According to data from QuestMobile, published by Jiemian, Tencent's mini-program for short dramas, Lvpaopao, reached 143 million active users in August.
Furthermore, in the first week of October, the number of weekly active users was 89.68 million, demonstrating a 44.1% growth compared to the first week of September.
This service is available within WeChat and offers users free dramas featuring live actors, as well as animated and AI-generated dramas, which are accompanied by advertisements between episodes. The service's distribution benefits from WeChat's existing video content ecosystem and traffic.
DataEye reports that between October 1st and 7th, Lvpaopao placed 43,000 advertising creatives. Meanwhile, the average daily number of impressions increased by 57% compared to the previous week, as Tencent intensified the promotion of this service.