Redseer: Micro-Dramas Replace Reels/Shorts as India Market Surges

• Micro-dramas are rapidly growing in India, with nearly 2x growth in two months, replacing short-form video for 95% of users.
• The primary audience for micro-dramas is male, salaried, middle-income individuals aged 25-45 in Metro and Tier-1 cities.
• High-aspiration genres like romance (41%), crime, and family drama are driving micro-drama consumption.
• Users are substituting existing media, mainly Instagram Reels and YouTube Shorts, with micro-dramas rather than increasing overall screen time.
• Content velocity and storytelling freshness are critical for user retention, more so than pricing, while monetization heavily depends on UPI autopay.

Why It Matters: Micro-dramas are rapidly replacing short-form video, changing digital content consumption.