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Microdrama's Male Audience Surges 30x
23 Jul
Summary
- Male microdrama viewership grew from 1.1% to over 30% in two years.
- Genre expansion beyond romance drives male audience growth.
- Younger audiences, aged 22-27, are significantly increasing viewership.
The microdrama landscape is experiencing a dramatic transformation, with male viewership exploding in recent years. Once a niche audience representing a mere 1.1% of monthly active users on platforms like Holywater Tech, men now constitute over 30% of the viewer base. This expansion is attributed to the diversification of microdrama genres beyond romance, now encompassing sci-fi, fantasy, and horror.
The report indicates that while romance remains a dominant genre for 74% of viewers, traditional drama and comedy also see significant engagement. Younger demographics are also driving change, with the 22-27 age group nearly tripling their share of viewing time over the past five quarters. This demographic shift, coupled with the increasing male audience, is redefining viewer preferences and popularizing "in-bed viewing."
Despite this evolution, female viewers still form the majority and watch more frequently and for longer durations. However, the overall audience profile is becoming more diverse, increasingly encompassing males and younger demographics globally. The vertical video economy, excluding China, is projected to reach $150 billion by 2026, highlighting the growing significance of microdrama content.
