The Expansion of Short Dramas: Trends and Insights for 2026 and Beyond

As we approach the first half of 2026, CREAVE, a subsidiary of Gaiax, has released a comprehensive report on the evolving landscape of short dramas. This sector is not only gaining traction in Japan but is also making significant strides internationally.

Market Overview

The short drama market in Japan is currently valued at approximately 153 billion yen, with projections indicating a growth to 8.7 trillion yen globally by 2029, according to YH Research. A survey conducted by Gaiax and CREAVE involving 273 consumers aged 20 to 60 revealed that over 90% are aware of short dramas, and about 75.1% have experienced them. Notably, TikTok is the leading platform for viewing, with around 42.4% of respondents using it as their primary source.

Emerging Payment Models

The rise in popularity of short dramas has paved the way for innovative applications such as "BUMP," which has become the most downloaded domestic short drama app with a total exceeding 4 million downloads. It reportedly has over 6.5 billion views on its official social media platforms from July 2025 to June 2026.

In addition to this, major manga distribution companies like Mecha Comic, Renta!, and BookLive have recently entered the market by adapting their own intellectual properties into short dramas, further broadening the scope of this format.

Intellectual Property Development

Further illustrating the potential of short dramas, the popular content "Gokko Club" has achieved over 13 billion total views and has amassed over 4.6 million followers, leading to a collaboration with Fukushima Central Television for terrestrial broadcasting. Similarly, CREAVE's original IP titled "Majiasu: From Tomorrow On" has hit 1 billion views in its first 10 months, with 400,000 followers and has expanded into merchandise and memberships.

Moreover, a joint project between TV Tokyo and CREAVE called "Kore Jan Arikirari Sugiru" saw massive engagement, surpassing 10 billion views in just six months.

Brand Collaborations and Impact

Brand partnerships have also seen substantial growth. NTT Docomo’s collaboration with Gokko Club resulted in follower numbers increasing dramatically from 18,000 to 300,000 in merely six months. The brand recognition among Generation Z also surged dramatically during the time of the initiatives.

For brands like Shimamura, product turnover has reached 1.8 times the target, while the Electric Industry Association reported an impressive 2,750 million impressions from its campaigns. These stats underscore the effectiveness of integrating short dramas into marketing strategies.

Creativity in Production

On the production side, talents like Horipro have also ventured into video production with the establishment of the new label "CODE XXXX." Notably, the blending of live-action with AI technology is coming to the forefront, as seen in the series “TOKYO Miko Ninja,” which underwent six months of production for a 30-minute episode—a clear indication of how technology is shaping content creation.

SCM Studio has also initiated the production of AI-driven short dramas, reflecting a global shift as seen in China, where the use of AI has led to a significant reduction in production costs while simultaneously generating massive quantities of new content.

Anticipating Future Trends

Based on these developments, the future of corporate engagement with short dramas can be categorized into three key areas:
1. Reconsidering Success Metrics: Companies need to evaluate success beyond mere view counts. As illustrated by the results from the collaboration between Shimamura and Docomo, metrics such as product turnover and brand lift are becoming increasingly significant.
2. Sustaining Engagement: Innovative companies should focus on extending successful projects, ensuring they are not one-offs but can transition into longer formats or merchandise, thus creating a lasting cultural footprint.
3. Prioritizing Quality Over Quantity: The rise of AI-generated content will challenge traditional content producers to focus on high-quality storytelling that resonates with audiences rather than just volume.

In conclusion, the short drama industry is positioned for significant growth, with a promising trajectory as it expands into new territories and innovates in production and branding strategies. Industry players must adapt to changing audience preferences and leverage the full potential of this format to achieve continued success.