Industry

The micro-series phenomenon, originating in China and characterized by vertical, highly addictive 1-to-2-minute episodes, is rapidly carving out a significant footprint in Poland. According to a new study conducted by WPP Media, approximately 3.5 million adult Poles are actively using or testing dedicated micro-series apps like ReelShort and DramaBox. The format’s casual reach is even broader, with nearly 10 million viewers having encountered micro-dramas via aggressive social media promotion on TikTok, YouTube, and Instagram.
Young women aged 18 to 35 represent the primary demographic driving this trend. This audience growth is heavily propelled by social media advertising campaigns; data from Gemius AdReal shows that from January to May 2026, ReelShort alone generated 870 million video ad impressions in Poland, making it TikTok’s ninth-largest advertiser in the country. WPP Media’s research indicates that half of the surveyed viewers began watching after stumbling upon clips while scrolling through their feeds.

Despite the growing audience, monetization remains a challenge for developers. While Polish viewers are accustomed to paying for traditional streaming subscriptions like Netflix, Canal+, or HBO Max, they are highly skeptical of subscription models for short-form content. Instead, the vast majority prefer an ad-supported access model, choosing to "pay" for their viewing time by watching commercials.
When it comes to content, Polish viewers associate micro-series with family dramas, inheritance disputes, office romances featuring billionaires, and revenge plots. While 60% of respondents surveyed by WPP Media describe the productions as cheap or cheesy, they also acknowledge that this campy style is precisely what makes them addictive.

The production of these series heavily relies on artificial intelligence (AI) to streamline everything from scriptwriting to dubbing. This integration of technology does not deter local audiences; three-quarters of viewers surveyed are either indifferent to or supportive of AI use, noting that it allows content to be produced faster and in higher volumes. Interestingly, despite China dominating 83% of the global micro-series market in 2025, according to Omdia, Polish viewers are more likely to attribute the origin of these dramas to the United States, where global media players like Fox and Versant are also ramping up investments.
WPP Media also explored local interest in domestic micro-dramas. The study found that 36% of viewers would welcome stories set in local realities featuring Polish actors, though the majority remain indifferent to the country of production. If Polish-centric micro-series were to be developed, respondents indicated they would trust Netflix or established YouTube and TikTok creators to produce them, while Polsat emerged as the preferred choice among traditional Polish broadcasters.

This rapidly growing format is increasingly attracting major global brands; advertisers like Procter & Gamble have already begun experimenting with the medium, producing dedicated commercial titles such as the 50-episode The Golden Pear Affair.