80% Indians hooked: Microdrama becomes its new habit

A new industry report reveals that microdrama is rapidly becoming a mainstream entertainment format in India, with 80% of audiences favoring the format and 86% of viewers spending over 15 minutes watching it daily, according to the State of Microdrama in India report from ShareChat and Moj in partnership with Kantar. The study, which surveyed 1,045 respondents across 14 Indian cities between May 4 and May 25, 2026, examines shifting consumer behavior, viewing habits, and storytelling preferences surrounding microdrama, as well as its potential for creators, brands, and advertisers.

Key findings include that 54% of viewers return for repeat viewings, indicating that microdrama is transitioning from a novelty format to a regular part of entertainment consumption. Social media plays a significant role in discovery, with 77% of viewers learning about microdramas through social media feeds. The audience is diverse, with 68% of viewers coming from households with annual incomes above Rs 10 lakh, 63% owning a home, and 64% traveling more than twice a year.

Everyday-life stories are the most preferred storytelling category, chosen by 36% of respondents, highlighting the importance of relatability, short-form viewing convenience, and episodic continuity in driving engagement. Microdrama also shows strong advertising potential, generating 84% brand recall and 82% purchase intent, outperforming traditional short-form content.

Neha Markanda, Chief Business Officer at ShareChat & Moj, noted that microdrama has evolved into a distinct entertainment category, appealing to audiences seeking stories that fit mobile-first lifestyles. Ebu Isaac, Head of Media and Analytics at Kantar South Asia, pointed out that microdrama's success lies in its ability to engage audiences through frequent mobile-first consumption and episodic storytelling, suggesting that it could become a prominent entertainment category in India.