Viu’s Microdrama Experiment Already Paying Off
Singapore-based streaming giant Viu has seen a surprising uptake of its microdrama format, with nearly 20% of its long-form users already consuming these bite-sized shows.
Speaking at the APOS 2026 conference in Bali, Viu CEO Janice Lee revealed that the microdrama format has been a hit with audiences, with users gravitating towards the short, episodic content.
Viu launched microdrama on its platform just a few months ago, but Lee’s announcement is a testament to its growing popularity. With the format still in its infancy, the fact that nearly one in five long-form users are tuning in is a significant milestone for the company.
Branded Content and Co-Productions on the Rise
Viu’s adoption of microdrama is part of its broader strategy to expand its branded content and co-production efforts. By partnering with creators and brands, Viu aims to produce more engaging, relevant content that resonates with its user base.
Lee’s comments suggest that this approach is paying off, with users responding positively to the new format. By offering bite-sized content, Viu is providing viewers with a more flexible and convenient way to consume their favorite shows.
What this means for viewers
For viewers, the rise of microdrama means more options for how they consume their favorite shows. With shorter episodes and a more flexible format, users can easily fit in a few minutes of entertainment during their daily commutes or breaks. Viu’s success with microdrama also suggests that viewers are increasingly open to new formats and approaches, providing a exciting opportunity for creators and brands to experiment with innovative content.
