Like video games, micro dramas can be super addictive. And Timothy Oh, general manager of the Chinese digital content company COL Group, knows exactly how to get viewers hooked.
Also called vertical dramas, micro dramas are a rapidly growing entertainment format featuring serialised short-form videos shot in 9:16 aspect ratio specifically for viewing on mobile devices. Series typically consist of 30 to 70 episodes, each lasting only one to three minutes, designed for fast-paced, addictive and binge-watching consumption.
And while conventional TV drama series now often rely on streaming subscriptions, micro dramas follow the freemium gaming model. Audiences can watch a small number of episodes for free, then have to either watch ads or buy gems and tokens to keep watching.
