Streaming Wars Heat Up as “Micro-drama” Apps Challenge Netflix
A new wave of ultra-short video series is rapidly gaining popularity,posing a potential challenge to established streaming giants like Netflix. These “micro-dramas,” typically vertical videos around 90 seconds in length and consisting of hundreds of episodes, are proving highly addictive, often featuring sensational plotlines and graphic violence.
The trend, already a phenomenon in Asian countries, is now gaining traction in the US and Europe through apps like ReelShort, NetShort, DramaWave, and DramaBox - all owned by Chinese companies. The format’s financial impact is significant; the industry generated an estimated $700 million in revenue in the first quarter of 2025 alone.
Remarkably, DramaBox boasts 44 million active monthly users in the United States, surpassing the viewership of Hulu and Paramount+. Experts describe the content as “sweet, short and sharp,” noting that “they meet promptly want to be satisfied and are very addictive,” according to a recent CNBC report.
These micro-soaps often push boundaries, exceeding the dramatic and violent content found in mainstream films like aor and John Wick, and frequently incorporating intense romantic themes. Whether the subscription cost of these apps is worthwhile remains a matter of personal preference.
