Industry

Men account for 54% of microdrama users in the UK, according to new research from Omdia, challenging the industry’s traditional perception of the format as primarily aimed at women and built around romance. The findings suggest that producers and streaming platforms may be overlooking a significant part of the potential audience as microdramas expand internationally. Omdia Consumer Research, conducted in April 2026, found that men represent 47% of microdrama users across the markets surveyed, although audience composition varies considerably by country. In the US, men account for 50% of users, while in Spain they represent 47%. Brazil shows a markedly different profile, with men accounting for just 29% of the audience, compared with 71% women.
“Everyone talks about microdramas as entertainment for women. But our research tells a very different story,” said María Rúa Aguete, Head of Media & Entertainment at Omdia. “Producers and platforms may be underestimating the potential audience for microdramas and how broadly the format can appeal. Nearly half of microdrama users are men. In the UK, men are actually the majority. This finding challenges the industry's longstanding association of microdramas with romance and content aimed at women.”

The findings raise questions about how content is commissioned, marketed and monetized as the short-form format develops across international markets. While romance has been central to microdramas’ early success, the audience data suggests potential for a broader range of genres, including comedy, thrillers, crime and action. The differences between markets also indicate that strategies successful in one territory may not necessarily translate directly to another, making audience research increasingly important for platforms and producers seeking to expand their reach.

Global Microdrama Market Set to Reach $14 Billion in 2026
Omdia forecasts that the global microdrama market will generate approximately $14 billion in revenue in 2026, rising to nearly $25 billion by 2031. Growth is increasingly extending beyond China, creating new opportunities for international producers, streaming platforms and distributors. As the market develops, understanding audience demographics and regional preferences will be essential to content commissioning, marketing, advertising and monetization strategies. “The next phase of microdrama growth will not simply be about producing more episodes or attracting more women. It will be about understanding different audiences, experimenting with genres and recognizing that short-form storytelling is not a niche format. It is becoming a mainstream entertainment category,” concluded Rúa Aguete.
Omdia’s findings point to a potential shift in how the industry approaches microdrama development, suggesting that a more diverse range of stories and audience-targeting strategies could help sustain the format’s international expansion.