Name: 怎麼連外國人也淪陷了！「中國幹片」風潮踏出亞洲席捲歐美！ (Why China’s 2-Minute Micro Dramas Are Poised To Take Over The U.S.)
Uploaded: 2025-07-25T21:01:10.000Z
Duration: 9 min 32 s

情態副詞

I only owe my success to that secret CEO of Kings Corp.

我的成功要歸功於國王企業那位神祕的 CEO。

程度副詞

You will be groveling at my feet for forgiveness when you realize who I really am.

當你意識到我的真實身份時，你會卑躬屈膝地請求我的原諒。

Spoiler alert, that man earning a meager wage does in fact turn out to be the secret CEO of Kings Corp.

劇透一下，那個掙著微薄工資的人其實是國王企業的祕密 CEO。

This is one of the microdramas featured on Reelshort, a Chinese-backed short video app.

這是中國支持的短影音應用程式 Reelshort 上的短劇之一。

I'm willing to wager my entire reputation that this man is a useless loser.

我願意用我的名譽打賭，這個人是個一無是處的失敗者。

All packed into snack-sized vertical video clips.

所有內容都包含在零食大小的垂直影片片段中。

Fast, addictive, and ready to take over your feed.

快速、令人上癮，隨時準備接管你的頁面。

In the States, you have soap opera, you know, Bowie and the Beautiful, and it's Bowie and the Beautiful on steroid, basically.

在美國，你會看到肥皂劇《鮑伊與美女》，基本上就是「類固醇」鮑伊與美女。

You've got to have a cliffhanger on every minute versus every hour.

So everything is sweet, short, and sharp.

They're tapping into the behavior of instant gratification.

他們正在利用即時滿足的行為。

The way that you immediately are satisfied by seeing this story is what is the hook.

看到這個故事，你會立刻感到滿足，這就是故事的魅力所在。

It's a little over the top, but is it over the top that it's still entertaining, right?

雖然有點誇張，但誇張歸誇張，娛樂性還是有的，不是嗎？

China's microdrama market exceeded 50 billion yuan, or approximately 6.9 billion U.S. dollars in 2024, outpacing China's own box office.

2024 年，中國短劇市場規模將超過 500 億元人民幣，約合 69 億美元，超過中國電影票房。

And it now has its sights set on the U.S. market.

現在，它將目光瞄準了美國市場。

Many microdrama producers believe because America produced Hollywood and it's probably the world's largest cultural export.

許多短劇製片人認為，因為美國出產好萊塢，而且好萊塢可能是世界上最大的文化出口產品，

If you can sell it to and make it appealing to the American public, you can then sell it and make it appealing to the rest of the world.

如果你能向美國公眾推銷短劇並使其具有吸引力，那麼你就能向世界其他地方推銷短劇並使其具有吸引力。

So what is behind the popularity of China's microdramas?

那麼，中國短劇走紅的背後是什麼呢？

And can the nearly $7 billion industry become China's next big cultural export to disrupt the U.S. entertainment industry?

這個近 70 億美元的產業能否成為中國下一個顛覆美國娛樂業的大型文化出口產業？

Microdramas started in China, I believe in around 2018, and they were sort of an offshoot and a way to capitalize on the trend and the popularity of short-form video, which was made popular by TikTok.

短劇始於中國，我相信是在 2018 年左右，它是一種分支，也是一種利用短影音趨勢和流行的方式，而 TikTok 則讓短影音流行起來。

The format itself has become increasingly popular amongst users.

這種格式本身在用戶中越來越受歡迎。

It's where their time was spent, which is why you saw Meta introduce Reels to Facebook and Instagram and why YouTube introduced Shorts to capitalize on this short-form video content.

這就是為什麼 Meta 要在 Facebook 和 Instagram 上推出 Reels，為什麼 YouTube 要推出 Shorts 來利用這種短影音內容。

In China, even though they have the IGN Tencent, they don't have Netflix.

在中國，雖然有 IGN 騰訊，但沒有 Netflix。

They don't have a lot of the Western apps they don't have, so they have to create their own.

他們沒有很多西方國家沒有的應用程式，所以他們必須自己創造。

It all started with Douyin and also Kuaishou as they started pushing this vertical short dramas on their platforms.

這一切都始於抖音，也始於快手，因為它們開始在自己的平臺上推這種垂直短劇。

Especially 2020, 2021, during the pandemic, dramas grew rapidly, low-cost production, fast-paced nature, about 90 seconds to 120 seconds long.

