Overview
- Research presented at the APOS conference in Bali on Thursday shows premium video takes only about 8% of consumers’ digital leisure time, roughly one hour a day when TV is included.
- Microdrama is defined as short, serialized episodes with cliffhanger beats and pay-per-episode models that let platforms both build audiences and charge viewers inside social and short-form feeds.
- Dhivya T argued that microdrama collapses the traditional fast-to-premium funnel so platforms can earn from fast attention first and then steer the most engaged users toward longer-form, subscription catalogs.
- Streaming companies are actively acquiring microdrama rights this week as a top-of-funnel play, with market outcomes to depend on local strength: Indonesia and Thailand favor local titles, while Malaysia and the Philippines take more imported content.
- About one-third of premium sessions include a second screen, suggesting stacked consumption that could push streamers to change commissioning, ad and pricing strategies to link short-form revenue directly to premium catalogs.