The Rise of Short Dramas: A New Era in Content Consumption

Once considered a niche genre with a Chinese B-movie vibe, short dramas are rapidly becoming mainstream content. The convergence of short-form consumption and changes in production structures is creating a new market that attracts both actors and directors.

The expansion of short dramas is evident. Notable actors like Lee Sang-yeob from 'Stormy Marriage Life', Go Joo-won and Park Han-byul from 'The Janitor's Second Marriage', Park Ha-sun and Lee Dong-gun from 'Useless Love', and Hong Soo-hyun from 'The Young Tycoon's First Love is a Housekeeper' are broadening their activities by joining these productions. This shift from being a platform for newcomers to one that includes seasoned actors signals a market change.

Directors are also joining the trend. Lee Joon-ik, known for films like 'The King and the Clown' and 'Dongju', has directed the short drama 'Father's Home-cooked Meal', while Lee Byung-hun of 'Extreme Job' fame has entered the scene with 'The Baby's Dad is a Male Friend'. The involvement of these 'proven directors' in short dramas is a significant indicator from an industry perspective.

This trend is driven by rapidly changing content consumption patterns. According to the '2025 Broadcasting Media Usage Survey' by the Korea Communications Commission, 78.9% of domestic online video viewers are consuming short-form content. Over the past three years, usage rates have steadily increased from 58.1% to 70.7%, and now 78.9%. The audience's preference for quick and concise content naturally leads to a demand for short dramas.

The production structure is also a crucial factor. Traditional dramas require tens of billions of won per episode and over a year of production time, whereas short dramas can be produced in 2-3 months with costs in the tens of millions of won. The lower costs and shorter production times allow for more experimentation and reduce risks for production companies, making it an attractive option.

Cultural critic Kim Heon-sik told TenAsia, "Recently, production companies are investing a certain level of budget to change the perception of short dramas by recruiting well-known actors and directors. In a time when the drama and film markets are generally shrinking, short dramas are functioning as a new breakthrough."

However, some believe it's too early to say short dramas have fully established themselves as mainstream content. Kim noted, "There is a lack of widely consumed hit works, and the current consumption is mainly among younger audiences. For the market to grow significantly, content that appeals to audiences in their 30s and 40s needs to emerge."

Short dramas are undoubtedly expanding rapidly. However, to become a stable industry beyond a temporary trend, they must overcome challenges such as generational expansion and the creation of iconic hits.

Jung Se-yoon, TenAsia Reporter yoon@tenasia.co.kr