Microdrama viewership has increased 28 times over the past two years, and it’s no longer just for women of a certain age. More than two-thirds of users, both men and women, watch romance-themed series. And, just like television, viewership for microdramas typically peaks between 8 and 10 p.m. on Sunday nights.
These are some of the findings in a research report, “The State of Microdrama,” published Thursday by vertical media giant Holy Water and research and consulting firm Owl & Company. Holy Water has published a databank of microdrama apps My Drama and My Muse, allowing Owl & Company to analyze the breakneck growth of this new medium.
One inescapable conclusion from the data is that fans of microdramas, especially heavy users who watch more than three hours a week, are embracing AI-generated content, despite growing cultural debate about the harmful effects of infinite scrolling of “AI slop” content. My Drama offers a wide range of live-action microdramas. My Muse provides AI-generated vertical media.
“Audiences are younger, more male, and more engaged than commonly assumed, and they are far more open to AI-generated content than the broader cultural conversation around AI suggests. This format has emerged. Viewers are coming back every day, watching across multiple contexts, recommending shows to others, and stacking up alongside traditional streaming rather than replacing it,” the report states. “When measured on the same infrastructure, viewers are engaging with AI-generated content at a similar rate to live-action, with slightly higher retention rates for our flagship titles.”
The report also states that vertical media content is expanding so rapidly and widely that the term “microdrama” has become obsolete.
Other notable statistics in the 55-page study include:
By 2026, the business size of vertical media apps will rise to $4 billion. Excluding China, the Chinese market is estimated to exceed $15 billion in 2025.
At Holywater’s, the percentage of male users increased from 1.1% in late 2024 to 30.3% in the most recent quarter.
According to the report, male users “view fewer views per user, watch 1.4 times more sci-fi/fantasy than average, respond half as often to adaptive IP, and access YouTube and app store searches 1.5 times more frequently.”
However, almost everyone watches romance stories, accounting for 76% of female viewers and 54% of male viewers. After romance, the top genres for men are comedy, action, science fiction, and thrillers.
This is still a new and forming habit. 65% of microdrama users have been watching for less than a year, and 31% have started watching within three months.
Despite the surge in volume, microdramas do not compete much with traditional television series for viewers. Vertical media programming is what consumers weave into their “commutes, between lines, and while doing household chores. Microdramas aren’t competing with TV in those moments, they’re competing with scrolling,” the report said.
The majority of users (70%) also prefer to watch it as a “bedtime ritual.” This is followed by “couch activities” (59%), followed by meals and breaks between work in third place (35%). And in fact, one in five users (22%) watch while using the restroom.
The most active time for My Drama is Sundays from 8pm to 10pm. The least viewed times are weekdays from 3am to 9am.
And finally, content marketplaces are booming. More than half (60%) of Holywater subscribers use three or more apps per week. According to the report, “Loyalty is measured by microdrama time share, not exclusivity.”
