Illustration: Liu Xiangya/GT

At the ongoing China Internet Audio & Video Convention 2026 held in Chengdu, Southwest China's Sichuan Province, a report focusing on the sector's development specified that, as of December 2025, the average daily time spent per consumer on micro-drama apps had reached 129 minutes, surpassing that of long-form videos. 

The figure subtly reveals two things. On the one hand, after years of build-up, the micro-drama market has cracked the code for sustaining consumer engagement. On the other hand, it confirms that the fast-paced, high-emotion, and modularized instant-viewing style represented by micro-dramas is proving to be more effective at holding consumer attention.

In short, consumer choice is the co-pilot guiding the development of the micro-drama industry. When it comes to consumers, another report on audience preferences for micro-drama content from 2025 to 2026 reveals even more intriguing insights. Released by Endata, a data intelligence service provider, the report shows that the current style of micro-drama content is gradually moving away from the pursuit of straightforward satisfying thrills and exaggerated personas, evolving year by year toward greater refinement on stories and production. 

Meanwhile, audience's viewing habits are shifting from a pure pursuit of instant gratification toward a longing for nuanced emotional resonance. Within the vast pool of over 40,000 micro-drama titles nationwide, niche genres such as "healing and redemption," as well as "self-growth," are on the rise. Among these, storylines that witness the protagonist's growth and struggle, particularly those centered on a female lead's journey of empowerment, are proving especially appealing to audiences. 

Have micro-dramas with this kind of deeper reflection always been around? The answer is negative. In the early days of their rise, micro-dramas relied on instant gratification premises and content like "CEO falls in love with me" or "time traveling to become an ancient princess" as hooks to attract consumers. Character flaws and real-world constraints were erased, letting the leads breeze through life's every obstacle. Such settings were a quick hit of fantasy fulfillment for viewers. 

But, batch after batch of these micro-dramas roll off the industrial assembly line like mass-produced artificial syrup - undeniably sweet, but relentlessly the same, with no other flavors whatsoever. In other words, micro-dramas that provide instant gratification are "sweet," but after viewers consume too much of them, they are bound to feel overwhelmed. Too many CEOs in love cause the niche thrill to plummet. 

Why have audiences just now started chasing nuanced emotional resonance and self-worth? The answer is simple: They have not simply become more demanding, they've just realized that micro-dramas' initial thrill can't replace their craving for refined content. In other words, even in the world of micro-dramas, depth of production still remains an undisputed truth.

Developing depth of a micro-drama, be it content or emotional depth, is actually more important than it is for long-form dramas or films.

The "micro" nature of micro-dramas is a double-edged sword. It brings viewers convenience and accessibility, but at the same time makes micro-dramas themselves prone to the traps of homogenization and superficiality. 

Compared to long-form dramas, which demand more time and mental effort to "follow," the cost of abandoning a micro-drama is almost zero. Also, when the storytelling becomes too homogenized, it becomes extremely difficult for audiences to build genuine attachment to any single micro-drama production.

So, if a micro-drama can use its limited minutes to dig into a real subject or create a sincere emotional link with the audience, it will naturally differentiate itself from the crowd - and have a much better chance of breaking through. 

This is not merely wishful thinking. Take the 2025 Chinese production Inside and Outside Home as an example. This show, centered on the themes of family and kinship, does not rely on sensational tropes like million-dollar inheritance battles. Instead, it focuses on the story of a blended family overcoming difficulties and supporting one another. 

Grounded in its realistic portrayal of everyday life and its evocation of deeply resonant Chinese family values, the drama amassed 1 billion views within just three days of launch on a major micro-drama platform.

"It's not about people magically winning at everything. The show is grounded in reality and I can relate my own life and how I understand the concept of family to this show's roles," Cheng Yue, a fan contributing to the 1 billion views, told the Global Times. 

From feasting on instant sensation to slowly savoring the nuanced ­emotions of a story, viewers' growing preference for deeper connection also reflects how the diversification of ­China's ­micro-drama market has refined demand. Meanwhile, the ­micro-drama market has moved past its period of unchecked growth and entered a new phase where "quality secures retention."

In the pursuit of refinement, viewers' rising demands are increasingly pushing creators to move beyond ­assembly-line production and instead dig for more authentic stories and genuine emotions. This is precisely a new trend for the industry's growth. Meanwhile, if a massive user base is willing to pay for "emotional satisfaction," it means that the ceiling for ­micro-dramas is far from being reached.

The author is a reporter with the Global Times. life@globaltimes.com.cn