"Short-drama apps aren’t just a trendy offshoot of digital entertainment; they hint at a deeper reconfiguration of media that prioritises brevity, emotional intensity, and personalisation," writes Nativex's Yikai Li.Over the past year, a new form of entertainment has taken the digital world by storm: the short-drama app.
These mobile-first platforms, serving up serialised stories often just one to three minutes long, are rewriting the rules of what it means to be a modern viewer – and a modern advertiser. Initially propelled by China-based companies, short-drama apps such as ReelShort and DramaBox are now capturing global audiences, boasting record downloads and skyrocketing ad revenues that traditional media companies can only envy.
In the first quarter of 2024 alone, these apps collectively racked up about 37 million downloads, a 992 per cent increase from the same period a year earlier. Consumer
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