A study of users of Holywater’s My Drama and My Muse apps finds that microdrama viewing has grown rapidly and now attracts a broader audience than commonly assumed, including a growing number of men. The findings matter because they suggest vertical, short-form scripted video is becoming a significant entertainment market that complements rather than directly replaces conventional television and streaming.

The report estimates that vertical-media apps will generate $4 billion outside China in 2026, while China’s market exceeded $15 billion in 2025. Romance dominates viewing for both women and men, accounting for 76% of female viewing and 54% of male viewing; Holywater’s male-user share rose from 1.1% in late 2024 to 30.3% in the latest quarter, while viewing peaks on Sundays from 8pm to 10pm. Heavy users also appeared receptive to AI-generated programmes, with engagement comparable to live-action titles.