虽然在国内社交媒体上，不乏一些对微短剧出海的夸张表述，但不可否认的是，微短剧作为一种源自中 国的原创叙事，正在海外内容市场撕开一个缺口。从跨文化传播的视角来看，微短剧在海外市场的突 破，不仅体现了叙事模式的可迁移性，也验证了不同市场用户的审美与价值期待的差异化。 在热度与流量之外，更为关键的议题是：微短剧作为一种原创叙事，能否建立起面向全球市场的工业化 生产能力与可靠商业模式，进而在全球范围内逐步塑造为独特的文化符号，参与国际文化市场的话语竞 争。 这不仅关乎微短剧的出海前景，也折射出中国原创叙事在全球内容市场变革中所面临的结构性挑战，包 括产业链条的成熟度、商业模式的确定性，以及跨文化差异所带来的传播张力。 陈雪珂 腾讯研究院助理研究员 刘金松 腾讯研究院资深专家 微短剧出海，正从局部市场突破走向更广范围的扩散，不仅在东南亚等文化壁垒相对较低的地区，已具 有一定的受众基础；同时在中东与北美等文化差异较大的市场，也出现了突破性进展。 短剧出海进入快车道，北美成关键市场 在中国短剧大规模出海之前，美国本土已出现过相关探索案例。2018年成立的Quibi，即尝试构建一个 面向移动端用户的短内容流媒体平台。尽管该项 ...

国家广播电视总局倡导推动的"优秀动画微短剧扶持计划"在大会上正式启动。 主办方供图 初秋的郑州，黄河涛声与时代光影交汇。9月22日—24日，2025·郑州微短剧高质量发展大会在这里举 行。会议由国家广播电视总局网络视听节目管理司、中共河南省委宣传部指导，郑州市人民政府、河南 省广播电视局、河南省文学艺术界联合会主办，来自全国的创作者、平台方与专家学者齐聚商都，共探 微短剧从"流量狂奔"走向"价值深耕"的路径。 "竖店"之城正崛起 "郑州发展微短剧产业趋势已成，背后是这座城市得天独厚的综合优势。"开幕式上，河南省委常委、郑 州市委书记安伟说。数据显示，2025年前8个月，郑州微短剧市场规模达38.5亿元，同比增长35.7%；全 市微短剧企业超800家，从业人员近4万人，日均接待剧组80余个。从闲置建筑改造的拍摄基地，到盘活 的工业厂房，郑州以"缺什么补什么，什么弱补什么"的务实态度，快速构建起覆盖剧本创作、拍摄制 作、发行推广的全链条生态，打造中国微短剧创作之都，打响"竖店"郑州品牌。 政策支持与基础设施升级为产业注入强心剂。郑州市市长庄建球在推介中提到，郑州在2024年设立微短 剧扶持政策的基础上，今年继续优 ...

Core Insights - The overseas micro-drama app market is rapidly expanding, with 446 apps projected by August 2025 and a monthly increase of 18.57% in new app launches [1] - Micro-drama applications dominate the revenue rankings for non-gaming apps from China, with nine out of the top twenty spots [1] - The rise of native platforms like TikTok and YouTube is prompting micro-drama producers to replicate domestic strategies abroad [1][3] Group 1: Market Dynamics - The domestic micro-drama market is characterized by a "one strong, many strong" scenario, with leading firms dominating while mid-tier and new entrants focus on overseas expansion [1] - The number of overseas micro-dramas has surged from under 10,000 at the beginning of the year to over 26,000 [1] - TikTok for Business reported a threefold increase in micro-drama ad impressions, indicating significant user conversion improvements [3] Group 2: Content Preferences - There is a notable regional differentiation in content preferences, with emotional, urban, and revenge themes being the most popular, accounting for 70% of the overseas micro-drama market in the first half of 2025 [6] - Different regions exhibit distinct preferences for themes, such as North America favoring CEO and werewolf narratives, while Southeast Asia leans towards themes like "fake rich girl" and "restart life" [6][10] Group 3: Target Audience Segmentation - The demand for content is increasingly segmented by age, with younger audiences in North America gravitating towards campus love stories, while older viewers prefer family-oriented narratives [13] - The analysis of 6,524 revenge-themed micro-dramas shows significant variations in audience preferences across regions, necessitating tailored content strategies [10][12] Group 4: Distribution Strategies - The traditional reliance on single-app distribution is evolving towards a multi-channel approach, allowing for broader audience reach [16] - The "social media acquisition - app retention" model is prevalent, leveraging platforms like TikTok and Facebook to attract users before directing them to dedicated apps [18] - Direct engagement within social media platforms is becoming a viable strategy, as seen with the Japanese team "ごっこ倶楽部," which has achieved over 5 billion views on TikTok [19] Group 5: Quality Over Quantity - The focus is shifting from rapid growth to high-quality content, with an emphasis on global distribution strategies that leverage data tools for market identification and localization [22] - Successful cases like "好一个乖乖女" demonstrate the effectiveness of pre-planning for multilingual adaptations and synchronized releases across markets [25] - The future of micro-drama exports lies in building international platforms and nurturing local creators to foster global IP collaboration [28]

