Overview
- Nearly 89% of viewers discover micro-dramas through social feeds on platforms like Instagram and Facebook, with Meta highlighting AI-led personalisation and retargeting.
- Sixty-five percent found the format in the past year, signaling rapid adoption, and 47% of respondents described AI-generated micro-dramas as creative.
- Audiences watch a median 3.5 hours per week in many brief sessions, with about 90% viewing alone and usage peaking at night and during commutes.
- Episodes typically run five to ten minutes, discovery often starts accidentally while scrolling, and some series extend to hundreds of parts.
- Monetisation and trust remain top hurdles, with only about 18% converting to paying users even as Meta positions the format as a growing business vertical with rising traction in Tamil, Telugu and Kannada.