Microdramas, one-minute episodes packed with dramatic cliffhangers, are surging in popularity in the UK, drawing millions of viewers to dedicated apps like ReelShort, CandyJar and DramaBox. Made for the scrolling age, the shows typically run 60 to 90 seconds per instalment, with series often stretching to 50 or more episodes. Fans say the format offers easy, escapist entertainment; some critics deride it as mindless.
The trend, already huge in China, has now reached Britain. Last week, producers announced that classic Neighbours storylines would be repackaged as vertical microdramas, a sign the format is entering the mainstream.
Microdramas emerged in China in the late 2010s as cheap adaptations of online novels, according to filmmaker Samantha Sun. They focus on forbidden love, family feuds and secret billionaires, each episode ending on a cliffhanger. In 2025, China's market was worth more than 100 billion yuan (£11bn) with over 800 million viewers, per China's National Radio and Television Administration.
UK fans like Heather Sharrock, 55, from Scotland, said: "There's so much rubbish going on in the world at the moment. It's just nice to switch off and not think for a little while." Diane Aitken, 45, likened the werewolf- and vampire-themed shows to 1980s soaps "on steroids". Sarah-Jayne Lunn, 46, said she was "hooked" immediately: "I didn't have to overthink."
Microdramas are cheap to make: filming a 60-to-90-minute series takes under two weeks, said producer Haydn Wakeling. Director Dan Löwenstein has worked on 38 microdramas since early 2024. Charlotte Brokenbrow of Spare Arrow said the pace must be relentless: "If you leave too much air in the script and in the video, then someone's going to get bored and will scroll on."
Some viewers say plots can be degrading to women. Actress Coco Taylor said it became a joke that the female actress "has had a million hideous things happen to her and been crying and screaming 10 million times before she's even got to lunch". She says she has turned down roles she considered too misogynistic. Others say the storytelling has improved as more UK and US writers become involved.
In The Guardian, one writer called the shows "catastrophically brainless and objectively bad". But microdrama consultant Jen Cooper said: "No one's saying that this is profound, but if you've had that emotional reaction and you've made someone smile or made a hard day easier, then surely that is something wonderful to celebrate."
The UK is now Europe's largest audience for microdramas. Apps typically offer the first few episodes free, then require a subscription: CandyJar costs £49 per year, while DramaBox costs £110. Streamers including Prime, Peacock and Disney+ have announced plans to add microdramas to their services.
Analysis
Why This Matters
- Microdramas represent a major shift in viewing habits towards ultra-short, vertical content, challenging traditional TV and streaming models.
- The format's low production cost and fast turnaround make it accessible to independent creators, potentially diversifying who gets to make shows.
- Concerns about degrading depictions of women highlight the need for content standards in this rapidly growing sector.
Background
Microdramas originated in China in the late 2010s, adapted from online novels, and became a multi-billion-yuan industry. They have since expanded globally, with significant audiences in South Korea, India, the US and now the UK. Dedicated apps and traditional streamers are embracing the format, and branded short ads for companies like Jamie Oliver and the Co-op signal commercial interest. The UK is the largest European market, with its first dedicated app, TattleTV, launching earlier this year.
Key Perspectives
- Fans: Viewers like Heather Sharrock and Sarah-Jayne Lunn value microdramas as easy, escapist entertainment that requires no thought. Diane Aitken compared the thrill to 1980s soaps "on steroids".
- Actress Coco Taylor: Has expressed concerns about misogynistic plots, noting that female characters often endure "a million hideous things" before lunch. She has turned down roles she considered degrading.
- Critics: Some, including a Guardian writer, dismiss microdramas as "catastrophically brainless and objectively bad", blaming the format for ruining attention spans.
- Industry consultant Jen Cooper: Defends the shows, saying that even if they are not profound, they provide emotional connection and can brighten a difficult day.
What to Watch
- Whether major UK broadcasters like BBC or ITV launch their own microdrama channels.
- The impact of AI production, which the source says the Chinese microdrama industry has already pivoted to.
- Potential regulatory scrutiny of microdrama content in the UK, particularly around violence and sexual assault themes.
Checked
12 claims in this story checked against 1 source: 7 supported.
Show each claim
- Partly supportedThe headline describes the shows as 90-second shows, while also saying they are winning UK viewers.BBC News: “Made up of snappy, high-octane episodes, they are usually 60 to 90 seconds long.”
- Not in the sourcesDedicated microdrama apps are drawing millions of UK viewers.BBC News: “The shortform video trend has expanded globally, racking up hundreds of millions of downloads”
- Partly supportedMicrodramas are a vertical video format.BBC News: “Last week, producers announced classic Neighbours storylines would be repackaged as super-short vertical episodes”
- Not in the sourcesThe shows feature werewolf feuds.BBC News: “Diane Aitken, 45, a fan from Scotland, likens the werewolf- and vampire-themed microdramas she enjoys to 1980s US soaps Dallas or Dynasty “on steroids”.”
- Partly supportedMicrodrama episodes are one minute long and end on dramatic cliffhangers.BBC News: “Made up of snappy, high-octane episodes, they are usually 60 to 90 seconds long. Many focus on themes like forbidden love, family feuds and secret billionaires, and nearly every instalment ends on a dramatic cliffhanger.”
- SupportedHeather Sharrock said, “There's so much rubbish going on in the world at the moment. It's just nice to switch off and not think for a little while.”BBC News: ““There's so much rubbish going on in the world at the moment,” Heather says. “It's just nice to switch off and not think for a little while.””
- SupportedChina's microdrama market was worth more than 100 billion yuan (£11bn) in 2025.BBC News: “Last year, China's microdrama market was worth more than 100 billion yuan (£11bn)”
- SupportedChina had over 800 million microdrama viewers in 2025.BBC News: “viewer numbers surpassed 800 million, according to China's National Radio and Television Administration .”
- SupportedProducers announced the previous week that classic Neighbours storylines would be repackaged as vertical microdramas.BBC News: “Last week, producers announced classic Neighbours storylines would be repackaged as super-short vertical episodes”
- SupportedCoco Taylor said it became a joke that the female actress “has had a million hideous things happen to her and been crying and screaming 10 million times before she's even got to lunch”.BBC News: ““It became a bit of a sort of joke that the female actress has had a million hideous things happen to her and been crying and screaming 10 million times before she's even got to lunch,” says Coco Taylor”
- SupportedFilming a 60-to-90-minute microdrama takes under two weeks, according to producer Haydn Wakeling.BBC News: “it typically takes less than two weeks to film a microdrama of between 60 and 90 minutes, pushing down costs.”
- SupportedThe UK is now Europe's largest audience for microdramas.BBC News: “The UK is now Europe's largest audience for microdramas”
