The Global Duanju Market Reached $11 Billion in 2025

By 2025, the global market for duanju reached $11 billion in revenue, with over $9 billion generated in China. In just a few years, this format, which originated on smartphones, has become one of the most dynamic segments of the global audiovisual industry.

In China, the sector's largest market, revenues increased from 37.39 billion yuan in 2023 (approximately $5.15 billion) to 50.44 billion yuan in 2024 (approximately $6.95 billion). It was in 2024 that the sector surpassed the Chinese box office for traditional cinema for the first time.

Growth isn't measured solely by revenue. By the end of 2024, duanju had approximately 662 million users in China, representing nearly 60% of the country's internet users. The sector is also estimated to have contributed to the creation of over 647,000 direct and indirect jobs.

This trend now extends far beyond China's borders. Platforms like DramaBox, ReelShort, ShortMax, and GoodShort are expanding their operations in North America, Europe, and several emerging markets. They are investing in local productions while maintaining the narrative elements that have made the format successful.

Primarily funded by subscriptions and in-app purchases, more than 60% of the sector's global revenue now comes from these payment models.

According to Omdia, the global market could reach $14 billion by 2026, with nearly $3 billion of that outside of China. This growth illustrates the accelerating adoption of the format internationally, while duanju have already become a major sector of digital entertainment in China.