On the 19th, domestic corporation Watcha announced the official launch of its short drama platform Shortcha on iOS and Android in the United States. With this launch, Watcha is making a full-scale entry into the United States, a center of the rapidly growing global short drama market.
Shortcha is a platform dedicated to short dramas (short-form content), consisting of mobile-optimized content in the form of episodes under one minute long. Short dramas are a type of entertainment that can be enjoyed effortlessly during commutes or short breaks. According to the global research firm Sensor Tower, the annual in-app purchase revenue for short-form content apps worldwide, starting with China, is projected to reach $17 billion (approximately 23 trillion won) by 2024.
In particular, the U.S. short drama platform market is leading market expansion alongside China. According to Appfigures, the U.S. short drama market has seen explosive growth over the last 1 to 2 years, recording a growth rate of about 800% from $1.8 million in the first quarter of 2023 to $146 million in the first quarter of 2024.
The Shortcha platform launched in the U.S. features not only original short dramas produced by Watcha but also popular short dramas verified in various countries, including the United States, the United Kingdom, and China. Viewers can enjoy a variety of global short dramas on one platform, including K-content such as 'The Most Painful Kiss' and 'Please Teach Me.' This aims to satisfy the diverse tastes of global viewers and enhance Shortcha's unique competitive edge in content.
Shortcha offers some episodes for free and has introduced various revenue models, including paid viewing or free viewing through advertisements. A rewards system, such as attendance checks, has also been implemented to increase user participation on the platform. Shortcha's unique user experience, characterized by rapid developments, intense storytelling, and vertical video formats, has resonated well with a mobile-centric consumer base, including Generation Z and Millennials.
A Watcha official noted, 'The expansion of Shortcha into the U.S. aims to provide global viewers with a richer and more differentiated content experience in response to the rapidly changing media consumption trends.' They added, 'We will deliver a new entertainment experience that transcends language and culture through concise yet powerful storytelling.'