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Driven by policy guidance and market evolution, the Chinese micro-drama industry is undergoing a shift from a "traffic craze" approach to a direction with greater social value and cultural significance. This is undoubtedly the most important industry topic concerning Chinese micro-dramas (dramas with episodes lasting only a few minutes) in 2025.
Lu Xian Gao, Vice President of the China News Culture Promotion Association, a member of the Online Audiovisual Expert Group of the State Administration of Radio, Film and Television (SARFT), and head of the expert panel for the Star Index micro-drama dissemination and application evaluation system, recently gave an exclusive interview to the Chinese news outlet The Paper. By analyzing the interplay of policy direction, market development, and technological iteration, he sheds light on the transformation of micro-dramas from "bite-sized entertainment" to a "new cultural benchmark."
The Paper: Please summarize the main development trends and the most significant changes in the micro-drama industry in 2024. You may use a few keywords to summarize. What long-term impact will these changes have on the industry's development?
Lu Xian Gao: Under the influence of effective regulatory guidance and market self-awareness, the industry is exhibiting a significant trend where improvements in content quality are driving the reconstruction of the industry ecosystem, and the upgrading of content value is empowering the development of various sectors.
At the policy level, high supervision is steering the industry further onto a path of good development.
In the content production sector, under the strong guidance of SARFT's call for high-quality creation and initiatives such as the "Travel with Micro-Dramas" plan [engaging narratives set in specific locations, helping them gain wider recognition through the popularity of micro-dramas], the popularity of hyper-fantastical genres like sweet romance and underdog success [a genre involving the protagonists overcoming obstacles] has waned. Meanwhile, themes involving realism — including rural revitalization, intangible cultural heritage, red history [Communist Party of China and its revolutionary history], and cultural tourism integration — have risen to prominence, leading to the emergence of several phenomenal productions.
For instance, The Wind of Journey successfully integrates social value with artistic expression, demonstrating the potential of micro-dramas to empower a wide range of industries.
At the technological level, AI has come to be deeply integrated into [content] creation, leading to the emergence of numerous productions that offer [audiences] groundbreaking visual experiences, such as Sanxingdui: Future Apocalypse.
At the market level, not only have new oceans of niche markets and silver economy [market or economic sector focused on products, services, and industries catering to the elderly population] emerged, but the global expansion of micro-dramas has also begun to gain traction, accelerating the industry's internationalization process.
These changes signify that micro-dramas, as an emerging form of artistic expression, are gradually growing from simple, quick entertainment products to [becoming] cultural infrastructure. They are becoming a key medium for connecting public emotions, supporting the economy, and sharing China's stories [with the world].
This transformative trend holds significant importance for the micro-drama industry, as it helps form a virtuous cycle of content quality, cultural depth, and commercial returns.
The Paper: Based on the "Star Index" data, what types of micro-drama were the most popular in 2024? What do they reveal about audience preferences?
Lu Xian Gao: According to the Star Index data and multiple evaluations — including case recommendations from the first "Star Shining: Micro-Drama Annual Awards" — the most popular types of micro-dramas in 2024 were primarily concentrated in areas of realism, cultural tourism integration dramas, and suspense sci-fi.
For example, dramas that tell the stories of ordinary people's struggles often get good attention from the audience. The "Travel with Micro-Dramas" productions, which integrate regional culture and immersive and engaging narratives, often inspire audiences to visit the travel destinations featured in the shows.
Suspense and sci-fi genres, that wrap strong plots around cultural themes are also very popular among young people.
The popularity of these types of dramas indicates that audience consumption of micro-short dramas is evolving. Viewers are no longer satisfied with [dramas that give] "just pleasure," but are starting to place greater value on ideological depth and cultural significance. They want not only to "enjoy watching" but also to experience "emotional resonance."
The Paper: According to the Star Index data, what are the main characteristics of the audience for micro-short dramas in 2024? Have their needs been fully met?
Lu Xian Gao: According to the Star Index data, the consumer persona for micro-short dramas in 2024 shows significant characteristics of being "female-dominated, younger audiences, and trending among all demographics." As a result, female-oriented themes — such as family ethics and emotional urban works —account for a relatively high proportion of content. Labels related to family female roles, such as "daughter" and "mother," have become focal points in creative trends.
Additionally, survey data shows that the age and urban-rural distribution of micro-short drama users closely resemble the overall structure of China's internet users. This suggests that micro-short dramas have transcended niche audiences and become an entertainment choice for the majority.
The growing number of middle-aged and elderly viewers is also a significant trend in the 2024 micro-short drama market. Compared to younger audiences, the elderly population tends to prefer family ethics and nostalgic content. However, there are still gaps in meeting demand for such themes:
First, the theme supply is relatively insufficient, with only a few works focusing on "family culture" and warm emotional expressions. Second, the operation threshold is high, with some elderly viewers struggling with fast-paced narratives and complex interactions. Third, the conversion rate for paid subscriptions is low, as middle-aged and elderly users tend to prefer watching for free.
The Paper: How should micro-short drama creators adjust their strategies to better cater to the elderly audience?
