{"id":938791,"date":"2026-02-23T01:14:03","date_gmt":"2026-02-23T06:14:03","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/"},"modified":"2026-02-23T01:14:03","modified_gmt":"2026-02-23T06:14:03","slug":"microdramas-overtake-streamers-on-mobile-engagement-says-omdia","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/","title":{"rendered":"Microdramas Overtake Streamers on Mobile Engagement, Says Omdia"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Microdramas Overtake Streamers on Mobile Engagement, Says Omdia<\/b><\/p>\n<p>LONDON&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nMicrodramas are rapidly emerging as one of the fastest-scaling formats in online video. Omdia analysis of mobile usage data shows that in the US users now spend more time per day watching microdramas on mobile apps than they do watching Netflix, Disney+ or Amazon Prime Video on mobile devices.<\/p>\n<p id=\"news-body-cta\">This press release features multimedia. View the full release here: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20260222198738\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260222198738\/en\/<\/a><\/p>\n<div id=\"bwbodyimg\" style=\"width: 480px;float:left;padding-left:0px;padding-right:20px;padding-top:0px;padding-bottom:0px\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260222198738\/en\/2727485\/4\/Microdrama_Apps_Have_Higher_Daily_Usage_than_Amazon%2C_Netflix_or_Disney_on_Mobile_Devices_%28Q4_2025%29.jpg\" alt=\"In the US: Microdrama Apps Have Higher Daily Usage than Amazon, Netflix or Disney on Mobile Devices (Q4 2025)\" \/><\/p>\n<p style=\"font-size:85%\">In the US: Microdrama Apps Have Higher Daily Usage than Amazon, Netflix or Disney on Mobile Devices (Q4 2025)<\/p>\n<\/div>\n<p>\nOmdia estimates global microdrama revenues reached $11 billion in 2025 and will grow to $14 billion by the end of 2026. Of that, $3 billion will be generated outside China, with the US now the largest international market.<\/p>\n<p>\nBy 2026, the US will account for 50% of all microdrama revenues outside China, reaching $1.5 billion, underlining the format\u2019s rapid global expansion.<\/p>\n<p>\n\u201cMicrodramas are no longer a niche experiment. They are becoming a core driver of mobile video engagement,\u201d said <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fauthors%2Fmaria-rua-aguete&amp;esheet=54430877&amp;newsitemid=20260222198738&amp;lan=en-US&amp;anchor=Maria+Rua+Aguete%2C+Head+of+Media+and+Entertainment+at+Omdia&amp;index=1&amp;md5=9a993ec229d44c8514424c8c1e51d2f5\">Maria Rua Aguete, Head of Media and Entertainment at Omdia<\/a> speaking at MIP London. \u201cWhat 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\u2019s biggest streaming platforms.\u201d<\/p>\n<p><b>Microdramas outperform streamers on daily minutes watched<\/b><\/p>\n<p>\nTypically, one to two minutes long, vertically formatted and mobile first, microdramas primarily target women aged 25 to 45, although new genres are trying to reach more male and other new audiences too.<\/p>\n<p>\nDiscovery is driven through platforms such as YouTube, Instagram and TikTok.<\/p>\n<p>\nOmdia\u2019s analysis of Q4 2025 mobile usage data from Sensor Tower shows that in the US, microdrama apps such as ReelShort generate higher daily mobile viewing time than major streaming services:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nReelShort: 35.7 minutes per user per day<\/p>\n<\/li>\n<li>\nNetflix: 24.8 minutes<\/p>\n<\/li>\n<li>\nAmazon Prime Video: 26.9 minutes<\/p>\n<\/li>\n<li>\nDisney+: 23.0 minutes<\/p>\n<\/li>\n<\/ul>\n<p>\nWhile Netflix continues to lead in monthly active mobile users in the US, with around 12 million compared with 1.1 million for ReelShort, engagement intensity tells a different story.<\/p>\n<p>\n\u201cMicrodramas are winning the battle for attention, rather than scale, at least for now,\u201d Aguete added. \u201cThis 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.\u201d<\/p>\n<p>\nWith companies like YouTube engaging audiences on mobiles and now also on the TV set, streamers like Netflix or Disney need vertical and short content to drive engagement on mobile phones.<\/p>\n<p><b>Global Momentum and Market Expansion<\/b><\/p>\n<p>\nThe microdrama trend is accelerating in international markets:<\/p>\n<ul class=\"bwlistdisc\">\n<li><b>UK<\/b>: FlickReels generates higher daily usage than Amazon Prime Video (22.39 minutes vs. 21.47 minutes).\n<\/li>\n<li><b>Mexico<\/b>: DramaBox outpaces Amazon Prime Video (27.9 minutes vs. 23.8 minutes) and Disney+ (22.5 minutes).\n<\/li>\n<\/ul>\n<p>\nTraditional media players are also adapting to this shift. Platforms like TelevisaUnivision\u2019s ViX in Mexico and GloboPlay in Brazil are embedding short-form serial content within AVOD and freemium ecosystems, leveraging microdramas to boost engagement and reach.<\/p>\n<p><b>Strategic implications for global streamers<\/b><\/p>\n<p>\nOmdia\u2019s analysis suggests that global streamers including Netflix, Amazon Prime Video, and Disney+ face increasing pressure to close the mobile engagement gap with social platforms such as YouTube and TikTok, where users spend nearly 80 minutes per day.<\/p>\n<p>\n\u201cVertical 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,\u201d Aguete concluded. \u201cMicrodramas are not replacing TV or streaming, but they are reshaping how audiences consume storytelling on mobile.\u201d<\/p>\n<p><b>Bundling Opportunities for Telcos<\/b><\/p>\n<p>\nMicrodramas are also an opportunity for telcos, by offering them a unique structural opportunity beyond just a content trend. These mobile-first, snackable videos are highly addictive, low-cost, and optimized for daily engagement\u2014perfect for mobile consumption.