Tim Gabe

How a Chinese Unicorn App “Out-Addicts” Netflix

Mobile entertainment has reached a critical juncture with an app, Realshort, captivating users longer than major streaming services. This success stems from a unique product design, inspired by Candy Crush, and a rapid content production model. Realshort isn't just a streaming app; it's akin to a "Candy Crush with a plot," incorporating virtual currency, ad-gated episodes, and cliffhanger paywalls—elements borrowed from mobile gaming. These patterns are transferable to any product fostering emotional user investment. The first key design pattern is the "graduated gate," a sophisticated approach to the free-to-paid transition. Instead of a sudden paywall, Realshort implements a three-stage process. Initially, the first few episodes are entirely free, requiring no signup, allowing users to experience the value proposition immediately. The second stage introduces a 30-second ad to unlock subsequent episodes, deliberately creating a slightly uncomfortable free experience that makes paying to skip ads feel like an upgrade. Finally, from episode nine onwards, users encounter coin paywalls, strategically placed at emotional peak moments like plot twists. By this point, users are conditioned to view payment as a relief from the previous friction. This graduated approach normalizes escalating commitment, starting with attention, then effort, and finally money.