Micro-Dramas Hook Viewers, But FMCG Brands Remain Cautious on Advertising

• Micro-dramas, short bite-sized episodes on platforms like Instagram and YouTube, are gaining immense popularity among audiences, becoming a daily habit.
• Despite their dramatic growth and platform investment (e.g., JioStar's upcoming vertical), major advertisers, especially FMCG brands, are hesitant to fully commit.
• Brands are in a 'wait-and-watch' mode due to the short 60-90 second format, questioning how traditional advertising fits without being intrusive.
• Current brand engagement primarily involves sponsorships, product integrations within storylines, or branded micro-series, rather than direct ad insertions.
• FMCG brands face challenges like fragmented audiences (Tier 2/3 towns), difficulty in measuring ROI, brand safety concerns, and the need for scale and consistency, which micro-dramas currently lack.

Why It Matters: Micro-dramas are popular, but FMCG brands are waiting for clearer ROI and a more mature ecosystem before investing heavily.