Chandigarh, March 18 Micro dramas are rapidly emerging as a new content category in India, with social media feeds driving discovery for a vast majority of viewers, according to a joint report by Meta and Ormax Media.
The report, titled "Micro Dramas: The India Story," found that nearly 89 per cent of viewers discover micro dramas through social feeds, highlighting the role of algorithm-led recommendations in the growth of the format.
The study, conducted between November 2025 and January 2026, covered 2,000 respondents aged 18-44 across 14 states, along with 50 in-depth interviews.
It noted that 65 per cent of viewers discovered micro dramas within the last year, highlighting the rapid rise of the format among digital audiences.
According to the findings, viewers spend a median of 3.5 hours per week watching micro dramas, typically in seven to eight short sessions daily, indicating a preference for quick, repeat viewing rather than long-form content.
Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks, suggesting that micro dramas complement rather than compete with traditional OTT platforms.
The report said that around 90 per cent of micro-drama viewing happens solo, making it a highly personal, mobile-first experience.
It further noted a rise in regional language consumption, with Tamil, Telugu and Kannada emerging as key languages after Hindi and English.
Meta said the format is evolving into a new business vertical, with several platforms leveraging its ecosystem to reach audiences, launch shows and scale operations.
"Micro drama is not a passing trend and is reshaping how audiences consume entertainment on mobile devices," said Shweta Bajpai, Director, Media and Entertainment (India), Meta.
Ormax Media Founder-CEO Shailesh Kapoor said the format is showing early signs of becoming a distinct category in India's digital entertainment landscape, driven by mobile-first and personal-screen consumption habits. The report said platforms focusing on audience trust and strong storytelling are likely to drive the next phase of growth in the segment.