Cultural Policy and the Sustainable Development of 12-Episode Web Series in China: Monetization, Copyright, and Global Expansion

Shangmingzhu Zhang, Hasrul Hashim and Nurzihan Binti Hassim

Studies in Media and Communication, 2025, vol. 13, issue 1, 255-268

Abstract: China’s web series market has rapidly transformed entertainment, offering interactive experiences distinct from traditional film and television. Despite its rapid growth, the industry faces key challenges in monetization, copyright protection, and international distribution. This study explores how current policies shape the sustainable development of Chinese web series, supporting growth while imposing constraints. Data was gathered through semi-structured interviews with creators and audiences and analyzed using content analysis. A novel coding approach was used, combining traditional manual methods with advanced large language model (LLM) assistance to uncover detailed insights. Applying Tony Bennett’s cultural policy theory (2001), the findings reveal that although government policies have supported market expansion, they also pose challenges—particularly for independent creators—due to limited monetization channels, insufficient copyright protection, and restrictive regulations on content. Audience feedback shows a strong willingness to pay for high-quality web series, yet free and pirated content options continue to undermine paid models. To navigate these complexities, the study recommends policy reforms that encourage market diversity, stronger copyright protection through digital technologies, and greater support for cross-cultural collaborations to expand global reach. Striking a balance between regulation and creative freedom is crucial for driving the sustainable growth of China’s web series industry.

Date: 2025
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