Microdramas are surging in popularity across the UK, drawing viewers to fast-paced, vertical-format shows available on dedicated mobile applications according to BBC News. The bite-sized episodes offer low-commitment escapism, though the industry faces scrutiny over its repetitive tropes and depiction of female characters.
Heather Sharrock watches dozens of episodes at a time, stating, There’s so much rubbish going on in the world at the moment. It’s just nice to switch off and not think for a little while.
Heather Sharrock, a 55-year-old viewer from Scotland, settles down every evening to watch her favourite series on her phone rather than a traditional television according to Yahoo News Malaysia. Originating in China during the late 2010s as quick and inexpensive adaptations of online novels, these vertical series are now expanding in the UK, South Korea, India, and the US according to Yahoo News Malaysia. Major streamers including Prime, Peacock, and Disney+ have announced plans to integrate microdramas into their offerings according to Yahoo News Malaysia.
Director Completes Thirty Eight Series Rapidly
Charlotte Brokenbrow explains that the format requires relentless momentum: If you leave too much air in the script and in the video, then someone’s going to get bored and will scroll on,
according to BBC News.
Each microdrama series typically consists of 50 or more episodes, with a total runtime comparable to a feature film according to Yahoo News Malaysia. Production is remarkably fast; director Dan Löwenstein worked on his first microdrama titled Mafia Lover in February 2024 and is now on his 38th according to Yahoo News Malaysia. Filming typically takes less than two weeks for a 60- to 90-minute series, which keeps expenses low according to Yahoo News Malaysia. Charlotte Brokenbrow works for the Welsh production company Spare Arrow.
Viewers encounter recurring themes such as mafia bosses, enemies-to-lovers storylines, and cowboys while scrolling through apps like ReelShort, CandyJar, and DramaBox according to BBC News. China-born filmmaker Samantha Sun notes that Chinese production companies frequently replicate successful formulas with minor adjustments according to BBC News. Titles often feature outlandish premises including I Adopted My Stolen Baby, Craving My British Cowboy, and Found a Homeless Billionaire Husband for Christmas according to BBC News. App monetization models allow users to watch initial episodes for free before requiring subscriptions or payments; CandyJar costs £49 for one year, DramaBox costs £110, and most microdrama apps allow binge-watchers to buy weekly subscriptions or watch ads in exchange for free episodes according to BBC News.
Viewers Watch Shows During Routine Tasks
Diane Aitken compares the werewolf- and vampire-themed shows she watches to 1980s US soaps Dallas or Dynasty on steroids
according to Yahoo News Malaysia.
The format caters to a transition toward low-commitment, casual viewing according to BBC News. Dr Tina Kendall, associate professor of film and media at Anglia Ruskin University, points out that audiences can easily dip in and out of the content according to BBC News. Fans report watching episodes while waiting in cars for children at school or running them in the background during housework, administrative tasks, or even work according to BBC News.
However, the rapid production cycle and repetitive plots have drawn detractors. An opinion piece in The Guardian labeled the shows catastrophically brainless and objectively bad
according to Yahoo News Malaysia. Certain fans and actors have also raised concerns over misogynistic tropes. Coco Taylor, an actress who starred in her first microdrama in 2024, stated that she has turned down roles due to degrading depictions of women: It became a bit of a sort of joke that the female actress has had a million hideous things happen to her and been crying and screaming 10 million times before she’s even got to lunch,
according to BBC News.
Industry figures note that storytelling is evolving as US and UK teams pen new scripts, expanding the medium into comedy, thriller, and horror genres according to BBC News. Jen Cooper, a viewer turned industry consultant, summarises the appeal: No one’s saying that this is profound, but if you’ve had that emotional reaction and you’ve made someone smile or made a hard day easier, then surely that is something wonderful to celebrate,
according to Yahoo News Malaysia.