The "going global" wave of Chinese micro-series is not just a trend; it's a rapidly growing industry. Recently, numerous Chinese micro-series firms have been actively exploring international markets, achieving remarkable success. According to a survey, the market size for China's online micro-series reached 37.39 billion yuan in 2023, marking a staggering 267.65% increase year-on-year. By 2027, this market is anticipated to surpass 100 billion yuan.

As the mobile internet becomes ubiquitous, production technology advances, and online audio-visual platforms thrive, micro-series are experiencing a boom. They are rapidly emerging as a new artistic form that enables Chinese platforms and stories to "go global." The essence of this phenomenon lies in the "lightweight" nature of micro-series.

Source: ibaotu.com

In terms of content, micro-series captivate audiences with their lightweight, quick-hit format, effortlessly blending diverse genres and themes. They engage viewers with their snappy pace, unexpected twists, intense conflicts, and emotionally charged storytelling. Unlike traditional films, micro-series provide a universally relatable "low-context" form of expression that resonates across cultures, tapping into shared emotional needs and offering stress relief and entertainment.

In terms of form, micro-series are easily shareable and highly interactive. Audiences can watch them on their smartphones in spare moments, rather than on larger screens. Moreover, they can engage with the creators and even influence the direction of upcoming episodes through comments, likes, and shares.

In terms of production, micro-series can be finely crafted and distributed to target different regions and audience demographics. As more local teams participate in production and more local actors take on roles, the localization of micro-series deepens, enhancing their global appeal and timeliness.

In terms of operation, micro-series are low-cost, easy to launch, quick to monetize, and designed for rapid turnaround, supported by flexible and various business models. Landscape micro-series usually generate venue through the subscription model of long-form video platforms, while portrait micro-series often rely on pay-per-episode approach. Additionally, profit models such as membership fees, advertising, platform purchases, traffic sharing, and e-commerce are on the rise. Micro-series companies that aim for global reach have established a relatively complete industry chain and pioneered new business models at present.

Source: ibaotu.com

In recent years, China's variety shows and creative cultural products gained international traction, showing the vibrancy and openness of Chinese culture. Local content is being shared on global platforms, swiftly transcending language and cultural barriers and enriching the diversity of international communication. These efforts not only bring business benefits but also introduce intriguing ways of life and viewpoints to the world stage.

In response to the remarkable global reach of micro-series, many regions in China have implemented support initiatives to encourage creators to spotlight the new face of China's social development and enhance the professionalism and quality of their works. The "lightweight" nature of micro-series signifies a shift in communication tactics and redefines how we approach and think about communication.

(Source: Guangming Daily)