The user scale of short drama reaches a new high.

DataEye's latest data shows that in the first half of 2025, there were 696 million users of micro-short videos, with a half-year increase of 34 million. The average daily viewing time per person is 101 minutes, and user engagement has increased by 10%. The proportion of male users has risen to 52%, approaching gender balance. Users under the age of 40 account for more than half, while the proportion of elderly users has halved, making the overall user base younger.