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Microdramas Dominate Mobile Viewing Over Netflix
23 Feb
Summary
- Microdrama apps now command more daily mobile viewing time than Netflix.
- Global microdrama revenues projected to reach $14B this year.
- US expected to be second-largest market, surpassing China by 2026.
Microdrama viewing on mobile devices now exceeds that of top streaming services, according to industry analysis. Apps dedicated to these short-form vertical videos are capturing more daily user engagement than Netflix, Prime Video, and Disney+.
Globally, microdrama revenues are projected to reach $14 billion by the end of this year, with significant growth anticipated through 2030. While China leads in revenue, the United States is rapidly becoming the second-largest market, expected to account for half of all revenues outside China by the end of 2026.
These microdramas, typically one to three minutes in length and often featuring romantic storylines, are predominantly watched by women aged 25-45. However, efforts are underway to expand their audience base.
Streaming platforms are taking notice, with some experimenting in the vertical video space to boost mobile engagement without affecting their premium long-form content. This trend suggests a significant shift in how audiences consume video content on mobile devices.
