Scrolling through TikTok, you may have noticed what appears to be an episode of a TV show with no notable actors, filmed entirely vertically and clocking in at just one minute. That’s because entertainment has been moving from the big screen to the small screen in the form of microdramas. These shows are consumed in multiple parts and meant to be viewed on a mobile phone. And their growing popularity is creating new opportunities in the entertainment industry.
Microdramas originated in China, where they are known as “duanju.” There, they have become a massive success, surpassing $6.9 billion (£5.11 billion) in revenue in 2024. This prompted the US to open its doors to the mini movies, which earned $1.4 billion (£1.04 billion) in revenue there last year. Microdramas are “perfectly suited for the shorter attention spans of today’s online users”, said Hello! magazine. Microdramas are similar to soap operas, focusing on common tropes and over-the-top theatrics. Their total duration can be the length of a feature film, but split into 80 parts.
While these shorts appear on TikTok and Instagram, platforms like ReelShort and DramaBox are growing in popularity as apps that are dedicated to microdramas. They can be quite profitable as, while the “first few episodes are typically free to watch”, it’s a case of “once you want to see more, you’ll have to pay up”, said NPR. This could “cost viewers ... up to $80 (£59) a month”.
Microdramas are “sort of the ‘Triple Crown’ of the modern entertainment industry”, Tomm Polos, the director of creator arts at the University of Southern California, told NBC News. “They’re social-friendly, they’re cost-effective and they’re data-driven. That is what everyone wants.” |