Like any disruption to a longtime ecosystem, micro-dramas include each advantages and disadvantages.
In February this yr, Kuku FM launched Kuku TV, a brand new vertical devoted to micro-dramas — short-form TV reveals with episodes lasting only a couple of minutes, shot completely in vertical format for smartphone shoppers. The platform contains a huge catalogue of dubbed micro-dramas from world wide, alongside unique in-house Hindi productions with titles resembling Rented Husband, Revenge of My Fake Boyfriend, and Gumshuda Waris (The Missing Heir).
Micro-dramas have emerged as a big pattern on this planet of streaming since their inception about six years in the past. According to a 2025 research by Omdia, Asia’s high 5 micro-drama apps, for example, reached a cumulative MAU (month-to-month energetic customers) complete of 150 million.
Today, most main streaming platforms have micro-drama initiatives within the pipeline, with smaller gamers like Kuku — and their American predecessors resembling DramaBox and ReelShort — becoming a member of the fray. With consideration spans shrinking within the age of infinite scrolling, it’s simple to see why studio executives are inserting massive bets on this radically condensed storytelling format.
Data-driven dramas
How did creators and producers uncover the potential of micro-dramas? It all started with knowledge. After the preliminary streaming increase between 2013 and 2016, platforms took a step again to analyse huge quantities of viewer knowledge collected over time. They requested: what are folks watching through the day, at night time, throughout commutes, or simply earlier than bedtime? At what precise second have been viewers tuning out? How lengthy do typical binge-watching classes final? What’s the utmost episode size earlier than viewership begins to drop? This treasure trove of knowledge allowed streamers to come back to sure ‘organic’ conclusions about our collective viewing habits, paving the way in which for the present wave of micro-dramas.
In Hollywood, this enterprise mannequin gave rise to Quibi (2018-2020), a startup that has since change into a cautionary story within the streaming trade. Quibi skilled exponential subscriber development in its first yr, specializing in high-quality short-form content material designed for on-the-go consumption — the title itself derived from “quick bites.” In 2018, its founders raised over a billion {dollars} from trade giants resembling Disney, WarnerMedia, and Sony. The service launched amidst a lot fanfare, with unique programming that included Most Dangerous Game by Nick Santora (creator of Amazon’s hit Reacher) and the horror anthology 50 States of Fright, that includes famend actors like Rory Culkin and Rachel Brosnahan in standalone episodes underneath 10 minutes.
However, Quibi’s rise was short-lived. The firm expanded too quickly with no clear technique for sustainable income era. It quickly folded, and in 2021, its whole content material library was acquired by the streaming platform Roku.
TikTok did it first
Like any disruption to a longtime ecosystem, micro-dramas include each advantages and disadvantages. On the constructive aspect, they provide a priceless crash course for rising actors, administrators, and crew members. They study to shoot shortly and effectively — typically on shoestring budgets — since elaborate units aren’t crucial when even the couch the character sits on is barely seen. The price at which smartphone cameras have superior has helped the micro-drama thrive. Editing additionally turns into particularly essential on this format, offering younger editors with a novel alternative to hone their expertise.
However, the downsides are equally obvious. Aside from a number of notable exceptions, many micro-dramas endure from amateurish execution. The appearing is excessive, the enhancing is frenetic to the purpose of being a seizure-risk, and the general tone generally resembles adults making an attempt to look at cartoons with a straight face.
It’s a disgrace as a result of the novice Indian productions that predated (and undoubtedly influenced) at present’s micro-dramas have been typically way more imaginative, each in storytelling and efficiency. Several western creators have even acknowledged the affect of these early Indian TikToks, identified for his or her brevity and fast-paced thrillers. In my view, these movies (now defunct because the app is banned in India) have been superior in nearly each approach to the professionally produced mini-dramas presently circulating.
If the likes of Amazon and Netflix are certainly seeking to make micro-dramas a component of their libraries, I really feel like they’d do higher (particularly outdoors of the metros) if the merchandise are a bit of tough across the edges, a bit of ‘amateurish’ on function. After all, it’s not simply the brevity that makes these two-minute dramas and thrillers work; it’s additionally the DIY ethos of all of it. Unfortunately, that side is usually the primary to exit of the window as soon as company behemoths enter the image.
The author and journalist is engaged on his first e-book of non-fiction.
Published – July 05, 2025 08:08 am IST
