Summary of Key Points
Recently, "Chinese dramas" (short, horizontal-format series with each episode lasting around 20 minutes) have become a new trend in the domestic drama market. Not only have works such as "Soul Ferry: Ten Years" during the summer season achieved over 50% of the cloud platform market share, but they have also performed exceptionally well in terms of revenue distribution. This success is due to the collective support of various stakeholders, including government policies (clear classification and filing requirements for broadcasting content), platforms (such as iQiyi, which have launched a suspense series production brand with substantial subsidies), production companies (switching from producing longer dramas to focus on these shorter forms), and actors (both mid-level and top-tier talents participating in these projects). These dramas have evolved from the previously awkward category of "horizontal short-form dramas" and have now become a focal point for the industry, bridging the gap created by the decline in long-form drama production and integrating new AI-driven cinematographic technologies. The revenue-sharing model enables all parties to benefit, making them a potential key direction for long-video platforms to overcome their current challenges.
1. Chinese dramas are not a "new species"; they are simply "horizontal short-form dramas" that have finally gained a formal identity
Many are familiar with the content of Chinese dramas, as they originated from the "horizontal short-form drama" genre. These episodes are around 20 minutes long and filmed in a horizontal format, but their status was previously unclear (classified as micro-short dramas or web dramas?). This category of content faced a dilemma: it couldn't compete with long-form dramas in terms of budget (lack of funds to hire big stars or produce lavish costumes and sets) nor with vertical short-form dramas in terms of pace (their creative concepts were often quickly copied by the latter). It wasn't until last year that the broadcasting authorities gave them a formal name, "Chinese dramas," with clear definitions: episodes around 20 minutes long, filmed in a horizontal format, and falling between long-form and micro-short dramas. This has provided them with official recognition, with established rules for filing, review processes, and platform scheduling, ending their status as an unregulated category. The production standards for Chinese dramas have also improved, with the use of established IPs (like "Soul Ferry") and the adoption of seasonal series (for example, "Zhuque Hall" is preparing for a second season), and platforms are providing promotional support, helping them break away from the label of "low-budget web dramas."
2. Why are everyone rushing to produce Chinese dramas? Everyone benefits
The popularity of Chinese dramas is due to their ability to satisfy all stakeholders:
- Platforms: iQiyi is actively promoting the "Dark Current Theater" format, with a maximum revenue-sharing rate of 130%. This model reduces risks (no need to invest millions in purchasing rights upfront) and attracts more creators.
- Production Companies: The number of long-form dramas produced is declining year by year (a 26% decrease in 2025), and mid-level projects are struggling to survive. Chinese dramas provide a viable option for these companies (for example, Linghe Culture and Shandong Film and Television have both filed Chinese drama projects).
- Actors: Mid-level and top-tier actors can take on leading roles in these dramas, with shorter production cycles (around 30 days), allowing them to balance multiple projects. Top actors can also experiment with new genres (for instance, Ma Yili's project "Yu Hong" was adapted from a longer format into a Chinese drama).
- Audiences: The content is more compact (faster to watch than long-form dramas) and the stories are more complete (with deeper narratives), meeting the current demand for watching complete stories in fragmented time.
3. Chinese dramas act as an "industrial adhesive": bridging the gap between long-form dramas and AI-driven content
The value of Chinese dramas goes beyond their entertainment value; they also serve as a platform for integrating various industry resources:
- Absorbing excess production capacity: Long-form dramas are increasingly focusing on high-profile IPs and big stars, leaving mid-level projects and actors with fewer opportunities (for example, Liu Yifei hasn't been in a project in 1000 days, and Bai Yu has been on hiatus for nearly a year). Chinese dramas require less investment while still allowing for complete story telling, making them a suitable option for these resources.
- Connecting with AI-driven content: AI technology can now produce horizontal-format content close to the 20-minute length of Chinese dramas. For example, Tencent's "Beipai Notes" (with AI participation) generated over a million in revenue in its first week, indicating a good fit between AI and Chinese dramas. This allows emerging creators to reduce production costs, and Chinese dramas can leverage AI's innovative capabilities.
4. The revenue-sharing model is the driving force behind the success of Chinese dramas
The rapid rise of Chinese dramas is largely due to the effective revenue-sharing model:
In the past, platforms either bought the rights to long-form dramas at high costs (leading to homogenization) or produced them in-house (with significant financial risks). The current model involves shared risks and benefits:
- Platforms invest less money, and production companies bear part of the risks.
- If the drama is successful, they can earn from membership fees, advertising, and derivative products (resulting in higher profits than fixed production costs).
- If the drama fails, both parties share the losses.
Platforms like iQiyi's "Fenggan Tongwei" and Tencent's "Post-Verification Incentive" models encourage innovation and help platforms control costs, creating a win-win situation.
5. Can Chinese dramas become the "new solution"? It depends on continuous high-quality content
Next year could be a breakthrough year for Chinese dramas, with 33 projects filed this year set to be released. However, for them to truly establish themselves, two issues need to be addressed:
1. Presence of hit works: More blockbuster dramas like "Soul Ferry" are needed to establish the reputation of Chinese dramas as high-quality content.
2. Creating a positive cycle: Creators need to see the potential for profit to continue investing, and audiences need to develop a trust in these dramas.
If these two conditions are met, Chinese dramas will no longer be just a transitional format but a distinct genre in their own right.
In summary, the rise of Chinese dramas is not accidental; it reflects the industry's adaptation to changing market trends. With the decline in long-form dramas, the rise of AI, and changing audience preferences, Chinese dramas have found a niche. Whether they can become a vital solution for long-video platforms depends on their ability to maintain this success and ensure sustainable development.