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India's Micro-Drama Revolution: Challenging the Tradition of Long-Running TV Serials

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  Published in Media and Entertainment on Monday, December 8th 2025 at 0:57 GMT by Channel NewsAsia Singapore

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India’s Micro‑Drama Revolution: Challenging the Tradition of Long‑Running TV Serials

India’s television landscape has long been dominated by daily soap operas that run for 30–45 minutes and span hundreds of episodes. In recent years, however, a new genre—micro drama—has begun to carve out its own niche, offering viewers bite‑size narratives that fit neatly into the hectic, on‑the‑go rhythm of modern life. The Channel News Asia article, “India micro drama challenge traditional TV serials,” explores how this trend is reshaping content creation, consumption and the business models of the Indian media industry.

What is Micro Drama?

Micro drama is a short‑form, episodic storytelling format that typically runs anywhere from five to fifteen minutes per episode. Unlike conventional serials, micro dramas are produced on tighter budgets, often shot on smartphones or small‑budget cameras, and distributed primarily through online platforms such as YouTube, MX Player, Zee5 and SonyLIV. The genre thrives on concise arcs, sharp pacing, and relatable, often socially relevant themes that resonate with younger audiences.

The Market Context: A Shift in Audience Behaviour

India’s 1.2‑billion‑strong viewership base is aging, with a growing segment of “millennial” and “Gen Z” viewers who prefer streaming content on mobile devices rather than tuning into broadcast television. A 2022 study by the Interactive Advertising Bureau India (IAB‑India) revealed that 68% of Indian mobile users watch video content on the go, and 55% prefer shorter, digestible formats. Micro drama aligns perfectly with this trend, offering a quick entertainment fix that can be watched between commutes, during lunch breaks or while waiting in line.

In addition to changing viewer habits, the rise of low‑cost production technology has democratized content creation. The proliferation of high‑resolution smartphones and affordable editing software has allowed independent creators to produce high‑quality, engaging stories without the need for large studio budgets. As the article notes, this has spurred a wave of new talent that is pushing the boundaries of conventional storytelling.

Platforms Behind the Surge

Several major Indian streaming platforms have launched dedicated micro‑drama categories. MX Player, for example, launched “Micro‑Dramas” in 2021, featuring series such as Paisa, Dhanashakti, and The House of Two Sisters, which have collectively garnered millions of views. Zee5’s “Zee Shorts” and SonyLIV’s “Micro‑Series” have followed suit, offering a mix of comedy, romance, and social issue narratives tailored for the micro‑drama format.

The article also highlights a recent initiative by the Ministry of Information and Broadcasting, which announced a ₹10 crore fund to support the production of micro‑drama content. This governmental backing underscores the potential of the genre as a vehicle for both entertainment and social messaging.

Industry Response: From Competition to Collaboration

Traditional TV broadcasters are not sitting idle. Several production houses that once focused on daily soaps are pivoting to micro‑drama as a way to diversify revenue streams and tap into younger demographics. The article cites an interview with the head of Balaji Telefilms, who stated that the company is now developing a micro‑drama studio that will produce content on a “revenue‑sharing” basis with OTT partners.

Some industry observers see micro drama as a complementary format rather than a threat. By creating a short‑form version of a long‑running series, producers can maintain brand visibility and test new storylines without the risk of a full‑length production. Moreover, the article points out that micro‑dramas can serve as a “teaser” for upcoming full‑episode serials, providing a low‑investment way to gauge audience interest.

Monetisation and Business Models

Unlike traditional TV, which relies heavily on advertising slots and cable subscriptions, micro‑drama monetisation hinges on a mix of ad‑based revenue, sponsorships, and paid subscriptions. The article explains that many micro‑drama platforms offer “free‑with‑ads” models, where short breaks are inserted after every 10–15 minutes. For premium viewers, a monthly subscription can provide ad‑free viewing.

Additionally, brand‑integrated content is becoming increasingly prevalent. A micro‑drama series may feature a product or service as part of its storyline, providing a subtle yet effective marketing avenue. The article cites the success of Dhanashakti, a micro‑drama that integrated a fintech app into its plot, generating significant brand engagement for its sponsor.

Audience Reception: Praise and Criticism

The response from viewers has been largely positive, especially among the 18‑34 age group. The article quotes survey data showing that 81% of respondents prefer micro‑drama for its “quick storytelling” and “easy consumption.” Social media engagement is high, with many micro‑drama series generating viral clips and memes.

However, the genre is not without its critics. Traditional viewers who enjoy the emotional depth of long serials sometimes find micro‑drama too superficial. The article references a discussion forum where older users lamented the “lack of character development” in short‑form series. Nonetheless, many creators are experimenting with longer arcs across multiple micro‑episodes, effectively bridging the gap between short and long‑form storytelling.

Future Outlook: A Growing Ecosystem

The article ends on an optimistic note, predicting that micro drama will continue to grow in both quantity and quality. The combination of low production costs, high audience demand, and strong platform support creates a fertile environment for innovation. Emerging creators are already experimenting with hybrid formats—such as “micro‑drama + interactive” experiences that allow viewers to vote on plot twists in real time.

Furthermore, cross‑border collaboration is on the horizon. The article cites an upcoming partnership between an Indian micro‑drama studio and a Korean production house, aimed at blending Indian storytelling sensibilities with Korean pop‑culture aesthetics. Such collaborations could open up new markets and add fresh flavors to the micro‑drama genre.

Bottom Line

India’s micro‑drama movement is reshaping how stories are told and consumed in a country where television has long been the dominant medium. By delivering compact, engaging narratives that cater to the mobile‑first habits of today’s viewers, micro drama is challenging the hegemony of traditional TV serials. While the format faces hurdles—such as maintaining narrative depth and ensuring sustainable monetisation—the article from Channel News Asia paints a picture of a vibrant, rapidly evolving ecosystem that is redefining the future of Indian entertainment.