Japan aims for 10 million subscribers for its vertical fiction

In Tokyo, vertical drama now has its own summit. The "Short Drama Summit JAPAN 2025 Summer," organized by LINE Yahoo!, brought together producers, platforms, and creators to take stock of the industry and set a clear ambition: to reach 10 million paying users per month.

A booming market

According to Line Voom, the short video platform integrated into the LINE app, itself a widely used instant messaging service in Japan, the global duanju market was worth $1.5 billion in 2024. Japan's market is still small (around €100 million) but is experiencing rapid growth: quadrupled in one year, with a projection of €470 million by 2029. The organizers see the potential for a new cultural ecosystem, capable of competing with digital publishing and streaming.

The summit highlighted the sector's main players. BUMP, with over 230 million downloads, stood out thanks to series like The Perfect Girlfriend's Condition. Gokko, a studio entirely dedicated to vertical fiction, has already produced nearly 2,000 videos, accumulating over 9.4 billion views. DramaBox, of Chinese origin but now established in Japan, is expanding by leveraging the enormous catalog of Chinese productions. Alongside these leaders, other producers such as COL JAPAN or WaGa are experimenting with hybrid formats and seeking to structure the local market.

The discussions revealed a creative tension: should we prioritize speed and immediate consumption, or aim for stories that leave a lasting impression on viewers? Some speakers compared vertical fiction to fast food, where efficiency is paramount. Others emphasized the importance of the storyline, which is key to attracting international audiences and giving duanju a true artistic identity.

The challenge of monetization

The business model is still under construction. Most platforms combine pay-per-episode subscriptions, advertising, and subscription plans. BUMP and Gokko are exploring the idea of a “500 yen package” (about 3 euros), allowing viewers to watch a full season at a discounted price, in order to get viewers used to paying. But retention remains a problem: many users subscribe for a week before canceling.

Everyone agrees: to reach the 10 million subscriber mark, Japan must produce more compelling content, attract established players, and develop a true vertical fiction culture. As LINE VOOM pointed out, while manga took 20 years to establish itself as a major sector, duanju could follow the same path... but much faster.

Source :

• Natalie.mu , August 29, 2025