Douyin internal testing short drama interactive props 1 diamond opens emotional payment at 0.1 yuan

According to an exclusive report from "Du Jia," Douyin is currently testing exclusive interactive props for short drama scenes. Viewers can spend platform diamonds to send these props, which will trigger corresponding interactive effects in the short drama, allowing viewers to transition from simply "watching the drama" to paying for participation in the storyline.

The report indicates that some short dramas will display entrances for props like "Iron Sand Palm · 1 Diamond" at key conflict points in the plot, with 1 diamond approximately equal to 0.1 yuan. This model opens up an interactive tipping monetization channel beyond traditional full episode unlock payments, advertisements, and short drama cards. In terms of industry background, current short drama revenue is highly concentrated among a few hit titles, putting significant pressure on small to medium projects to recoup costs, while one-time full episode payments filter out users who are only willing to make small payments. Prop payments will connect live tipping capabilities to short drama content, aiming to tap into the fragmented consumption potential of existing users.

The report also warns that low-threshold props may provoke controversies related to deliberately creating conflicts and inducing consumption, requiring the platform to maintain ongoing regulation.