ByteDance's new move to go overseas: Melolo's short drama APP is launched

ByteDance established an overseas short drama business team and successfully launched a short drama app called Melolo, marking its first attempt to go overseas in the field of short dramas. Melolo has been launched in Indonesia, the Philippines and other markets in mid-November 2024, and is now in the stage of business exploration and verification, reflecting its determination to deploy overseas and attach importance to emerging businesses such as short dramas.

Image source: Melolo's official website

The current situation of the short drama overseas market

According to the "2024 White Paper on Short Drama Overseas Marketing", the average monthly user scale of overseas short dramas is expected to reach 2-300 million in the future, and the market size will reach 10 billion US dollars. North America is the main revenue market, while Southeast Asia is the core region for new downloads. Short dramas have successfully exported to Europe, America, Japan, South Korea, Southeast Asia, the Middle East and other markets, becoming a new highlight in the global entertainment industry.

 Image source: "2024 Short Drama Overseas Marketing White Paper"

In this context, the ReelShort platform launched by Maple Leaf Interactive, a subsidiary of Chinese Online, is particularly outstanding. In the first half of 2024, ReelShort's parent company, Maple Leaf Interactive, achieved revenue of 1.086 billion yuan and net profit of 22.93 million yuan. ReelShort's success lies in its tight storyline and high-frequency updates, which meet the fragmented viewing needs of the audience, especially in the US market. 

Image Source: ReelShort official website

The trend of short dramas going overseas in the market

1、User growth and willingness to pay: The scale of overseas short drama users continues to expand, and users are more willing to pay.

2、Content innovation and diversification: With the intensification of market competition, the content of short dramas tends to be high-quality and diversified. Themes such as werewolves and bosses are very popular, and various platforms enhance their competitiveness through IP licensing and script innovation.

3、Diversification of business models: The profit model of short dramas has gradually developed from a single in-app purchase (IAP) to a diversified direction such as in-app advertising (IAA) and advertising marketing.

Turbo Cloud helps the growth of short dramas going overseas

At a time when the overseas market for short dramas is booming and the demand is soaring, Turbo Cloud will rely on its excellent overseas social media matrix marketing advantages to help enterprises achieve efficient promotion and extensive coverage in the global market.

Turbo Cloud Intelligent Cloud Control System

Based on in-depth insight into overseas markets, Turbo Cloud has built a powerful and precise push system. For example, when a short drama is launched, the Turbo Cloud intelligent cloud control system can control a large number of cloud mobile phones, quickly pass the algorithm screening, and accurately push the short drama to the target user group on mainstream social media platforms such as TikTok and Instagram in Europe and the United States.

In the fierce competition of short dramas going overseas, Turbo Cloud, with its overseas social media matrix marketing advantages, is bound to help short dramas set sail, make them bloom on the vast stage of the world, accurately anchor the growth target of the company's overseas business, and help the company achieve remarkable results in the international market.