State of Short Drama Apps 2025

State of Short Drama Apps 2025 : Global Expansion InsightsReport

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– All Rights Reserved6Sensor Tower Overview & MethodologyThis report provides an in-depth analysis of the short drama app market across the App Store and Google Play in 2025. It explores recent and emerging trends in global user spending and downloads, offering market-level insights into monetisation, user growth, and competitive positioning across key regions. The report highlights top-performing and fastest-growing apps by revenue and downloads, with a focus on markets such as the U.S., Japan, South Korea, Southeast Asia, and Latin America. It also uncovers the key success factors behind breakout apps like DramaWave in their global expansion.Notes on Revenue and Download Estimates Sensor Tower’s revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play, excluding ad monetisation, revenue from third-party Android stores or direct payments made via o ff icial brand websites or other alternative payment channels. Unless otherwise specified as net revenue, all revenue figures refer to gross revenue (i.e. before platform fees are deducted). Sensor Tower’s download data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android stores. Google Play is not available in Mainland China.

– All Rights Reserved7AgendaOverview & Methodology Global Overview of the Short Drama App Market Top Short Drama Apps in Overseas Markets Case Study: DramaWave Key Takeaways0813172506

– All Rights Reserved8Global Overview of the Short Drama App Market

– All Rights Reserved9Since the start of 2024, in-app revenue of short drama apps has experienced rapid growth globally. Quarterly revenue rose from USD $178 million in Q1 2024 to nearly USD $700 million in Q1 2025 – a 3x increase year-on-year. Cumulative revenue from Q1 2023 to Q1 2025 reached USD $2.3 billion.Global Short Drama In-App Revenue – Q1 2023 to Q1 2025Global downloads of short drama apps also experienced significant growth. In Q1 2025, total downloads surpassed 370 million, 6.2x higher than Q1 2024. Cumulative downloads from Q1 2023 to Q1 2025 reached nearly 9.5 million.Global Short Drama Downloads – Q1 2023 to Q1 2025$0M$400M$800MQ1 2023Q2 2023Q3 2023Q4 2023Q1 2024Q2 2024Q3 2024Q4 2024Q1 20250M200M400MQ1 2023Q2 2023Q3 2023Q4 2023Q1 2024Q2 2024Q3 2024Q4 2024Q1 202526%211%70%48%23%56%54%39%67%72%Source: Sensor Tower App Performance Insights Note: Sensor Tower’s revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play, excluding ad monetisation, revenue from third-party Android stores or direct payments made via official brand websites or other alternative payment channels. Unless otherwise specified as net revenue, all revenue figures refer to gross revenue (i.e. before platform fees are deducted). Sensor Tower’s download data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android stores. Google Play is not available in Mainland China.Global Short Drama App Revenue Reached ~$700M in Q1 2025 – Nearly 4x Higher than Q1 2024

– All Rights Reserved10The U.S. continues to be the top grossing market for short drama apps, experiencing a quarter-on-quarter growth of 20% in Q1 2025, nearing USD $350 million. This figure accounts for 49% of the total revenue generated by short drama apps worldwide. The Chinese iOS market and the Japan market also experienced substantial growth, with revenue increasing 48% and 57% quarter-on-quarter, respectively.$0M$180M$360MUnited StatesEuropeChina (iOS)JapanSoutheast AsiaLatin America2025 Q1 Global Short Drama In-App Revenue – by MarketAs short drama apps gain popularity, LATAM, Southeast Asia, India, the U.S. and Europe have seen significant growth in downloads. In particular, the LATAM market experienced a remarkable quarter-on-quarter increase of 60%, reaching nearly 100 million installs. The Southeast Asia market followed closely with a 61% quarter-on-quarter rise, reaching nearly 87 million downloads (excluding third-party Android app stores). 2025 Q1 Global Short Drama App Downloads – by MarketThe U.S Contributed Nearly 50% of Global Short Drama App Revenue, While LATAM and Southeast Asia Accounted for Over 50% of Global Downloads20%48%24%57%17%27%Revenue0M60M120MLatin AmericaSoutheast AsiaChina (iOS)IndiaUnited StatesEurope69%-9%61%113%54%65%DownloadsSource: Sensor Tower App Performance Insights Note: Sensor Tower’s revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play, excluding ad monetisation, revenue from third-party Android stores or direct payments made via official brand websites or other alternative payment channels. Unless otherwise specified as net revenue, all revenue figures refer to gross revenue (i.e. before platform fees are deducted). Sensor Tower’s download data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android stores. Google Play is not available in Mainland China. Others 11% Latin America 5% Southeast Asia 7% Japan 8% China 10% Europe 11% United States 49% Others 12% Europe 7% United States 8% India 11% China 12% Southeast Asia 24% Latin America 27%

