The rise of short and AI-generated content is having a direct, disruptive impact on traditional, long-form video. In December 2025, for the first time, the average daily usage time for micro-drama apps (129 minutes) exceeded that of for the first time, surging 28.4% year-on-year.
The line between Douyin and TV is vanishing. Soon, major Hollywood-style films may debut as 20-second vertical trailers on Douyin, then premiere as 2-hour movies, only to be recut into 50 micro-episodes for the subway commute. China is the laboratory for this multi-format future.
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Operates WeChat, the ultimate "super-app." Tencent dominates video game publishing, music streaming via Tencent Music Entertainment (TME), and long-form video production.
The go-to platform for "insiderism," where users trust honest, community-driven reviews over traditional advertising. The rise of short and AI-generated content is
In the neon-drenched heart of Shanghai, twenty-two-year-old Chen Wei refreshed his phone for the hundredth time. The notification finally arrived: the first three episodes of Eternal Starlight , the most expensive xianxia drama ever produced by streaming giant Visionary Media, had just dropped.
Wei wasn't just a fan. He was a "data farmer," a volunteer in the vast, informal army of superfans who propelled Chinese entertainment content to viral glory. His job? Watch, clip, comment, and trend. His weapon of choice? A dedicated Weibo account with forty thousand followers, all loyal to the show’s lead actor, Zhang Ling. Soon, major Hollywood-style films may debut as 20-second
Short-form video has revolutionized global content consumption habits. Platforms like Douyin (and its international counterpart TikTok), alongside Kuaishou, have democratized content creation.
Within minutes of the release, Wei’s group chat exploded. “Visuals are insane,” typed one. “Zhang Ling’s crying scene in Episode 2—we need to push that clip.” Wei got to work. He screen-recorded the scene, added a weeping emoji filter, and captioned it: “When he says ‘I have waited ten thousand years for you’ and the tears fall like stars. #EternalStarlight #ZhangLingCrying.” He posted it to Weibo, Douyin, and Bilibili simultaneously.
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