Tencent's Green Bubble Short-Drama Mini-Program Tops 100 Million Monthly Users
Tencent's Green Bubble short-drama mini-program hit 143 million monthly users in August, and first-week October weekly users rose 44.1% to 89.68 million, QuestMobile data cited by Leifeng show.
Since the product was officially renamed in July, its weekly active user base has approached 90 million in about three months, the report said. Leifeng reported that growth has been driven by the full replacement of the original short-drama mini-program entry and traffic support from the WeChat ecosystem. WeChat Channels, which has 600 million daily active users, is a key part of that distribution, according to the report. Green Bubble has also expanded its content supply to cover live-action dramas, AI-generated dramas and animated dramas.
Content supply and advertising increased during the Oct. 1-7 period. DataEye monitoring showed that Green Bubble placed 43,000 ad creatives in total during the seven days, with average daily placements up 57% from the week before, according to Leifeng. The report linked the product's growth to the entry replacement and WeChat traffic, as well as to a broader content lineup.
Competition in the short-drama market has intensified. Hongguo Short Drama leads with a free standalone app model, while Green Bubble has grown quickly by relying on its entry point and traffic advantages, the report said. Kuaishou, Pinduoduo, Taobao and Baidu have also entered the short-drama market, according to the report.