🎭 DRAMA IN SMALL DOSES

In the last issue of CultureWire, we explored how brands including Rare Beauty are shifting attention to Substack and longer-form engagement. This week, we’re tackling the opposite end of the content spectrum: micro dramas. These vertical soap operas are divided into 50-100 very short chapters (60-90 seconds each), with viewers able to watch some for free before unlocking more via ads or payment. The format is seeing huge growth – global revenue from micro drama apps surged 446%, from US$ 23M in January 2024 to over US $122M in January 2025. Platforms are seeing even more dramatic results, with Dramabox’s app store revenue skyrocketing from US$ 8M in 2023 to US$ 217M in 2024. ReelShort grew from $36M to $214M in the same period.

First emerging in China and gaining traction after pandemic lockdowns when commuting resumed, micro dramas are going global. While Japan, Korea, and Singapore represent promising markets, the fastest growth is happening in the US, Indonesia, Brazil, India and Mexico. What’s driving this explosion in bite-sized storytelling?

💡 OUR TAKE

Beyond attention spans: Micro dramas are evidence of a fundamental shift in how audiences engage with content. However, simply dismissing the format as ‘TV for the TikTok’ generation misses the bigger picture. What we’re witnessing isn’t simply the collapse of attention spans but a redistribution. Viewers are making increasingly conscious choices about where to invest their time. Traditional formats can still be relevant — after all, critically-acclaimed slow-burns like Severance still command devoted followings — but there is a growing preference for content at opposite ends of the investment spectrum. Audience attention is becoming more intentional, demanding either substantial value or immediate gratification.

A quiet rebellion: Audiences burned by streaming platform’s notorious cancel-culture are protecting themselves from disappointment. Micro dramas offer resolution without abandonment; episodes may end on a cliffhanger, but the overall story reaches a conclusion (unlike KAOS, 1889…). Rather than asking viewers to commit first and reward them later (maybe), micro dramas deliver immediate emotional payoff while gradually building deeper investment.

Content & co-creation advantage: Yes, Once Upon a Divorce: The Double Life of Lady Diana, The Quarterback Next Door and Breaking the Ice are as cheesy as their titles suggest. But they tap into the same audience appetite driving BookTok, Wattpad fanfic and romantasy trends, and fill a gap left by mainstream streamers. This connection isn’t coincidental – the pipeline from fan-created fiction to mainstream adaptation (like Wattpad stories becoming Netflix films) has already proven the commercial potential of these narratives. Perhaps more significantly, micro dramas are revolutionizing the creator-audience relationship: ReelShort, for example, features an interactive drama section where storylines evolve based on viewer choices. This gives audiences both the content they crave and the power to shape it.

The opportunity: Brands are already exploring micro dramas’ reach and engagement. Telkomsel offers a special bundling package with FlexTV, while Lion Parcel produced a telenovela-style ‘COD Ongkir’ commercial using the format. In China, KFC created a series featuring an ancient empress time-traveling to discover their food. Skincare brand Kans integrated products throughout storylines, generating five billion views. Alipay Little Purse combined micro drama with gamified savings. Most of these brand integrations aren’t forcing traditional content into shorter timeframes. Instead they’re embracing the format’s storytelling style and community engagement aspects.

One last thing: From Substack to micro dramas, the content spectrum stretches toward opposite poles. For marketers, the sweet spot isn’t choosing sides — it’s recognizing that the middle ground of ‘just fine’ content is rapidly becoming the riskiest place to be. In a world where attention is currency, the brands that understand its changing distribution will be the ones that thrive.

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’

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