Introduction
Among the vast range of content on global streaming platforms, Chinese dramas are entering international markets as a fast-moving vehicle for cultural exchange. According to the 2024 Report on the Development of Chinese Dramas, dramas account for more than 60% of total television-program export value. Discussion of C-drama on overseas social media has exceeded one million mentions, and its market now extends well beyond its traditional Asian base.
Innovation in genres, filming techniques, and casting demonstrates the ability of contemporary Chinese stories to cross cultural barriers. Major platforms are shifting from reliance on international distributors toward their own overseas app portfolios. The IP export ecosystems they are building are changing the competitive landscape of global streaming.
01 Policy support and continued opportunities overseas
In recent years, China has introduced targeted policies supporting creative development through special funds, distribution through digital technology, and exchange through international festivals and exhibitions. Overseas expansion by film and television companies has become an important vehicle for cultural communication.
In 2023, China's film and television market reached RMB320 billion, while the global market exceeded US$500 billion, indicating substantial opportunities overseas. Europe and the United States remain major markets, with mature conditions characterized by flexible content regulation and a strong willingness to pay.
According to the 2023 Report on the Development of Chinese Dramas published by the Development Research Center of the National Radio and Television Administration, Southeast Asia is currently the main overseas distribution region for Chinese dramas, accounting for 86.3% of exported drama titles. Emerging markets are also developing in Africa, Arab countries and regions, Eastern Europe, and Latin America.
02 Platforms content and channels work together
Platform expansion through deeper localization
Leading video platforms are entering overseas markets through an integrated model combining content, technology, and services. They are targeting emerging markets such as Southeast Asia, the Middle East, and Africa, combining content licensing with platform operations. Services including iQIYI International and WeTV are pursuing deeper localization through strategies such as technology acquisitions, including Tencent's acquisition of iflix, and partnerships with local telecom operators, such as jointly developing content platforms with Telekom Malaysia.
Industry analysis indicates that international streaming platforms generally have average revenue per user or ARPU 20% to 30% higher than domestic platforms. This suggests stronger payment habits and monetization potential in mature markets, offering platform companies room for sustainable overseas revenue growth.
Content expansion through IP dramas and short dramas
Guided by a combination of strong content and localization, China's screen industry has developed an overseas portfolio spanning long- and short-form video, supporting the international communication of cultural soft power.
Long-form video uses professional translation and dubbing to overcome cultural barriers. Combining Eastern aesthetics with contemporary storytelling, titles such as Three-Body and Meet Yourself have, according to the source, generated more than ten billion views on global platforms including Disney+ and Netflix. In 2022, television drama exports increased 45.6% year on year to US$82.74 million, with more than 803 titles exported, demonstrating the international premium commanded by quality long-form content.
Short dramas have introduced a model that combines Chinese production approaches with global storytelling. Translated dramas and locally produced originals run in parallel, using strongly plotted genres such as werewolf stories and domineering-CEO romances to enter overseas markets. Sensor Tower data show that in February 2024, in-app purchase revenue for overseas short-drama apps increased 280% compared with September 2023, while downloads rose 220%. More than 40 apps accumulated 55 million downloads and US$170 million in revenue. ReelShort, supported by hits such as Forever the Richest, led the category with a 50% market share and monthly revenue more than ten times the previous year's level, demonstrating the commercial viability of lean production, fast pacing, and strong paid monetization.
Channel expansion centered on copyright
International distribution of Chinese film and television follows two main paths: joining established platforms and integrating distribution resources. Since Chinese screen content began appearing on services such as Netflix and YouTube in 2014, an integrated approach centered on exclusive major dramas has taken the lead, using exclusive rights to export portfolios of quality content. Private companies have also built their own channels. Leading businesses such as Huace Film & TV and Hualu Baina have developed independent multilingual distribution networks by representing overseas new-media rights.
At a more advanced stage, platform-based models are emerging, with traditional media organizations and newer aggregation platforms complementing one another. Mango TV, under Hunan Broadcasting System, links television and online distribution through the international version of New TV. Aggregators such as Hot Drama Theater acquire rights to quality titles, building a pool of Chinese content spanning historical and contemporary urban dramas. This multichannel approach supports targeted distribution and expands reach through a portfolio of platforms.
03 Youdao Ads supports screen IP expansion with a 33 Percent hit rate
For a leading film and television app's overseas expansion, Youdao Ads developed a customized strategy covering online and offline activity. It achieved a hit-content rate of 33% and covered a combined follower audience of 47 million, supporting the overseas growth of both the drama content and the platform.
With Youdao Ads' support, Chinese stories are moving from short-term traffic acquisition toward lasting value through more precise localization and innovative interaction. In a borderless streaming environment, every screen can become a window for cultural exchange. Taking film and television overseas is also a way to share culture and strengthen its international voice.