What is the most popular platform for watching microdramas?

YouTube accounts for 44% of microdrama viewership, making it the leading platform for this content format.

Which age group is the most engaged with microdramas?

Viewers aged 18-34 are 21% more likely than the average viewer to have watched a microdrama in the past month, with nearly half (46%) of this age group consuming the content.

Home / Arts and Entertainment / YouTube Leads Microdrama Viewership, TikTok Gains Ground

YouTube Leads Microdrama Viewership, TikTok Gains Ground

Q: How many internet users have consumed a microdrama on social media?

According to the study, more than one in 10 internet users have watched a microdrama on social media platforms.

27 Oct

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Summary

YouTube captures 44% of microdrama viewership, TikTok at 38%
1 in 10 internet users have consumed a microdrama on social media
Viewers aged 18-34 are 21% more likely to watch microdramas

YouTube Leads Microdrama Viewership, TikTok Gains Ground

According to a recent study by Ampere Analysis, YouTube has emerged as the dominant platform for microdrama viewership, capturing 44% of the market. While TikTok has made significant inroads, accounting for 38% of microdrama views, YouTube's sheer scale and reach have allowed it to maintain a strong lead in this emerging content format.

The study also reveals that more than one in 10 internet users have consumed a microdrama on social media platforms. Viewers aged 18-34 are 21% more likely than the average viewer to have watched these short-form dramas in the past month, with nearly half (46%) of that age group engaging with the content.

The Asia-Pacific (APAC) region leads in microdrama consumption, driven by the popularity of platforms originating from China. However, countries like Thailand, Malaysia, and the Philippines have also shown strong engagement numbers in this space.