ShareChat and Moj’s Report in Collaboration with Kantar Finds Microdrama has Emerged as a Mainstream Entertainment Format in India

ShareChat and Moj, in partnership with Kantar, unveiled one of India’s first dedicated industry reports on microdrama, State of Microdrama in India. The findings confirm that microdrama is no longer an emerging trend, but has already become a routine part of how India consumes content. The report offers a comprehensive view of the evolving landscape, uncovering how changing consumer behaviour, storytelling preferences and viewing habits are driving the format’s rapid adoption, while highlighting its growing potential for creators, brands and advertisers.

The study finds that 80% of audiences now prefer microdrama, with 86% of viewers spending more than 15 minutes watching every day and 54% returning for a repeat session, evidence that the format has moved firmly from novelty to routine. It further reveals that microdrama creates a high-attention advertising environment, delivering 84% brand recall and 82% purchase intent, outperforming traditional short-form content on key brand metrics.