Super short films become a billion-dollar industry in China

China's estimated $5 billion microfilm industry has exploded and is spreading to the US market.

China's ultra-short film industry (lasting only about 1 minute - to a few minutes/episode) is booming, led by giants like Bytedance and Kuaishou, expected to create new waves in a market dominated by Hollywood cinema.

According to Reuters , the Micro Dramas market in China is growing strongly, with an estimated value of 5 billion USD (about 123 trillion VND) per year. Apps like Kuaishou and Douyin (China's version of TikTok) are attracting millions of viewers, targeting mainly middle-aged workers and retirees.

69-year-old actor Zhou Jian is starring in a short film, "Grandma's Moon," designed with multiple one-minute episodes shot vertically, aimed at attracting mobile phone viewers.

“They don't go to the cinema anymore,” Chu Kien shared, emphasizing the convenience of watching movies on mobile devices.

The micro-short film industry is competing fiercely with the world's second-largest film industry, which is controlled by the China Film Group.

Cinema is being competed by the "super short film industry". Photo: Xinhua

The trend has spread to the US market. According to data from Appfigures, three major Chinese movie viewing apps recorded 30 million downloads in the first quarter of 2024, bringing in $71 million in revenue globally.

Ashley Dudarenok, founder of a marketing consultancy in Hong Kong (China), commented: “Audiences are spending more and more time on short videos , leading to less time for long-form TV shows.”

Kuaishou is the market leader, accounting for 60% of the top 50 short films last year. According to Kuaishou Vice President Chen Yiyi, about 94 million people watch more than 10 episodes a day on the platform. While the first episodes are usually free, viewers have to pay to watch subsequent episodes.

The popularity of micro-short films is often tied to themes such as revenge or stories of overcoming hardship and turning a life around, similar to the fairy tale Cinderella. Many viewers find stories about social class and upward mobility relatable, especially in the context of rising youth unemployment in China.

Ultra-short films are not only gaining traction in China, they are also expanding into the US market. Short film platform ReelShort, backed by Tencent and Baidu, has quickly surpassed Netflix in downloads in the US.

However, this development has not been without its challenges. The micro-short film industry in China remains under close regulatory scrutiny. Multiple campaigns to remove inappropriate content have been launched, resulting in the removal of tens of thousands of films.

However, the growth potential of this industry is huge. According to market research firm iResearch , the budget for each super short film is only about 28,000 to 280,000 USD (about 688 million VND to 6.8 billion VND), allowing for low-cost production and quick turnaround time.

China is facing a great opportunity to tap into the ultra-short film market, both to meet growing entertainment needs and to expand its cultural influence globally.

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