"A new study from Ampere Analysis has found that YouTube is the most popular social-media destination for viewers of microdramas, with nearly half (44 percent) of those who have consumed the trendy format doing so on YouTube. While vertical video may feel like the domain of TikTok (and to some degree it is: TikTok captures 38 percent of all microdrama views), YouTube's sheer scale makes it so difficult to overcome."
"So, combined, YouTube and TikTok make up 82 percent of the microdrama viewership on social - Instagram is in there somewhere, trailer by X (formerly Twitter), Facebook, Snapchat, Twitch and Threads. But who is watching these short-short drama episodes of 10 minutes or less? If not you, someone in the same room as you, statistically. Twelve percent of internet users have consumed a microdrama on social media, Ampere found through a survey of more than 100,000 consumers."
"What should come as no surprise is the demo consuming these vertical videos. Viewers aged 18-34 are 21 percent more likely than the average viewer to have watched one of these "mini-dramas" in the past month. Nearly half (46 percent) of internet users that age watch microdramas."
YouTube captures 44 percent of microdrama viewership on social platforms, while TikTok accounts for 38 percent. YouTube registered 12.6 percent of all "TV" usage in September, with Netflix at 8.3 percent. Combined, YouTube and TikTok represent 82 percent of social microdrama consumption, with Instagram, X, Facebook, Snapchat, Twitch and Threads sharing the remainder. Microdramas are short drama episodes of 10 minutes or less. Twelve percent of internet users have consumed a microdrama on social media, based on a survey of over 100,000 consumers that polled 56,000 internet users aged 18-64 across 30 markets. Viewers aged 18-34 are 21 percent more likely than average to watch these mini-dramas, with 46 percent of that age group watching. APAC leads consumption, especially Thailand, Malaysia and the Philippines, while most existing platforms originate in China.
Read at The Hollywood Reporter
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