Vertical Drama: Storytelling in Bite-Sized Form

In a world where attention spans are shrinking and content is consumed at lightning speed, vertical drama (sometimes known as micro dramas) have emerged as a popular form of storytelling. These ultra-short narratives try to pack the emotional depth of a full-length screenplay into just a few minutes, making them a perfect form of escapism for digital audiences in a hurry.

But not only can these dramas be consumed quickly, they can also be made quickly and at an affordable cost. It’s therefore hardly surprising that savvy marketers are also getting into the act and using vertical dramas as a vehicle to promote brands via sponsorship deals and product placement.

What Are Vertical Dramas?

Vertical dramas are short-form scripted stories–typically just one to two minutes long per episode–unfolding over a number of episodes. These usually number in the range of 50 to 100.

Like soap operas or telenovelas, vertical dramas have fast-paced plots, unexpected twists, and (naturally) the all-important cliffhanger to hook audiences into watching the next instalment. But the much shorter running time of the episodes make them easy to consume in snippets–ideal for busy modern audiences on the run.

Where Are Vertical Dramas Thriving?

We’ve been doing some research into this and came across a recent article by Skye Yang (director of performance analytics at GroupM’s Mindshare, part of WPP Unite), who reported some astonishing numbers associated with the genre. 

According to Skye, vertical/micro dramas have been a billion-dollar industry in China for years, exploding in popularity during the pandemic when audiences sought quick, engaging entertainment. According to the China Internet Network Information Center, by mid-2024, vertical drama viewers made up 52.4% of China's 1.1 billion internet users, while short-form video content reached 95.5% of total web users.

As recently reported in the LA Times:

Revenue from micro dramas in China reached $6.9 billion last year, a number that surpassed domestic box office sales. Meanwhile, outside China, micro drama apps made $1.2 billion in 2024, with 60% coming from the U.S. This is according to Sensor Tower, a market intelligence firm tracking mobile app data,

So, it seems the trend has gone global. The U.S. and other Western markets have embraced vertical drama apps like ReelShort, FlexTV, Flickreels, DramaWave and DramaBox, which are seeing millions of downloads. These platforms offer serialized content in a condensed and fast-moving format.

How Vertical Dramas Work

Vertical dramas are designed for mobile-first viewing, filmed mostly in vertical format to fit smartphone screens. They are distributed through dedicated apps and social media platforms, with a monetization model that includes:

·      Ad-supported viewing (watching ads to unlock episodes)

·      Digital coin purchases (users buy episodes individually)

·      Subscription-based access (all-you-can-watch models)

Many apps offer the first 10 episodes for free to hook viewers, who then pay or watch ads to continue. Some apps, like ReelShort, even offer interactive drama sections, allowing users to influence the storyline through their choices, creating a gaming-like experience.

Why Vertical Dramas Matter

- Highly Addictive Format Each episode ends on a dramatic cliffhanger, keeping viewers invested.

- Perfect for On-the-Go Viewing It’s ideal for places where commuting via public transport is common, so busy professionals can watch episodes in just a few minutes.

- Cost-Effective Production Shorter runtimes mean lower costs compared to traditional TV shows.

- Mass Appeal The plots often feature relatable struggles, love stories, fantasy elements, and rags-to-riches themes, making them universally engaging (although a cynic might call them cheesy and cliché).

How Much Do Vertical Dramas Cost to Produce?

The cost of producing a vertical drama varies widely. Production cost for a season could be as little as $14,000, but seems to average at $110,000 (according to a source talking to the LA Times). We're assuming a lower-budget indie drama could cost just a few hundred dollars per episode, especially if it's filmed in a cost-friendly location. Either way, since production times are short, this format is much more affordable than traditional TV or streaming shows.

Opportunities for Advertisers

With the growing audience for vertical dramas, brands are finding innovative ways to integrate advertising into the content. Product placement is a popular method, where characters organically use branded products in the storyline. In her article, Skye Yang pointed out that some brands are even producing their own micro dramas, such as:

• KFC China Created a vertical/micro drama about an ancient empress time-traveling to modern China–where she falls in love with KFC’s menu.

• Kans Skincare Launched multiple vertical dramas incorporating its beauty products, generating over 5 billion views and increasing sales.

  
  

Popular Vertical Dramas

• ReelShort Originals (Global): Dramas like My Billionaire Husband and The Secret Bride have millions of views and drive app engagement.

• FlexTV Dramas (Asia & USA): Serialized, romance-heavy dramas that hook audiences with extreme twists.

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Story Inkubator was founded by writer, scriptwriter and teacher, Kristina Jilly, an Australian living in Central Europe who's written for HBO Europe and RTL Television. A teacher at the University of Applied Sciences in Upper Austria, Kristina also writes online content about the art of storytelling and topics that inspire creativity. 

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