尤其是 2020 年、2021 年新冠疫情期間，電視劇增長迅速，製作成本低，節奏快，時長在 90 秒到 120 秒左右。

So whenever you have fragmented time, you watch.

只要你有零碎的時間，你就會觀看。

It's not really about the quality, the cast, the story.

這其實與品質、演員和故事無關。

It's really about how effective you are to grab the audience within that second.

關鍵在於你如何在那一秒鐘內有效地抓住觀眾。

And that's what gets people engaged because it almost goes right into the crux of the story, wherever the drama is.

這也是吸引觀眾的原因，因為它幾乎直指故事的核心，也就是戲劇的核心。

It doesn't require any effort on the part of the user to just jump in and start to watch.

用戶不需要做任何努力，就可以直接進入並開始觀看。

These are like your telenovela, basically.

這些基本上就像你的電視連續劇。

When you look at the genres, a lot of romantic comedy, they have the stories.

從類型上看，很多浪漫喜劇都有故事。

Unlike traditional big-budget TV series, microdramas offer producers a low-cost, high-reward format that's fast to make and easy to scale.

與傳統的大製作電視劇不同，微劇為製片人提供了一種低成本、高回報的形式，製作速度快，易於推廣。

The streaming companies, a huge cost center for them is content creation.

串流媒體公司的一個巨大成本中心就是內容創作。

For a short-form drama, you can get intriguing content at a much lower cost with a shorter production time, so you can have more volume.

對於短劇來說，你可以用更低的成本和更短的製作時間獲得耐人尋味的內容，所以你可以有更大的產量。

The leading apps can churn 8 to 10 shows a month. You're looking at producing 100 original micro dramas per year.

領先的應用程式每月可以推出8到10個節目。每年的目標是製作100部原創短劇。

They are usually taking unknown actors to play these parts.

主演們通常會挑選不知名的演員來扮演這些角色。

You're looking at anything from top to finish within two months versus a year and a half.

與一年半的時間相比，你需要在兩個月內完成從頭到尾的所有工作。

China's microdrama market surpassed the film industry's annual box office revenue for the first time ever in 2024.

2024 年，中國短劇市場的年票房收入首次超過電影業。

Part of microdrama's growth is also attributed to the marketing strategies geared towards their intended audience, typically women between the ages of 25 to 35.

microdrama 的增長部分也歸功於針對目標閱聽人（通常是 25 至 35 歲的女性）的行銷策略。

They are able to produce it precisely, but also actually direct the marketing to the audience.

他們不僅能精確製作，還能將行銷真正引向閱聽人。

It's the precision in production and marketing, which I think is genius, actually.

實際上，我認為這才是天才之處。

Major players actually wanted to go beyond China.

主要參與者實際上都想超越中國。

Downloads of microdrama apps in the U.S. reached 10 million in April of 2025, an increase of 150% year-over-year, while monthly active users surged over 300% over the same period.

2025 年 4 月，美國短劇應用程式的下載量達到 1,000 萬次，同比增長 150%，同期月活躍用戶激增超過 300%。

Real Short, Drama Box and Good Short were the top downloaded apps in the U.S. for microdramas.

Real Short、Drama Box 和 Good Short 是美國下載量最高的短劇應用程式。

They accounted for about 50% of the downloads in year-to-date 2025.

在 2025 年迄今為止的下載量中，它們約佔 50%。

Real Short, Drama Box and Good Short were unavailable to accommodate CNBC's request to participate in the story.

Real Short、Drama Box 和 Good Short 無法滿足 CNBC 參與報導的要求。

The U.S. is the world's largest revenue-generating market for microdrama apps, contributing 60% of global mobile revenue in 2024.

美國是全球最大的短劇應用創收市場，2024 年將佔全球移動收入的 60%。

In addition, the three short drama apps rank among the top 20 media and entertainment apps in the U.S. by mobile revenue so far this year.

此外，這三個短劇應用程式還躋身今年迄今為止美國移動收入排名前 20 位的媒體和娛樂應用程式之列。

So the U.S. is very important to microdrama apps because it is a higher ARPU, average revenue per user market, so that means that they can charge more per user.

美國對於短劇應用程式來說非常重要，因為它是一個 ARPU（每用戶平均收入）較高的市場，這意味著他們可以向每用戶收取更高的費用。

The cost of the app when they monetize it is higher in the U.S.

在美國，應用程式貨幣化後的成本更高。

With the popularity of microdramas steadily rising in the U.S., the question becomes whether the nascent format can make a dent in the U.S. entertainment industry and pose a challenge to existing players in the space.

