There are many apps that offer micro dramas lasting one minute in different languages. Micro dramas are also being offered by OTT players to catch the attention of impatient generation. Startups and major digital players both are tapping this space. In this new way of content consumption, there are creators who nurture the ability to deliver intrigue and emotion in bite-sized formats. Micro dramas have an emotional punch and are created for mobile-first emotionally charged and time starved audiences. Each episode is delivered in two to five minutes.
Digital players are launching their own micro drama apps — Quick TV (Sharechat), Kutting (ALTBalaji), MX Fatafat (MX Player) JO (Jojo) will engage the users.
India has 900 million internet users. There is a surge in mobile viewing. India’s appetite for short-form high quality drama is increasing. China has captured $ 7 billion micro drama markets. India too can have an opportunity to tap $ 5 billion in the next five years. Amazon Fatafat is focused on delivering serialized snackable one-to-two-minute episodes. Each such series will have 70 to 80 episodes.
This format is designed for the on-the-go viewer who desires to have quick impactful content during short breaks.
Micro dramas is a new format. It supports ad-based consumption. Micro dramas are popular across geographic and economic segments. Marketers would like to explore this format. Some apps have adopted a dual monetization approach — ad-free subscription-based content and free acess to ad-supported micro dramas.
Moj and ShareChat lead the micro drama wave — 120 million views for daily episode and 30 million monthly consuming users. The consumption volume is several times higher than any paid platform. Quick TV has over 5 million downloads and is growing at a rapid space.
Micro dramas have short-term productivity cycles. They have lower budgets. There is strategic monetization. There could be a mix of ad-based and subscription-based models in future.
Micro dramas attract funding from investors. India has become the largest market for Instagram Reels (385.35 million users). India has a market for this kind of content. Gen Z is the audience for micro dramas. YouTube Shorts is integrating these dramas.
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