ByteDance, the Chinese tech giant behind TikTok, is targeting the global content market with its short-form drama platform, Findrama.
According to market research firm Sensor Tower, Findrama's global downloads surpassed 100 million as of September, as reported by the China Business Journal on October 13. The app has approximately 7 million daily active users.
Launched in December 2025, Findrama focuses on key markets such as the United States, Brazil, and Indonesia. Notably, Brazil and Indonesia are driving new download growth, rapidly increasing the app's user base abroad. Sensor Tower noted that Findrama is the only app among seven global standalone short-form drama apps to exceed 100 million downloads within its first year.
The growth of Findrama is attributed to a successful business model established by ByteDance in China. The domestic short-form drama app, Hongguo Duanju, has attracted users since its 2023 launch by offering free viewing. According to QuestMobile, Hongguo Duanju had 168 million daily active users as of July this year, marking a 107% increase compared to the same period last year. This figure surpasses the combined daily active users of four major Chinese online video platforms: Tencent Video, iQIYI, Youku, and Mango TV.
Both Hongguo Duanju and Findrama emphasize free viewing as a core strategy. Unlike many overseas short-form drama apps that offer only select episodes for free before prompting users to purchase coins or subscriptions, Findrama allows users to watch additional episodes for free by viewing advertisements.
Localization strategies also play a crucial role in their growth. Rather than merely translating Chinese works, Findrama expands its content by incorporating local actors, stories, and cultural backgrounds to engage overseas audiences. The ability to log in using a TikTok account also connects existing platform users to the standalone app.
Short-form dramas are content that divides stories spanning several minutes to hours into brief episodes. They are characterized by rapid developments, strong conflicts, and twists, making them suitable for binge-watching on smartphones. In China, the trend has even extended to AI-generated animated dramas.
* This article has been translated by AI.
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