China’s Ultrashort Drama Boom Meets Regulatory Reality

The ultrashort drama industry in China—a whirlwind of fast-paced, mobile-first storytelling—has become a cultural and economic juggernaut. But as with any runaway success, the government has stepped in to ensure the party doesn’t get too wild.

This week, the National Radio and Television Administration (NRTA) introduced a tiered review system for the booming sector, requiring platforms to enforce stricter content oversight before these bite-sized dramas can hit the digital airwaves.

The new rules formalize a three-tier review system, dividing productions based on theme and investment:

• Key micro-dramas (1 million yuan or more / $137k or more)

• Regular micro-dramas (300,000 to 1 million yuan / $41k to $137k)

• Other micro-dramas (under 300,000 yuan / $41,000 )

High-budget productions or those covering sensitive topics like politics, military affairs, diplomacy, or national security will face the most stringent national-level scrutiny. Smaller productions, meanwhile, fall under the supervision of streaming platforms, which are now responsible for content review, copyright compliance, and regular reporting to regulators.

This move comes as no surprise. Ultrashort dramas—episodes often lasting just minutes—have exploded in popularity, becoming a cultural force in China and beyond. In 2024, the sector raked in over 50.4 billion yuan ($6.9 billion), surpassing the country’s film box office revenue for the first time. By June, 576 million Chinese internet users were tuning in, accounting for 52.4% of the country’s total online population.

But with great success comes great scrutiny. Authorities have raised concerns over low-budget productions prioritizing clickbait storytelling over artistic value. Streaming platforms, too, are under mounting pressure to regulate content and ensure compliance.

The new system aims to strike a balance: stricter standards for high-budget and sensitive dramas, with greater flexibility for smaller productions. Platforms must now ensure all micro-dramas display a government-issued license number before release. The NRTA has also introduced a “white list” system, barring unlicensed content from being promoted or monetized.

Violators face removal, fines, and potential blacklisting—a clear signal that the government is tightening its grip on this rapidly expanding industry.

Feng Shengyong, director of the NRTA’s Network Audiovisual Program Management Department, summed it up succinctly: “The quality of micro-dramas on the market varies, with some focusing on click rates and entertainment rather than depth and artistic value. Balancing quality, audience preferences, and market demands remains a key issue for the industry.”

In other words, the party’s over—or at least, the guest list just got a lot stricter.

What’s Next?
As China’s ultrashort drama industry navigates this new regulatory landscape, one thing is clear: the days of unchecked growth are behind us. But with tighter oversight comes the potential for higher-quality productions—and perhaps a more sustainable future for this cultural phenomenon.

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