A new report from Ampere Analysis shows that short scripted formats, known as mini-dramas, are rapidly gaining popularity on social media platforms.
The report reads:
More than one in ten internet users have now watched drama episodes lasting ten minutes or less on social media, called “mini-dramas.” Ampere’s annual global survey of over 100,000 consumers shows that “micro-dramas” (typically shorter than two minutes) and “mini-dramas” are gaining traction on social media as shorter scripted drama platforms capitalise on the increasing use of vertical videos customised for phone viewing, particularly among younger audiences.
The report also finds that viewers aged 18–34 are 21% more likely than the average viewer to have watched mini-dramas in the past month.
As these younger audiences spend more time with vertical short-form video on their phones, commissioners are using social platforms both as distribution channels and as discovery funnels for premium apps such as DramaBox and ReelShorts.
YouTube remains the most popular destination for viewers, with 44% of those who have watched a mini-drama doing so on the platform, while TikTok follows close behind at 38%. Commissioners of mini- and micro-dramas can therefore use social platforms in two main ways: either to host full episodes on services like YouTube and generate advertising revenue, or to tease content on TikTok or Instagram before driving audiences toward subscription-based apps.
The Asia-Pacific (APAC) region leads the adoption of mini-dramas, with engagement strongest in Thailand, Malaysia, and the Philippines, reflecting the mobile-first habits of these markets. In comparison, audiences in Europe are less likely than average to have watched such content in the past month.
When it comes to genre, Romance, Anime, and Fantasy stand out as the most popular categories, and, according to Ampere, should be priority genres for future commissions.
