Now Reading: 80% Indians prefer microdrama, report finds
-
01
80% Indians prefer microdrama, report finds
Microdrama has become a mainstream entertainment format in India, with 80% of audiences preferring it and 86% spending over 15 minutes daily watching it, according to a report by ShareChat, Moj, and…
The Story in Brief
Microdrama has become a mainstream entertainment format in India, with 80% of audiences preferring it and 86% spending over 15 minutes daily watching it, according to a report by ShareChat, Moj, and Kantar. The study of 1,045 mobile users across 14 cities found that 77% discover microdramas through social media feeds, and 54% return for repeat viewing. Everyday-life stories are the most popular genre.
The report also says microdrama generates 84% brand recall and 82% purchase intent, outperforming traditional short-form content for advertisers. Viewers come from varied economic backgrounds: 68% are from households earning over Rs 10 lakh annually, and 63% own a home.
The Indian Opinion
The report's numbers are impressive but not surprising for a mobile-first nation. The narrative that microdrama is merely a fleeting trend ignores the repeat viewing and broad demographic reach, 68% from households earning over Rs 10 lakh. Yet the sample of 1,045 respondents across only 14 cities may not capture rural or low-income viewers. The real test will be whether brands sustain their ad spend beyond initial curiosity and whether microdrama can retain viewers as novelty fades. Watch for the actual conversion rates in the next quarter's data.
Source: economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
