iWorld
Micro-dramas set to race to $9.5 b global market as China leads the charge
SINGAPORE: Micro-dramas, once a fringe curiosity, are now a juggernaut. China’s revenues rocketed from $0.5 billion in 2021 to $7 billion in 2024 and will overtake the domestic box office this year, according to Media Partners Asia’s latest study, The Micro Drama Economy 2025.
More than 830 million Chinese viewers are tuning in, nearly 60 per cent paying or transacting. Profitability is no longer theoretical: DramaBox booked $323 million in revenue and a $10 million net profit last year, while ReelShort (Crazy Maple Studio) has scaled fast despite heavy costs.
Outside China the market hit $1.4 billion in 2024 and is on track for $9.5 billion by 2030. Affluent women aged 30–60 drive demand in the United States, while younger mobile-first audiences dominate Asia.
Artificial intelligence is accelerating the boom, from content personalisation and rapid creative iteration in China to dubbing and localisation worldwide.
“There are too many players with limited differentiation and too much churn, but winners are emerging,” said MPA executive director Vivek Couto. “Production is cheap but distribution is costly. Success depends on speed, scale and repeatable IP. China shows what’s possible when content is tied to social and payments rails, while the US proves the global opportunity. Japan, Korea, India, Southeast Asia and Latin America are next.”
The report maps viewership patterns, key demographics and profitability benchmarks, charting how micro-dramas leapt from niche experiment to multi-billion-dollar global category.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
