The Secret Behind the Phenomenon of Micro-Dramas

You may have heard of microdramas, but you might be unclear about what they really are and what's going on with them.

In just two years, the micro-drama craze has propelled a profound transformation in the entertainment video industry, akin to TikTok's disruption of long-form videos, compelling various platforms to continually innovate in response to a swiftly changing market landscape.

By the latter half of 2024, the revenue growth rate of micro-dramas showed no signs of abatement; instead, apps within this category surged into the Top 5 for revenue growth rates in the Entertainment category.

According to FoxData-Market Segment, on the App Store, micro-drama apps secured the Top 1 and Top 3 positions in revenue growth within the Entertainment category.

Among them, DramaBox notably claimed a decisive first place, with an astounding growth rate of 1504.20%, far surpassing the second-place gaming application, Brawl Stars.

Micro-Dramas is a brief theatrical form, typically lasting anywhere from a few minutes to several tens of minutes.

In microdrama apps, users have the opportunity to explore a variety of shows, usually comprising 60 to 100 episodes.

However, these episodes are anything but ordinary.

Microdramas feature not only shorter runtimes but also a rapid-fire pace, packed with suspense, unexpected plot twists, and plenty of drama. Each episode concludes with a cliffhanger, leaving viewers eager for the next installment.

The initial emergence of microdrama-like apps occurred in China in 2018, but their popularity surged a few years later, particularly after the COVID pandemic.

In China, platforms such as WeChat and Douyin have significantly popularized this format.

By 2023, the Chinese microdrama market had grown to $5.8 billion, experiencing an impressive 268% YoY Growth.

Despite their success in China, microdramas took some time to gain international traction. This global expansion began in 2022 when Crazy Maple Studio launched Reelshort.

The app's popularity began to climb in 2023. By the end of 2023, Reelshort experienced a dramatic increase in both downloads and revenue, particularly in the United States.

💡Related Blog: How ReelShort Became a Great Hit Around the Globe, Especially the USA

According to FoxData-App Intelligence, the apps has surpassed 85.61 million downloads and generated revenue of $161.71 million, with a significant portion of this income emanating from the United States.

In the App Store, 73.13% of ReelShort's revenue is derived from the United States alone.

Furthermore, the share of Google Play in the United States reaches an impressive 62.82%.

According to FoxData-Estimated Downloads, after the success of Reelshort, competitors such as DramaBox and ShortMax quickly emerged. Together, these three apps have become the leading microdrama platforms outside of China.

Monetization of Microdramas

Microdrama apps incorporate various monetization and retention features commonly found in free-to-play mobile games.

When users download these apps, they can watch a limited number of episodes for free—sufficient to capture their interest.

To access additional episodes, users need to spend the app's currency. Similar to mobile games, microdrama apps often feature a straightforward virtual economy centered around a primary currency, such as coins.

It's important to note that these monetization strategies are specific to the global market. In contrast, microdrama apps in China typically generate revenue through ad placements, e-commerce partnerships, and brand sponsorships.

In microdrama apps, users can acquire coins by purchasing them from the in-app store, which resembles in-game shops.

These stores typically offer various coin packs, subscription options (weekly, monthly, yearly), time-limited deals, and pop-ups.

A unique strategy employed by microdrama apps is the separation of free and paid currency based on how users obtain it.

For instance, ShortMax distinguishes between "coins" and "bonus coins," while Reelshort uses "coins" and "reward coins."

Despite the different labels, these currencies serve the same purpose. This distinction is purely a marketing tactic to encourage spending. By creating an illusion of value and exclusivity, microdrama apps can motivate users to make purchases.



👏 Expert Tips: However, according to the FoxData-AI Review Summary, users of Reelshort have frequently commented that the subscription prices for Reelshort are higher compared to other similar applications.

This feedback suggests that while the app's strategy might be effective in creating perceived value, the actual pricing may be a deterrent for some users.

If you plan to launch a short drama app, we recommend balancing your in-app purchase pricing for sustaining user engagement and satisfaction, especially if your competitiveness isn't strong enough.


👉 Click here to explore more user feedback on short dramas.

All leading microdrama apps share a common strategy: the use of rewarded ads.

When users run out of in-app currency while watching shows, they can typically earn more by viewing rewarded video ads.

For instance, in the app Reelshort, users have the option to watch up to five ads daily to unlock new episodes.

Additionally, these top microdrama apps feature a dedicated "rewards" section where users can explore various methods to earn currency.

In microdrama apps, the "rewards" section is not limited to rewarded ads. Users can explore various methods to earn coins here.

The section typically highlights the option to claim daily login rewards, which are generally small at first but tend to increase in value over time.

Additionally, the rewards section often encourages users to log in using social media or email accounts.

Some apps even offer rewards for following their profiles on platforms like Facebook, Instagram, and TikTok.

Beyond providing rewards, microdrama apps actively use push notifications.

These notifications remind users to continue watching shows, suggest new content, prompt them to claim daily login rewards, and encourage the completion of tasks for additional rewards.