2.3 Improve the relationship between supply and demand and optimize the industrial ecology