– All Rights Reserved11ReelShort and DramaBox led short drama app monetisation in Q1 2025, with in-app revenues growing 31% and 29% quarter-on-quarter respectively. This growth resulted in revenues of USD $130 million and USD $120 million respectively, positioning them as the leading apps in both revenue and revenue growth rankings. As of March 2025, their cumulative global revenues reached USD $490 million and USD $450 million respectively.2025 Q1 Top Short Drama Apps by In-App RevenueFlickReels saw a breakout quarter with in-app revenue surging 3.75x quarter-on-quarter, making it the 7th highest grossing short drama app in terms of revenue and 4th in revenue growth. Several new short drama apps that launched in the second half of 2024 – including NetShort, DramaWave and FlickReels – have demonstrated remarkable revenue growth and now rank among the global top 10 for in-app revenue.2025 Q1 Top Short Drama Apps by In-App Revenue GrowthReelShort DramaBox GoodShort ShortMax NetShort DramaWave FlickReels MoboReels Kalos TV My Drama $0M$130M29%44%171%244%375%1%31%-13%-15%25%ReelShort DramaBox GoodShort FlickReels DramaWave NetShort StardustTV ShotShort My Drama GalateaTV $0M$31M29%44%171%244%375%92%31%47%25%29%Source: Sensor Tower App Performance Insights Note: Sensor Tower’s revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play, excluding ad monetisation, revenue from third-party Android stores or direct payments made via official brand websites or other alternative payment channels. Unless otherwise specified as net revenue, all revenue figures refer to gross revenue (i.e. before platform fees are deducted). ReelShort and DramaBox Lead the Pack, While Newcomers like DramaWave and FlickReels See Explosive Growth

– All Rights Reserved12DramaBox maintained steady growth in Southeast Asia and LATAM, reaching 55 million installs in Q1 2025 and securing the #1 spot in short drama app downloads. Meanwhile, DramaWave experienced a remarkable increase in downloads in Q1 2025, surging over 10x to reach a total of 43 million downloads. This growth has positioned DramaWave at #1 of the downloads growth ranking and #2 in downloads ranking globally. 2025 Q1 Top Short Drama Apps by DownloadsIn Q1 2025, short drama apps such as Kuku TV, RapidTV, NetShort, FlickReels, FreeReels, MeloShort and StardustTV showed significant download growth, quickly emerging from a competitive market and establishing their presence among the fastest-growing short drama apps globally.2025 Q1 Top Short Drama Apps by Downloads GrowthDramaBox DramaWave ReelShort GoodShort ShortMax Kuku TV NetShort RapidTV FlickReels FreeReels 0M55M1025%34%-29%265%297%13.4K%4%746%124%507%DramaWave Kuku TV GoodShort RapidTV NetShort FlickReels ReelShort FreeReels MeloShort StardustTV 0M39M265%124%746%297%13.4K%34%1025%507%2934%94%DramaWave Downloads Soared Over 10× QoQ in Q1 2025, Topping the Global Short Drama App Growth ChartSource: Sensor Tower App Performance Insights Note: Sensor Tower’s download data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android stores. Google Play is not available in Mainland China.

– All Rights Reserved13Top Short Drama Apps in Overseas Markets

– All Rights Reserved14Q1 2025 Top Short Drama Apps by In-App RevenueRankLogoApp & Publisher1ReelShort2DramaBox3GoodShort4ShortMax5FlickReels6NetShort7Dramawave8Kalos TV9MiniShorts10My DramaUnited StatesRankLogoAdvertiser1DramaBox2GoodShort3ShortMax4ReelShort5NetShort6MoboReels7FlickReels8StardustTV9DramaWave10ShotShortJapanRankLogoAdvertiser1DramaBox2ShortMax3ReelShort4FlickReels5MoboReels6NetShort7StardustTV8GoodShort9DramaWave10ShotShortSouth KoreaRankLogoAdvertiser1DramaBox2ShortMax3DramaWave4GoodShort5NetShort6ReelShort7StardustTV8FlickReels9Kalos TV10ShotShortSoutheast AsiaRankLogoAdvertiser1DramaBox2ReelShort3GoodShort4ShortMax5DramaWave6NetShort7MoboReels8My Drama9StardustTV10ShotShortLatin AmericaSource: Sensor Tower App Performance Insights Note: Sensor Tower’s revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play, excluding ad monetisation, revenue from third-party Android stores or direct payments made via official brand websites or other alternative payment channels. Unless otherwise specified as net revenue, all revenue figures refer to gross revenue (i.e. before platform fees are deducted).

