In a world where the lion's share of media is consumed through mobile phones, a new form of video content is making waves for its potential to stop scrolling thumbs and capture fleeting attention spans.

Meet the vertical microdrama, the serial soap opera reconfigured for the mobile-first audience that’s rapidly gaining popularity around the world.

Why microdramas are seeing a surge in popularity

Initially developed in China following the pandemic, microdramas are a relatively new phenomenon, but some titles have already amassed view counts in the hundreds of millions. Sky News reports “over 50% of all internet users in China have watched a micro-drama, more than have ordered food online or used a ride-hailing service.”

Microdrama downloads are on the rise in other countries, too. Comparing Q1 of 2024 to Q1 of 2025, downloads have increased by 54% in the U.S., 69% in Latin America, and 113% in India, according to Sensor Tower data shared by Sky News.

This rise is steep, but it’s not surprising given that the microdrama is deliberately designed to binge, share, and go viral. The sensational, often scandalous content grabs audience attention, while dramatic cliffhangers and unresolved intrigue retain it. “The action is fast and the characters simplistic, while autoplay and multiple mini cliff hangers are designed to provide an addictive dopamine hit,” Sky News explains.

The soapy content attracts an audience that “skews 70% female,” according to How to Geek, with “melodramas and TikTok's favorite ‘romantasy’ genre” bringing in the biggest views.

What makes a vertical microdrama

As the microdrama’s popularity has grown, the format has been defined by several key attributes, outlined by the Myers Report:

• Hyper short-form narrative — Stories are told in brief segments (less than 3 minutes) across many episodes (20-100), “with cliff-hangers built in.”
• Mobile-first production — Filmed in a 9:16 vertical frame for optimal mobile viewing, microdrama content is “designed to be consumed during micro-moments (commute, line, breaks).”
• Low cost — Microdramas are often “created on lean budgets, fast-shoot schedules, and monetized via freemium, pay-per-episode or in-app purchase models.”

Though the format is relatively new, several companies have defined themselves as leaders in the microdrama space. One of the biggest names is ReelShort. An American company owned by Crazy Maple Studio —- which is backed by Chinese digital publisher COL Group — ReelShort experienced a “992% increase in downloads between 2023 and 2024, from 3.4 million in Q1 2023 to 37 million in early 2024,” and “reached over 370 million downloads and generated $700 million in revenue” in 2025, according to data reported by Wikipedia.

The recipe for ReelShort’s success? The Myers Report credits “mobile-first distribution, heavily female-skewed romance/soap plots, monetization via in-app purchases, and use of viral hooks.”

The monetization potential of microdramas

Though some full stories are available on platforms like TikTok and YouTube Shorts, most reputable microdramas only offer teasers for free and restrict access to full episodes to proprietary apps.

ReelShort generates its revenue by making viewers exchange a branded currency to unlock episodes. The coins can be purchased directly through the app or earned by watching in-app advertisements. Other microdrama apps have adopted a pay-as-you-go approach. How to Geek reports, “In-app purchases start at 49 cents on some apps and can go as high as $299.99 for a year.”

Recognizing the high monetization potential and growing audience engagement of microdramas, savvy advertisers are exploring ways to integrate their brands into this compelling content. Soham Pargaonkar, a creative producer with microdrama expertise, summarizes the appeal in a recent LinkedIn article: “Compact episodes with cliffhangers, emotional twists, or relatable moments have higher chances of going viral. Viewers are more likely to binge-watch several micro episodes in one go—and then share them.”

The challenges and risks of microdrama production

Though there is enormous revenue and brand potential associated with the rise of microdramas, the Myers Report does identify some potential pitfalls, such as:

• Monetization uncertainty — There is some concern that markets beyond China will reject the “pay-unlock model” as “users are more accustomed to ad-supported or subscription models.”
• Content saturation — “The format’s ease has led to heavy duplication of plots (revenge, billionaire romance, etc.), and some readers question long-term audience retention.”
• Union risks — “As micro-dramas scale in Hollywood, questions around labor (writing, SAG/AFTRA coverage, rights, residuals) will rise.”
• Low margins — According to a Myers Report source, an “estimated 90% of revenue” from microdramas goes to user acquisition, “leaving producers with thin margins.”

How AI can help improve microdrama production scale

The monetization uncertainty might require an adapted model to meet the demands of specific markets, but AI may offer a solution to the other issues affecting the creation and production of microdramas.

Gizmott recommends AI for improving creative tasks — like writing scripts, improving dialogue, and experimenting with different plot lines — and streamlining post-production with AI-powered scene trimming “for platform-specific formats (like TikTok’s 60-second limit),” color grading, and music generation.

Identifying “localization” as one of the “biggest bottlenecks” for microdramas, Gizmott also champions AI tools capable of adapting content for different audiences by generating scripts in multiple languages, “dubbing replicate actors’ voices in different languages,” and making sure “jokes, slang, or emotions resonate with each region.”

A short-form future ahead?

By giving audiences the addictive content they crave in the format they’re most comfortable with, vertical microdramas are successfully re-imagining storytelling for the mobile age. And with microdrama downloads on the rise in key geographies, and billions in potential revenue at stake, it appears the growth of this short-form content will only continue to accelerate.

About Eidosmedia

Eidosmedia is a global supplier of advanced content-management and digital publishing systems.

Its products are used by large news-media groups for print and digital publishing.

Customers include business dailies The Financial Times and The Wall Street Journal , as well as generalist news publications like The Times of London, The Washington Post and Le Figaro .