隨著短劇在美國的受歡迎程度穩步上升，問題是這種新生的形式能否在美國娛樂產業中佔據一席之地，並對該領域的現有參與者構成挑戰。

In my view, microdramas do not pose direct threat to a at least not yet.

在我看來，短劇至少目前還不構成直接威脅。

You watch a program on a streamer for the plot, the set, the acting, whereas this I think is just like a quick bit of entertainment.

你在串流媒體上觀看節目是為了劇情、佈景和演技，而我認為這只是一種快速的娛樂。

But I wouldn't say that, oh, is it going to take away the movies?

但我不會說，哦，這會讓電影消失嗎？

I wouldn't say that, but I think definitely something to watch out for.

我不會這麼說，但我認為這絕對是需要注意的。

Microdramas are not aiming to become those big budget shows of films.

短劇的目標不是成為那些大製作的電影。

Instead, they are looking to carve out that unique space by targeting casual, short attention span viewers.

相反，他們希望通過鎖定休閒、注意力短暫的觀眾來開闢獨特的空間。

Microdramas pose more threat to social media companies because at this stage, they are competing for the eyeballs.

短劇對社交媒體公司構成的威脅更大，因為在這個階段，它們要爭奪的是眼球。

And I can either choose watching dog videos on TikTok or I can watch microdrama.

我可以選擇在 TikTok 上看狗狗影片，也可以看短劇。

Some have compared the rise of microdramas to that of Quibi.

有人將短劇的興起與 Quibi 相提並論。

Short for quick bites featuring content under 10 minutes designed for viewing only on your phone.

簡短的摘要，內容時長在 10 分鐘以內，僅供在手機上觀看。

A similar short form mobile streaming service that shut down in just six months after a launch in 2020.

類似的短格式行動串流服務在 2020 年推出後僅六個月就關閉了。

We've had a lot more time and it was just really, really bad timing for them.

我們有了更多的時間，只是對他們來說，時機真的非常非常不好。

Hollywood styled content is something that they try to replicate, but in a very short kind of fast paced environment.

好萊塢風格的內容是他們試圖複製的東西，但在一種非常短的快節奏環境中。

Vertical is popular, attention is becoming shorter.

But when it comes to execution, a lot of things went wrong for them.

但在執行過程中，他們出了很多差錯。

Experts say it's more likely these short form dramas will coexist alongside other media and entertainment companies.

專家表示，這些短劇更有可能與其他媒體和娛樂公司並存。

Would I be worried as a social media platform?

作為社交媒體平臺，我會擔心嗎？

Yes, because somebody's taking away my eyeballs.

是的，因為有人要奪走我的眼球。

Would I be worried as Hollywood, Netflix and other platforms?

我會像好萊塢、Netflix 和其他平臺一樣擔心嗎？

Yes, but not because they are the threat.

是的，但不是因為他們是威脅。

It's because the behavior and the market that they are creating is a threat.

這是因為他們正在創造的行為和市場是一種威脅。

You cannot compare street food to Michelin.

街頭小吃不能與米其林相提並論。

Is Michelin food going to take over street food?

米其林美食會取代街頭小吃嗎？

But there is an appetite for street food.

但是，人們對街頭小吃的需求還是很大的。

There is an appetite for Michelin dishes.

So that's all I can sort of compare between microdrama and long form drama.

這就是我所能比較的短劇和長篇戲劇的區別。

The rise of microdramas could force existing media companies to rethink their content strategies going forward.

短劇的興起可能會迫使現有的媒體公司重新思考今後的內容戰略。

Given the strength of the short form video format, I think that this will continue to grow.

鑑於短影音形式的優勢，我認為這種形式將繼續發展。

Similar to the way short form video took off and it forced Meta and Google to add shorts and reels.

類似於短影音的興起，迫使 Meta 和谷歌增加了短影音和 reels。

What I think will be very interesting is for the streamers to really pay more attention to the vertical audience and then perhaps to produce more to cater to them,

我認為非常有趣的一點是，串流媒體公司要真正更多地關注垂直閱聽人，然後製作更多的節目來迎合他們，

so that when they actually don't have time to watch five to six hours, then they can still engage the audience.

這樣當他們實際上沒有時間觀看五到六個小時的節目時，他們仍然可以吸引閱聽人。

They also become more attractive partners to these other players to do partnership deals.

同時，它們也會成為更有吸引力的合作伙伴，吸引其他參與者與它們進行合作交易。

A lot of great IPs from the studios can be repurposed.

電影公司的許多優秀 IP 都可以重新利用。