Janice Lee, CEO of Viu and managing director of PCCW Media Group, said that nearly 20% of the platform’s long-form user base is already consuming microdrama content, and the format was only launched a few months ago.
Speaking on stage at the APOS 2026 conference in Bali, Lee outlined a strategy that spans short-form content, pan-regional tent poles, and ad-funded original productions.
“We just started a few months ago,” Lee said. “They’re not mutually exclusive in the sense that people watch long-form series when they have time. But it’s a snacking behavior.”
Lee framed the microdrama push as an extension of Viu’s existing proposition, rather than a shift away from premium long-form content. The platform also engages advertisers in short-form projects, saying the format is attractive to brands looking for a quick turnaround. As an example of the branded content model in action, she cited “Abracadabra,” a travel adventure series set in Indonesia, produced in partnership with Samsung and starring South Korean actor Ji Chang-wook and local talent.
In terms of original works, Viu has renewed its cooperation with South Korea’s Korean Content Agency (KOCCA), under which it has already launched the unscripted dating reality show series “Rak Rak” and the dessert cooking competition “Bite Me Sweet.” The scripted drama “One of a Kind Romance” is also scheduled to be released in November under a similar arrangement.
Streamer’s two flagship tent poles take different routes to scale. Streaming on Viu, Now TV and Hulu, “The Season” was designed from the beginning as a global product. It’s an English-language series with a primarily Asian cast, aimed at tapping into the U.S. market. Scheduled to be released in October, “Kidnap Game” is a wide-area survival thriller co-produced by Fuji Television, PCCW Media’s MakerVille, and South Korea’s SimStory. Principal filming took place in seven Asian cities, and the cast is led by Japan’s Kentaro Sakaguchi and South Korean star Lee Joon-gi.
Lee also talked about Viu’s approach to artificial intelligence, organizing the company’s AI efforts into three areas: operational efficiency, new revenue streams including microdrama production, and long-term innovation experiments. She hinted that a third category launch would take place soon.
The session concluded with Mr. Lee and Mr. Yang Xianghua, President of iQIYI International, jointly announcing a 5-market streaming bundle across Southeast Asia, positioning the combination as a complementary content library. “Together we aim for the best content in Asia,” Lee said.
