TikTok Dominates Short Drama Viewing at 42.4%, Securing First Place! Short Drama Market Trend Research Report Released
CREAVE and Gaiapx have released a short drama market trend research report. The survey revealed that short dramas have become a 'national' content with over 90% recognition, TikTok leads as the viewing platform with 42.4%, and 90% of viewers continue watching due to 'curiosity about the next part,' highlighting the importance of storytelling.
📋 Article Processing Timeline
- 📰 Published: May 11, 2026 at 22:00
- 🔍 Collected: May 11, 2026 at 13:31
- 🤖 AI Analyzed: May 11, 2026 at 14:30 (58 min after Collected)
CREAVE Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Mana Nakamura; hereinafter CREAVE), which solves corporate marketing challenges through co-creation with creators, in collaboration with its parent company, Gaiapx Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Executive Officer and President: Yuji Ueda; Securities Code: 3775; hereinafter Gaiapx), released the 'Short Drama Market Trend Research Report' on Monday, May 11, 2026.
Download the research report
The survey results revealed that short dramas have become established as a 'national' content with over 90% recognition, and TikTok (42.4%) surpasses YouTube and Instagram as the primary viewing platform. Furthermore, 90% of respondents cited 'curiosity about what happens next' as the reason for continued viewing/watching the next episode, underscoring the importance of storytelling.
■ With over 90% recognition, short dramas are fully established as a content format!
91.6% of all people responded that they know about short dramas, and a remarkable 75% responded that they have watched them. This can be attributed to the increasing number of short drama creators entering the market around 2024, the full-scale utilization by companies, and the resulting increase in the volume of short drama content distributed on SNS, leading to more people seeing them.
■ TikTok takes the top spot in usage for short drama viewing platforms!
Over 40% of people cited 'TikTok' as the platform for watching short dramas. While YouTube/X/Instagram have significantly higher overall MAU than TikTok, TikTok appears to be gaining popularity specifically for short drama viewing.
■ Approximately 90% of reasons for continued viewing/watching the next episode are 'curiosity about the next development,' highlighting the importance of storytelling.
When short drama viewers who have continued watching/watched the next episode were asked for their reasons, approximately 90% responded, 'because I'm curious about what happens next,' underscoring the importance of storytelling in short drama content.
■ Customer product purchase intent doubles with tie-up PR on our short drama account 'Maji Ashita'!!
We conducted a lift survey on products from companies that implemented tie-up PR on our short drama account 'Honki Dasu no wa Ashita Kara' (commonly known as 'Maji Ashita'). The results showed approximately a 20% increase in recognition and a twofold increase in purchase intent among 'Maji Ashita' viewers compared to non-viewers.
We evaluate this as demonstrating the effectiveness of a PR method that naturally features products within the short drama's story, appealing without a sense of incongruity.
Introducing Short Drama Marketing Plans
◾️ Maji Ashita Promotion Plan
This plan allows for both expanding product recognition among viewers and delivering highly effective product appeal videos.
① Tie-up distribution on the 'Maji Ashita' account
② Production and delivery of promotional content available for secondary use
◾️ Short Drama Production and Distribution Plan
This plan involves planning and producing original short dramas featuring client products/services. Marketing effects are maximized through advertising distribution.
◾️ VSD Account Management Plan
This plan supports account management with short dramas that incorporate client products/services into the story. By setting characters and creating continuous storylines, viewers are drawn into the work, enabling the acquisition and nurturing of core fans.
Contact us here: https://creave.co.jp/contact/#contact-form
Plan materials here: https://creave.co.jp/document/shortdrama/
CREAVE Inc. Company Overview
CREAVE is a professional group specializing in SNS marketing and creative support, with a mission to 'create a world where warm connections can be felt.' We provide 'essential SNS marketing support' through co-creation with 350,000* creators. We have supported over 300 companies in total, with extensive experience primarily with toC products such as cosmetics, food, interiors, and home appliances.
*Snapmart cumulative registered creators (as of October 2024)
*For business details, please visit our website below.
URL: https://creave.co.jp/service/
Company Name
CREAVE Inc.
Location
2-5-3 Hirakawacho, Chiyoda-ku, Tokyo, MIDORI.so NAGATACHO
Capital
20 million yen
Established
August 23, 2016
Representative
Mana Nakamura
Business Activities
SNS Consulting Business
Creative
Download the research report
The survey results revealed that short dramas have become established as a 'national' content with over 90% recognition, and TikTok (42.4%) surpasses YouTube and Instagram as the primary viewing platform. Furthermore, 90% of respondents cited 'curiosity about what happens next' as the reason for continued viewing/watching the next episode, underscoring the importance of storytelling.
■ With over 90% recognition, short dramas are fully established as a content format!
91.6% of all people responded that they know about short dramas, and a remarkable 75% responded that they have watched them. This can be attributed to the increasing number of short drama creators entering the market around 2024, the full-scale utilization by companies, and the resulting increase in the volume of short drama content distributed on SNS, leading to more people seeing them.
■ TikTok takes the top spot in usage for short drama viewing platforms!
Over 40% of people cited 'TikTok' as the platform for watching short dramas. While YouTube/X/Instagram have significantly higher overall MAU than TikTok, TikTok appears to be gaining popularity specifically for short drama viewing.
■ Approximately 90% of reasons for continued viewing/watching the next episode are 'curiosity about the next development,' highlighting the importance of storytelling.
When short drama viewers who have continued watching/watched the next episode were asked for their reasons, approximately 90% responded, 'because I'm curious about what happens next,' underscoring the importance of storytelling in short drama content.
■ Customer product purchase intent doubles with tie-up PR on our short drama account 'Maji Ashita'!!
We conducted a lift survey on products from companies that implemented tie-up PR on our short drama account 'Honki Dasu no wa Ashita Kara' (commonly known as 'Maji Ashita'). The results showed approximately a 20% increase in recognition and a twofold increase in purchase intent among 'Maji Ashita' viewers compared to non-viewers.
We evaluate this as demonstrating the effectiveness of a PR method that naturally features products within the short drama's story, appealing without a sense of incongruity.
Introducing Short Drama Marketing Plans
◾️ Maji Ashita Promotion Plan
This plan allows for both expanding product recognition among viewers and delivering highly effective product appeal videos.
① Tie-up distribution on the 'Maji Ashita' account
② Production and delivery of promotional content available for secondary use
◾️ Short Drama Production and Distribution Plan
This plan involves planning and producing original short dramas featuring client products/services. Marketing effects are maximized through advertising distribution.
◾️ VSD Account Management Plan
This plan supports account management with short dramas that incorporate client products/services into the story. By setting characters and creating continuous storylines, viewers are drawn into the work, enabling the acquisition and nurturing of core fans.
Contact us here: https://creave.co.jp/contact/#contact-form
Plan materials here: https://creave.co.jp/document/shortdrama/
CREAVE Inc. Company Overview
CREAVE is a professional group specializing in SNS marketing and creative support, with a mission to 'create a world where warm connections can be felt.' We provide 'essential SNS marketing support' through co-creation with 350,000* creators. We have supported over 300 companies in total, with extensive experience primarily with toC products such as cosmetics, food, interiors, and home appliances.
*Snapmart cumulative registered creators (as of October 2024)
*For business details, please visit our website below.
URL: https://creave.co.jp/service/
Company Name
CREAVE Inc.
Location
2-5-3 Hirakawacho, Chiyoda-ku, Tokyo, MIDORI.so NAGATACHO
Capital
20 million yen
Established
August 23, 2016
Representative
Mana Nakamura
Business Activities
SNS Consulting Business
Creative