According to data from Omdia, global revenue from micro-dramas reached $110 billion in 2025 and is projected to grow to $140 billion by the end of 2026. Markets outside China contributed $30 billion, with the United States currently being the largest international market. By 2026, the US is expected to account for 50% of micro-drama revenue outside China, reaching $15 billion, highlighting the rapid global expansion of this content format.
Maria Rua Aguete, Head of Media and Entertainment at Omdia, stated at the London MIP event: "Micro-dramas are no longer a niche experiment; they are becoming a core driver of mobile video interaction. The standout feature is not just revenue growth but also usage intensity. On mobile devices, the daily viewing time for micro-drama apps has already surpassed that of the world's largest streaming platforms."
Micro-dramas typically feature episodes lasting 1-2 minutes, are designed for vertical screens with mobile as the primary platform, and primarily target women aged 25-45. However, some new genres are attempting to attract more male viewers and other new audience segments. Content is mainly discovered and distributed through platforms like YouTube, Instagram, and TikTok.
Based on Omdia's analysis of Sensor Tower's mobile usage data for the fourth quarter of 2025, micro-drama apps in the US market have exceeded major streaming services in average daily viewing time per user: ReelShort: 35.7 minutes per user per day; Netflix: 24.8 minutes; Amazon Prime Video: 26.9 minutes; Disney+: 23.0 minutes.
Although Netflix still leads in monthly active mobile users in the US, with approximately 12 million, compared to ReelShort's about 1.1 million, the intensity of user engagement reflects a different competitive landscape.
Maria Rua Aguete added: "Micro-dramas currently hold an advantage in competing for user attention, if not in scale. This is also the metric streaming platforms are most concerned about, as it relates to growth in mobile usage and competition with social video platforms where daily interaction time is close to 80 minutes."
As platforms like YouTube attract users on both mobile and TV screens, streaming services such as Netflix and Disney+ also need vertical short-form content to enhance mobile interaction and user retention.
The growth momentum for micro-dramas in international markets is accelerating. In the UK, FlickReels' average daily usage time is higher than Amazon Prime Video (22.39 minutes vs. 21.47 minutes). In Mexico, DramaBox exceeds both Amazon Prime Video (27.9 minutes vs. 23.8 minutes) and Disney+ (22.5 minutes).
Traditional media are also adapting to this trend. Platforms like TelevisaUnivision's ViX in Mexico and GloboPlay in Brazil are integrating micro-drama content into their AVOD and freemium ecosystems to boost user engagement and reach.
Omdia analysis indicates that global streaming services like Netflix, Amazon Prime Video, and Disney+ are under increasing pressure to narrow the gap in mobile user engagement with social platforms such as YouTube and TikTok, where users spend nearly 80 minutes per day.
Maria Rua Aguete concluded: "A vertical video strategy, including micro-dramas, is becoming a natural choice for streaming services to enhance mobile usage without eroding their long-form premium content. Micro-dramas are not replacing television or streaming but are reshaping how audiences consume stories on mobile devices."
Micro-dramas also present structural opportunities for telecommunications operators beyond being just a content trend. This mobile-first, lightweight video content is highly engaging, low-cost, and optimized for daily interaction, making it ideal for mobile consumption. Facing challenges such as ARPU pressure, commoditized connectivity, user churn, and high 5G investments, micro-dramas can serve as value-added bundled services, tools for churn control, opportunities for advertising partnerships, and data-driven user engagement engines.
Micro-dramas are reshaping mobile video consumption, creating new opportunities for telecom operators, streaming platforms, and content creators.
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