A micro-drama is filmed at Hengdian World Studios in Jinhua, East China's Zhejiang Province, on August 25, 2024. Photo: VCG

 
Micro-dramas, characterized by their short and fast-paced storytelling tailored for mobile viewing, have become a popular entertainment format in China. However, as the industry expands, it must focus on balancing profitability with cultural and artistic quality to ensure sustainable and meaningful growth.

China's National Radio and Television Administration (NRTA) has introduced new regulatory measures to strengthen the review process for micro-drama titles with the aim of curbing sensationalism and vulgarity, according to a Saturday report by China Central Television (CCTV). The guidelines also set new standards for content guidance, style, and artistic quality, reflecting efforts to regulate and elevate the rapidly expanding micro-drama industry. 

"Micro-dramas feature fast-paced narratives and many plot twists, making them suitable for fragmented consumption in fragmented scenarios. The widespread use of smartphones has also made them more accessible to audiences. The current trend in entertainment consumption is about quick reception and convenient access," director and screenwriter Song Fangjin, also deputy secretary-general of the China Film and Literature Society, told the Global Times, explaining the current popularity of micro-dramas.
 
The White Paper on the Development of China's Micro Drama Industry (2024) released by the China Netcasting Services Association pointed out that the micro-drama market value is expected to surpass the total revenue of the Chinese mainland box office in 2024. The market volume is expected to reach 50.44 billion yuan ($6.9 billion), representing a 34.9 percent year-on-year growth.

Meanwhile, according to the 54th Statistical Report on China's Internet Development released by the China Internet Network Information Center (CNNIC), the number of micro-drama users in China reached 576 million in June, accounting for 52.4 percent of total internet users. 
 
"Micro-dramas, especially vertical-screen ones, are essentially the video versions of online novels, particularly feel-good fiction. Through a video format, they not only transform readers into viewers but also attract a wider audience, including those with relatively lower literacy levels. Their popular, dramatic, and emotional narratives create high engagement with users," Shi Wenxue, a film industry expert and a veteran culture critic, told the Global Times. 

Additionally, the integration of storytelling and business models - for instance, requiring users to pay to continue watching at climactic moments - has forged a strong connection between micro-dramas and their users in terms of production and operation. Fundamentally, in the fast-paced, high-pressure environment of modern life and work, micro-dramas provide emotional release and comfort, allowing viewers to escape into a "daydream" wherever they are - on buses, subways, in the field, or even at home, Shi further explained.

While short-video platforms' self-regulation has significantly reduced content violations, challenges persist, including overly provocative and low-quality titles that harm the industry's reputation. To address these issues, the NRTA introduced a tiered review policy in February, encouraging creators to produce culturally and ideologically enriched works. 

Recent regulatory measures include guidelines issued in November to curtail "CEO romance" dramas that glorify wealth and power, as well as October restrictions targeting formulaic content aimed at older audiences.  These efforts reflect China's commitment to elevating the standards of the micro-drama industry while responding to its evolving challenges.

"Currently, micro-dramas are still predominantly driven by the marketing aim of promoting traffic. Moving forward, they need to transition toward the content aim of being cultural products and adopt a more targeted marketing approach. Micro-dramas have potential, but their success depends on evolving into cultural products and eventually being recognized as cultural works, contributing to literary and artistic creation," said Song.

Shi echoed this view, stating that the emergence and development of micro-dramas follow a similar pattern as the early stages of online literature and later online films. Thus, the next phase of micro-dramas will likely retain their unique narrative style while improving content quality and optimizing production chains to achieve a balance between commercial viability and social and artistic merit.

As micro-dramas are becoming an increasingly convenient and engaging form of entertainment for millions of viewers, to continue thriving, the industry must aim for more than just high traffic numbers. Instead, it must prioritize quality content that is meaningful and well-crafted. By delivering stories that are both entertaining and enriching, micro-dramas can grow into a lasting and impactful part of today's entertainment industry and people's lives.


The author is a reporter with the Global Times. life@globaltimes.com.cn