The silver-haired generation is fascinated by free short dramas

Author | Liu Baodan, Chen Yingyi

Editor | Zhou Zhiyu

Riding the wave of short videos, short dramas have rapidly developed in recent years, becoming a major trend of the times and attracting a large audience, including the elderly.

On January 16, the "2024 Micro Short Drama Industry Ecological Insight Report" was officially released. This report was produced by the China Network Audio-Visual Association, with support from institutions such as Douyin and Hongguo Short Drama. According to the report, among the surveyed middle-aged and elderly micro short drama users, 82.3% watch micro short dramas at least once a week.

It can be seen that the popularity of micro short dramas among the middle-aged and elderly is very high. According to a previous report by iResearch, "2024 China Micro Short Drama Industry Research Report," in 2024, users aged 40-59 account for 37.3% of the micro short drama market, while users aged 60 and above account for 12.1%.

Nearly half of the micro short drama users are middle-aged and elderly, which means that this demographic has become an important force in promoting the development of short dramas.

This is also related to the current social structure in China. As of now, the elderly population aged 60 and above in China has approached 300 million, accounting for one-fifth of the total population, while middle-aged and elderly people aged 40 and above make up half of the internet user base in China.

The middle-aged and elderly are no longer satisfied with traditional offline entertainment forms but are gradually turning to online entertainment, which has brought new growth opportunities for digital platforms, including short dramas.

The reason for this is that the elderly have a high acceptance of micro short dramas, and the themes of these dramas are generally well-received, serving as a form of emotional companionship to some extent.

Firstly, short dramas inherit the characteristics of short videos and develop high-density narratives based on them. Presenting a plot conflict in just a few seconds, they are concise and straightforward, aligning with the way and ability of middle-aged and elderly people to receive information. At the same time, short dramas offer flexible viewing options, which fit well with the lifestyle of the elderly.

In terms of themes, the 2024 micro short dramas show a trend of more diverse thematic choices, with female-oriented themes represented by family, urban, and emotional topics rapidly rising. Among them, family themes increased from 2.6% in 2023 to 8.0%, urban themes rose from 15.5% to 23.7%, and emotional themes grew from 37.8% to 39.6%.

In terms of creation, short dramas are also beginning to target the core audience primarily composed of middle-aged and elderly people. Short dramas like "Cleaning Mom Returns" and "Flash Marriage with a Rich Partner" feature middle-aged and elderly protagonists, attracting the attention of many in this demographic and once ranking high on short drama viewing lists.

The elderly may face loneliness in real life due to the absence of friends and family, while short dramas, with their relatable themes, can resonate with them. The report shows that 29.2% of respondents believe that micro short dramas can alleviate loneliness and provide emotional companionship and support.

For existing micro short dramas, over 80% of respondents expressed overall satisfaction. However, it is the free dramas that more effectively stimulate the viewing enthusiasm of the elderly.

According to the report, 70% of respondents stated that they prefer to watch free dramas, and 60% have never paid for micro short dramas, with those spending 50 yuan or less per month (including those who do not spend) accounting for 92% in total Currently, the micro-drama market is in a state of rapid growth. Driven by policies, many local governments have launched support plans for micro-dramas, promoting the formation of industrial cluster effects through the provision of incentive funds, supporting policies, and the improvement of infrastructure construction.

However, the content of short dramas is becoming increasingly homogenized. How to produce higher-quality micro-dramas for the large audience of middle-aged and elderly viewers is a question that the industry needs to consider.

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