Chinese short dramas draw global attention

Short dramas, a fast-growing mobile entertainment format of 30-second to five-minute episodes, are gaining global attention, with Chinese-made productions emerging as a notable force in the global market.

New research by Snap Inc and Ipsos shows that short dramas are becoming part of viewers' daily entertainment routines in markets including the United States, Britain and Saudi Arabia. The study also highlights social media's role in helping audiences discover, share, and engage with the format.

The findings come as China's short-drama industry increasingly looks beyond the domestic market. Chinese short dramas, which combine fast-paced storytelling with mobile-friendly vertical video, have been expanding overseas in recent years.

According to the research, recommendations from friends, family and creators are among the ways viewers discover short dramas. After watching clips, 74 percent of respondents said they share them with friends or family.

The highly serialized format also encourages viewers to continue watching. More than half of Snapchat users who watch short dramas said they view episodes daily, the study found. Among them, 68 percent said they watch more short-drama content than a year ago, while 86 percent expect to keep watching.

The format's commercial potential is also becoming increasingly apparent. Research found that 69 percent of daily Snapchat short-drama viewers spend money each month on episodes or related content.

For Chinese producers, the overseas expansion of short dramas is also creating new opportunities to experiment with storytelling, distribution, and localization for international audiences.

caption: Snapchat and Ipsos release a report titled "The Short Drama Revolution: Global Short-Drama Trends and the Snapchat Advantage".