Recent research from Omdia reveals that micro-dramas are becoming a powerful force in online video, capturing more mobile viewing time among U.S. audiences than major streaming platforms like Netflix, Disney+, and Amazon Prime Video. This innovative content format is not only transforming user engagement but also driving significant revenue growth.
Omdia projects that global micro-drama revenues will reach US$11 billion by 2025 and rise to US$14 billion by the end of 2026. Notably, around US$3 billion of this revenue is expected to be generated outside of China, with the United States emerging as the leading international market. By 2026, the U.S. alone is expected to contribute US$1.5 billion, accounting for half of micro-drama earnings outside China.
Maria Rua Aguete, Head of Media and Entertainment at Omdia, emphasised the rising importance of micro-dramas at the MIP London event, stating, “Micro-dramas are no longer a niche experiment. They have become a core driver of mobile video engagement.” The distinct format, generally running 1 to 2 minutes and designed for vertical viewing on mobile devices, primarily targets women aged 25 to 45 but is increasingly diversifying to reach a broader audience.
Omdia’s analysis of mobile usage data from Q4 2025 indicates high engagement with micro-drama apps. For instance, the app ReelShort attracted an impressive average of 35.7 minutes of daily viewing time per user—outperforming Netflix (24.8 minutes), Amazon Prime Video (26.9 minutes), and Disney+ (23 minutes). While Netflix maintains a lead with 12 million monthly active mobile users, the engagement intensity of micro-drama apps suggests a shift in audience preferences.
This growing trend is also evident in other markets. In the UK, FlickReels surpasses Amazon Prime Video in daily usage, while Mexico’s DramaBox outstrips both Amazon and Disney+ in mobile viewing time. As audiences gravitate toward shorter, more engaging content, traditional media companies are adapting. Platforms such as ViX and GloboPlay are incorporating short-form serialised content into their offerings to enhance audience engagement.
The rise of micro-dramas places increasing pressure on traditional streaming giants, compelling them to enhance their mobile engagement strategies to remain competitive. Aguete noted that these formats are reshaping how stories are consumed on mobile devices without replacing long-form content.
Finally, micro-dramas present exciting opportunities for telecommunications companies. Their mobile-first design, low production costs, and high engagement potential enable telcos to bundle these offerings as value-added services, helping to retain customers and enhance advertising partnerships. Overall, micro-dramas are not just a fleeting trend; they are revolutionising mobile video consumption globally, creating new pathways for growth across various sectors in the media landscape.
