Tencent’s short-drama service reportedly tops 100 million monthly users

Tencent’s Lvpaopao short-drama mini-program reached 143 million monthly active users in August, according to QuestMobile data reported by Jiemian. Weekly active users reached 89.68 million in the first week of October, up 44.1% from the first week of September.

Available inside WeChat, the service offers free live-action dramas, AI-generated dramas and animation, with advertising between episodes. Its distribution benefits from WeChat’s existing traffic and video ecosystem. DataEye figures showed that Lvpaopao ran 43,000 advertising creatives between October 1 and 7, with average daily placements increasing 57% from the preceding week as Tencent expanded promotion of the service. [Jiemian, in Chinese]