According to industry analytic company Omdia, U.S. viewership of microdramas—ultra-short serials designed to be watched vertically—has outpaced traditional streaming services on cell phones. Rather than major subscription streamers like Netflix or Disney+, audiences are choosing apps like ReelShort for quick hits of entertainment.
Similar patterns are emerging internationally as the entertainment landscape shifts toward vertical.
Defining a Genre
Microdramas are typically one- to three-minute episodes, often with romantic or melodramatic storylines. Many of the episodes have cliffhanger endings, which encourage users to continue watching. While the narrative arcs are serialized and can run indefinitely, the bite-sized structure and use of vertical video sets microdramas in a creative space between social media clips and long-form storytelling.
A screenshot of the YouTube logo – YouTube, Major Motions
Omdia’s data shows that audiences discover the shows through social media like YouTube, TikTok, and Instagram, before migrating to microdrama platforms such as ReelShort. It notes that viewership is primarily being driven by women between 25 and 45, but that new content is being made to appeal to men.
The Rise of Vertical Storytelling
Monthly usage totals for U.S. viewers showed that Netflix remains the leader, with 12 million monthly mobile watch minutes in the U.S. That stands in contrast to ReelShort, which currently gets 1.1 million monthly mobile watch minutes. However, daily use paints a different picture. Deadline reports that “ReelShort demands 35.7 minutes of use per day, well ahead of Netflix (24.8 minutes), Prime Video (26.9 minutes) and Disney+ (23 minutes).”
The logo for Disney+ – YouTube, Disney+
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This suggests that engagement for microdramas is significantly higher than with other streaming apps. Maria Rua Aguete, the head of media and entertainment at Omdia, said, “Microdramas are winning the battle for attention, rather than scale, at least for now.” She added, “This is the metric streamers care about most as they look to grow mobile usage and compete with social video platforms where daily engagement is approaching 80 minutes.”
Engagement is a major revenue driver. Omdia estimated that global microdrama revenues reached $11B in 2025 and will hit $14B by the end of this year. The Chinese market is responsible for the majority of that income. However, the U.S. is the second-largest market, and Omdia expects it will account for 50% of microdrama revenues outside China by the end of 2026.
Beyond the Phone Screen
While Omdia’s findings focus strictly on mobile usage, the broader device landscape is shifting as well. According to Google, “TV has surpassed mobile and is now the primary device for YouTube viewing in the U.S. (by watch time).” Users are able to watch vertical video YouTube shorts on their TV screens. As the market for microdramas continues to grow, audiences may take advantage of more cross-platform integration.
Locker Diaries: Zombies title card – Disney Channel, YouTube
Disney is already making moves in that direction. In January, it announced that it would be adding vertical videos to Disney+—available on both phone and TV apps—in an effort to appeal to Gen Z users. Erin Teague, EVP of Product Management for Disney Entertainment and ESPN, said that the format would provide a “dynamic experience that reinforces Disney+ as a must-visit daily destination.”
In February, it simultaneously introduced short-form vertical videos and microdramas to Disney+ and its social media accounts with the series Locker Diaries.
Microdramas have moved from niche to mainstream, capturing daily attention in ways traditional streamers have struggled to match on mobile. While they may dominate with mobile users for now, vertical videos will likely migrate to TV apps as well. As Netflix, Disney+ and other major platforms compete for attention across phone and TV screens alike, the challenge will be how to integrate microdramas without undermining their core long-form business.
Are you watching microdramas on your phone? How do you feel about this trend? Let us know in the comments!
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