Mobile Engagement Report: Micro-dramas Lead Streamers

Micro-dramas are taking the online video world by storm, according to research by Omdia. Their analysis of mobile usage data from Sensor Tower shows that micro-drama apps like ReelShort are capturing more daily mobile viewing time in the US than major streaming services like Netflix, Amazon Prime Video, and Disney+. In fact, ReelShort boasts 35.7 minutes per user per day, surpassing its streaming competitors.

Even though Netflix still reigns supreme in terms of monthly active mobile users in the US, with about 12 million compared to ReelShort’s 1.1 million, the engagement levels paint a different picture. Omdia predicts that global micro-drama revenues hit $11 billion in 2025 and are set to grow to $14 billion by the end of 2026. The US is now the largest international market for micro-dramas, accounting for $3 billion in revenue outside of China.

Maria Rua Aguete, Head of Media and Entertainment at Omdia, highlighted the growing importance of micro-dramas, stating that they are no longer just an experimental format but a driving force in mobile video engagement. These bite-sized shows, typically lasting one to two minutes and designed for mobile viewing, are resonating with women aged 25 to 45, but efforts are underway to attract a more diverse audience.

Micro-dramas are predominantly discovered through platforms like YouTube, Instagram, and TikTok, emphasizing their mobile-first approach. Omdia points out that while micro-dramas may not have as large of a scale as traditional streaming services, they are winning the battle for attention, especially on mobile devices. As streaming giants focus on increasing mobile usage, micro-dramas are proving to be fierce competitors.

This trend isn’t confined to the US; it’s gaining momentum in international markets as well. For example, in the UK, FlickReels surpasses Amazon Prime Video in daily usage time, and DramaBox outpaces Amazon Prime Video in Mexico. As the popularity of micro-dramas continues to soar, it’s clear that these short, captivating videos are reshaping the online entertainment landscape.