"have made waves on TikTok with yearning stares and I/we can't do this drama that echo the many fan edits of beloved TV couple Belly and Conrad. But whereas The Summer I Turned Pretty explored its central tension over 40-minute episodes on streaming, Loving My Brother's Best Friend, produced by a short-form company called CandyJar, distilled its appeal to its barest essences: sexual tension hook, escalating line and cliffhanger sinker, all within two-minute episodes on your phone."
"where mobile screens dominate entertainment even more than in the US. In just three years, revenue for serialized short-form drama in China rose from $500m in 2021 to $7bn in 2024, and is projected to reach $16.2bn by 2030. The global microdrama market for 2025 is estimated at anywhere from $7bn to 15bn and booming, with nearly triple revenue growth for microdrama companies outside China in the past year"
Short-form vertical microdramas package serialized teenage and romantic tension into 60- to 90-second, mobile-oriented episodes designed for bingeing. Shows like Loving My Brother's Best Friend concentrate sexual tension, escalating lines, and cliffhangers into two-minute installments that encourage rapid consumption. The format resembles teen shows, soap operas, and amateur fan edits while operating on low budgets. China has driven substantial growth: serialized short-form drama revenue rose from $500 million in 2021 to $7 billion in 2024 and is projected to reach $16.2 billion by 2030. Global microdrama estimates for 2025 range from $7 billion to $15 billion, with accelerating growth outside China.
Read at www.theguardian.com
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