60-second TV shows have taken over China

Minute-long dramas – talk about a period piece. Revenue in China’s mini-drama industry rose 35% to reach $6.9+ billion last year, making it more valuable than the country’s entire film box office, according to new figures published by Bloomberg.

Background: The format first popped up in China in 2018, not long after the debut of TikTok. But unlike traditional TikTok clips, mini dramas are professionally produced web series with clear storylines and major cliffhangers.

• Each “episode” typically runs 60-90 seconds, with an entire series spanning 50+ episodes.
• In total, short-form dramas cost just tens of thousands of dollars to make – far less than the average TV show – but can end up generating millions through advertising + charging users as much as $20 to finish the story.

Coming to America?

After experiencing recent success in China, many of the biggest short-form drama companies are now looking to expand abroad, with the US seen as a top target, according to Bloomberg.

These streaming services have reportedly started baiting American users with free access to 60-second episodes on popular platforms like YouTube, X, and TikTok – then directing those viewers to their own platforms for more content.

🤔 But not everyone is convinced. Some industry executives are worried about the longer-term outlook of such content, noting that China’s tech and online industry is known for intense but short-lived fads.