📲 UK Emerges as Europe’s Leading Market for Micro-Dramas

The data was presented by Maria Rua Aguete, Senior Research Director of Media and Entertainment at the analytical firm Omdia, during the Conecta industry event in Mallorca. According to expert estimates, ultra-short vertical content is rapidly expanding beyond China, becoming one of the fastest-growing segments in mobile entertainment.

The United States remains the largest micro-drama market outside of China, boasting 66 million users. India, Brazil, and Mexico also significantly outpace European nations. Within Europe, the UK is followed by Germany, which recorded 4.4 million MAU. Omdia analysts note that global revenue from micro-dramas reached $11 billion last year and is projected to surpass $14 billion this year. By 2030, the market is forecast to grow to $22 billion, with international platforms accounting for nearly a third of all revenue.

Experts emphasize that micro-dramas represent a new format and media consumption model rather than a mere genre. While platforms initially grew by leveraging romantic storylines, they are now offering audiences thrillers, mysteries, comedies, fantasy, and even reality shows. Traditional European broadcasters, including Spain’s RTVE and Atresmedia, are already entering the battle for mobile audiences, exploring the launch of their own lineups of vertical mini-series.