ShareChat & Moj, in partnership with Kantar, present the ‘State of Microdrama in India’ report. This comprehensive study examines Microdrama as an emerging media behavior, revealing how consumers engage with it, why relatable narratives win, and how brands can leverage this high-attention environment to drive full-funnel outcomes.

Microdrama Goes Mainstream: With 80% of audiences preferring it on par with reels, Microdrama is rapidly becoming a mainstream mobile format.
A Daily Habit: 86% of viewers watch for over 15 minutes every day, making Microdrama a daily habit rather than an occasional choice.
Discovery Starts with Social: Social ecosystems are the primary drivers of discovery and scale, with 77% of viewers finding Microdrama content through their social media feeds.
A Personal Viewing Experience: The format is built for individual consumption, with 75% of viewers watching alone.
Relatability Beats Novelty: Viewers prefer stories that feel close to home, with everyday life stories (36%) and narratives from across India (34%) being top choices.
Drives Strong Brand Impact: The high attention generated by Microdrama translates into strong brand outcomes, including 84% Brand Recall, 79% Message Association, and 82% Purchase Intent.

About the Research

This report is based on a Kantar study conducted in May 2026, pairing a quantitative survey of 1,045 smartphone users with an innovative eye-tracking Attention Module across Metro and Non-Metro markets in India.

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State of Microdrama in India: Research Report

Key highlights of the report

About the Research

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