Platforms such as ViX in Mexico and GloboPlay in Brazil are integrating short-form serialized content into AVOD and freemium ecosystems, using microdramas to boost engagement and reach.
Microdramas are rapidly consolidating as one of the fastest-growing formats in online video. An Omdia analysis of mobile usage data shows that in the United States, users now spend more time per day watching microdramas on mobile apps than they do watching Netflix, Disney+, or Amazon Prime Video on their phones.
Omdia estimates that global microdrama revenues reached $11 billion in 2025 and will grow to $14 billion by the end of 2026. Of that total, $3 billion will be generated outside China, with the United States now the largest international market.
By 2026, the U.S. will account for 50% of all microdrama revenues outside China, reaching $1.5 billion, underscoring the format’s rapid global expansion.
“Microdramas are no longer a niche experiment. They are becoming a core driver of mobile video consumption,” said Maria Rua Aguete, Head of Media & Entertainment at Omdia, speaking at MIP London. “What stands out is not just revenue growth, but the intensity of usage. On mobile, microdrama apps are generating more daily viewing time than the world’s largest streaming platforms.”
Microdramas outperform streamers in daily minutes watched
Typically one to two minutes long, vertically formatted, and mobile-first, microdramas primarily target women aged 25 to 45, although new genres are also seeking to attract male and other emerging audiences.
Discovery of this content is driven through platforms such as YouTube, Instagram, and TikTok.
Omdia’s analysis of Q4 2025 mobile usage data from Sensor Tower shows that in the U.S., microdrama apps such as ReelShort generate higher daily mobile viewing time than major streaming services:
– ReelShort: 35.7 minutes per user per day
– Netflix: 24.8 minutes
– Amazon Prime Video: 26.9 minutes
– Disney+: 23.0 minutes
While Netflix continues to lead in monthly active mobile users in the U.S., with around 12 million compared to ReelShort’s 1.1 million, engagement intensity tells a different story.
“Microdramas are winning the battle for attention rather than scale, at least for now,” Aguete added. “This is the metric streamers care about most as they look to grow mobile usage and compete with social video platforms, where daily engagement is approaching 80 minutes.”
With companies like YouTube capturing audiences on both mobile devices and TV screens, streamers such as Netflix and Disney need vertical and short-form content to drive engagement on smartphones.
Strategic implications for global streamers
Omdia’s analysis suggests that global platforms such as Netflix, Amazon Prime Video, and Disney+ face growing pressure to close the mobile engagement gap with social platforms like YouTube and TikTok, where users spend nearly 80 minutes per day.
“Vertical video strategies, including microdramas, are becoming the logical next step for streamers that want to increase mobile usage without cannibalizing their premium long-form content,” Aguete concluded. “Microdramas are not replacing TV or streaming, but they are reshaping how audiences consume storytelling on mobile.”
Bundling opportunities for telcos
Microdramas also represent an opportunity for telecom companies beyond being just another content trend. These mobile-first, short, and highly addictive videos are low-cost and optimized for daily consumption, making them ideal for the mobile environment.
