As TikTok’s global reach continues to expand, short-form content, particularly short dramas, is rapidly spreading from China to international markets. Since 2023, the viewing time for short dramas has surged significantly, with total viewing hours for short drama-related apps increasing by a factor of 16 by March 2024 compared to the previous year.

On TikTok, the hashtags "#shortmovie" and "#shortfilm" have accumulated 17.2 billion and 29 billion views respectively, underscoring the immense global appeal of short dramas—a format that emphasizes concise, tightly woven narratives.

There are 1.6 million posts under the #shortfilm hashtag on TikTok

One example of the format’s success is Once Upon a Divorce, The Double Life of Lady Diana, a U.S. mini-series that premiered in 2024. The series, which explores the complexities of Diana's double life, has been widely shared on TikTok, where user-generated content sparked viral discussions. With its engaging storyline and emotional intensity, the show quickly captivated a global audience. Several paid episodes gained significant traction as users shared and debated the series across platforms, helping it achieve rapid international popularity. Viewers have praised the drama for its suspense and emotional depth, contributing to its swift success abroad.

Notably, Once Upon a Divorce is from Sereal+, a short drama platform launched in December 2023. The platform swiftly entered the top 30 of the U.S. iOS entertainment chart. Sereal+’s parent company, COL Group, is well-versed in online literature and film adaptations.

Industry experts suggest that short drama platforms’ use of TikTok for multi-channel content promotion may offer a more refined model for Chinese short dramas seeking to expand internationally.

As TikTok expands its reach, the short drama format is carving new territory. According to data from Insightrackr in December 2024, ReelShort has maintained a position in the top 4 for overseas short drama app downloads, while Sereal+ has held steady in the top 6, with an impressive 28.86% quarter-over-quarter growth.

Screenshot of Douyin short drama library

The rise of short dramas on TikTok is not accidental. In China, TikTok’s sister app, Douyin, has long been a dominant force in short drama distribution. ByteDance’s Hongguo short drama app leads the market domestically in active user numbers. As of 2024, short drama content on Douyin boasts a penetration rate of 66.1%, a testament to the format’s broad appeal and influence.

With TikTok being the world’s largest short-video platform, its ability to bridge cultural gaps, combined with its data-driven strengths, provides a significant advantage. By 2024, short dramas had become one of the most prominent and capital-backed sectors in the global content industry, with the market growing tenfold. The short drama export market is now projected to be worth around $36 billion.

ByteDance has expressed its intention to replicate the success of China’s short drama model on the global stage. In January 2025, the company launched the Melolo short drama app, though it has yet to make a major impact in the international market. Despite their lower production costs and shorter timelines, short dramas are fundamentally about content quality, not just traffic volume.

posters of hit series on Sereal+

Each short drama platform targeting international markets has its unique content approach. Sereal+’s strategy, for example, is centered on catering to diverse audience groups by offering content tailored to specific genres. Romance and vampire-themed dramas, particularly popular among young and middle-aged female viewers, are key components of Sereal+’s offering. By addressing the preferences of this demographic through precise targeting and content innovation, the platform has built a loyal user base.

In addition, Sereal+ places a high value on user feedback, using it to refine both its content and operations. The platform has continuously expanded into new genres. Compared to the conventional "alpha males fall in love with me" trope, the emerging "cute kid" genre is attracting increasing attention from female audiences. These stories feature intelligent, endearing children who captivate viewers with their charm. Sereal+ is tapping into this trend, expanding its content offerings across various genres, including heartwarming family tales, sweet romances, and emotionally charged dramas. One such example is Billionaire, The Hunt Is On, a globally expanding short drama that showcases the appeal of the "cute kid" narrative.

At the heart of these dramas are children depicted as innocent yet mischievous, their every action bringing warmth and laughter to audiences. The storytelling intertwines romance, familial bonds, and friendships, creating a deeply engaging and emotionally resonant experience. While the protagonists’ love story may be filled with twists and turns, the parent-child relationships provide a deep and genuine emotional core. These layered narratives resonate with viewers, drawing them deeper into the story and amplifying their emotional engagement.

Sereal+ not only explores new genres but also leverages the vast resources of its parent company, COL Group, a key player in the digital cultural industry for over two decades.COL Group’s expertise spans online literature, animation, and trendy toys, positioning the company as a leader in content creation and IP derivatives. Furthermore, COL Group’s commitment to technology is evident in its large language model, "XiaoYao," which now assists in both the production of short drama scripts in English and Chinese, as well as content translation.

The continual emergence of fresh genres and dramas has provided Sereal+ with a steady revenue stream. Thanks to the rapid expansion of the global short drama market and rising consumer demand for diverse content, Sereal+ is well-positioned to become a key player in the overseas short drama market. If current trends continue, the platform may well create a new success story in the international short drama industry.