In the United States, adoption has reached similar levels across both mobile ecosystems. Around 9% of iPhone users and 10% of Android users reported using at least one microdrama app over the past three months. Monetization is also nearly identical, with 69% of iPhone users and 68% of Android users paying for content through subscriptions, one-off purchases or in-app currencies.
Outside the U.S., however, payment behavior varies more substantially. In Brazil, 48% of iPhone users pay for microdrama content compared with 39% of Android users. Germany records a smaller but notable gap at 49% versus 44%, while South Korea shows the largest difference among the markets analyzed, with 59% of iPhone users paying for content compared with 45% of Android users.
Omdia complemented its consumer survey with Sensor Tower data, which indicates that iPhone users spend approximately US$14 per week on microdrama apps, compared with roughly US$10 per week for Android users.
The findings suggest that while audience reach is becoming increasingly similar across mobile platforms, consumer value and willingness to pay continue to differ significantly by device ecosystem and geography.
Commenting on the research, María Rúa Aguete, Head of Media & Entertainment at Omdia, said: "Microdramas are rapidly becoming one of the fastest-growing segments of digital entertainment. Understanding who watches is important, but understanding who pays is what drives long-term commercial success. What's particularly fascinating is how our research challenges many of the assumptions surrounding microdrama audiences. The genre has often been dismissed as appealing primarily to lower-income or niche consumers. Our findings tell a different story. In many markets, iPhone users are actually more likely to pay for microdrama content than Android users, highlighting that these audiences are more diverse and commercially valuable than many in the industry have assumed. For content owners, app developers and advertisers, understanding these differences will be critical as the global microdrama market continues to expand."
Rúa Aguete will present Omdia's latest insights into the global microdrama market at IBC 2026 in Amsterdam and later this year at MIPCOM 2026 in Cannes.
