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ByteDance to expand its micro drama business with launch of Melolo app
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TechNode
Why it matters: The micro drama market has already shown immense potential in China, and ByteDance is eager to replicate this success in its overseas markets.
According to TikTok’s global marketing platform, TikTok for Business, the popularity of micro drama has surged since 2023.
Context: In 2024, micro drama became a surprise hit, surpassing mainland film box office revenue for the first time.
In November 2023, micro drama app owned by Crazy Maple Studio, ReelShort, surpassed TikTok as the most popular entertainment app in Apple’s app store.
This regulatory shift could present new challenges for micro drama content production, but it also signals the industry’s continued growth and maturation.
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