ByteDance’s Melolo aims to expand the global reach of China’s popular short drama format, offering fast, engaging storytelling.

ByteDance has entered the international short drama scene with the launch of Melolo, a free-to-watch app tailored for global audiences. Released in November 2024, Melolo marks ByteDance’s first short drama platform outside China, modeled after the successful domestic app Hongguo Short Drama. It is managed by Poligon, ByteDance’s Singapore-based subsidiary, which also oversees other international-facing apps under the company’s umbrella.

This launch comes at a time when short and mini dramas have become a dominant entertainment format in China, with platforms like Kuaishou and Douyin leading the market. ByteDance appears to be leveraging lessons from its Chinese operations as it explores overseas expansion, even forming dedicated teams in Beijing and Shanghai to drive this initiative.

Melolo’s arrival coincides with reports from The Information suggesting that TikTok, ByteDance’s flagship app, is exploring the integration of mini drama formats. This potential alignment underscores a broader shift in content consumption trends, where bite-sized storytelling resonates with younger viewers. Industry analysts speculate that Melolo could act as a testing ground for incorporating these dramas into TikTok’s ecosystem.

In China, Kuaishou currently leads the short drama market, producing 60% of the top 50 micro dramas in 2023, according to consultancy Endata, as cited by Reuters. ByteDance’s Douyin holds a strong second position.

Other Chinese companies are also vying for a slice of the global market. For example, China Literature’s Crazy Maple Studio operates the ReelShort platform, which reported USD 63.43 million in net revenue in Q3 2024—a 52% quarter-on-quarter increase and 327% year-on-year growth, according to Sensor Tower data. Sereal+, a newer app from Crazy Maple Studio, also saw success, generating USD 13.45 million in revenue from 2.21 million downloads during the same period.

Beyond short dramas, ByteDance has diversified its international offerings under Poligon. These include the story writing platform Fizzo and its spinoffs, as well as MyTopia Books, a reading app. Directly managed apps include Lemon8, a community platform, and artificial intelligence-driven tools like the Doubao chatbot and Dreamina design generator. Meanwhile, CapCut, ByteDance’s video editing tool, continues to thrive globally.

The launch of Melolo reflects ByteDance’s strategy to lessen its reliance on TikTok and Douyin—apps that brought global recognition but also regulatory scrutiny. By drawing on its technological expertise and operational know-how, ByteDance is poised to tap into the growing demand for mobile-first entertainment in global markets.

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