According to Sensor Tower data, the short drama app "ReelShort" is leading the race in the field of short dramas with a first-mover advantage. As of February 2024, the global in-app purchase revenue of "ReelShort" is close to 80 million US dollars.
In addition, DotC Technology's "DramaBox" is following closely behind, while other short drama apps such as "GoodShort" by NewPower Technology, "FlexTV" by Anyue Network, "ShortTV" by Jiuzhou Culture, and "MoboReels" by CHANGRU Technology have entered the top ten in terms of revenue. Many short drama apps have successfully made a landing in the international market.
Such in-app revenue levels may not be significant in the overall mobile industry compared to mid-core or heavy games, but they are still impressive compared to many utility apps.
While it is an incremental opportunity that cannot be ignored, currently, the international short drama market is already in the second half, and blindly entering it may lead to failure. Promotion channels, platforms, marketing, themes, and markets are all important factors affecting the development of short drama apps. Today, NetMarvel will focus on two main topics: "How to Target the Market with Short Dramas" and "Core Marketing and Promotion Models for Short Dramas," providing some directions for thought.
01. How to Target the Market with Short Dramas?
A potential market must possess three elements: a user base, strong willingness to pay, and stability in the economic environment, which also applies to short dramas.
Currently, the main markets for short dramas include the United States, Southeast Asia, Japan and South Korea, and the United Kingdom. Among them, the United States is at the forefront of short dramas going global, with a large user base and excellent paying ability, making it a competitive market for short dramas.
According to statistics from relevant third-party data platforms, over 70% of in-app purchase revenue from top short drama apps comes from the United States. Additionally, the level of downloads in the United States is considerable compared to other regions. American users have a stronger willingness to pay and paying ability. As long as the content is engaging enough, paying is not an issue. Furthermore, other English-speaking regions such as the United Kingdom, Australia, and Canada are also active markets as short dramas are primarily produced in English.
In addition to English-speaking regions, Southeast Asia is also a popular destination due to cultural similarities. Short dramas seem to resonate well with Southeast Asian users, as short drama apps like "ShortTV" and "FlexTV" have far more downloads in Southeast Asia compared to the United States. Although Southeast Asian users may have average paying ability, the vast user base and low promotion costs make it an appealing market for many short drama apps.
Regarding Japan and South Korea, the short drama market has been booming for many years but has not made a significant impact in these regions. However, in early February this year, the short drama app "TopShort" made a rapid entry into the Japanese market and climbed to the top 50 downloads list in Japan. Currently, over 90% of this app's users are from Japan. Although its in-app purchase revenue significantly lags behind top short drama apps like "ReelShort," "TopShort" is already in the top tier of the Japanese short drama charts. NetMarvel observed that the short dramas on the "TopShort" app include workplace and rich marital themes, which are highly popular among female users.
Overall, engaging storylines generally do well in the domestic market; it is crucial that manufacturers understand trends in localized content.
Finding the right market is the first step in promotion. NetMarvel recommends that short drama developers select the appropriate market entry based on their goals, such as testing the waters in populous and cost-effective markets like Southeast Asia and Brazil. Based on user feedback and revenue performance, continue to refine the product and content, before expanding into top-tier markets.
02. Core Marketing and Promotion Models for Short Dramas
1. Utilize short video social media platforms to drive exposure
Advertisement placement is crucial for user growth in short drama apps, with a predominant focus on video content. Currently, the most significant platform that can attract short drama traffic is TikTok. Its vast user base and high visibility make it unique in disseminating short videos. Leveraging content from short drama main storylines for advertisement materials, these clips can be modified and strategically placed on social media platforms to attract target audiences naturally and entertainingly.
According to Sensor Tower's Pathmatics data, by early July 2023, advertisements for the popular short drama "Fated to My Forbidden Alpha" on TikTok had surged in both traffic and spending, coinciding with the initial download spike of "ReelShort." This demonstrates the potential of TikTok as a platform for short drama traffic.
2. Establish presence in the long-tail market to align with user profiles
Typically, more female users watch short dramas than male users, leading to a distinctive gender ratio.
Targeting advertisements towards applications appealing to female users with enriched user profiles is a shortcut to success, as many advertisers understand this strategy well. However, beyond major platforms like Google and Meta, how can niche market locations be defined among the plethora of mobile applications available?
A solid traffic base determines the market placement.
For short drama apps with budgets, initial advertising placements on major platforms like Meta will help quickly acquire high-quality users. Additionally, advertisers should actively explore smaller category traffic channels. Companies like NetMarvel offer In-App traffic resources and efficient SDKs that collect high-quality global traffic for short drama apps. Through these efforts, advertisers can effectively reach more valuable users.
NetMarvel's traffic matrix primarily covers leisure, earning, and real-money games, alongside image editing, cleaning, acceleration, power saving, weather, phone call showcase, face-changing cameras, and other utility app categories matching user profiles of short drama app users. This makes advertising with NetMarvel the preferred choice for advertisers seeking to expand into the global market.
3. Third-party alliance marketing for swift market entry
In the competitive global application market, reaching a broad range of audiences amplifies the conversion funnel. Hence, diversifying in content, product, and marketing strategies post-launch is crucial for establishing a strong presence.
Apart from social media and top-tier media outlets, NetMarvel's affiliate marketing services cater to global mobile developers, providing advertising monetization and user growth services. NetMarvel partners include leading game publishers, over 50,000 apps, and premium media platforms, with a dedicated advertising affiliate network. By leveraging a variety of traffic sources, NetMarvel assists short drama apps in finding suitable channels for effective promotion.
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