What’s a micro drama? Everything to know about short vertical dramas including where to watch them

Micro dramas are coming for the content crown, what with their short, snappy clips, quick turnaround times and irresistible cliffhangers. 

They are taking over our phones one video at a time, and sparking an obsession that has directly translated into a billion-dollar industry. But what exactly is a micro drama?

What is a micro drama?

The short vertical dramas are the latest online craze that are perfectly suited for the shorter attention spans of today’s online users. They are scripted dramas that are typically broken down into minute-long episodes designed to be watched on smartphones, mirroring the way we consume TikTok and Instagram content.

The clips are stitched into an overall narrative arc that often spans the equivalent length of a feature film, marking 80 or more episodes in total. The dramas, much like soap operas, are often steeped in recognizable tropes and end on cliffhangers, making viewers want to binge the whole thing.

They began during the pandemic in China, where they’re known as “duanju”, or “short drama”. As per CNBC, the micro drama market in China reached almost $7 billion in 2024.

Why are they addictive?

Micro dramas are easy to binge-watch as they are so short, making them more preferable to Netflix or YouTube. Popular titles like Fake Married to My Billionaire CEO, Return of the Abandoned Heiress and The Quarterback Next Door highlight beloved tropes, and allow people an escapist fantasy.

Actor Marc Hermann, who has starred in micro dramas like Billionaire CEO’s Secret Obsession and My Sugar-Coated Mafia Boss, told NPR that they were less of a commitment than watching a full-length film.

“The way these are broken down into the minute and minute-and-a-half episodes, it’s not requiring a lot of you to say, ‘I’ll watch this episode,'” he said. “And then the next thing you know, a half an hour or two hours went by, and you just watched a whole movie.”

Where can you watch them?

© Getty Images for ReelShort

Micro dramas are primarily available on apps like ReelShort, FlickReels, DramaBox and CandyJarTV.

The first several episodes are typically available for free in order to hook viewers in, but they must pay to unlock the rest. Many companies also use TikTok and Instagram Reels to funnel their viewers and tease clips.

While budgets are typically minimal and actors are relative unknowns, these micro dramas have built fierce online fanbases.

Brands are getting involved too

© Gado via Getty Images

The format’s incredible growth has been noticed by major brands, such as Crocs, Proctor & Gamble and JCPenney. Crocs recently partnered with ReelShort to create Charmed to Meet You, a micro drama inspired by the real-life love story of a Crocs employee.

“Micro dramas are a powerful new storytelling space, and we’re proud to be the first footwear brand to create an original content series with ReelShort,”  said Crocs’ chief marketing officer, Carly Gomez, in a statement.

“This marks a new era for our brand as we’ve entered our next chapter – redefining how we show up and engage consumers in meaningful, emotional moments. It’s our first foray into a platform like this, and a bold evolution in how Crocs tells its story.”