Chinese Dramas Invade Hollywood, Disney and Netflix Step Aside
The phenomenon of ‘dracin’ (Chinese drama) in the form of micro-dramas—short, episodic stories lasting one to two minutes specifically designed for mobile phones—is beginning to attract Hollywood stars. Figures ranging from James Franco to Kim Kardashian have joined the movement, either by starring in productions or establishing their own micro-drama platforms.
Recent data indicates that users in the United States are now spending more time watching micro-dramas on their phones than watching Netflix. On average, users of micro-drama applications such as ReelShort watch for up to 35.7 minutes daily via smartphones or tablets. In comparison, Netflix averages 24.8 minutes, Amazon Prime Video 26.9 minutes, and Disney+ 23 minutes per day. This suggests that short-form stories are significantly more effective at capturing attention than expensive series produced with multi-million dollar budgets.
Omdia estimates that the global micro-drama market will reach a valuation of US$11 billion (approximately Rp 158 trillion) by 2025 and is projected to grow to US$14 billion (approximately Rp 202 trillion) by 2026. Of this total, the market outside of China is expected to contribute US$3 billion, with the United States currently serving as the largest international market, contributing half of the international revenue at around US$1.5 billion this year.
Due to their short duration, the production costs of micro-dramas are much lower and the turnaround time is far faster than traditional films or series. This has prompted Hollywood stars to eye the sector, seeing an opportunity to create content without ballooning production costs while reaching millions of viewers who interact with their mobile screens daily.
According to TechCrunch, several major names have already entered the micro-drama world:
James Franco stars in the series ‘Love, Lies & Frank’, which follows an advertising director involved in criminal cases and forbidden romance. This project is one of the first series produced under new film union agreements specifically for micro-dramas.
Issa Rae, through her company Hoorae Media, has collaborated with PineDrama (a TikTok-owned app) to produce the series ‘Screen Time’. The series became an instant hit, reaching nearly 75 million views in its first week and eventually surpassing 150 million views.
Jesse Tyler Ferguson, star of ‘Modern Family’, has appeared in the musical comedy series ‘Theater Kids Vs. Zombies’.
Taye Diggs has not only acted but has also founded his own micro-drama platform, Microhouse Films, to provide more creative freedom for young filmmakers.
Kim Kardashian and Kris Jenner have invested capital into the GammaTime platform, recognising the immense profit potential in this sector.
Maria Rua Aguete, head of the media and entertainment division at Omdia, stated that micro-dramas are no longer just a passing trend. “They are changing how people enjoy stories on mobile screens. It does not mean people will stop watching long-form films; rather, they now also want stories that can be enjoyed anytime, in short bursts, right in the palm of their hands,” she said.
For Indonesia, which possesses a massive mobile user base and a growing habit of consuming content via gadgets, the opportunities are vast. Short stories tailored to Indonesian tastes could reach tens of millions of viewers with much more affordable production costs.
It is not unlikely that in the near future, we will see Indonesian film stars starring in short-form mobile series or even establishing their own platforms. Ultimately, audiences are no longer just consuming long-form stories on large screens; they now want stories that come to them, instantly accessible, lasting just one or two minutes, yet still full of surprises and tension. The future of global cinema may no longer reside in the cinema screen, but in the mobile phones we carry everywhere.