文｜DataEye研究院 国内微短剧市场竞争日趋白热化，已进入"贴身肉搏"的红海阶段，越来越多厂商将视野转向海外。 根据DataEye-ADX海外短剧数据，目前在投的海外微短剧 APP 已达446款，其中8月新上线 APP 数量增长18.57%，新入局者仍在持续增加。 这股热度不仅体现在行业大盘数据上，平台端的动态更为直观。 在今年9月11日举办的 TikTok for Business 短剧出海大会上，DataEye短剧观察了解到，平台内微短剧广告展示量实现三倍增长，用户转化数也出现显著提 升。无论是从大盘增长还是平台反馈来看，海外微短剧的红利期远未结束。 随着2025年第四季度的临近，成为行业关注焦点。本文将结合会议最新资讯与行业数据，探讨微短剧出海还有哪些环节可以优化，如何进一步优化出海策略 和实施方案以实现更好的市场效果。 一、内容策略：扩数量，也要深耕质量 DataEye-ADX海外短剧版数据显示，海外在投微短剧数量已从年初不足一万部增长至超过2.6万部。 在这一背景下，如何系统性地提升内容供给并实现精准输出，成为微短剧出海的关键命题。这不仅需要"量"的积累，更需在"质"的层面实现本地化与标准化 的 ...

Group 1 - The micro-drama market in China has surpassed 50 billion yuan in 2024, indicating significant growth and potential for international expansion [1] - Thai youth are increasingly engaged with Chinese micro-dramas, which are characterized by their fast-paced storytelling and diverse themes [1] - The collaboration between Chinese and Thai media companies is fostering cultural exchange and economic cooperation, with a focus on co-producing content that resonates with both audiences [1][2] Group 2 - The Thai film "Grandma's Grandson" has achieved high box office success in China, boosting tourism to Thailand and making locations like the Bangkok betel nut market popular among Chinese tourists [2] - A new micro-drama titled "Sawasdee Ka - Thai Adventure" is being co-produced by Guangxi Broadcasting and Thai partners, incorporating elements of cross-border e-commerce and artificial intelligence [2] - The collaboration aims to create content that appeals to both domestic and international markets, with plans for translation into Thai and English [2][3] Group 3 - Thai creators are increasingly adopting Chinese micro-drama styles, indicating a shift towards localized innovation rather than mere content importation [3] - The evolution from traditional films to micro-dramas reflects a growing diversity in Sino-Thai cultural exchanges, enhancing mutual understanding and creating new opportunities in cross-border e-commerce and cultural tourism [3]

Core Viewpoint - The micro-short drama industry is experiencing rapid growth and is becoming a significant cultural export for China, but it faces challenges related to content quality and cultural representation [2][4][6]. Group 1: Industry Growth and Characteristics - The micro-short drama market is projected to exceed 50 billion yuan in 2024, indicating explosive growth in recent years [2]. - Zhejiang province has emerged as a leader in the micro-short drama sector, with a complete production chain and a high number of production agencies and platforms [3]. - In the first seven months of this year, over 2,300 micro-short drama crews have been hosted in Hengdian, with an expected total of over 4,000 crews for the year [3]. Group 2: Challenges and Criticisms - The industry is facing criticism for a perceived "low-level" quality in content, attributed to three imbalances: commercial versus artistic focus, global versus local cultural elements, and technology versus content innovation [4]. - The reliance on proven "hit" formulas has led to a saturation of similar themes, such as revenge and family drama, which diminishes artistic diversity [4]. - Simplifying content to remove Chinese cultural elements has resulted in a loss of cultural identity, failing to resonate with international audiences [4]. Group 3: Recommendations for Improvement - Experts suggest that micro-short dramas should focus on enhancing quality, rooting in local culture, and expanding internationally while balancing local expression with global appeal [5][7]. - There is a call for deeper exploration of Chinese cultural essence in micro-short dramas, integrating local narratives that reflect real-life experiences [7]. - Establishing a collaborative mechanism between academia and industry is recommended to maintain artistic exploration while ensuring scalability and platform development for micro-short dramas [8].

