From reels to episodes: 80% Indians embrace microdrama as new entertainment habit

Microdrama is emerging as a mainstream entertainment format in India, with 80% of audiences expressing a preference for the format and 86% of viewers spending more than 15 minutes watching it every day, according to the State of Microdrama in India, an industry report released by ShareChat and Moj in partnership with Kantar.

The report examines changing consumer behaviour, viewing habits and storytelling preferences around microdrama, while also assessing its potential for creators, brands and advertisers.