China's Micro-Dramas: A Rollercoaster of Cliffhangers Captivating Audiences but Struggling for Profit
Micro-dramas in China offer condensed storytelling with short episodes, attracting a large audience. The shift towards cliffhangers over character arcs has contributed to the popularity of micro-dramas. Despite high viewership, profitability remains a challenge for production companies due to high production and advertising costs.
Despite their popularity and ability to keep viewers hooked with suspenseful cliffhangers, these micro-dramas are facing challenges in turning a profit.
The rise of micro-dramas in China coincided with the Covid-19 pandemic, offering a quick escape for viewers with limited time. Platforms like Kuaishou have seen a surge in users engaging with these short dramas, with heavy viewers consuming over 10 episodes daily.
Dean Burns, from the Shanghai Vancouver Film School, highlighted the shift in storytelling, noting that micro-dramas focus on cliffhangers rather than character development. This format aligns with the current trend of mobile-first content consumption and provides quick entertainment on the go.
In Chinese drama content, two main styles, "Nanpin" and "Nvpin," cater to male and female audiences, respectively. These micro-dramas explore themes of romance, conflict, and revenge, resonating with viewers across different demographics.
Popular micro-dramas like "My Wife and My Boss" and "I Got Married Without You" have captured the audience's attention with their engaging plots. Recently, "Hi, Mom," a time-travel series, created a buzz during Chinese New Year, generating significant user payment recharges within hours of its release.
Despite their popularity, the profitability of micro-dramas remains uncertain. While viewers can watch initial episodes for free, they are often prompted to pay to unlock the rest, posing a challenge for production companies to monetise effectively.
Industry experts have raised concerns about the oversaturation of the market, with many producers focusing on quantity over quality. Companies like Crazy Maple Studio have reported modest profits despite being ranked among the top entertainment apps in the US, indicating the financial challenges faced by micro-drama producers.
In a bid to reach a wider audience, producers invest heavily in advertising on platforms like Douyin and Kuaishou, further impacting their profit margins. With production costs and advertising fees consuming a significant portion of revenue, the industry's overall profitability remains low.
Despite the financial hurdles, micro-dramas are gaining international popularity, attracting audiences beyond China. The teams behind these dramas, often of Chinese origin, are exploring global markets, adapting their content to resonate with diverse audiences worldwide.
Micro-dramas in China offer condensed storytelling with short episodes, attracting a large audience.
The shift towards cliffhangers over character arcs has contributed to the popularity of micro-dramas.
Despite high viewership, profitability remains a challenge for production companies due to high production and advertising costs.
Source: TECHNODE