Attention Economy and the Short-Drama Era: Digitalization Reshapes Consumption, Production, and Distribution in the Film Industry

Abstract

This study examines how digitalization and the rapid advancements of streaming platforms are reshaping the motion picture industry and consumer behavior. The research mainly focuses on the shift in movie mode, spending intention, and the industry’s structure based on the digital environment, collaborating with consumer behavior theory, Maslow’s Hierarchy of Needs, and the framework from the attention economy. Research approaches primarily concentrate on literature reviews and case analyses, including a comparison of distribution strategies employed by Netflix and Disney+, as well as the role of Chinese short-video platforms (Douyin and Kuaishou) in driving film promotion and distribution. The result shows that digitalization brings up the producer’s big data and AI innovation the simultaneous release strategy of the distribution side, the KOL+UGC mechanism on the marketing side, coupled with consumers increasingly shifting toward subscription models and short dramas, enables maximized utility at lower costs and with greater flexibility. The study points out that digitalization has created new opportunities for the industry (immersive experiences, differentiated content, global distribution), but also created challenges (more covert piracy, conflicts of revenue between theaters and streaming platforms, and distraction). Therefore, film enterprises should maintain competitiveness through innovation in content and the integration of online and offline channels. Consumers need to improve their awareness of copyright protection and engage in rational consumption. At the policy level, it is important to strengthen the protection of digital copyrights and promote the digital transformation of cinemas.