Micro dramas are gaining popularity

A new entertainment genre is seeing rapid growth in the US and around the world: Micro dramas.

These opera-style short series with just minutes-long episodes gained popularity during the pandemic.

In the US, the genre is in demand. Micro drama apps like ReelShort have recently surpassed Netflix in App Store downloads, according to market research firm Sensor Tower. It saw 7 million downloads in 2023 and $8 million in revenue from app stores.

ReelShort is backed by Chinese firms Baidu and Tencent.

Behind the success
Micro dramas consist of short, vertical videos, often just 60 seconds long. They are designed for mobile viewers and people with short attention spans, offering quick plot twists to keep the audience engaged and wanting more.

Apps showcasing these dramas follow a pay-as-you-go model. Viewers can watch for free but eventually have to pay or watch ads to unlock new episodes.

Booming in China
The micro drama industry is worth over $5 billion in China, reports Reuters. It is highly lucrative because short series are cheap and quick to produce, with budgets between $28,000 and $280,000. They can be filmed, edited, and distributed within three months, much faster than streaming or television series.

Chinese companies are also targeting US audiences. They are bringing dramas shot in Los Angeles and featuring English-language scripts, often centered around themes like wealth and betrayal.

ReelShort says around 75% of its audience are females, but micro dramas are also popular with middle-aged and older audiences who prefer the convenience of watching on their phones.Popular titles include The Double Life of My Billionaire Husband, I Got Married Without You, and Bound by Vendetta: Sleeping With the Enemy.