Microdramas: the 'snackable' 90-second shows winning UK viewers
From secret billionaires to werewolf feuds, the vertical video format that has already taken China by storm finds a growing audience in Britain.
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.