‘Cheesy but captivating.” “Addictive.”—These are among the most frequent comments made by netizens on microdramas, a new video entertainment format increasing in popularity online. For many Internet users, microdramas, with their episodes lasting just a few minutes each but sometimes numbering over 100 in total, are more appealing than traditional TV dramas, variety shows, and other forms of audiovisual content. Microdramas have become many netizens’ cherished “digital pickles” or dianzi zhacai, a term that describes videos people enjoy while eating, enhancing their dining experience and making their food taste even more delicious.
In 2023, the market size of micro-dramas in China could reach 37.39 billion yuan ($5.18 billion), representing a year-on-year growth of 267.65 percent, according to a research report on the Chinese microseries market, released by market consultancy iiMedia
