The Rise of Microdramas: "Snackable" Shows for the Scrolling Age
Every evening, Heather Sharrock settles down to watch her favourite show. But it's not on Netflix or iPlayer—it's on her phone. While some might binge a handful of episodes a night, Heather can consume dozens. She's a fan of microdramas, a format growing in popularity in the UK.
Microdramas, already huge in China, are now making waves internationally. Apps like ReelShort, CandyJar, and DramaBox offer these short, high-octane episodes typically ranging from 60 to 90 seconds. Themes often revolve around forbidden love, family feuds, and secret billionaires, with nearly every instalment ending on a dramatic cliffhanger. Each series boasts 50 or more episodes, clocking in at runtime comparable to a feature film.
Diane Aitken, a 45-year-old Scot, compares the werewolf- and vampire-themed microdramas she enjoys to 1980s US soaps Dallas or Dynasty "on steroids."
How Microdramas Became a Thing
Originating in China in the late 2010s as cheap and quick-to-film adaptations from online novels, microdramas provide a form of escapism for many fans. Sarah-Jayne Lunn, 46, from Doncaster, found them helpful during a tough period, saying, "Straight away I was hooked. I didn't have to overthink."
Why Are Microdramas So Popular?
The shortform video trend has gone global, racking up hundreds of millions of downloads. Jen Cooper, a microdrama viewer and consultant, notes that while initially popular with middle-aged women seeking romance, microdramas now attract a wider audience.
Last year, China's microdrama market was valued at over 100 billion yuan (£11bn), with viewer numbers surpassing 800 million. They're also big in South Korea, India, and the US, with streamers like Prime, Peacock, and Disney+ planning to add microdramas to their services.
In the UK, TattleTV, the country's first dedicated microdrama app, launched earlier this year. The Royal Television Society held an industry panel discussion on microdramas in the summer. Companies are capitalizing on the trend, creating branded short video ads for social media, including collaborations with Jamie Oliver, the Co-op, and Channel 4 and Sol de Janeiro.
"Snackable" Shows for Casual Viewing
Microdramas must maintain a fast pace to retain viewers' attention. Charlotte Brokenbrow, from Welsh production company Spare Arrow, explains, "If you leave too much air in the script and in the video, then someone's going to get bored and will scroll on."
Their popularity stems from viewers' ability to consume them in bite-sized chunks, leading analysts to describe them as "snackable." People watch them while commuting, waiting for kids at school, or doing household chores, enjoying the predictable plots despite their simplicity.