Microdramas

• 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.

• 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.