Micro-dramas are vertical dramas on videos under two minutes and are very popular. It will create a $13 billion dollar market globally by 2027. In India, it is becoming mainstream entertainment. Some of the Indian shows produced by KUKU are My Idiot Hero Husband, Secret Billionaire, Study God.

It is bite-sized, emotionally, charged storytelling. These videos are produced in vernacular. Slatforms such as YouTube Shorts, Instagram Reels have noticed this trend.

The trend has picked up after data consumption has become affordable and there are smartphones. The success of bite-sized video content is addictive.

Some players in this market have adopted subscription model. There are subscriptions for different time durations. There are premium subscriptions. In monetizing the content, there could be ads or product placements. In future, brands can be made part of the narrative.

The production cost of micro-dramas is very low. A single micro-drama takes Rs.5000-Rs.10000 per episode to produce. There is real cost advantage in the distribution model itself — as these are sent direct to platform, the middlemen are eliminated. They thus reap quicker returns on investment. AI-driven content can further bring down costs.