Microdramas Reach a New Level of Popularity in the U.S., According to Omdia Analyst
A significant milestone for the microdrama sector has been identified, according to industry analyst Omdia.
A recent analysis of mobile phone usage in the United States reveals that users are dedicating more time to watching vertical videos than to streaming services like Netflix, Disney+, or Prime Video on their devices.
This revelation carries notable implications given the early stage of microdramas in the entertainment landscape. Omdia forecasts that global microdrama revenues, estimated at $11 billion in 2025, will climb to $14 billion by the end of this year, with projections suggesting that by 2030, this figure could exceed $20 billion.
While the majority of revenue is generated in China, approximately $3 billion is expected from international markets this year, with the United States leading as the second-largest market. Omdia predicts that by the end of 2026, the U.S. will represent 50% of all microdrama revenues outside of China.
The primary audience for microdramas comprises women aged 25 to 45, though efforts are underway to engage male viewers by attracting new demographics. These shows, designed for vertical viewing on mobile devices, typically run between one to three minutes and often explore romantic and melodramatic themes.
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“Microdramas are no longer a niche experiment,” remarked Maria Rua Aguete, Head of Media and Entertainment at Omdia, who spoke at MIP London today. “They are becoming a core driver of mobile video engagement. What stands out is not just revenue growth, but the intensity of usage. On mobile, microdrama apps are generating more daily viewing time than the world’s biggest streaming platforms.”
The stats
Omdia’s analysis, based on mobile data from Sensor Tower, indicates that microdrama applications like ReelShort are surpassing subscription video on demand (SVOD) services in mobile engagement, with user discovery primarily occurring through platforms such as YouTube, TikTok, and Instagram.
ReelShort commands an average daily viewing time of 35.7 minutes, significantly higher than Netflix (24.8 minutes), Prime Video (26.9 minutes), and Disney+ (23 minutes).
Despite Netflix leading in monthly active users in the U.S. at approximately 12 million, compared to ReelShort’s 1.1 million, the engagement level for microdramas is demonstrably higher.
This trend is mirrored in the UK, where FlickReels generates more daily usage than Prime Video (22.39 minutes vs. 21.47 minutes), and in Mexico, where DramaBox surpasses Prime Video (27.9 minutes vs. 23.8 minutes) and Disney+ (22.5 minutes).
“Microdramas are winning the battle for attention, rather than scale, at least for now,” Aguete noted. “This is the metric streamers care about most as they look to grow mobile usage and compete with social video platforms where daily engagement is approaching 80 minutes.”
Some streaming services have begun to explore vertical video content, with Disney+ launching a new offering recently. TelevisaUnivision’s ViX in Mexico and GloboPlay in Brazil are integrating short-form serial content into their advertising-based video on demand (AVOD) and freemium ecosystems, employing microdrama formats to enhance user engagement and reach.
“Vertical video strategies, including microdramas, are becoming a logical next step for streamers that want to increase mobile usage without cannibalizing their long-form premium content,” Aguete concluded. “Microdramas are not replacing TV or streaming but are reshaping how audiences consume storytelling on mobile.”
