Micro-Drama: From Chinese Phenomenon to Global Trend - Preprint Version

Preprint notice: This manuscript is a preprint and has not been peer-reviewed. It is shared to invite feedback and foster open scholarly discussion. The final peer-reviewed version, if produced, may differ from this version.

This article examines the rise of Chinese micro-dramas (duanju) and their transformation into a global short-form entertainment format. Characterised by vertical video aesthetics, ultra-brief episodes, and mobile-first storytelling, micro-dramas have become a multi-billion-yuan industry driven by algorithmic recommendation, rapid production cycles, and diverse monetisation strategies including pay-per-view, product placement, and e-commerce integration. Drawing on industry reports, scholarly research, and media commentary, the study analyses the aesthetic, narrative, and industrial innovations that underpin the format’s success, including the role of multi-channel networks (MCNs) in scaling production and optimising content for platform metrics. It explores regulatory responses in China, audience engagement patterns, and the localisation strategies shaping international expansion. Particular attention is given to opportunities for UK producers to adapt and co-produce micro-dramas for domestic and global markets. Strategic recommendations are provided for creative industry stakeholders, highlighting pathways for collaboration, skills development, and cultural adaptation in this rapidly evolving media sector.

This paper was prepared by Dr Roy Hanney (Southampton Solent University) with the assistance of OpenAI’s ChatGPT, which was used to synthesise literature, draft sections, and support editing. All content was reviewed, edited, and approved by the author.

© Roy Hanney, 2025. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International Licence (CC BY-NC 4.0).