More Brits watch microdramas

Microdramas—fast-paced, vertical episodes usually lasting 60 to 90 seconds—are gaining popularity in the UK after emerging in China in the late 2010s. Viewers watch them on dedicated apps and social media, drawn to cliffhanger-driven stories that can be consumed in short bursts; China’s market exceeded 100 billion yuan last year, with more than 800 million viewers. UK producers and platforms are increasingly exploring the format, though critics question the shows’ quality and some performers have raised concerns about degrading portrayals of women.

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