Microdrama

• China is seeing a surge in the popularity of "microdramas," characterized by racy plot lines and short, 60-second episodes. • The format's massive scale is evidenced by one popular show that garnered over 4.6 billion views across its 90-episode first season. • This trend represents a significant soft power victory for China's entertainment industry, which has struggled to compete globally against South Korea's dominance.

• India is seeing a surge in the microdrama market as platforms adapt a successful commercial model originally developed in China. • The sector is attracting significant investment from venture capitalists, former Hollywood studio executives, and major entertainment companies. • Despite the boom in content creation, companies are struggling with profitability and the challenge of gaining visibility in a crowded market.

• Hollywood celebrities and major media companies are entering the "microdrama" market, a rapidly growing entertainment format featuring vertically shot, mobile-first serialized storytelling. • These productions consist of short-form episodes typically running between one and three minutes, specifically designed for smartphone consumption. • The shift reflects a strategic move by creators to capture audiences who are increasingly moving away from traditional screens toward mobile-centric content.

• Major Hollywood studios and stars, including Issa Rae, are pivoting toward "microdramas," a mobile-first storytelling format characterized by extremely short, vertical episodes. • This shift occurs as the industry seeks new growth opportunities following the intense competition of the traditional streaming wars. • The trend highlights a strategic move to capture audiences accustomed to short-form content on platforms like TikTok and Reels.

• V47 Entertainment and COL Group have partnered through VIRTUE Asia to develop brand-funded microdramas and vertical entertainment across Southeast Asia. • The collaboration targets key ASEAN markets, including Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam. • This initiative leverages COL Group's expertise in the microdrama format and its FlareFlow platform, which currently serves 33 million registered users globally.

• Viu CEO Janice Lee revealed at APOS 2026 that nearly 20% of the platform's long-form viewers have transitioned to watching microdramas. • The streamer is expanding its branded content and co-production efforts, highlighted by the Indonesia-set series “Abracadabra” produced with Samsung and starring Ji Chang-wook. • This shift matters as the short-form format attracts advertisers seeking rapid production turnarounds and higher engagement through pan-regional tentpole strategies.

• Research from Ampd and Media Partners Asia reveals that microdramas are becoming the primary "top-of-funnel" entry point for streaming audiences in Southeast Asia. • The data indicates that local content is outperforming Korean imports in key markets, with local titles holding a 33% share in Indonesia and 28% in Thailand. • This shift matters because it demonstrates that local production strength is now the decisive variable in capturing viewers once they transition to premium screens.

• Viu CEO Janice Lee reports that nearly 20% of long-form users now watch microdrama, a growing format on the platform. • The platform is expanding its branded content and co-production efforts, including a partnership with Samsung for the series "Abracadabra" starring Ji Chang-wook. • This strategy allows for rapid turnaround times, making the short-form format attractive to brands looking for quick content.

• V47 Entertainment, via its agency VIRTUE Asia, announced a partnership with COL Group on June 17, 2026, to expand microdrama and vertical-first entertainment in South East Asia. • The collaboration aims to provide brands with increased access to short-form storytelling, leveraging COL Group's expertise as a pioneer in the vertical video format. • This move matters as it allows brands to engage audiences through a rapidly growing medium of bite-sized, mobile-centric content tailored for the regional market.

• New data presented at the APOS media conference reveals that premium video now accounts for only 8% of total viewer screen time in Southeast Asia. • Microdramas have emerged as a powerful tool for capturing fleeting attention and converting casual viewers into paying audiences. • This shift highlights a significant change in viewer habits, where short-form, snackable content is disrupting traditional long-form streaming dominance.

• New research from Ampd and Media Partners Asia reveals that microdramas are becoming the primary "top-of-funnel" entry point for streaming audiences in Southeast Asia. • The data shows that local content is outperforming Korean titles in key markets, with local productions holding a 33% share in Indonesia and 28% in Thailand. • This shift is significant because it demonstrates that local production strength is now the decisive variable in attracting viewers to premium streaming screens.

• VIRTUE Asia has partnered with Chinese digital entertainment firm COL Group to expand brand access to microdramas and short-form entertainment across Southeast Asia. • The collaboration leverages VIRTUE Asia's creative expertise and COL Group's distribution capabilities to offer brands new entertainment-led storytelling opportunities. • This initiative specifically targets key regional markets, including Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam.

• Major Indian streaming platforms, including JioStar and Amazon, are heavily investing in "microdramas"—short, vertically shot melodramas designed for quick consumption. • These bite-sized shows have evolved from simple filler content into a core strategic tool for discovering new stories and testing potential future franchises. • The shift reflects a broader battle for viewer attention in a competitive digital market where short-form, mobile-first content is increasingly dominant.