Microdrama streamed vertical video content is defined by short episodes—usually under 2 minutes—that draw heavily from the soap opera and TV drama genres and are intended for mobile consumption. The content, first gained major traction in China, is now growing in popularity in other parts of the world.

Microdrama viewership—and revenues—are still growing fast in China

Microdrama viewer penetration among internet users in China rose from 31.4% in January 2024 to 49.8% in February 2025, according to data from Miaozhen Systems. And the share of daily viewers of microdramas among internet users increased from 17.7% to 25.6% over the same time frame.

Microdrama revenues are surging too, more than doubling from RMB 48.5 billion ($6.76 billion) in 2024 to a projected RMB 101.4 billion ($14.15 billion) by 2028 in China, according to iResearch Consulting Group. The content type is increasingly seen as a viable business among many Chinese tech companies.