The Rise of Vertical Short Dramas at Hong Kong Filmart
On the opening day of Hong Kong Filmart, the spotlight shone brightly on China’s burgeoning vertical short drama scene. Experts in the industry highlighted the immense potential of a market anticipated to reach approximately $14 billion annually. This new format, characterized by its vertical orientation for optimal smartphone viewing, is seen as a key player in meeting previously unmet audience demands.
A New Era of Storytelling
Zhou Yuan, the founder and CEO of Content Republic—a prominent vertical film production company based in Beijing—stated, “The rise of this format means that there are a lot of audiences who haven’t been satisfied by the current supply of the media market.” This innovative approach originated with platforms like Snapchat and Instagram Stories before expanding into the mainstream through entities such as California’s ReelShort and Singapore’s DramaBox. However, it is Chinese platforms like TikTok and its counterpart Douyin that have truly propelled this trend, diversifying from traditional long-form series to these innovative short episodes.
Global Appeal Through Familiar Themes
Typically, these vertical dramas consist of approximately seventy short scenes, each ranging from one to two minutes. They are rapidly gaining traction internationally, drawing viewers who, like their Chinese counterparts, are captivated by quick, digestible narratives exploring themes of love, ambition, betrayal, and fantasy—often featuring elements like vampires and werewolves. The Chinese state-run publication, Global Times, noted, “Of course, no matter the settings of the works, all the male characters inevitably fall in love with the female protagonist.”
Market Growth Projections
According to industry analysts, iMedia Research, the vertical short drama market is projected to soar from $5.2 billion (RMB37.39 billion) in 2023 to over $13.8 billion (RMB100 billion) by 2027. This anticipated growth reflects the increasing popularity and demand for this format, making events like the “Co-Create The Future: Vertical Short Drama’s Global Opportunity Awaits”session at Filmart particularly significant, as it attracted a large, engaged audience.
Industry Leaders Share Insights
This engaging session featured industry leaders, including Zhou Yuan, Ashley Zhang from Content Republic, Selina Yurou Zhang of an Australian vertical drama production company, and Nic Westaway, an actor renowned for both long-running series and hit vertical productions like The Double Life of Mr President. Westaway noted the frenetic pace of vertical production, highlighting, “While in a feature [film] you might get one car accident or one kidnapping, in a vertical in eight days [of shooting] you get all of that.”
A Rapidly Growing Production Ecosystem
Content Republic is currently managing around 60 shows across various global locations, including cities like Los Angeles and Sydney. Their focus encompasses a range of genres, particularly romantic comedies and series centered on entrepreneurial narratives. Generally, these productions employ a two-camera setup, achieving completion in a mere one to three weeks, with an emphasis on delivering “cliffhanger”moments every 30 seconds.
Engaging Local and Global Audiences
While the original intellectual properties originate from China, adaptations are made for local markets. Content Republic operates two streaming platforms—BestShort and Soda TV—and is actively seeking international collaborators. Zhou expressed a need for experienced professionals across all roles, including directors and performers, aiming to elevate the production quality as they expand. “At the moment, there’s a lack of real professionals,” he said. The company targets 400 new vertical dramas annually—200 for the domestic market and 200 tailored for global viewers—claiming over 400 million Chinese consumers engage with this genre for over 30 minutes daily.
Embracing Technological Advancements
Filmmakers in China are also leveraging cutting-edge technology, with platforms like Douyin and Kuaishou having launched AI-generated series. Zhou mentioned that Artificial Intelligence could reduce production turnaround times to just seven days per series. Among the standout global successes is the XXL Size Wife franchise, chronicling the journey of a plus-sized woman seeking revenge after transforming her life. This series has been translated into eight languages, showcasing its universal appeal.
“They really captivate you,” Zhou remarked, emphasizing that these productions fulfill a growing appetite for dramatic storytelling.