2 weeks ago
Microdrama Emerges as Mainstream Entertainment Format in India: Report
A new report tells us about 'microdramas,' which are short drama videos that people watch on their phones.
Companies called ShareChat and Moj made the report with a research company called Kantar.
The report is called 'State of Microdrama in India.'
It found that most people in India now like watching microdramas.
Eight out of ten people said they prefer microdrama over other kinds of videos.
Many people watch microdramas for more than 15 minutes every day.
The report also says that ads shown with microdramas are remembered very well by viewers.
Most people find these videos through social media feeds on their phones.
The researchers asked 1,045 people across 14 cities in India.
This shows microdramas are no longer just a new trend — they are now a big part of everyday entertainment.
ShareChat and Moj, with Kantar, released 'State of Microdrama in India,' one of the country's first dedicated reports on the format.
The report found 80% of audiences prefer microdrama and 86% of viewers spend more than 15 minutes watching daily.
54% of viewers return for repeat sessions, and microdrama ads deliver 84% brand recall with 82% purchase intent.
77% of viewers discover microdrama through social media feeds, while 68% come from households earning over Rs. 10 lakh annually.
The study surveyed 1,045 respondents across 14 Indian cities in May 2026 and included a 450-respondent attention module.
- Who
- ShareChat, Moj, and the market research firm Kantar, which jointly produced the 'State of Microdrama in India' report.
- What
- Released a report showing microdrama has become a mainstream entertainment format in India, with strong audience engagement and advertising effectiveness.
- Where
- India, based on a study conducted across 14 Indian cities and announced in New Delhi.
- When
- Announced August 18, with the main survey conducted May 4-25, 2026, and an attention module held May 21-29, 2026.
- Why
- To understand microdrama's emergence as a mobile-first entertainment format and its impact on consumer behavior, content consumption, and advertising.
Key facts
- Report
- State of Microdrama in India
- Commissioned by
- ShareChat and Moj, in partnership with Kantar
- Audience preference
- 80% prefer microdrama
- Daily viewing
- 86% watch more than 15 minutes per day
- Advertising effectiveness
- 84% brand recall; 82% purchase intent
- Survey period
- May 4-25, 2026
- Survey sample
- 1,045 respondents across 14 Indian cities
- Attention module
- 450 respondents, May 21-29, 2026
Quotes
Neha Markanda
Chief Business Officer, ShareChat & Moj
“What began as an emerging format has now evolved into a distinct entertainment category. The findings show audiences aren’t simply looking for shorter videos, they’re looking for stories that fit naturally into their mobile-first lifestyles. Microdrama resonates deeply with viewers as it combines the convenience of short-form consumption with the continuity and emotional depth of long-form storytelling, creating an experience that keeps audiences coming back for. As the category continues to ...”
theprint.in
Sources
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