The phenomenon of short dramas has become increasingly popular across Southeast Asia, following a shift in digital content consumption patterns. These short-form shows are often referred to as “dracin” (Chinese dramas), since the majority of them originate from China.

According to the e-Conomy SEA 2025 report released by Google, Temasek, and Bain & Company, there has been a significant surge in short drama app downloads during the first half of 2025.

The report reveals that the share of short drama applications in total video-on-demand (VOD) platform downloads jumped sharply to 56% in 2025, up from 31% in the first half of 2024. Meanwhile, short drama app downloads recorded a 120% year-on-year (YoY) growth.

In terms of active users, the trend shows rapid growth as well. The active user share of short drama apps climbed from 5% to 17%, representing a 200% YoY increase.

The report further highlights that the short drama format has become a new trend leveraged by both local and Chinese players to compete more efficiently against global giants.

With lower production costs and shorter viewing durations, this format appeals strongly to Southeast Asian audiences, who tend to prefer quick, light, and easily accessible entertainment.

The model also takes advantage of reduced production expenses and shorter user attention spans, making it more adaptable to current content consumption behaviors.

“Barriers to user access have also decreased, thanks to the rise of flexible payment models such as ad-supported systems, token-based access, and adjustable subscription plans,” the report stated.