The short drama heats up all over the world! Vietnamese publishers work together on Google to take advantage of the new global entertainment industry.
In 2025, with the rapid rise of short play content in Asian markets, the short play became a new source of entertainment for the world. Today, Google organized a film called “Sphere: Breaking the Path to Growth” in Ho Chi Minh City, Vietnam. Underline activities – Key Trends and Viable Strategies – aim to help Vietnamese publishers seize this emerging opportunity.
The short play perfects the viewing habits of users of the mobile Internet age with its 1-3 minutes of fragmentation and fast-paced narratives. As one of the fastest growing markets in South-East Asia, Viet Nam has a young, mobile and priority user group that provides fertile soil for the localization of the short play. Google’s opening keynote address focused on the short play’s global trends and consumer behaviour insights. In response to the dynamic development of short dramas overseas, Google presented the success stories and the best time available in North America, South-East Asia and the Middle East. The decoupling of user images has analysed consumer behaviour in five major markets, revealing the preferences and consumption habits of the short play audience. In response to the globalization realization strategy, the key role of internal advertising in the short play platform was emphasized, as well as how to raise income through precision advertising.
As a publishing partner for Google certification, the Viet Nam Business Enabling Corporation AnyMind Group shared its tailor-made solutions for short play platforms in its activities. AnyManager and AnyTag, the flagship products of AnyMind, are particularly prominent in supporting publishers and content creators. The AnyManager platform brings together in-depth analysis of websites, applications and social media to support single label and SDK implementation, video content distribution and user participation. Through the integration of Google tools, AnyManager helped publishers to optimize their advertising revenues, supporting 1,741 network and application publishers in March 2024, with more than 20 billion monthly advertisements.
“We are committed to providing Vietnamese publishers with not only tools, but also localized strategies and comprehensive support systems to help the short play content grow into a successful, income-generating vertical area.” For example, AnyMind supports the short play platform through the AnyTag platform, working with more than 360,000 content creators, using data-driven impactor marketing to increase content exposure.
The event also invited CleverTap to share its success stories on the OTT application, demonstrating how user retention and liquidity efficiency could be enhanced through a full funnel growth strategy. CleverTap ‘ s live presentation revealed how its solution helped the short play platform optimize the user ‘ s journey, from content discovery to fee conversion.
Google’s collaboration with AnyMind highlights the huge technology-driven potential of the short play industry. The short-time platform ‘ s liquidity is benefiting from AI-driven precision advertising and data analysis. The short surge in the Vietnamese market also reflects cultural and consumer trends in South-East Asia. Young users ‘ preference for mobile, short-term content has contributed to the rapid local spread of short plays.
In the future, technology will become a central driver as the short play market continues to expand. Google projects that online video advertising expenditures in the Asia-Pacific region will reach $50.6 billion in 2029, with a compound annual growth rate of 7.2 per cent. Against a backdrop of short-time dramas that have engulfed the world, Vietnamese publishers are opening up unprecedented opportunities and, in cooperation with Google and AnyMind, are expected to take their place in this rapidly growing market.
