As a captivating content format, short-form drama is surging into a phase of “scaling and rapid maturation.” EternityX is delighted to launch its enhanced Short-Form Drama Commercialization Solution—a transformative, end-to-end ecosystem that guides brands from creative vision to profitable monetization, unlocking the measurable, convertible, and reusable power of content like never before.
The Market Is Thriving: A Golden Opportunity Awaits
Industry data shows the short-form drama sector has transitioned from its “initial stage” to a “scaling and maturation phase.” The market size reached RMB 50.4 billion in 2024 and is expected to approach RMB 85.6 billion by 2027, with a CAGR of 19.2%. The user base has reached 662 million, with over 60% female and 74% aged 20–59. Supply continues to expand, over 3,574 short-form dramas were registered annually, more than 40 short-form drama apps are expanding globally, and over 30 dramas have been broadcast on satellite TV, accumulating over 500 million views. More than entertainment, short-form drama has emerged as a dynamic “new narrative vehicle” for brands to forge deep connections and drive conversions.
Celin Chen, Deputy General Manager of EternityX’s Capability Hub
“Short-form drama has transcended its novelty to become a strategic powerhouse,” said Celin Chen, Deputy General Manager of EternityX’s Capability Hub. “With its concise, minute-by-minute storytelling, it builds awareness, emotional bonds, and conversions across platforms, shaping a vibrant commercial ecosystem from ‘viewing’ to ‘branding.'”
Global Demand Soars: Platforms Power the Charge
Overseas growth momentum continues to strengthen. Based on EternityX’s long-term observation of regional media ecosystems:
- In Southeast Asia, mobile-first, fragmented media structures deeply integrate with social commerce, driving high-frequency connections between short-form video/drama and transactional scenarios.
- In the Middle East and Europe, usage of Chinese platforms is rising, accelerating cross-cultural content consumption.
- In Australia and New Zealand, the synergy of Chinese communities and local lifestyles positions short-form drama as a key driver for integrated marketing success.
Meanwhile, platform accessibility and collaborative distribution are forming a closed loop. Synergistic distribution across platforms like WeChat, Xiaohongshu, iQIYI, Mango TV, Weibo, Douyin, as well as destination-specific platforms such as Fliggy, Mafengwo, Tongcheng, and Dianping, enables short-form dramas to thrive within the “Awareness-Interest-Action-Loyalty” journey.
Four Dynamic Strategies to Conquer Diverse Marketing Goals
EternityX offers four collaboration models tailored to brand needs and budgets:
- Creator Co-Creation: Partner with top creators to quickly test market response. Ideal for new product launches or SMBs with limited budgets.
- Platform Original: Collaborate with platforms via equity investment or official partnerships to produce high-quality series. Enhances brand image and awareness with superior production and promotion resources.
- IP Extension: Develop derivative content based on popular IPs, integrating brands into existing emotional connections. Leverages fan bases and familiar narratives to naturally showcase brand value.
- Brand Self-Production: Full control over content production, from script to casting. Maximizes precision in brand messaging and can cultivate unique IP assets.
Precise Audience Insights: Connecting Content with the Right People
Short-form drama audiences reveal distinct layers, with viewing habits and purchasing intent varying by group:
- Gen Z (16–24, 11%): Content creators and spreaders who prefer participatory interaction. Brands should “co-create” rather than “preach.”
- Millennials (25–39, 36.7%): Seek high-quality content and pay for emotional value—the core paying audience.
- Gen X (40–59, 37.3%): Transitioning from TV to mobile, they value educational and practical content.
- Silver Generation (60+, 12.1%): Prefer warm and comforting stories.
To address these diverse needs, EternityX employs its proprietary CIRCLE Marketing Model, covering six stages: Co-create, Integrate, Release, Convert, Loop, and Expand. This ensures end-to-end precision management from emotional resonance to commercial conversion.
“Only by matching content to the right audience can brands maximize their impact,” Celin Chen affirmed. “The CIRCLE model provides the technical edge to navigate this diverse market with confidence.”
Technology and Expertise: A World-Class Team Leads the Way
EternityX integrates four core resources—creation, platform, technology, and data—to ensure execution excellence:
- Elite creative talent to craft compelling stories.
- Deep ties with Douyin, Kuaishou, and global platforms.
- AI-driven user behavior analysis for laser-focused targeting.
- End-to-end data tracking to optimize every move.
“Short-form drama marketing is not merely about product placement—it is a new form of brand expression,” said Celin. “We are committed to helping brands find their unique positioning in this emerging arena and achieve more efficient marketing value.”
As the short-form drama market continues to heat up, early moving brands will gain first-mover advantages. EternityX’s Short-Form Drama Commercialization Solution is now open for collaboration. We look forward to partnering with more brands to write a new chapter in short-form drama marketing.
About EternityX Marketing Technology
Mastering the Realm of Chinese Audiences
At EternityX, we equip brands and businesses to master the realm of Chinese audiences through the Power of Three—PilotX, NaviX, and MediaX. These cutting-edge, AI-powered solutions enable precision targeting, providing data-driven insights that allow companies to connect with profitable audiences in key markets and beyond. With over 6,000 successful cross-border campaigns for more than 500 brands, EternityX helps brands unlock growth, deepen audience connections, and drive long-term success. Our expertise bridges the gap between East and West, ensuring that brands can thrive in a rapidly evolving digital landscape. Learn more about us https://www.eternityx.com
As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.