Pillar | Micro-growth power

In February this year, Kuku FM launched Kuku TV, a new vertical that is dedicated to micro-drama-Short-form with episodes with episodes with an episode with only a few minutes, completely shot in vertical format for smartphone consumers. The platform has a huge list of micro-drama dubbed from around the world, such as the original in-house with the title with Hindi presentations Husband on rent, revenge for my fake lover, And Gums heir (missing heir),

Micro-drama has emerged as an important tendency in the world of streaming since its installation about six years ago. For example, according to a 2025 study by Asia’s top five micro-drama apps, for example, a total of 150 million reached a cumulative MAU (monthly active users).

Today, most of the major streaming platforms have micro-drama projects in the pipeline, which have small players like Kuku-and their American predecessors such as Dramabox and Reelsow-Fi. With attracting attention at the age of endless scrolling, it is easy to see why the studio officials are putting big bets on the format of this originally condensed story.

Data -run drama

How did the creators and producers discover the capacity of micro-drama? It all started with data. After the initial streaming boom between 2013 and 2016, the platforms withdrew a step to analyze the vast amount of viewers collected over the years. He asked: People watching during the day, at night, during traffic, or before sleeping? In what accurate moment the audience was tuning? How long do the specific biping pursuing sessions last? What is the length of the maximum episode before the number of viewers? This treasure of data allowed streamers to come to some ‘organic’ conclusions about our collective viewing habits, which pave the way for the current wave of micro-drama.

In Hollywood, this business model gave birth to Quibi (2018-2020), a startup that has since become a caution story in the streaming industry. Quibibi experienced the growth of exponential customers in its first year, focusing on the high-quality material designed for on-the-go consumption. In 2018, its founders raised more than one billion dollars from industries such as Disney, Warnermadia and Sony. With original programming, service was introduced amidst too much pomp The most dangerous game By Nick Santora (Amazon’s hit ArriveR) and horror anthology 50 states of fearThe standalone episode under 10 minutes features famous actors such as Rory Kulkin and Rachel Brosonhan.

However, Quibi’s rise was short -lived. The company expanded very fast without a clear strategy for sustainable revenue creation. It was soon folded, and in 2021, its entire content was acquired by the library streaming platform Ruku.

Tikok had done earlier

Like any disruption in an established ecosystem, micro-drama comes with both profit and deficiencies. On the positive side, they offer a valuable crash course for emerging actors, directors and crew members. They learn to shoot quickly and efficiently – often on the shosting budget – since detailed sets are not necessary when the sofa also sits on the character is barely visible. The rate at which smartphone cameras have upgraded have helped micro-drama to flourish. This format becomes particularly important, providing young editors a unique opportunity to improve their skills.

However, downside is equally clear. In addition to some notable exceptions, many micro-drama amateur suffer from execution. The acting is at the top, editing is frantic for a seizure-risk point, and the overall tone is sometimes similar to adults who are trying to see cartoons with a straight face.

It is a matter of shame because amateur Indian presentations predicted today’s micro-drama (and undoubtedly influenced), often more imaginative in both story and performance. Many Western creators have also acknowledged the impact of these early Indian tickes, which are known for their briefness and sharp thriller, In my view, those videos (since now after imposing ban on the app in India), almost in every way were better for mini-drama produced professional.

If the choice of Amazon and Netflix is ​​actually looking to make micro-drama a part of their libraries, I think they will better (especially outside the metros). If the products are slightly thick around the edges, a little ‘amateur’ on the purpose. After all, it is not just a brevity that works these two -minute plays and thriller; It is also the DIY ethos of all this. Unfortunately, this aspect is often the first to go out of the window, when corporate beamoths enter the picture.

Writers and journalists are working on their first book of non-story.