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Business
Microdrama Market Expands as Established Brands Join the Space
✍️ ET BrandEquity
🗓 08 Sep 2026, 09:38 AM
👁 28
The Indian microdrama segment is witnessing rapid growth, prompting legacy media and consumer brands to launch short‑form scripted videos.
Industry analysts note that the microdrama format – short, scripted video stories typically under five minutes – has gained a sizable audience on mobile platforms such as YouTube Shorts, Instagram Reels and regional OTT apps. Recent data from market research firms show a double‑digit rise in viewership and advertising spend over the past year, signalling a maturing ecosystem.
Legacy players, including traditional television networks and well‑known consumer brands, are now entering the space to tap the engaged youth demographic. These entrants are leveraging their existing production capabilities and brand equity to create localized narratives that resonate with regional audiences.
Experts say the influx of established players could raise production standards and attract higher advertising rates, but also intensify competition for creative talent. The trend underscores a broader shift in India’s digital entertainment landscape, where short‑form content is becoming a pivotal channel for both storytelling and brand communication.
Legacy players, including traditional television networks and well‑known consumer brands, are now entering the space to tap the engaged youth demographic. These entrants are leveraging their existing production capabilities and brand equity to create localized narratives that resonate with regional audiences.
Experts say the influx of established players could raise production standards and attract higher advertising rates, but also intensify competition for creative talent. The trend underscores a broader shift in India’s digital entertainment landscape, where short‑form content is becoming a pivotal channel for both storytelling and brand communication.