Microdrama Apps Outperform Netflix and Prime Video in US Mobile Engagement

Microdrama apps are making big waves in the world of mobile entertainment, surpassing big names like Netflix, Prime Video, and Disney+ in daily viewing time per user in the US. According to a recent analysis of Sensor Tower data by Omdia, users of ReelShort, a popular mobile streaming app known for its 1 to 2 minute vertical drama episodes, spend an impressive 35.7 minutes per day on the app. That’s more than the 26.9 minutes spent on Prime Video, 24.8 minutes on Netflix, and 23 minutes on Disney+.

But wait, there’s more to the story! While Netflix still reigns supreme in terms of monthly active mobile users in the US, with around 12 million users compared to ReelShort’s 1.2 million, the gap is closing fast. ReelShort saw a whopping 51% increase in US viewership from September 2024 to September 2025. In fact, global downloads of microdrama apps soared past 2.3 billion in 2025, more than doubling from the previous year, while traditional streaming app downloads dropped over 4%.

Revenues are on the rise too. In-app revenues for ReelShort and DramaBox shot up 31% and 29% respectively in Q1 2025, hitting $130 million and $120 million, according to Sensor Tower. By 2026, the US is expected to make up half of all microdrama revenues outside of China, reaching a whopping $1.5 billion.

Latin America is quickly becoming a key player in the microdrama scene. In Q3 2025, the region saw a staggering 176 million short-drama app installs, a more than sixfold increase from the previous year. Internet users in Brazil, Mexico, and Colombia are already spending close to 10 hours a week watching short videos. This growth has led regional giants like Globo, TelevisaUnivision, and Kwai to ramp up their vertical series offerings.

What’s driving this surge in microdrama popularity? A big part of it is the heavy investment in advertising. Microdrama platforms are shelling out up to 90% of their budgets on marketing, rather than content production. In the US, 68% of ad spending by microdrama apps went to social networks from January to September 2025, using platforms like TikTok, YouTube, and Instagram to reach audiences.

For advertisers looking to tap into this trend, product placement is key. Brands are finding success by integrating into the storyline of these microdramas, rather than running traditional ads. Advertisers should focus on apps with strong retention metrics, like ReelShort and DramaBox, while keeping an eye on the rapidly growing Latin American market.

Exciting times lie ahead for microdramas, and advertisers have a unique opportunity to connect with audiences in a new and engaging way. Interested in diving deeper into this trend? Check out our Rise of Microdramas in the US and Latin America Trends to Watch in 2026 reports for more insights.