Core Insights - The free short drama market is rapidly encroaching on the short drama market share, prompting many mid-tier teams to pivot towards free and branded short dramas [1][3] - DataEye's observation indicates that brand-customized short dramas have seen an increase in promotional efforts, with 92 new brand short dramas launched in March and April 2025, showing slight growth compared to the previous year [1][4] Data Overview - A total of 129 new brands entered the short drama space in 2025, with 84 brands joining in January alone, indicating a crowded competitive landscape [4] - The top-performing brand short dramas since April include "Dear Enemy" with 280 million views, "Secret Crush Can't Be Hidden" with 160 million views, and "Chasing Light" with 140 million views [5][9] Brand Performance - Among the top 10 brand-customized short dramas, Meituan's group buying service accounted for 50% of the total, with two of the top three dramas produced by Meituan [7][10] - The interactive engagement for "Hello, Classmate Mom" produced by Marubi reached over 2 million likes, indicating strong audience interaction [12][14] Market Dynamics - The short drama market is experiencing a polarization, with some brand short dramas failing to meet promotional expectations, while others successfully cultivate brand image and value through storytelling [22][24] - The total consumption of the domestic micro-short drama market reached 6.67 billion in Q1 2025, reflecting a 3% decrease from Q4 2024, as free platforms like Hongguo and Hemajuchang continue to erode the paid market [18][21] Content Strategy - Successful brand short dramas combine classic themes with current social issues, enhancing viewer engagement and brand recognition [28][30] - Meituan's short dramas effectively integrate brand messaging within the narrative, using dynamic geographic targeting to connect viewers with nearby services [34][36] Promotional Tactics - Meituan's promotional strategies are tailored to different platforms, leveraging Douyin for topic creation and Kuaishou for conversion, creating a comprehensive marketing matrix [40][41] - The brand's short dramas are designed to facilitate seamless transitions from content viewing to consumer action, enhancing overall effectiveness [33][39]