Tencent short-drama platform Lvpaopao reports growth in active user base

Tencent’s short-drama service, Lvpaopao, recorded 143 million monthly active users in August, according to data from QuestMobile. Weekly engagement saw a significant uptick, with figures reaching 89.68 million during the first week of October—a 44.1% increase compared to the first week of September.

The platform, which operates as a mini-program within the WeChat app, features a mix of live-action series, AI-generated content, and animation. The service is monetized through an ad-supported model, inserting advertisements between content segments.

Tencent has intensified its promotional efforts for the service, leveraging WeChat's existing traffic infrastructure. According to DataEye, Lvpaopao deployed 43,000 advertising creatives in the first week of October, with average daily ad placements rising 57% week-over-week. The growth highlights Tencent's move to capture audience attention in the competitive short-form digital entertainment market.