– All Rights Reserved15RankLogoApp & Publisher1ReelShort2DramaBox3GoodShort4FlickReels5DramaWave6NetShort7ShortMax8MeloShort9StardustTV10MoboReelsRankLogoAdvertiser1DramaBox2GoodShort3YuzuDrama4ReelShort5DramaWave6ShortMax7FlickReels8NetShort9StardustTV10Micro DramaRankLogoAdvertiser1DramaBox2ShortMax3FlickReels4Micro Drama5ReelShort6Short Reels7Vigloo8RapidTV9Popcorn Drama10DramaWaveRankLogoAdvertiser1DramaBox2DramaWave3ShortMax4FreeReels5GoodShort6Melolo7Micro Drama8RapidTV9ReelShort10StardustTVRankLogoAdvertiser1DramaWave2DramaBox3ReelShort4GoodShort5RapidTV6ShortMax7MeloShort8FlickReels9Swift Drama10NetShortSource: Sensor Tower App Performance Insights Note: Sensor Tower’s download data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android stores. Google Play is not available in Mainland China. Q1 2025 Top Short Drama Apps by DownloadsUnited StatesJapanSouth KoreaSoutheast AsiaLatin America

– All Rights Reserved16RankLogoApp & Publisher1ReelShort2DramaBox3GoodShort4ShortMax5Dramawave6NetShort7FlickReels8DreameShort9StardustTV10MiniShortsRankLogoAdvertiser1GoodShort2DramaBox3ShortMax4YuzuDrama5NetShort6StardustTV7TopShort8BUMP9FlickReels10DramawaveRankLogoAdvertiser1DramaBox2Micro Drama3ShortMax4Short Reels5GoodShort6NetShort7StardustTV8FlickReels9MoboReels10Popcorn DramaRankLogoAdvertiser1DramaBox2ShortMax3Dramawave4FreeReels5GoodShort6Micro Drama7MoboReels8ReelShort9StardustTV10NetShortRankLogoAdvertiser1DramaBox2GoodShort3Dramawave4ShortMax5ReelShort6NetShort7RapidTV8Short Reels9MoboReels10Micro DramaUnited StatesJapanSouth KoreaSoutheast AsiaLatin AmericaSource: Sensor Tower App Performance Insights Note: Sensor Tower’s monthly active user estimates are based on data from the App Store and Google Play. The figures do not include users from third-party Android marketplaces. Google Play is not available in mainland China. Q1 2025 Top Short Drama Apps by Monthly Active Users

– All Rights Reserved17Case Study: DramaWave

– All Rights Reserved18•Release Date: September 2024 •Publisher: SKYWORK AI •Cumulative Downloads: 53 million •Cumulative In-App Revenue: $47 million •App Store Rating (U.S.): 4.9 •Monetisation Model: Ads, In-App Purchases, In-App Revenue •Popular In-App Purchase Products: Monthly VIP Membership: USD $19.90/ month One-time Purchase Offer: USD $9.99 Weekly VIP Membership: USD $19.90/ weekApp OverviewDramaWaveSKYWORK AI PTE LTDDownload & In-App Revenue TrendsDeveloped by SKYWORK AI, DramaWave officially entered international markets in September 2024. By prioritising original content and strong localisation, DramaWave provides emotionally engaging short dramas with rich themes, high-quality visuals, multilingual subtitles and frequent content updates. These features have made it highly popular among global users – with the app holding a stellar 4.9 rating on the U.S. App Store. According to Sensor Tower’s App Performance Insights, as of April 2025, DramaWave has accumulated 53 million downloads and generated an in-app revenue of USD $47 million globally.Monthly Downloads0M11M21MSep 2024Oct 2024Nov 2024Dec 2024Jan 2025Feb 2025Mar 2025Apr 2025Source: Sensor Tower App Performance Insights Note: Sensor Tower’s revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play, excluding ad monetisation, revenue from third-party Android stores or direct payments made via official brand websites or other alternative payment channels. Unless otherwise specified as net revenue, all revenue figures refer to gross revenue (i.e. before platform fees are deducted). Sensor Tower’s download data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android stores. Google Play is not available in Mainland China.Monthly In-App Revenue$0M$7M$14MSep 2024Oct 2024Nov 2024Dec 2024Jan 2025Feb 2025Mar 2025Apr 2025