Lu Xian Gao: In the future, creators may need to explore solutions from three aspects:
1. Content – Focus on themes like "intergenerational dialogue" and "nostalgic memories". The aim should be to highlight the small happiness of ordinary people and strive to evoke resonance through relatable stories.
2. Format – Optimize interaction design by incorporating large-font subtitles and lowering the viewing threshold. There could even be consideration of adding dialect dubbing. An example is the [Sichuan] dialect-based short drama Home and Away, inspired by the recent hit Romance in the Alley, which offers valuable insights for creators.
3. Business Model – Actively explore models such as "ad-based unlocking + light-payment" options, or even a free-viewing approach, combined with offline community events could further tap into the potential of the silver economy.
If micro-short dramas can truly achieve development [in the direction of being] "elderly-friendly", they will not only fill the gap in cultural and entertainment content for middle-aged and elderly audiences — becoming a source of emotional companionship for the silver-haired demographic — but also open up an "uncharted ocean" for the industry, becoming "nationwide popular art".
The Paper: When evaluating micro-short dramas, what key dimensions or indicators does the Star Index pay special attention to?
Lu Xian Gao: The Star Index assessment system places emphasis on a comprehensive evaluation of micro-short dramas across multiple dimensions, including theme and message, creative techniques, social impact, and dissemination effectiveness.
1. Theme and Message – The work should convey positive values and align with contemporary societal needs. For example, No Small Matters in Xicheng illustrates urban governance through its "response upon request" narrative, reflecting societal warmth and aligning with policy direction.
2. Creative Techniques – This dimension evaluates breakthroughs and innovations in narrative and production techniques.
3. Social Impact – The focus is on how works empower various industries. An example is the "Travel with Micro-Dramas" shows, driving the development of local cultural and tourism industries.
4. Dissemination Effectiveness – This is assessed through metrics such as view counts, user engagement data, as well as cross-platform reach and long-term impact.
Additionally, the Star Index emphasizes dynamic adaption to industry trends in its evaluation of micro-short dramas. For instance, targeting industry development trends, the newly added annual IP adaptation cases, annual empowerment case selection, etc., all aim to encourage micro-short dramas to become an 'amplifier of social value'.
By implementing a multi-dimensional and scientific evaluation system, the Star Index not only seeks to establish industry benchmarks but also aims to guide micro-short dramas away from being merely a "traffic-driving business" and toward "value [giving] works." Ultimately, the goal is to make micro-short dramas an innovative engine for cultural communication and industry empowerment.
The Paper: Based on the 2024 market performance of the micro-short drama industry and observations from the Star Index, what key issues need to be addressed in 2025?
Lu Xian Gao: The development of the [Chinese] micro-short drama industry in 2025 is very much worth looking forward to, with expected breakthroughs in aspects such as theme expansion, overseas adaptation, and technological innovation. However, several key issues also require attention:
Lack of depth in theme innovation – The industry's key focus must be to overcome the problem of repetitive themes. Popular tropes like "sweet romance" and "underdog success" have become formulaic, and there's a pressing need to explore new, diverse areas. The six creative plans deployed by the regulatory authority [National Radio and Television Administration (NRTA)] provide a clear direction for theme innovation in micro-short dramas, but it's crucial to avoid "label-style combinations" [superficial or forced thematic integration]. The industry must guard against "creative inertia under policy incentives" [relying too much on favorable policies and their benefits rather than creativity] and explore ways to work toward the integration of themes with the industry.
Need for Cross-Disciplinary Talent – To successfully integrate micro-short dramas with various industries (like micro-short drama + heritage, for example), the industry requires multi-skilled talent that is both knowledgeable in film production and familiar with niche fields like intangible cultural heritage. Without this, works may end up superficial and lacking a strong cultural core.
Balancing Technological Empowerment and Humanistic Expression – While AI can enhance production efficiency of micro-short dramas, over-reliance on it may lead to content homogenization. The application of technology must prioritize "human warmth" and "emotional depth", avoiding becoming a mere flashy technical tool.
(Poster for Sanxingdui: Future Apocalypse)
The Paper: What new trends or directions can we expect in content creation for micro-short dramas in 2025? What keywords would you use to summarize them?
Lu Xian Gao: In 2025, trends like deep themes, cross-industry integration, technological breakthroughs, and audience segmentation will become increasingly prominent in the micro-drama industry. The industry will focus more on [portraying] "ordinary people" and "genuine emotions", using down-to-earth storytelling to reflect the pulse of the times. With strong guidance from projects like "Micro-Short Drama + Cultural Tourism" and "Micro-Short Drama + Intangible Cultural Heritage", micro-short dramas will increasingly blend with other industries.
Additionally, tools like Deepseek [and other AI technologies] will topple the creative logic. From script generation to virtual character performances and even designing storylines, technology will evolve from being just a supporting tool to more of a co-creator.
As for audience segmentation, it's almost certain that we'll see, for example, "nostalgic memory dramas" for the elderly, and "sci-fi" and "workplace dramas" for Gen Z, which are expected to thrive in a diverse and flourishing landscape.
To sum up, with technology as the engine and human culture as the foundation, micro-short dramas will gradually evolve from bite-sized entertainment consumables into a cultural landmark that captures the spirit of the times.
Source: The Paper
