It may be time to start preparing for the next major trend in streaming. According to an exclusive report from Deadline, micro-dramas are seeing significant growth in Asia and are already making inroads in the United States. Streaming apps that offer episodes lasting between 60 and 90 seconds have gained significant subscribers in the last year, and with their addictive, soapy, and episodic nature, they are hooking fans around the world.

Key Details:

• Asia’s top five micro-drama apps now have 150 million monthly active users.
• Some apps are seeing year-on-year revenue grown of 3,800%.
• Younger viewers are watching user-generated, short-form content like TikTok videos more and more.

According to Deadline, which cites data sourced from an Omdia report, Asia’s top five micro-drama apps now total 150 million monthly active users as of February. Apps like DramaBox, GoodShort, ReelShort, and ShortMax have also been growing in usage in other global territories, including the U.S.

The jump in viewers has led to significant revenue increases as well. ShortMax has seen a 3,888% revenue growth, and DramaBox has jumped 2,550%. Omdia analyzed data from Sensor Tower, which shows that ReelShort’s app store revenue grew from $36 million in 2023 to $214 million in 2024.

How most of these platforms work is that they will make early episodes of new series available to stream for free. Then, after viewers become invested, they begin charging users to continue watching the story unfold. Unlike the general formula for most streaming, these micro-dramas do not feature major stars or elaborate sets and effects. Instead, the episodes are made on a shoestring budget.

Additionally, many micro-drama platforms allow viewers to earn in-app currency by watching the shows and ads. Then, viewers can spend that currency to purchase subsequent episodes, helping to increase the stickiness of their platforms and avoid subscriber defections.

China has seen a huge trend toward micro-dramas, with some streaming services using vertical formats on mobile platforms to distribute them. If that sounds a little like the streaming fiasco that was Quibi, which aimed to deliver streaming content 10 minutes or less in duration, the similarities are notable.

Perhaps Quibi was just ahead of its time? There is certainly reason to think that micro-dramas will be the next big streaming trend in the United States. After all, younger viewers are already flocking to short-form video platforms like TikTok. According to a recent survey from Deloitte, Gen Z audiences spend an hour every day watching user-generated content like TikTok viewers, the most of any age group.

None of this data suggests that more traditional streaming content is threatened by micro-dramas, but it could mean that long-form programming will have to make room at the table for a new genre. Micro-dramas could be the next big thing — pun very much intended.