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Following the explosive popularity of short-form videos on platforms like Instagram, TikTok, and YouTube, a new content category known as “short drama” is rapidly gaining global attention. Unlike traditional TV dramas, which typically run around an hour per episode, short dramas are composed of bite-sized episodes lasting from just a few seconds to several minutes. In Japan, several short drama apps consistently rank among the top downloads on the App Store and Google Play, indicating that this is not just a passing trend, but a solidifying new format.
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The short drama market began gaining traction in China around 2018 and has since entered a phase of rapid global expansion. According to the 2023-2024 China Micro Short Drama Market Research Report released by iiMedia Research, the online short drama market was valued at approximately $5 billion in 2023, with forecasts projecting $7 billion in 2024 and $14 billion by 2027.
This growth has roots in China’s culture of online fiction, which began flourishing around the year 2000. Genres from wuxia to urban fantasy were published freely on the internet, amassing millions of readers. Major digital publishing companies like China Literature Limited, iReader, and COL Group capitalized on these popular stories by adapting them into comics, anime, films, and games.
The launch of Douyin (China’s version of TikTok) in 2016 further bridged the relationship between creators, readers, and fans—connecting online fiction culture with the booming influencer economy and short-form video consumption.
By 2018, iQIYI, under Chinese tech giant Baidu, began full-scale production and distribution of short dramas. Soon after, advertising agencies, online fiction platforms, and production studios entered the market, rapidly refining its business models.
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The explosive rise of short-form video drives the remarkable transformation of Japan’s media. As of 2024, more than half of Japanese users aged 15 to 49 were reported to watch short videos regularly, signaling a shift not just in entertainment preferences but in how information, culture, and commerce interact.The dramatic expansion spans multiple platforms. TikTok, the trend-setter, has paved the way for rivals like YouTube Shorts, Instagram Reels, and LINE VOOM, each offering its own blend of formats, algorithm, and user incentives. Collectively, these services have surpassed a majority usage rate, with TikTok seeing around 60% of users engaging daily.The diversity of content has played a critical role in this growth. What began with music and dance clips has expanded into gaming, anime, beauty tutorials, lifestyle advice, and educational "how-to" segments. This genre evolution is now attracting audiences well beyond Gen Z, with consumers in their 30s, 40s, and even 50s engaging regularly, some for entertainment, others for information, or even career development.Advertising has followed suit. Brands now tailor promotions to short-form platforms, noting higher engagement rates and conversion efficiency compared to traditional media. “Short-form Sales” has become a buzzword among marketers, with product discovery through algorithmic content inspiring impulsive purchasing.Short videos are no longer just a passing trend—they’ve become an entrenched part of Japan’s digital culture. As both users and creators find new ways to connect, the format is increasingly shaping how media is consumed, brands are built, and stories are told.
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Several short drama apps are now establishing a strong presence in global markets, including the following:
Released in 2022 by Crazy Maple Studio (USA), with investment from COL Group, this app targets the North American market. The studio also operates platforms like Chapters and My Fiction, leveraging COL Group’s vast IP library and user data to produce content efficiently.
Operated by StoryMatrix, a subsidiary of Beijing Dianzhong Technology, and based in Singapore, DramaBox became the world’s top-grossing and most actively used short drama app in 2024.
Inspired by the success of ReelShort and DramaBox, Japan has also launched its own short drama apps—each with its own distinct strategy and original content offerings:
Jointly operated by Yoshimoto Kogyo, NTT Docomo, and Minto. Features 1–3 minute vertical-format episodes starring comedians and entertainers.
Run by emole Inc. Collaborates with Nippon TV and pursues global expansion. It has over 2.3 million downloads as of June 2025.
Developed by GOKKO Inc. Offers high-quality vertical dramas using a freemium + coin-based model. Also established Japan’s first dedicated short drama studio.
Created by the Japanese division of COL Group, in collaboration with LINE Yahoo, Hakuhodo DY Media Partners, and HUUM. Aims to become Japan’s largest pay-per-view short drama platform.
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The ascent of short dramas and short-form video marks not only a shift in content delivery but a broader redefinition of storytelling itself. What began as bite-sized entertainment has become a cultural phenomenon with implications for commerce, education, art, and even national media policy. Japan’s rapid development and innovation here—both domestic apps and in Japanese TV broadcasters—demonstrate growing confidence in short-form formats as a platform for creative and economic opportunity.As global platforms vie for users’ attention and more owners of IP holders enter the game, storytelling is becoming shorter, faster, and more personalized. Micro-narratives erase the boundary between creator and consumer, often fueling content ecosystems that grow across social media, merchandise, and fandoms.
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