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EMARKETER

Rise of Microdramas in the US

Bite-Size Series Made for Vertical Viewing Are Gaining Popularity

Report by Minda Smiley  |  Sep 18, 2025
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Table of Contents
Executive Summary
What are microdramas?
Why are they becoming popular in the US?
How can brands get involved?
Sources
Media Gallery
About This Report
Microdramas—episodic series made for vertical viewing on phones—gained popularity in China and are now taking off in the US. Using techniques like product placement and creator partnerships, brands are figuring out how they can use this new genre.
Topics
Media & Entertainment
Brand Marketing
Social Media Marketing
United States
Table of Contents
Executive Summary
What are microdramas?
Why are they becoming popular in the US?
How can brands get involved?
Sources
Media Gallery

As microdramas gain popularity in the US, brands are figuring out how to best use them. Microdrama apps offer traditional advertising, but brands are experimenting with other tactics, like product placement, to reach their viewers.

Key Question: What should marketers know about the rise of microdramas in the US?

Key Stat: Top microdrama apps’ user bases in the US have grown significantly; ReelShort, one of the most popular microdrama apps, has about 1.2 million US viewers as of September 2025, up from around 794,400 in September 2024.

Top Microdrama Apps' Users Have Grown Dramatically in the US
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Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. What are microdramas?
  1. Why are they becoming popular in the US?
  2. How can brands get involved?
  1. Sources
  2. Media Gallery

Charts in This Report

Top Microdrama Apps' Users Have Grown Dramatically in the USSocial Networks Are The Primary Advertising Channel for Microdrama Apps
US Accounted for Almost Half of Microdrama App Revenues in Q1 2025

authors

Minda Smiley

Contributors

Rahul Chadha
Director, Report Editing
Donte Gibson
Senior Charts Editor
Naomi Rebuelta
Copy Editor
Emman Velasco
Chart Editor
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