Short dramas take over social media: A new era of entertainment

Cheesy short dramas, also known as micro dramas, are taking over social media feeds with their minute-long serials that can tell a story in just 60 seconds. Platforms like ReelShort, NetShort, and DramaBox have gained popularity globally, with DramaBox downloaded over 100 million times. These short dramas originated in China through short video platforms like Douyin and Kuaishou and have expanded globally through social media apps like TikTok and Instagram. While creating job opportunities, the industry is expanding faster than regulation can keep up, posing trouble.

Cheesy short dramas, also known as micro dramas, have taken over social media feeds with their minute-long serials that can tell a story in just 60 seconds. Platforms like ReelShort, NetShort, and DramaBox have gained significant popularity globally, with DramaBox downloaded over 100 million times. These short dramas originated in China through short video platforms like Douyin and Kuaishou and have expanded globally through social media apps like TikTok and Instagram [1].

The format has proven to be highly lucrative despite illogical storytelling, crude production, and exaggerated, stereotypical characters. The Economist described this "latest Chinese export to conquer America" as a hybrid of TikTok and Netflix [1]. The popularity of short dramas can also be linked to the COVID pandemic and the Hollywood writers' strike, both of which slowed down the global screen industry [1].

The short drama industry is creating much-needed job opportunities, with production teams expanding globally to the United States, Australia, eastern Europe, and other parts of Asia [1]. Los Angeles is emerging as the fastest-growing production hub, with short drama apps outside of China making US$1.2 billion (about A$1.8 billion) last year [1]. Companies the world over are cashing in on the opportunity, with Spanish-language media company TelevisaUnivision and Ukrainian startup Holywater investing in the format [1].

However, the industry is expanding faster than regulation can keep up, posing concerns around labour exploitation and copyright infringement [1]. There are also uncertainties over the sustainability of the model in the long run. One producer based in Los Angeles revealed several concerning practices, including problems with overtime work, stealing and recycling of drama scripts, underpayment of film school graduates, and unfair contracts for screenwriters [1].

While the short drama format continues to draw significant attention from across the screen industry, more than just a passing content trend, this may be the beginning of a structural shift in what "television" means: low-cost, easily replicated, and recklessly fast-paced [1].

References:
[1] https://theconversation.com/werewolf-exes-and-billionaire-ceos-why-cheesy-short-dramas-are-taking-over-our-social-media-feeds-259385