Operation and Management of Micro Short Drama Platform: Taking “Hongguo Free Short Drama” as an Example

Meixuan Fu

2025

Abstract

According to the research, China's micro short drama industry will reach 662 million users in 2024, with the market size exceeding 50.5 billion yuan, and the overseas market also shows explosive growth, with Reel Short as the representative platform successfully penetrating the European and American markets through localization strategy. The paper focuses on the IAA model of Hongguo Short Drama, pointing out that it lowers the threshold of user consumption through the strategy of "free viewing + advertisement incentive", realizes low-cost traffic acquisition and IP transformation by relying on ByteDance's ecological resources, and its monthly active users have rapidly climbed to 140 million. At the same time, the study reveals the challenges faced by the micro short drama industry. In the future, meta-universe technology and AI-generated scripts may revolutionize the industry. Through case studies and comparative research, this paper provides theoretical and practical references for China's micro short drama platforms.

Paper Citation

in Harvard Style

Fu M. (2025). Operation and Management of Micro Short Drama Platform: Taking “Hongguo Free Short Drama” as an Example. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 235-239. DOI: 10.5220/0013989200004916

in Bibtex Style

@conference{prmc25,
author={Meixuan Fu},
title={Operation and Management of Micro Short Drama Platform: Taking “Hongguo Free Short Drama” as an Example},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={235-239},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013989200004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Operation and Management of Micro Short Drama Platform: Taking “Hongguo Free Short Drama” as an Example
SN - 978-989-758-778-8
AU - Fu M.
PY - 2025
SP - 235
EP - 239
DO - 10.5220/0013989200004916
PB - SciTePress