The world of microdramas is entering a new era of global expansion, as industry experts discussed at the recent WAVES Film Bazaar. According to panelists at the event, the genre is evolving, attracting more male viewers, receiving institutional support in Europe, and experiencing a surge in demand across India and Latin America.
The panel, moderated by Variety’s Naman Ramachandran, featured speakers such as Tarun Sawhney, president of APAC at Shorts TV, Vijay Koshy, president of TVF, and director of Seriesly Berlin, Dennis Ruh. They delved into the growing global market for microdramas and highlighted India’s growing presence in the industry.
Ramachandran presented data showing that China’s microdrama market has surpassed theatrical revenues, reaching an estimated $7 billion compared to a $6 billion box office. He projected that the market could reach $26 billion by 2030, positioning India as a rapidly emerging player in the space. Ruh defined microdramas as a sub-genre of vertical drama, consisting of two-to-three-minute episodes with 60-70 chapters per season, designed to keep viewers engaged with cliffhangers and addictive storylines. Platforms like ReelShort and MyDrama offer the first few episodes for free, with users then purchasing tokens, playing games, or watching ads to access more content, generating significant revenue for operators.
Sawhney highlighted the changing viewing habits that have fueled the popularity of microdramas, noting that these short-form series have become ingrained in our entertainment consumption. He refuted claims of high production budgets, stating that most micro-dramas are produced for $50,000 to $60,000, with per-minute costs as low as $100 in countries like India and China.
Koshy described microdramas as bite-sized storytelling but admitted that TVF has been cautious about entering the genre, citing the challenges of creating slice-of-life and satire content in a shorter format. As the genre evolves, Sawhney noted that while romance and CEO-centric stories still dominate, there is a growing demand for thrillers and horror content, particularly among male audiences, which have increased from 10% to nearly 30% in some markets. Latin America and Europe are seeing the fastest diversification in genres, with Ruh highlighting Germany’s first publicly funded microdrama on TikTok based on a historical tale as a sign of institutional acceptance of the format.
The panel also discussed the increasing role of AI in microdrama production and addressed the question of whether microdramas are here to stay. All speakers agreed that as long as smartphones with vertical screens exist, microdramas will continue to thrive.
The WAVES Film Bazaar serves as the market component of the International Film Festival of India (IFFI) in Goa, showcasing the latest trends and developments in the film industry.
