Markets

Omdia has held a Microdrama conference yesterday at the MIP London Vertical summit where asserted that Microdramas are rapidly emerging as one of the fastest-scaling formats in online video. Omdia analysis of mobile usage data shows that in the US users now spend more time per day watching microdramas on mobile apps than they do watching Netflix, Disney+ or Amazon Prime Video on mobile devices.

Omdia estimates global microdrama revenues reached $11 billion in 2025 and will grow to $14 billion by the end of 2026. Of that, $3 billion will be generated outside China, with the US now the largest international market. By 2026, the US will account for 50% of all microdrama revenues outside China, reaching $1.5 billion, underlining the format’s rapid global expansion.

“Microdramas are no longer a niche experiment. They are becoming a core driver of mobile video engagement,” said Maria Rua Aguete, Head of Media and 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 biggest streaming platforms.”

The Battle For Mobile Attention
Typically one to two minutes long, vertically formatted and mobile first, microdramas primarily target women aged 25 to 45, although new genres are reaching new audiences. Omdia’s analysis of Q4 2025 mobile usage data shows that in the US, microdrama apps such as ReelShort generate higher daily mobile viewing time than major streaming services: ReelShort averages 35.7 minutes per user per day, compared to 24.8 minutes for Netflix and 23.0 minutes for Disney+.

While Netflix continues to lead in monthly active mobile users, 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.”

Global Expansion And Market Impact
The trend is accelerating internationally. In the UK, FlickReels generates higher daily usage than Amazon Prime Video, while in Mexico, DramaBox outpaces both Amazon and Disney+. Traditional players like TelevisaUnivision’s ViX and GloboPlay are also adapting by embedding short-form serial content within their ecosystems.

Maria Rua Aguete concluded: “Vertical video strategies, including microdramas, are becoming a logical next step for streamers that want to increase mobile usage without cannibalizing their long-form premium content. Microdramas are not replacing TV or streaming, but they are reshaping how audiences consume storytelling on mobile.”

Microdramas are also an opportunity for telcos, by offering them a unique structural opportunity beyond just a content trend. These mobile-first, snackable videos are highly addictive, low-cost, and optimized for daily engagement—perfect for mobile consumption. As telcos face challenges like ARPU pressure, commoditized connectivity, churn, and heavy 5G investments, microdramas could serve as a bundled value-add; a churn reduction tool; an ad-funded partnership opportunity and a data-driven engagement engine.