Tencent’s short-drama service reportedly tops 100 million monthly users

Tencent's Lvpaopao short-drama mini-program has reached 143 million monthly active users in August, with weekly active users increasing by 44.1% in the first week of October compared to the first week of September. The service offers free live-action dramas, AI-generated dramas, and animation, with advertising between episodes, and is available inside WeChat.

The growth of Lvpaopao matters for social commerce as it benefits from WeChat's existing traffic and video ecosystem, allowing for increased advertising and promotion opportunities. With 43,000 advertising creatives run between October 1 and 7, Lvpaopao's expansion is likely to have a significant impact on the social commerce landscape in China, particularly in the areas of shoppable video and live commerce.