Micro Dramas are BOOMING in Southeast Asia! Why You Should Watch

The Rise of Micro Dramas: A Global Phenomenon

Micro dramas are rapidly gaining popularity, offering a quick and engaging viewing experience. Often described as the "coke" to traditional dramas' "red wine," they provide a refreshing and surprising burst of entertainment. Characterized by fast-paced plots, frequent twists, and a touch of cringe, micro dramas have captured the attention of a massive audience, particularly in China.

The Chinese Micro Drama Market

The micro drama market has exploded in China in recent years. As of June 2024, a staggering 576 million Chinese internet users, representing 52.4% of the online population, are actively engaging with micro dramas. These short-form videos, often light-hearted, funny, dark, or rebellious, offer an easily digestible format that caters to shorter attention spans.

Global Expansion and Southeast Asia's Growing Interest

The micro drama boom isn't confined to China. It's rapidly expanding overseas, with North America initially leading in revenue generation. However, Southeast Asia is quickly catching up, surpassing North America in terms of new mobile app downloads, indicating a significant increase in interest and consumption. The fragmented and easily accessible nature of micro dramas makes them appealing to a global audience.

King Kong Media's "Oh My Goddess": A Singaporean Experiment

Inspired by a study tour to China organized by the Infocomm Media Development Authority (IMDA), King Kong Media ventured into the world of micro dramas with "Oh My Goddess." Each 90-second episode was filmed in just five days. The director highlighted the challenge of captivating the audience within such a short timeframe, emphasizing the need for impactful opening expressions and intriguing plot twists that encourage viewers to watch the next episode. Despite having a script, the team found flexibility was key during shooting, adapting lines and focusing on quick, impactful emotional delivery.

Directing Challenges and Accuracy in Micro Dramas

The director emphasizes the challenge of conveying emotion and plot points quickly and accurately within the short timeframe. Micro dramas require precise execution, where actors must deliver impactful performances within seconds. Actors and directors have to be accurate and to the point, as going over the shoot time would increase the budget. Efficiency and precision are crucial for successful micro drama production.

Viddsee and the Southeast Asian Opportunity

Singapore's online media platform, Viddsee, recognizes the potential of micro dramas in Southeast Asia. In June 2024, they partnered with China's Risingjoy to introduce Chinese micro dramas to Singapore. The platform sees a growing female audience, particularly in first-tier cities, consuming these short-form stories. Viddsee is investing in original micro drama production in Thailand and Taiwan, creating content tailored to local markets.

Singapore's Role as a Regional Hub

Viddsee believes Singapore can play a vital role in the micro drama ecosystem due to the presence of many regional headquarters. This position allows Singapore to influence the development and structure of the format, showcasing its potential to deliver results and engage audiences.

Monetization and the Subscription Model

According to the "2024 China Micro Drama Industry Research Report," China's micro drama market size will reach 50.5 billion yuan in 2024, exceeding movie box office scales. While many Chinese platforms use a freemium model, offering the initial episodes for free and then charging a small fee per episode, the feasibility of this model in Southeast Asia is being debated.

The Question of Paid Content in Singapore

While micropayments are prevalent in Southeast Asia, King Kong Media is not optimistic about a fee-based model in Singapore. The prevalence of ad-free streaming services like Netflix has created a culture where Singaporeans are less inclined to pay for individual episodes of short-form content. The success of micro dramas in Singapore might rely on alternative monetization strategies, such as advertising within episodes, similar to YouTube's approach. The idea is to find the best method for the unique market of Singapore.