Micro dramas take over apps, dethroning YouTube and Netflix
What's the story
A new wave of apps is changing how we consume drama and entertainment content on our phones.
The platforms, such as ReelShort, FlickReels, and DramaBox, provide vertically filmed micro dramas—under-a-minute-long clips that together form movie-length soap operas.
The unique format lets users follow complex plots without having to rotate their phones, making it a perfect choice for those with shorter attention spans.
Micro dramas
From fake marriage to football romance, range is wide
Micro dramas, a craze that started in China during the COVID-19 pandemic, have now become a $5 billion industry.
These apps have hundreds of series broken down into 60-second segments, surpassing longtime favorites like YouTube and Netflix in app store rankings.
You can binge-watch these quick episodes, making them ideal for social media users with a short attention span.
Popular series include Fake Married to My Billionaire CEO, Return of the Abandoned Heiress, and The Quarterback Next Door.
Monetization
How are micro dramas monetized?
While the first episodes of these series are free to watch, viewers need to buy coins or passes to access further content. This can cost anywhere between $10 to $20 a week or up to $80 a month.
The apps behind these dramas count on lesser-known actors, low budgets, and rapid production schedules instead of big-name stars or blockbuster franchises.
This strategy has worked well in bringing millions of viewers and huge revenue.
Global expansion
Micro dramas' rise and expansion in the US
Notably, micro dramas have ruled entertainment charts not just in China but also in the US.
The trio of popular apps—ReelShort, DramaBox, and DramaWave—was downloaded 34 million times last month, generating a revenue of $78 million.
A huge chunk of their fanbase consists of women, with ReelShort's parent company Crazy Maple Studio, revealing that women comprise 70% of its 45 million monthly active users.
Cultural adaptation
Micro dramas: A blend of global cultures
To cater to diverse audiences, the companies behind micro dramas are adapting their content for different cultures.
This includes reproducing popular English-language stories for other countries with different actors and culturally relevant scripts.
The Spanish version of ReelShort's hit series The Double Life of My Billionaire Husband has already gained nearly half the views of the original English version.