Are bite-sized dramas the next big thing in India?

Short dramas are genre-bending, encompassing a wide range of content. If executed well and effectively, as has been the case in China, it could potentially become a billion-dollar industry in India as well.

In the not-so-distant past, the golden age of cinematic expression seemed to belong to those grand, three-hour-long Indian movies, with melodramatic plots and eye-popping song sequences. Fast forward to today, and a new kid has entered the block: short video dramas, or micro-dramas. 

The global shift towards short-form content seems to be the natural evolution of the digital age. Our brains, conditioned by algorithms designed to capture attention, are now more inclined to digest rapid-fire bits of information. Instant gratification, it seems, is the new norm. Algorithms, the invisible forces driving our daily decisions, dictate what we see on any screen, which ads target us, and even what products we buy. So, it’s hardly surprising that the way we consume entertainment would undergo a tectonic shift.

Taking the world by storm — and led by Chinese content — is the micro-drama format. In essence, C-drama are short, serialised videos that range between two to five minutes per episode, designed to fit neatly into the fast-paced lives of modern viewers. These bite-sized narratives, now sweeping through China and reshaping the entertainment industry in ways both fascinating and unsettling.

This phenomenon, which MIT Technology Review reports surpassed $5 billion in 2023, is projected to reach $13 billion by 2027. The appeal? They don’t demand long hours of attention. They are mobile-first and designed for the convenience of the modern-day commuter. Imagine, if you will, watching your favourite story unfold on your smartphone during a 20-minute metro ride, seamlessly tailored to your schedule.

Compared to the budgetary demands of a full-length feature film or even a traditional web series, these dramas come with a significantly lower price tag. Production costs for an entire series range from $35,000-75,000. Moreover, generative AI models, both closed and open-source, are advancing exponentially, producing content that is increasingly difficult for people to distinguish between real and AI-generated.

This rapid progress has democratised filmmaking, enabling anyone with a story to become a director in a sense. While producing full, production-grade content may still pose challenges, these models can significantly assist in producing micro-drama content. This opens new avenues for creators to rapidly produce content at a fraction of the traditional cost, fostering experimentation, and innovation.

For India, where the smartphone market is booming, this format seems tailor-made. With over a billion smartphones in use and a forecasted 1.55 billion by 2040, over 881.25 million Internet users, and over 65 per cent of its 1.4 billion under 35 years, India is primed for this digital revolution. On average, Indians spend over four hours a day on their smartphones — one of the highest global averages. In such a scenario, it’s easy to see why micro-content could become the go-to format.

As India’s OTT market continues to expand, traditional movie hall viewership is showing a zig-zag trend. While some blockbuster films have defied the odds, the big studios are increasingly favouring OTT releases. The audience’s consumption habits are evolving; after all, binge-watching a 30-minute episode on a streaming platform is now a weekend staple for many, while waiting for a blockbuster to hit theatres feels more like a bygone era.

Enter short video dramas, which seem to tick all the boxes. They combine the bite-sized appeal of reels with the serialised nature of traditional television, creating a compelling hybrid.

Short dramas are genre-bending, encompassing a wide range like romance, fantasy, history, comedy, and slice-of-life content. Their content is tightly focused, with accelerated character development and plot progression, drawing viewers into the action swiftly.

What distinguishes them is their interactive nature.

These dramas aren’t just passive consumption; they can also be shaped by audience feedback. Viewer comments can be integrated into subsequent episodes due to the resource-efficient production of short videos with the advent of AI, leading to a dynamic feedback loop where the audience essentially becomes part of the creative process. This ‘co-creation’ model offers instant gratification for both viewers and content creators.

This phenomenon reflects the growing personalisation of media — no longer is content ‘pushed’ to the audience. Instead, the viewer’s desires and feedback ‘pull’ content in real-time, fostering a much more engaged and invested audience.

Could our film and television stars soon grace the screens of short drama series, playing the protagonists of stories that unfold in mere minutes? Given our obsession with film and the influence of its stars, this may not be as far-fetched as it seems. As the global market adapts, Indian creators could leverage these formats to showcase regional languages, new storytelling, and marketable themes — reaching millions of viewers in ways never imagined before.

The rapid rise of these short dramas could lead to some intriguing consumer behaviour in India. While they won’t replace full-length movies and OTT shows, it’ll be interesting to see if they can capture enough of viewers’ attention, making them more eager to watch new mini-episodes. If executed well and effectively, as has been the case in China, it could potentially become a billion-dollar industry in India as well.

Short video dramas may just be the answer to the digital age’s relentless demand for content, but how they evolve in India will be a fascinating story to watch.

(Srinath Sridharan (@ssmumbai) is a corporate adviser and independent director on corporate boards. Naman Devdaksh (@namandevdaksh) is a software evangelist.)