Tencent has launched a new mini-program called Green Bubble Short Drama within the WeChat ecosystem. The platform allows users to watch short dramas directly inside the messaging app without needing to download external software.
The service operates on an in-app advertising model where content is free for users. Revenue is generated through advertisements inserted into episodes, with content supplied by third-party production companies and licensed distributors.
To attract content partners, Tencent introduced an incentive program running from October 16 to December 31, 2026. Eligible dramas achieving at least 10 minutes of average viewing time per user can qualify for up to 100% revenue incentives, including a 90% cash share and a 10% advertising credit bonus.
The platform leverages WeChat social connections, featuring regional trending charts and a Friends Are Watching section. It also supports floating windows, enabling users to watch content while simultaneously replying to messages.
Tencent aims to compete with ByteDance's Hongguo Short Drama, which currently relies on a standalone app and algorithm-driven recommendations. Data from August 2026 shows Hongguo users averaged 125 minutes of daily usage, compared to 82–85 minutes for WeChat.
