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.

As the demand for bite-sized, vertical video content continues to grow, leading short-form video apps like DramaBox and ReelShorts have recognized the potential and are using social media platforms as distribution channels and feeder systems to reach their target audience.