The report examines altering shopper behaviour, viewing habits and storytelling preferences round microdrama, whereas additionally assessing its potential for creators, manufacturers and advertisers.
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The research finds that 54% of viewers return for a repeat viewing session, suggesting that microdrama is transferring past novelty and changing into a part of common leisure consumption. Social media additionally performs a key function in discovery, with 77% of viewers saying they uncover microdramas via social feeds.
The report highlights the broad demographic and financial profile of the viewers. Some 68% of viewers belong to households with annual incomes above Rs 10 lakh, whereas 63% personal a house and 64% journey greater than twice a 12 months. The findings point out that microdrama’s viewers extends throughout totally different financial segments moderately than being restricted to a specific shopper group.
On a regular basis-life tales emerged as essentially the most most well-liked storytelling class, chosen by 36% of respondents. The report means that relatability, mixed with the comfort of short-form viewing and the continuity of episodic storytelling, helps drive engagement with the format.
The research additionally factors to alternatives for advertisers. Based on the report, microdrama generated 84% model recall and 82% buy intent within the promoting evaluation, with the format displaying stronger efficiency on these measures than conventional short-form content material.Commenting on the findings, Neha Markanda, Chief Enterprise Officer, ShareChat & Moj, stated that microdrama has advanced from an rising format into a definite leisure class. She stated audiences are searching for tales that match naturally into mobile-first life, combining the comfort of short-form consumption with the continuity and emotional depth of long-form storytelling.
The report additionally highlights the rising function of microdrama for creators, manufacturers and platforms, with episodic storytelling providing alternatives for deeper viewers engagement and extra narrative-led model communication.
Ebu Isaac, Head of Media and Analytics, Kantar South Asia, stated the analysis displays a broader evolution in India’s digital content material panorama, with viewers consideration more and more formed by new codecs and viewing behaviours. He stated microdrama is constructing engagement via frequent, mobile-first consumption mixed with episodic storytelling, pointing to its potential as an rising leisure class.
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The State of Microdrama in India report was commissioned by ShareChat and Moj in partnership with Kantar to look at the emergence of microdrama as a mobile-first leisure format and its impression on shopper behaviour, content material consumption and promoting effectiveness.
The quantitative research lined 1,045 respondents throughout 14 Indian cities between Could 4 and Could 25, 2026. Members had been smartphone and social media customers aged 18–44 years throughout NCCS A, B and C segments. The research examined viewers preferences, viewing habits, storytelling behaviour and engagement with microdrama.
An extra consideration module, carried out between Could 21 and Could 29, 2026, included 450 respondents and in contrast viewers consideration throughout microdrama, long-form content material, and short-form movies/reels.
