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Localized vs. Translated Micro-Short Dramas: A Cross-Regional Analysis of Revenue Performance, Platform Strategies, and Cultural Adaptation of Chinese Micro-Short Drama Companies in Global Markets

Year: 2025
Type: article
Abstract: Purpose: This study examines the globalization strategies of Chinese micro-short drama platforms ReelShort and DramaBox, focusing on revenue performance, content strategies, and cultural adaptation in cross-regional markets. Methodology: By employing a mixed-methods approach combining case study analysis and quantitative modeling, the research investigates how localized versus translated dramas influence user engagement, revenue structures, and long-term competitiveness. Findings: ReelShort prioritizes localized dramas (29.38% of content) to drive short-term traffic and pay-per-episode revenue, achieving higher initial user retention but weaker long-term engagement. In contrast, DramaBox relies on translated dramas (87.66% of content), leveraging subscription models for stable revenue and broader global market penetration, particularly in Asia. Key findings indicate that localized dramas reduce cultural discount, but regarding the cost, translated dramas sustain long-tail engagement. Implications: It highlights the need for balanced investment in localized content, AI-driven dubbing innovations, and diversified revenue models for micro-short drama platforms. The research offers actionable insights for optimizing globalization strategies, emphasizing the synergy between cultural specificity and scalable production in digital entertainment globalization. Theoretical contributions include redefining cultural adaptation dynamics in micro-short dramas, while practical implications guide firms in balancing localization costs with market reach.
DOI: 10.82315/65yvj-aa603
Authors: Zhang, Mengying, Zong, Wen, Lin, Shiyin, Wang, Xu
Institution: Peking University
Language: English
Open Access status: green
OpenAlex ID: W7084572010
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