인도 마이크로드라마, 소셜 피드로 급성장
무슨 발표인가
- Meta-Ormax 리포트 발표
- 시청자 89% 소셜 피드에서 마이크로드라마 발견
- 지난 1년간 신규 시청자 65%
원문 (영어)
As short-form video reshapes how audiences consume content on their smartphones, micro dramas are rapidly emerging not only as a new storytelling format but also as a new business vertical in India. At our inaugural Meta Marketing Summit: Micro-Drama Edition, we shed light on the rising number of micro-drama platforms that are now actively using Meta platforms to reach relevant audiences, launch new shows, and build their business.
To capture the rise of this industry, we also unveiled a new audience research report developed in collaboration with media insights firm Ormax Media that examines how this category is evolving and how viewers are discovering and engaging with it. Titled “Micro Dramas: The India Story, ” the report finds that 65% of viewers discovered micro dramas within the last year, and an overwhelming 89% of viewers discover micro dramas through social feeds, highlighting feed-led discovery and signalling the rapid rise of the format among digital audiences.
Unlike traditional OTT viewing, micro-dramas are built around short, episodic narratives designed for smartphone consumption, where audiences encounter stories through social feeds rather than actively searching for them. The study was conducted between November 2025 and January 2026, combining 50 depth interviews and 2,000 personal interviews with micro-drama audiences aged 18–44 across 14 states , making it one of the most comprehensive studies of the category in India to date.
The findings were unveiled at the summit, where we brought together leading micro-drama platforms, creators, brands, agencies, venture investors, and payment partners to discuss the rapid rise of the category and the ecosystem needed to support its next phase of growth.
원문: Meta Newsroom — "Social Feeds Are Powering India’s Micro-Drama Boom: Meta-Ormax Report" (2026-03-18) 공식 원문: https://about.fb.com/news/2026/03/social-feeds-are-powering-indias-micro-drama-boom-meta-ormax-report/
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