More than one in 10 Internet users have now watched drama episodes lasting 10 minutes or less on social media, called ‘mini-dramas’, according to new research from Ampere Analysis. Our annual global survey of over 100,000 consumers shows ‘micro-dramas’ (typically shorter than 2 minutes) and ‘mini-dramas’ gaining traction on social media, as shorter Scripted drama platforms capitalise on the increasing use of vertical videos customised for phone viewing, particularly among younger audiences

Viewers aged 18–34 are 21% more likely than the average viewer to have watched mini-dramas in the past month. As these younger audiences spend more time with vertical short-form video on their phone, commissioners are using social platforms as both distribution channels and as discovery funnels for premium apps such as DramaBox and ReelShorts.

YouTube is the most popular destination for viewers, with 44% of those who have watched a mini-drama doing so on the platform, while TikTok follows close behind at 38%. Thus, commissioners of mini- and micro-dramas can use social platforms in two main ways: first, show all episodes on services like YouTube and generate advertising revenue, or second, tease the content on TikTok or Instagram, before enticing audiences onto subscription apps.

APAC leads the adoption of mini-dramas, with engagement strongest in Thailand, Malaysia and the Philippines—reflecting mobile-first usage in these markets. In comparison, audiences in Europe are less likely than average to have watched in the past month. In terms of genre, meanwhile, Romance, Anime and Fantasy are the most popular and should be priority genres for future commissions.