Markets

At this year’s MIP Cancun, held from November 18 to 21 at the Moon Palace Resort, the hottest topic wasn’t just the turquoise ocean or the bustling corridors of the Convention Center—it was the explosive rise of micro-dramas and their new vertical format makeover, according to VideoAge’s Dom Serafini, reporting from the market floor— there were serveral panels about this topic.

The first session, “Micro Drama, Mega Audience,” featured InterMedya’s Can Okan (Turkey), Shawn Wu of China’s COL Group, and Juan Acosta of The Mediapro Studio (Spain). Notably, The Mediapro Studio is 80% owned by China’s Orient Hontai Capital—appropriate given that China is among the most prolific producers of micro-dramas.

The second panel, “Powering LatAm’s Micro Drama Boom,” included Sammie Haw and Maritza Castro from Crazy Maple Studios, the California-based division of China’s ICVR. The panel lineup was only finalized just before the market kicked off, underscoring the rapidly evolving nature of this new entertainment sector.

Micro-dramas are not new. Hollywood first experimented with ultra-short mobile-first storytelling through Quibi in 2018—a bold, expensive venture that shut down in 2020 after burning through $1.75 billion. Yet, far from deterring the industry, Quibi’s early vision has been retooled and revived.

Today, the micro-drama renaissance is being led by Asia, with Latin America and Europe hot on its heels. The format is straightforward: dramas of up to 90 minutes, broken into 1–3 minute vertical episodes designed for mobile viewing.

The appeal is undeniable. Gen Z and young millennial audiences—especially in China—consume stories in fast, vertical bursts. Production budgets are modest compared to traditional drama, making these titles attractive for producers and distributors alike.

Companies such as DramaBox, ReelShort, MicroCo, and GamaTime are now pouring resources into this booming segment, which is already valued at $8 billion and projected to reach $25 billion worldwide by 2030.

The business model driving micro-dramas mirrors mobile gaming: a freemium approach. A handful of episodes are free to entice users, while the remaining chapters unlock through subscription, micro-purchases, or advertising. This hybrid model has proven incredibly effective at monetizing short-form serialized fiction.

MIP Cancun’s focus on micro-dramas reflects a global shift in viewer habits and storytelling formats. As attention spans shrink and mobile screens dominate, vertical short-form drama is emerging as one of the industry’s most dynamic—and profitable—new frontiers.