China drafts micro-drama rules as users hit 696 million

by ZHANG Qiannan

China's broadcasting regulator said on Thursday it is drafting new rules to tighten oversight of the country's booming micro-drama industry, as the number of users hit 696 million by July.

The National Radio and Television Administration (NRTA) said it is preparing a Micro-Drama Management Regulationthat will introduce a tiered system of oversight and create a stronger legal basis for the sector. Micro-dramas are short, serialized dramas streamed on mobile platforms, often just a few minutes per episode.

China's micro-drama market was valued at more than 50 billion yuan (about US$7 billion) in 2024 and is expected to grow further this year. Speaking at a State Council briefing on the 14th Five-Year Plan (2021–2025), NRTA deputy chief HAN Dong said the regulator has backed more polished, higher-budget productions while 14 provinces have rolled out subsidies and other support measures.

Authorities have also stepped up crackdowns on low-brow content including exaggerated plotlines, cliched "domineering boss" characters and sensationalist titles.

During the current Five-Year Plan period, exports of Chinese audiovisual content rose more than 40%, with overseas revenue now topping US$63 billion annually. More than 300 Chinese micro-drama apps are available overseas.

Several titles have gained traction abroad. Welcome to Maile Villagelifted Kenya's Citizen TV audience by 135% after its debut. TheBabyBusanimation has attracted 220 million overseas users with 39 billion annual views, while the reality showSisters Who Make Waveshas been successfully adapted in Vietnam. Meanwhile,My Altaybecame the first Chinese drama to compete in the main section of the Cannes International Series Festival.

The NRTA is also revising broader TV drama rules, aiming to cap actor pay, curb the use of blacklisted celebrities - entertainers barred from appearing due to legal or ethical violations - and step up training for writers and producers, Han said.