– All Rights Reserved19In February, the launch of popular short dramas such as “Married My Sister’s Fiancé” sparked a surge in market demand, propelling DramaWave into a phase of accelerated download growth. According to Sensor Tower’s App Intelligence, DramaWave’s downloads more than doubled month-over-month, surpassing 20 million (excluding third-party Android stores).DramaWave Daily Downloads – By DevicesDuring its early growth phase, DramaWave focused its efforts on emerging markets like Southeast Asia and Latin America, which together contributed for 72% of its total downloads. Given the higher Android penetration in these regions, Android devices accounted for 86% of all DramaWave installs.DramaWave Download Share – By Device & MarketBy DevicesDaily Downloads0M0.7M1.4M2024/09/192024/10/022024/10/152024/10/282024/11/102024/11/232024/12/062024/12/192025/01/012025/01/142025/01/272025/02/092025/02/222025/03/072025/03/202025/04/022025/04/15AndroidiPhoneMarried My Sister’s FianceBy MarketsSource: Sensor Tower App Performance Insights Note: Sensor Tower’s download data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android stores. Google Play is not available in Mainland China. DramaWave Gains Traction in Emerging Markets Like Southeast Asia and Latin America through Hit Short Dramas iPhone 14% Android 86% Others 18% India 5% United States 6% Latin America 36% Southeast Asia 36%

– All Rights Reserved20DramaWave’s monthly active user base expanded rapidly thanks to strong growth in Latin America and Southeast Asia. By April 2025, DramaWave ranked #2 globally in monthly active users, just behind DramaBox.Global MAU Trends of Leading Short Drama AppsGrowth in Southeast Asia and Latin America drove the surge in DramaWave’s active users. In April 2025, 39% of MAUs came from Southeast Asia and 35% came from Latin America. This regional momentum significantly contributed to DramaWave’s rise in global MAU rankings.DramaWave MAU Breakdown – by MarketMonthly Active Users (MAU)May 2024Jun 2024July 2024Aug 2024Sep 2024Oct 2024Nov 2024Dec 2024Jan 2025Feb 2025Mar 2025Apr 2025DramaBoxDramawaveShortMaxGoodShortReelShortMonthly Active Users (MAU)Sep 2024Oct 2024Nov 2024Dec 2024Jan 2025Feb 2025Mar 2025Apr 2025Latin AmericaSoutheast AsiaOthersMAU in AprilSource: Sensor Tower App Performance Insights Note: Sensor Tower’s download data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android stores. Google Play is not available in Mainland China. DramaWave’s Monthly Active Users Surged, Reaching the #2 Spot Globally Among Short Drama Apps Others 26% Southeast Asia 39% Latin America 35%

– All Rights Reserved21Fuelled by the launch of new short dramas and increased advertising spend, DramaWave continues to break daily revenue records. On April 16, daily in-app revenue for DramaWave surpassed USD $520,000. Weekend spikes in in-app revenue are common, mainly driven by in-app promotions and increased user engagement during leisure time.DramaWave Daily In-App Revenue – by DeviceFor DramaWave, iPhone users account for majority of in-app purchases at 58%, while Android users contributes 42%. From a market perspective, the U.S. alone drives 42% of DramaWave’s total in-app revenue, followed by Southeast Asia (13%), Latin America (8%) and Japan (7%).DramaWave In-App Revenue Breakdown – by Device & MarketBy DevicesDaily In-App Revenue$0K$200K$400K2024/10/022024/10/152024/10/282024/11/102024/11/232024/12/062024/12/192025/01/012025/01/142025/01/272025/02/092025/02/222025/03/072025/03/202025/04/022025/04/15AndroidiPhoneBy MarketsSource: Sensor Tower App Performance Insights Note: Sensor Tower’s revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play, excluding ad monetisation, revenue from third-party Android stores or direct payments made via official brand websites or other alternative payment channels. Unless otherwise specified as net revenue, all revenue figures refer to gross revenue (i.e. before platform fees are deducted). DramaWave Sets New Daily Revenue Records, with the U.S. Market Contributing 42% of Total In-App Revenue iPhone 58% Android 42% Others 30% Latin America 8% Southeast Asia 13% Japan 7% United States 42%

