Nearly 20% [1] of Viu's long-form user base is now watching microdrama content, the company's chief executive officer said.
This shift indicates a growing appetite for short-form storytelling among traditional viewers, potentially altering how streaming platforms monetize attention and partner with brands.
Janice Lee, CEO of Viu and managing director of PCCW Media Group, shared the data during the APOS 2026 conference in Bali. The increase in viewership comes as the platform implements a broader strategy to integrate short-form content into its existing ecosystem.
Lee said the company is expanding its push into branded content and co-productions. This strategy includes the development of pan-regional tentpole projects, and ad-funded programming designed to reach a wider audience across different markets.
Microdramas, characterized by their brief episode lengths and fast-paced narratives, are becoming a central part of the service's growth plan. By leveraging these formats, Viu aims to capture viewers who may not have the time for full-length series but remain engaged with the platform's library.
The expansion effort involves diversifying the types of content produced and how they are funded. The push for co-productions is intended to scale the platform's original offerings while sharing the financial risk of high-budget projects.
Lee said the current trend in microdrama consumption reflects a broader change in user behavior. The platform is now prioritizing a mix of content lengths to ensure it remains competitive in the evolving digital media landscape.
“Nearly 20% of Viu's long-form user base is now watching microdrama content”
The migration of long-form viewers toward microdramas suggests a convergence between traditional streaming and the short-form consumption patterns popularized by social media. For Viu, this transition provides a new avenue for ad-funded revenue and branded partnerships, allowing the company to monetize shorter engagement windows without alienating its core audience of long-form drama fans.
