Publication Type
PhD Dissertation
Version
publishedVersion
Publication Date
3-2025
Abstract
This paper is a study on the micro-drama industry, exploring the reasons for a large number of low-quality micro-dramas. Specifically, there are two potential problems: (1) the industry value allocation model is unreasonable, so producing high-quality micro-dramas does not receive sufficient returns; (2) regulatory oversight of the industry is insufficient. To investigate this recent phenomenon and the underlying problems, we collected a dataset of 165 micro-dramas and use the newly introduced regulation on the micro-drama industry in June 2024 as a policy shock. The findings show that, before the new regulations were introduced, micro-dramas with higher quality in expression received lower views, while those with higher content quality garnered higher views. Moreover, I find that due to the extremely short duration of micro-drama, it is difficult to evoke audience resonance through performances within such a brief time. However, exaggerated performance styles (which we define as poorer forms of expression) are more likely to elicit empathy from more emotional viewers. As a result, the lower the presentation quality, the higher the views. Using the new regulation as a policy shock event, I find that the implementation of the new rules significantly mitigated and even reversed this situation.
To shed further insights on these findings, I collected insights from several industry experts during my research on industry trends. The experts contend that insufficient regulation constitutes a significant obstacle to the production of high-quality micro-dramas. Additionally, there is a consensus among these experts that the inequitable value allocation within the industry plays a crucial role in this issue. To identify a more equitable industry allocation pattern, I collect expert opinions on the factors and their weightings influencing industry value allocation, as well as the scores assigned to by various industry participants. My analyses reveal that a reasonable value allocation ratio among producers, production teams, and platforms is approximately 42:34:24. However, based on the sample data collected in this study, the estimated actual value allocation ratio is approximately 14:2:84, with the platform capturing the majority of the value.
By synthesizing data analysis with expert opinions, this research concludes that the micro-drama industry's healthy development urgently necessitates stricter regulation and the establishment of relevant regulatory frameworks. Moreover, addressing the inequitable industry value allocation is critically important. This paper provides policy recommendations tailored to regulators and stakeholders involved in the micro-drama industry.
Keywords
Regulation, Quality of Micro-Dramas, Industry value allocation
Degree Awarded
Doctor of Bus Admin (CKGSB)
Discipline
Business Administration, Management, and Operations | Marketing
Supervisor(s)
CHANG, Han-Wen Hannah
First Page
1
Last Page
141
Publisher
Singapore Management University
City or Country
Singapore
Citation
YAO, Shuoyu.
The relationship between industry regulation and the quality of micro-dramas. (2025). 1-141.
Available at: https://ink.library.smu.edu.sg/etd_coll/738
Copyright Owner and License
Author
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.