Core Insights - The global download of Chinese short drama apps exceeded 270 million in Q1 2025, marking a fourfold increase compared to the same period last year, with the overseas market potential estimated to reach $10 billion [1] - The rapid storytelling and emotional intensity of micro-dramas cater to the fragmented viewing habits of international audiences, making them highly engaging [2] - The Chinese short video industry has matured, with advancements in AI technology enhancing content production and enabling quick localization for overseas markets [3] Industry Characteristics - Micro-dramas are characterized by their concise storytelling, clear themes, and strong character development, typically lasting from a few seconds to 15 minutes [2] - Successful overseas micro-dramas often feature strong conflict openings, professional cinematography, and emotional depth, appealing to universal human emotions [2] - The integration of AI in the production process, such as in the upcoming AI-generated micro-drama "Chinese Mythology," showcases the industry's ability to leverage technology for content creation [3] Challenges and Opportunities - Despite their popularity, micro-dramas face challenges such as repetitive themes and reliance on AI-generated content, which can undermine the quality and originality of storytelling [4] - The incorporation of Chinese cultural elements in micro-dramas, like the critically acclaimed "A Dream on the Star River," highlights the potential for cultural exchange and storytelling [4] - The future of micro-dramas requires a balance between rapid production and the cultivation of meaningful narratives to maintain audience engagement and cultural relevance [5]

Group 1 - The National Radio and Television Administration of China emphasizes the need to enhance content development and increase the supply of quality television content, including improvements in the management policies for TV series and seasonal dramas [1] - The micro-short drama market in China has seen rapid growth, with a market size reaching 37.39 billion yuan in 2023, representing a year-on-year increase of 267.65%, and is expected to exceed 100 billion yuan by 2027 [1] - Chinese micro-short dramas are gaining traction in overseas markets, with monthly revenue from overseas micro-short dramas increasing from 6.4 million USD in July 2023 to 59.7 million USD in July 2024, a growth of 92.2% [1] Group 2 - Yidian Tianxia reported a 59.95% year-on-year increase in main business revenue, attributing this growth to high-growth sectors such as AI applications and short dramas [2] - The CEO of iiMedia Consulting highlighted the market opportunities in Southeast Asia due to cultural similarities with China, and noted the potential in North America, the Middle East, and Latin America for Chinese cultural products [4]

□ 本报记者 李嘉豪 选择剧目后自动跳转至工作台，AI大模型自动识别分析短剧总结内容，并为用户提出"黄金3秒""结尾悬 念"等剪辑建议，还能一键剪辑翻译。这些服务于微短剧二创视频制作的便利功能，都来自一家刚刚落 户南京扬子江数字视听产业园的企业——南京智影文化传媒有限公司自研的AI创作平台"北斗智影"。 微短剧行业对宣发推广极为重视，投流规模逐年大幅增长。2023年中国微短剧投流规模达312亿元，到 2024年，这一数字约为420亿元，预计2025年将接近400亿元。微短剧市场竞争激烈，大量作品涌入市 场，制作方通常投入巨额资金进行流量投放。他们通过将短剧中最精彩、吸引人的部分剪成短视频，在 各大平台进行付费推广，以获取更多曝光，引导用户观看完整剧集，进而实现用户付费解锁剧情或通过 广告分成等方式盈利。 作为一家从事AI短剧内容发行的企业，南京智影的业务处于微短剧内容平台的下游，受其委托进行推 广宣传。该公司依托AI生成、智能分发和变现支持等技术，构建了覆盖"创作—分发—变现"的全链路生 态，已与多家微短剧等内容平台达成合作，收纳了超6万部小说、微短剧、影视剧的版权，创作者使用 北斗智影平台可以放心使用这些资 ...

Core Insights - The micro-short drama industry is entering a golden era, with significant growth in overseas markets expected to surpass domestic markets in terms of paid short drama revenue [1][3][4] Market Growth - The overseas micro-short drama market is projected to grow from approximately $100 million in 2023 to $1.5 billion in 2024, reaching $3.8 billion in 2025 [1] - The domestic micro-short drama market was valued at 50.5 billion yuan in the previous year, surpassing box office revenues from cinemas for the first time [1] Regional Preferences - North America leads the overseas market with a 40% share, favoring urban romance and fantasy themes [2] - Southeast Asia's market is characterized by themes similar to domestic preferences, such as campus youth and family ethics [2] - Japan focuses on revenge and workplace themes, while South Korea prefers sweet romance and reincarnation stories [2] Production and Localization - The company has developed a streamlined production process in Xi'an, capable of producing 20+ micro-short dramas monthly, with a focus on high-quality content [3][5] - The company has launched localized short drama apps for North America and Southeast Asia, incorporating local actors and cultural elements [5] Technological and Market Drivers - The growth of micro-short dramas is attributed to technological advancements, changing viewing habits, and the impact of the COVID-19 pandemic, which increased demand for quick entertainment [4]