<\/p>\n<p>\nAs telcos face challenges like ARPU pressure, commoditized connectivity, churn, and heavy 5G investments, microdramas could serve as:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nA bundled value-add<\/p>\n<\/li>\n<li>\nA churn reduction tool<\/p>\n<\/li>\n<li>\nAn ad-funded partnership opportunity<\/p>\n<\/li>\n<li>\nA data-driven engagement engine<\/p>\n<\/li>\n<\/ul>\n<p>\nMicrodramas are reshaping mobile video consumption, creating new opportunities for telcos, streamers, and content creators alike.<\/p>\n<p><b>ABOUT OMDIA<\/b><\/p>\n<p>\nOmdia, part of TechTarget, Inc. d\/b\/a Informa TechTarget (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients\u2019 strategic advantage. From R&amp;D to ROI, we identify the greatest opportunities and move the industry forward.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260222198738r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20260222198738\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260222198738\/en\/<\/a><\/span><\/p>\n<p>\nFasiha Khan: <a rel=\"nofollow\" href=\"mailto:fasiha.khan@omdia.com\">fasiha.khan@omdia.com<br \/>\n<\/a><br \/>Eric Thoo: <a rel=\"nofollow\" href=\"mailto:eric.thoo@omdia.com\">eric.thoo@omdia.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> United Kingdom Europe<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Entertainment Technology Other Entertainment Online Mobile Entertainment Audio\/Video<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Photo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260222198738\/en\/2727485\/3\/Microdrama_Apps_Have_Higher_Daily_Usage_than_Amazon%2C_Netflix_or_Disney_on_Mobile_Devices_%28Q4_2025%29.jpg\" alt=\"Photo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\">In the US: Microdrama Apps Have Higher Daily Usage than Amazon, Netflix or Disney on Mobile Devices (Q4 2025)<\/font><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260222198738\/en\/2526440\/3\/ITTOmdia-Logo-Grad-Indigo.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Microdramas Overtake Streamers on Mobile Engagement, Says Omdia LONDON&#8211;(BUSINESS WIRE)&#8211; Microdramas are rapidly emerging as one of the fastest-scaling formats in online video. Omdia analysis of mobile usage data shows that in the US users now spend more time per day watching microdramas on mobile apps than they do watching Netflix, Disney+ or Amazon Prime Video on mobile devices. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260222198738\/en\/ In the US: Microdrama Apps Have Higher Daily Usage than Amazon, Netflix or Disney on Mobile Devices (Q4 2025) Omdia estimates global microdrama revenues reached $11 billion in 2025 and will grow to $14 billion by the end of 2026. Of that, $3 billion will be generated outside China, with &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Microdramas Overtake Streamers on Mobile Engagement, Says Omdia&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-938791","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Microdramas Overtake Streamers on Mobile Engagement, Says Omdia - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Microdramas Overtake Streamers on Mobile Engagement, Says Omdia - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Microdramas Overtake Streamers on Mobile Engagement, Says Omdia LONDON&#8211;(BUSINESS WIRE)&#8211; Microdramas are rapidly emerging as one of the fastest-scaling formats in online video. Omdia analysis of mobile usage data shows that in the US users now spend more time per day watching microdramas on mobile apps than they do watching Netflix, Disney+ or Amazon Prime Video on mobile devices. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260222198738\/en\/ In the US: Microdrama Apps Have Higher Daily Usage than Amazon, Netflix or Disney on Mobile Devices (Q4 2025) Omdia estimates global microdrama revenues reached $11 billion in 2025 and will grow to $14 billion by the end of 2026. 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Omdia analysis of mobile usage data shows that in the US users now spend more time per day watching microdramas on mobile apps than they do watching Netflix, Disney+ or Amazon Prime Video on mobile devices. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260222198738\/en\/ In the US: Microdrama Apps Have Higher Daily Usage than Amazon, Netflix or Disney on Mobile Devices (Q4 2025) Omdia estimates global microdrama revenues reached $11 billion in 2025 and will grow to $14 billion by the end of 2026. Of that, $3 billion will be generated outside China, with &hellip; Continue reading \"Microdramas Overtake Streamers on Mobile Engagement, Says Omdia\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/","og_site_name":"Market Newsdesk","article_published_time":"2026-02-23T06:14:03+00:00","og_image":[{"url":"https:\/\/mms.businesswire.com\/media\/20260222198738\/en\/2727485\/4\/Microdrama_Apps_Have_Higher_Daily_Usage_than_Amazon%2C_Netflix_or_Disney_on_Mobile_Devices_%28Q4_2025%29.jpg","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Microdramas Overtake Streamers on Mobile Engagement, Says Omdia","datePublished":"2026-02-23T06:14:03+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/"},"wordCount":792,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/#primaryimage"},"thumbnailUrl":"https:\/\/mms.businesswire.com\/media\/20260222198738\/en\/2727485\/4\/Microdrama_Apps_Have_Higher_Daily_Usage_than_Amazon%2C_Netflix_or_Disney_on_Mobile_Devices_%28Q4_2025%29.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/microdramas-overtake-streamers-on-mobile-engagement-says-omdia\/","name":"Microdramas Overtake Streamers on Mobile Engagement, Says Omdia - 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