The rise of micro dramas, also known as vertical dramas, has taken the entertainment world by storm, captivating audiences with bite-sized episodes that pack a punch. From dramatic sagas to romantic entanglements, these short-form shows offer a quick escape for viewers seeking a break from the mundane. One such series, “Breaking the Ice,” has garnered a massive following, with its episodes clocking in at just 132 seconds—a perfect fit for the TikTok and Reels generation.
Shannon Swicegood, a 31-year-old mom from Columbia, S.C., found herself drawn into the world of micro dramas, eagerly awaiting the next installment of her favorite show on the ReelShort app. Despite her husband’s teasing about her “dirty little shows,” Swicegood sees these mini-dramas as a refreshing change of pace from traditional streaming content. “Instead of sitting down and trying another show about someone solving a crime, I can pull up ReelShort and just watch two people fall in love,” she shared.
The phenomenon of micro dramas originated in China, where the trend of watching short, vertical videos on smartphones became a cultural norm. According to DataEye, revenue from micro dramas in China surpassed domestic box office sales last year, reaching an impressive $6.9 billion. Outside of China, short-drama apps generated $1.2 billion in revenue in 2024, with a significant portion coming from the U.S.
In the U.S., Silicon Valley-based ReelShort has emerged as a dominant player in the micro drama market, outpacing its international competitors in mobile downloads and revenue. This success comes in the wake of the short-lived attempt by Quibi, a U.S. company launched by Meg Whitman and Jeffrey Katzenburg, to revolutionize short-form video content. Despite Quibi’s demise, ReelShort has managed to capture the attention of audiences seeking quick and engaging storytelling.
The appeal of micro dramas lies in their cost-effective production model, as noted by Joyce Yen, a producer and former screenwriter in China. Compared to traditional television or streaming shows, vertical dramas offer a more budget-friendly option for content creation. This affordability has paved the way for a diverse range of micro dramas, each catering to different tastes and preferences.
Cassandra Yang, founder of RisingJoy, a Chinese micro drama content distribution company, believes that the future of micro dramas lies in localizing production to better serve emerging markets. While China remains at the forefront of the micro drama industry, other regions such as the U.S., Indonesia, Brazil, India, and Mexico are experiencing rapid growth in demand for short-form content.
Joey Jia, CEO of ReelShort, emphasizes the adaptability of micro dramas in response to audience feedback. With a vast library of titles that cater to varying tastes, ReelShort has honed its content strategy to deliver engaging stories that resonate with viewers. Jia’s vision for the future includes expanding into new genres like science fiction and reality TV, while continuing to evolve the micro drama format.
As micro dramas continue to gain popularity worldwide, viewers like Katherine Ford, a grade school teacher from Kernersville, N.C., are eager to see the genre diversify. While Ford appreciates the quality of Asian micro dramas, she hopes that ReelShort will expand its offerings to include a wider range of genres and themes. Despite having multiple streaming subscriptions, Ford finds herself drawn to the guilty pleasure of micro dramas, relishing the cheesy yet endearing narratives they offer.
In a world saturated with content, micro dramas have carved out a unique niche, offering viewers a quick escape into captivating stories that leave a lasting impression. As the entertainment landscape evolves, the allure of these bite-sized shows continues to grow, captivating audiences across the globe with their engaging narratives and emotional depth.
