China's addictive micro-dramas show how commercial demand is fuelling a netcasting boom

South China Morning Post

27-03-2025

China's online video and audio industry, especially lucrative micro-dramas, is expanding its influence both domestically and abroad, with the market size surging to 1.22 trillion yuan (US$168 billion) last year, according to officials and industry insiders.
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The industry saw its market size grow by 6.1 per cent, year on year, as it became a formidable force for job creation, with a record 757,000 companies operating, the China Netcasting Services Association (CNSA) said in a report during an ongoing industry forum in Chengdu.
'Micro-dramas have become a new growth pillar for China's online audio and video industry, with their influence abroad significantly increasing,' Cao Shumin, director of the National Radio and Television Administration, said on Thursday at the China Internet Audio and Video Convention.
The so-called netcasting industry is 'one of the most innovative, fast-developing, and high-potential fields in China, with new business models constantly emerging', said Cao, adding that it will 'undoubtedly play an increasingly important role' in improving the nation's cultural soft power.
A form of digital media, but different than traditional broadcasting, netcasting involves creating and delivering audio or video online, including downloadable content, such as those micro-dramas, and live streaming.
Cao Shumin, director of the National Radio and Television Administration, spoke on Thursday at the China Internet Audio and Video Convention in Chengdu, Sichuan province. Photo: Handout
China-made micro-dramas, often lasting just a few minutes for quick consumption, have gained traction overseas, including in the United States, where platforms such as ReelShort are offering English-language content based on Chinese production.