“又土又尬”的短剧，竟然有一半中国人在看

Core Viewpoint - The article discusses the rising popularity of micro-dramas in China, highlighting user demographics, viewing habits, and the impact of advertising within these short formats [7][8][67]. User Demographics and Viewing Habits - As of December 2024, the number of micro-drama viewers reached 662 million, with an average daily usage time of 101 minutes per user [7]. - The user base is primarily concentrated in lower-tier cities, with 65.1% of users from third-tier cities and below, and a significant portion of users aged 50 and above [9]. - Viewers in first-tier cities tend to watch micro-dramas more frequently but for shorter durations, while those in lower-tier cities watch less often but for longer periods [12][16]. Content Preferences - Comedy, time-travel, and emotional themes are the most popular genres among viewers, with over 60% of Gen Z preferring to watch at increased speeds [21][27]. - The majority of viewers prioritize "novelty" over "satisfaction" when selecting micro-dramas, indicating a desire for fresh and engaging content [39][41]. Advertising and Brand Integration - Despite the increasing presence of brand placements in micro-dramas, over 60% of viewers have never made a purchase based on these advertisements, with a notable 96.4% of male viewers not responding to such promotions [67][68]. - The most commonly purchased product categories due to micro-drama advertising include household goods, food and beverages, and beauty products, which are considered low-decision, high-frequency items [75][79]. Market Dynamics - The micro-drama market is heavily dominated by free content, with platforms like Douyin and Hongguo leading in user engagement due to their extensive free resources [58][63]. - The growth of the micro-drama market is attributed to the increasing availability of free content, with the market share of free dramas rising from 11% to 50% between January and October 2024 [63][66].