The micro drama industry in China, once a burgeoning source of entertainment, is facing increasing scrutiny due to concerns over its content and portrayal of women. These short-form video segments, each lasting just one to two minutes, have rapidly captured the attention of Chinese audiences, surpassing the film box office revenue with a staggering 50.4 billion yuan last year. Despite their financial success, micro dramas have drawn criticism for their stereotypical and often negative depictions of women.
The People's Daily has called for tighter regulation of the sector to combat these problematic portrayals. In a recent commentary, the publication emphasized the need for oversight to eliminate undesirable content. The criticism stems from common tropes within micro dramas that reduce female characters to simplistic roles such as the villainous mother-in-law or daughter-in-law, the scheming mistress, or the "vase"—a term used to describe women who are beautiful but lack substance. This sentiment was echoed by social commentator Qiu Feng, who said:
"Such biased (portrayals) are vilifying women … and (are) a form of disrespect" – Qiu Feng
In response to these concerns, regulatory bodies have begun to take action. On February 5, the National Radio and Television Administration (NRTA) introduced a licensing requirement for broadcasting micro dramas. This move aims to ensure that content aligns with established standards and is devoid of inappropriate material. The NRTA also initiated a "special rectification campaign" between late 2022 and early 2023 to address these issues. As part of this effort, over 25,000 micro dramas, amounting to nearly 1.4 million episodes, were removed from various platforms due to their "pornographic, bloody, violent, low-brow and vulgar content."
The NRTA reiterated its stance, stating:
"Online audiovisual platforms must not go online to disseminate micro-short dramas that do not have a permit or filing number, nor must they attract or push traffic to them” – NRTA (National Radio and Television Administration)
Micro dramas have become a lucrative business model, partly due to their strategic distribution methods. They often entice viewers by offering the initial episodes free of charge before prompting them with package options for continued viewing. Pricing varies significantly, with some packages offering 20 episodes for as little as US$1, while others cost US$10 for access to 60 episodes. This approach has attracted a diverse audience across different age groups.
According to a 2024 report by iResearch, approximately 37.3 per cent of micro drama viewers fall within the 40 to 59 age range, while 12.1 per cent are aged 60 and above. Data from QuestMobile further confirms this trend, revealing that nearly 40 per cent of users on leading short video apps in March 2024 were over the age of 45.
Despite the controversies surrounding their content, micro dramas have undeniably captivated the Chinese market in recent years. They have emerged as a substantial source of revenue and entertainment, driving significant engagement among audiences who are willing to spend considerable sums on monthly subscriptions. Close to half of all users reportedly spend between 1,000 yuan (US$137) and 1,999 yuan each month on these bite-sized dramas.
Leave a Reply