Microdrama Dominates: 80% Indians Hooked on Short Video Stories
By Business Desk
Discover why 80% of Indians are addicted to microdrama! Gen Z’s new entertainment habit offers high engagement for advertisers. Learn more.
That quick scroll through your phone? It’s turning into a full-blown mini-series binge for most Indians. A whopping 80% of audiences now prefer microdrama, making these short, episodic stories a mainstream entertainment choice.
This isn’t just a fleeting trend; it’s a regular entertainment habit, according to the “State of Microdrama in India” report. The study was conducted by ShareChat and Moj in collaboration with Kantar, revealing key insights into this growing phenomenon.
Over 86% of viewers dedicate more than 15 minutes daily to watching.
A significant 54% of viewers return for repeat sessions, showing strong engagement.
Most discover new content easily, with 77% finding microdramas through their social media feeds.
Who’s Watching?
The microdrama audience is pretty diverse, reaching across different economic groups. Many viewers own homes and travel frequently, indicating broad appeal beyond specific demographics.
Around 68% of viewers come from households earning over Rs 10 lakh annually.
A notable 63% of the audience own a home.
Plus, 64% travel more than twice a year, reflecting a mobile-first lifestyle.
When it comes to what people love watching, everyday-life stories are the clear winner. This genre resonates deeply because it’s relatable and easy to consume on the go, fitting perfectly into busy schedules.
Exactly 36% of respondents favor everyday-life stories, making them the most popular genre.
Reasons for this preference include relatability, the convenience of short-form viewing, and the engaging nature of episodic storytelling.
A Goldmine for Brands
For advertisers, microdrama is proving to be a highly effective new channel. It’s showing much stronger results than traditional short-form content, offering a fresh avenue for consumer connection.
There’s an impressive 84% brand recall among viewers.
Additionally, microdrama drives an 82% purchase intent, surpassing other formats.
Neha Markanda, Chief Business Officer at ShareChat & Moj, explained that microdrama has become a unique entertainment category. It perfectly suits mobile-first lifestyles by blending quick convenience with emotional depth, she noted.
Ebu Isaac, Head of Media and Analytics at Kantar South Asia, added that this success shows a big change in India’s digital content scene. Frequent, mobile-first consumption combined with episodic stories is driving this transformation, he stated.
This rise of microdrama means more brands will likely be investing in these bite-sized stories. Expect your feeds to get even more engaging, influencing what you watch and potentially what you buy next.