China Literature's Weixin ad income reached RMB398m after short-drama expansion
A China Literature circular says advertising commissions from newer Weixin Mini Program arrangements rose to about RMB398m in the first nine months of 2026, after the arrangements were extended to short drama and AI-animated drama.
What this basis means: Regulatory filing, government body, court or industry association.
China Literature (HKEX: 772) published a shareholder circular on 11 November 2026 on its proposal, announced on 12 October, to raise the caps on advertising commissions paid to it by Tencent to RMB1,100m, RMB1,900m and RMB2,200m for 2026, 2027 and 2028. Independent shareholders vote at an extraordinary general meeting on 9 December.
The circular gives a breakdown the October announcement did not. Commissions from the newer advertising arrangements inside Weixin Mini Programs, introduced in 2025, grew from over RMB150m in 2025 to about RMB398m in the nine months to 30 September 2026. Total commissions under the agreement were about RMB566.3m over the nine months, more than the full-year 2025 amount.
The company says the Mini Program arrangements were extended from online literature to short drama and AI-animated drama in the second quarter of 2026, and that the business grew significantly from August. It expects the new arrangements to grow by about 10% to 20% a year in 2027 and 2028 and may explore distribution through Weixin Video Accounts.
The circular cites a China Netcasting Services Association white paper that expected free, advertising-funded titles to account for about 66.3% of China's micro-drama market in 2025.
Companies China Literature, Tencent
Sources
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