From China to the World Stage
The duanju format first emerged in China during the pandemic, where audiences craved fast, emotionally charged narratives that could be consumed anywhere and anytime. ReelShort adapted this model for international audiences, combining Chinese production efficiency with Western storytelling flavors. While Quibi, an earlier short-video streaming service, collapsed under the weight of expensive production and lack of engagement, ReelShort succeeded by keeping costs low and leaning into melodrama. The app gained momentum in 2023 and 2024, topping app store charts worldwide and becoming a significant force in the global entertainment market.
The Formula for Success
At the heart of ReelShort’s popularity lies its formula: intense drama, exaggerated conflict, and cliffhangers that compel viewers to watch the next minute-long episode. Storylines often revolve around themes like secret billionaires, forbidden romances, revenge plots, and supernatural twists involving werewolves or vampires. The acting is often done by lesser-known performers, while production values remain modest, yet this raw, soap-opera-like quality adds to its charm. The platform also encourages binge-watching, with some series stretching across dozens of episodes, each designed to keep viewers emotionally hooked.
Business Model and Growth
ReelShort operates on a freemium model where viewers can watch the first few episodes for free and must then unlock subsequent ones through in-app purchases or by watching ads. This microtransaction-driven approach has proven highly profitable. By early 2025, the app had surpassed 370 million downloads, with around 55 million monthly active users, and generated nearly 700 million dollars in revenue. These impressive figures highlight how a low-budget, high-engagement format can rival even traditional streaming giants in profitability. ReelShort’s rapid success also boosted the stock value of its parent company COL Group, underscoring its impact on the business side of entertainment.
Opportunities for Creators
For actors and filmmakers, ReelShort has created a new pipeline of work. While Hollywood roles can be hard to come by, the app offers opportunities for performers to appear in multiple productions, portraying everything from ruthless CEOs to supernatural beings. Some actors have built entire careers from appearing in ReelShort dramas, while directors have found ways to experiment with short-form storytelling. The company has even launched ReelShort Publishing House, which turns successful shows into novels, further extending the brand’s reach.
Cultural Significance
ReelShort represents more than just a trend; it signals a shift in how stories are consumed and monetized in the digital era. By leaning into emotional immediacy, mobile accessibility, and low production costs, it has carved out a new space between traditional television and social media platforms like TikTok. It reflects how modern audiences value convenience and fast-paced storytelling, reshaping expectations for entertainment across generations.
Conclusion
In just a few years, ReelShort has transformed from a niche experiment into a global entertainment powerhouse. Its duanju format proves that short-form dramas can capture audiences just as effectively as long-form television, if not more. By merging affordability with addictive storytelling, ReelShort has not only redefined how we watch but also set the stage for the future of streaming.