– All Rights Reserved22Paid advertising is the main driver of downloads for DramaWave. From September to December 2024, over 80% of the app downloads came from paid ads. As of March 2025, paid ad downloads accounted for more than 73% of total app installs.DramaWave Download Source BreakdownUnity was the dominant platform for DramaWave’s user acquisition ads in Q1 2025, accounting for 98% of all global ad impressions. Only 2% of impressions came from other ad platforms.Q1 2025 Global Ad Impression Share – by Platform56%36%60%40%52%46%58%38%54%38%0%25%50%75%100%Sep 2024Oct 2024Nov 2024Dec 2024Jan 2025Feb 2025Mar 2025Paid Ads DownloadsOrganic DownloadsPaid Search DownloadsWeb DownloadsAdvertising SharePaid Ads Drove 73% of DramaWave’s Downloads; Unity Was the Primary Ad Delivery PlatformSource: Sensor Tower App Performance Insights & Digital Advertising Insights Others 2% Unity 98%

– All Rights Reserved23DramaWave’s audience in the United States is 483% more likely to actively engage with social media compared to the general population. This underscores the pivotal role social platforms played in fueling the popularity of the app.DramaWave U.S. Audience ProfilesTikTok is DramaWave’s primary social media platform for user engagement and ad exposure. Its official handle @dramawaveapp has over 1.7 million followers ( link ), ranking just behind ReelShort which has 1.8 million followers ( link ). In the U.S. market, DramaWave’s ad impressions on TikTok are 200% higher than the average audience.Social Advertising Channels for DramaWave in the U.S. – by Platforms56%36%60%40%52%46%58%38%54%38% Shopping EnthusiastsSocial Media InfluencersStudentsParents Fashion EnthusiastsTikTokSnapchatFacebookSocial Media Fuelled DramaWave’s Rapid Rise: TikTok Emerged as the Key PlatformSource: Sensor Tower Audience Insights 316% 400% 483% 483% 649% 70% 97% 200%

– All Rights Reserved24IndonesiaMexicoBrazilJapanUnited StatesDramaWave Uses Localised Subtitles in Ad Creatives to Expand Global Audience ReachSource: Sensor Tower App Advertising Insights Note: Examples shown are top-performing DramaWave creatives across different markets in Q1 2025.

– All Rights Reserved25Key TakeawaysBy Q1 2025, global cumulative in-app revenue from short drama apps surpassed USD $2.3 billion. Cumulative in-app revenue for short drama apps reached USD $2.3 billion globally by Q1 2025 – nearly 8x higher than Q1 2024, with the U.S. contributing nearly 50% of total revenue. In the same quarter, Southeast Asia and Latin America saw surging download growth, accounting for over 51% of global installs together.123ReelShort and DramaBox maintain their positions as leaders in the global short drama app market, while emerging players like DramaWave, NetShort and FlickReels are swiftly gaining traction. ReelShort and DramaBox reached USD $521 million and USD $470 million in global cumulative revenue respectively, maintaining their lead in the short drama app market globally. Meanwhile. DramaWave, NetShort and FlickReels emerged as breakout hits, quickly scaling in regional markets.DramaWave’s downloads grew over 10x quarter-on-quarter in Q1 2025, topping the global download growth chart. Fuelled by dramatic original storylines, high-quality visuals, localised subtitles and a strong paid ad and social media strategy, DramaWave saw its downloads surge 10x in Q1 2025 – securing the #2 spot in total overseas downloads and topping the growth ranking.

– All Rights Reserved26Sensor Tower Terms of UseThis report and all original content contained within are wholly owned by Sensor Tower, Inc. © 2025. Modification, republication, distribution, or other unauthorized usage violate this copyright, unless express permission has been granted. App icons, images, and other branding assets are property of their respective publishers and are used expressly for the purpose of editorial commentary. If you would like to republish any of the data contained in this report, please email info@sensortower.com for further information on how to do so. We’re always happy to work with news organizations to provide custom data, insights and commentary. Contact press-apac@sensortower.com for help. Interested in our latest mobile insights? Read and download our new analysis of the mobile ecosystem at: sensortower.com/blog

– All Rights Reserved27Sensor Tower APAC Insights TeamRui Ma Senior Analyst, APAC ShenzhenDonny Kristianto Principal Market Insights Manager SingaporeHideyuki Tsuji Mobile Insights Strategist TokyoNan Lu VP of Marketing, APAC San FranciscoSara Tan Marketing Operations, APAC SingaporeYena You Mobile Insights Strategist Seoul A^ AuthorContributorContributorContributorContributorContributor

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