3 6 Ke·2025-06-21 01:53Core Insights - The user base for micro-short dramas in China is projected to reach 662 million by December 2024, accounting for 59.7% of the total internet users, with a market size of 50.4 billion yuan, surpassing the total box office revenue for films in the same year [2][11]. Group 1: Industry Developments - Kuaishou has announced the shutdown of its short drama mini-program, confirming the decision through internal communications [3][6]. - This is not Kuaishou's first action against the short drama category, as it previously removed nearly 100 non-compliant micro-short dramas and over 150 accounts for violations in May and June [5][6]. - The rationale behind Kuaishou's decision to close the mini-program is attributed to the rise of free short dramas and the decline of paid options, aiming for content quality improvement and specialized operation in the short drama ecosystem [6]. Group 2: Competitive Landscape - Tencent has launched its own short drama mini-programs, including "Mars Watch Drama" and a new "Short Drama" program, emphasizing free access to high-quality content [7][10]. - Tencent's strategy includes leveraging its vast user base on WeChat to facilitate social sharing and content discovery, aiming to capture market share in the competitive short drama space [10]. - The partnership with the reading group, which plans to upgrade its short drama offerings, provides Tencent with a wealth of quality story materials, enhancing its competitive edge [10]. Group 3: User Behavior and Preferences - A survey in Ningbo revealed that 81.15% of respondents have watched short dramas, with average daily viewing times concentrated between 10-30 minutes, indicating a preference for consuming content during fragmented time [12]. - Approximately 31% of respondents have paid for short drama content, with average monthly spending between 10-50 yuan, highlighting a willingness to invest in quality content [14]. - The core audience for short dramas primarily consists of Generation Z and working professionals, who value content quality and innovation, steering clear of low-quality, homogeneous offerings [14].