China enforces new rules for micro-drama industry affecting 664 million viewers

China's micro-drama industry, which reaches 664 million viewers or 59% of its internet users, is now governed by new regulations introduced on September 1, 2026, according to IT Business Net.

The National Radio and Television Administration issued the Micro-Drama Development Management Measures, supported by a multi-channel distribution rule from five departments, marking the first comprehensive regulatory framework for the format.

These measures define micro-dramas as serial works with episodes under twenty minutes, featuring clear themes, continuous stories, and defined characters, across all distribution platforms including websites, apps, television, and in-vehicle devices.

The regulations close the previous gap between online and television content, affecting production, classification, and payment mechanics in the industry that generated RMB 6.2094 trillion in 2024, representing 4.61% of China's GDP.

The new rules classify micro-dramas by investment size and subject matter, introducing filing and public-notice requirements for some categories, aiming to regulate the sector's rapid growth and AI-generated content, which accounts for about 60% of output.