Addicted to Drama: The Rise of Short Dramas Among China's Elderly
The phenomenon of short drama addiction has become a pressing issue in recent years, particularly among the middle-aged and elderly population. According to a report by AiRui Consulting, in 2024, the proportion of users aged 40-59 in the micro-short drama market reached 37.3%, while users over 60 accounted for 12.1%. This means that more than half of the audience for short dramas are middle-aged and elderly individuals.
7 February 2025
These short dramas have become a form of "spiritual health product" for the elderly, filling the emotional void left by the lack of companionship and emotional support in their daily lives. The dramas, often with sensational and melodramatic plotlines, provide a means for the elderly to momentarily escape from their feelings of loneliness and isolation. The production and distribution of these short dramas have become a lucrative industry, with many platforms and production companies cashing in on the trend. However, this has also led to concerns about the exploitation of the elderly, who are often unaware of the true nature of the content they are consuming and the financial costs associated with it.
Some short drama platforms use tactics such as free trials, followed by abrupt interruptions and redirects to paid content, to lure elderly viewers into spending money. The cost of these dramas can be substantial, with some episodes costing upwards of 2 yuan and package deals ranging from 39.9 to 69.9 yuan. This phenomenon has also raised concerns about the mental and financial well-being of the elderly, who are often vulnerable to exploitation due to their lack of familiarity with the internet and digital payment systems.
Online discussions have shed light on the allure of short dramas, with many netizens sharing their thoughts on what makes these productions so irresistibly captivating. Short dramas often revolve around themes of revenge and rebirth, where conflicts are resolved swiftly and decisively, often with a literal slap in the face. This direct and unapologetic approach to storytelling seems to resonate deeply with audiences. The guarantee of a satisfying, revenge-filled climax where the underdog emerges victorious is a potent draw, and even the initially timid female protagonists are eventually given their moment to shine, delivering sharp, pointed dialogue that strikes at the heart of the matter.
Highly-acclaimed short dramas like "A Good Girl" have been particularly well-received by audiences, with many praising its engaging storyline and talented cast. The show's attention to detail and thoughtful pacing have also been praised, making it a must-watch for anyone looking for a compelling and addictive viewing experience. Other short dramas, such as "The Middle-Aged Boss," have also been gaining traction, with audiences appreciating their unique storylines and well-developed characters.
As the popularity of short dramas continues to soar, the question on everyone's mind is: will this format become a staple of the entertainment industry or fade away like a fleeting trend? Industry insiders are divided on the matter, with some arguing that the rise of streaming platforms and social media has created an ideal breeding ground for short-form content, while others claim that the format is inherently limited and relies too heavily on melodrama and sensationalism. Despite these concerns, there are indications that short dramas are here to stay, with the success of platforms and the emergence of new production companies and studios specializing in short-form content.
Ultimately, the future of short dramas will depend on the ability of creators to innovate and push the boundaries of the format. By experimenting with new narrative structures, incorporating fresh perspectives, and prioritizing quality over quantity, short dramas can transcend their current niche and become a mainstay of the entertainment landscape. It is essential for regulatory bodies and industry stakeholders to take steps to protect the rights and interests of elderly consumers and ensure that they are not taken advantage of, while also addressing the social and emotional needs of this demographic through initiatives such as community outreach programs, mental health services, and education on responsible internet use and digital literacy.
