China’s short drama obsession is turning Hongguo into a major platform for ByteDance
Hongguo’s expanding audience
ByteDance operates Hongguo, a streaming service centered on short dramas, alongside Douyin, the Chinese version of TikTok. The company’s growth has come largely through those two apps. QuestMobile reported that Hongguo had close to 370 million users as of June. It ranked fourth among China’s largest apps, behind Douyin, Douyin Lite and WeChat.
Stories made for phones
Short dramas are designed for mobile viewing, with episodes that run for several minutes. Their plots include romance, revenge, fantasy and conflicts within families. Hongguo’s rise reflects a wider surge in the format across China. Rather than asking viewers to set aside hours for a film, these shows offer brief installments.
Industry and AI outlook
Omdia estimates worldwide short-drama revenue will reach roughly $11 billion in 2025 and forecasts $14 billion by the end of this year. The figures point to a market extending beyond China.
At a conference in Singapore on Monday, TikTok CEO Shou Zi Chew discussed AI video tools and advertising costs. He said the tools can let brands make ads at a fraction of the usual expense, and that this trend is already appearing in China’s short-drama industry. TikTok and Hongguo are both owned by ByteDance.
Key points
- QuestMobile counted nearly 370 million Hongguo users in June.
- Hongguo ranked fourth among China’s biggest apps, after Douyin, Douyin Lite and WeChat.
- Omdia projects global short-drama revenue of $14 billion by the end of this year.
- Shou Zi Chew said AI video tools can lower advertising production costs.