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. And while some might get through a handful of episodes every night, Heather can binge on dozens. Why? She's a fan of microdramas.
"There's so much rubbish going on in the world at the moment," Heather says. "It's just nice to switch off and not think for a little while."
Microdramas, already a hit in China, are gaining popularity in the UK. Apps like ReelShort, CandyJar, and DramaBox offer these short, high-octane episodes, typically 60 to 90 seconds long. They often focus on themes like forbidden love, family feuds, and secret billionaires, ending each installment on a dramatic cliffhanger. With 50 or more episodes per series, they can run for the length of a feature film.
Diane Aitken, 45, from Scotland, compares them to 1980s US soaps like "Dallas or Dynasty on steroids."
How Microdramas Became a Thing
Microdramas emerged in China in the late 2010s as quick-to-film adaptations from online novels, according to filmmaker Samantha Sun. For many, they offer a form of escapism.
Sarah-Jayne Lunn, 46, from Doncaster, turned to microdramas during a tough period in her life. "Straight away I was hooked," she says. "I didn't have to overthink."
Why Are Microdramas So Popular?
The shortform video trend has gone global, with hundreds of millions of downloads. Jen Cooper, a microdrama viewer and consultant, notes that while romance fans initially drove the trend, microdramas now appeal to a broader audience.
Last year, China's microdrama market reached over 100 billion yuan (£11bn) with 800 million viewers, according to China's National Radio and Television Administration. They're also popular in South Korea, India, and the US, with streamers like Prime, Peacock, and Disney+ adding microdramas to their services.
In the UK, TattleTV, launched earlier this year, is the country's first dedicated microdrama app. The Royal Television Society also held a panel discussion on microdramas this summer.
Brands are getting in on the action, creating short video ads for social media, including productions from Jamie Oliver, the Co-op, and a Channel 4 and Sol de Janeiro collaboration.
"Snackable" Shows for Background Viewing
Microdramas must keep viewers engaged, with fast-paced narratives and dramatic cliffhangers. Charlotte Brokenbrow, from Welsh production company Spare Arrow, explains, "If you leave too much air in the script... then someone's going to get bored and will scroll on."
Their bite-sized nature makes them ideal for "casual, low-commitment viewing," as associate professor Dr Tina Kendall from Anglia Ruskin University puts it. Some viewers watch them while driving, waiting for kids, or doing housework. It's "obvious what's going to happen," says Sarah-Jayne, "so I can still enjoy them."