Illustration: Chen Xia/GT
While micro-dramas have seen rapid success, their continued growth depends on quality content. With proper regulation and guidance, and stories grounded in reality, the industry can evolve into a more sustainable and high-quality storytelling platform that meets audience expectations.
Currently, there are three major opportunities for the expansion of the micro-drama industry: expansion into international markets, technological innovation, and the segmentation of user demand. At the same time, it must also deal with three significant challenges: the homogenization of content, increasing regulatory pressures on quality, and the balance between commercialization and creative integrity, Feng Shengyong, director of the online audiovisual department of the National Radio and Television Administration (NRTA), pointed out.
Feng made these remarks at the 2025 Micro-Drama Gala held by iQiyi, one of China's major online streaming platforms, on Friday in Suzhou, East China's Jiangsu Province. Feng further noted that innovation and quality content are keys to the industry's development.
Meanwhile, the People's Daily Online reported on Friday that in order to enhance the quality and development of micro-dramas, the Online Audiovisual Program Management Department of the NRTA issued its first regulatory directive of 2025.
The directive emphasizes that micro-dramas should be "entertaining but measured," while also stressing that micro-drama storytelling must be grounded in reality rather than detached from everyday life, urging creators to return to authentic narratives and artistic integrity.
Emerging in 2019, micro-dramas quickly gained popularity with their short, fast-paced storytelling and emotionally intense narrative style. They have successfully catered to modern audiences' fast-paced lifestyles, allowing viewers to enjoy some entertainment in short bursts, achieving explosive industry growth.
According to a white paper released by the China Netcasting Services Association, in 2024 China's micro-drama market reached a milestone of 50.4 billion yuan ($6.96 billion), establishing itself as a key driver in the high-quality development of the country's film and television industry. Projections indicate that by 2027, the market will exceed 100 billion yuan.
Despite the rapid growth of the micro-drama industry, content quality remains inconsistent, with many productions relying on formulaic plots, exaggerated sensationalism, and borderline explicit content. Meanwhile, misleading payment schemes have also sparked criticism for exploiting consumer behavior, wrote Wang Wenbin, dean of the School of Journalism and New Media at Xi'an Jiaotong University, in an article published in the People's Daily on Thursday.
"As the micro-drama industry has rapidly expanded, its low entry barriers have led to an influx of personnel and capital into the market. However, this has also resulted in some players prioritizing profit over content quality, which is detrimental to the industry's long-term development," playwright and director Xiang Kai told the Global Times.
Just like films and long-form video series, the future of micro-dramas must ultimately be rooted in quality content. The industry needs to return to a focus on content, drawing inspiration from real life and society to create engaging and relatable stories that truly resonate with audiences. To enhance the quality of micro-dramas, regulation efforts from both relevant authorities and streaming platforms are needed, Xiang further noted.
Speaking from a creator's perspective, Xiang said that the standardization or regulation of the micro-drama industry will not weaken its creative vitality. As the industry moves toward higher-quality productions, a balance can be achieved between regulation and innovation, ensuring both content integrity and creative freedom.
Du Hongjun, a deputy secretary-general of the China Film and Literature Society, shared this view, stressing that "standardization is a necessary step for the industry to mature" in an interview with the Global Times.
Current policies, through mechanisms such as "licensing requirements" and "tiered content reviews," are eliminating low-quality productions and making room for high-quality content, which creates a long-term advantage for teams dedicated to content excellence, Du said.
According to a report published by the Xinhua News Agency in February, aimed at fostering industry growth while ensuring stricter governance, a notice was released by the NRTA mandating the implementation of a "classified and tiered review" system in the online micro-drama industry. All micro-dramas distributed, promoted, or streamed by online audiovisual platforms, mini-programs and traffic distribution agencies must obtain a "distribution license" or complete corresponding online filing and registration procedures. Before release, micro-dramas must display their license or registration number in the opening credits according to a prescribed format.
"With regulation and market forces working in tandem, we believe that China's micro-drama industry has the potential to become a global benchmark for digital content," said Du.
In January, the NRTA launched the "micro-drama plus" action plan, which aims to integrate micro-dramas into various industries to drive cultural innovation and economic growth. With plans to release around 300 innovative micro-dramas in 2025, the initiative seeks to enhance different sectors, inspire creativity, and enrich public life. The initiative includes multiple programs, one of which, "travel through micro-dramas," aims to boost tourism and support rural revitalization by creating 100 micro-dramas that showcase cultural heritage sites, scenic landscapes, and major urban attractions.
The author is a reporter with the Global Times. life@globaltimes.com.cn
