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Microdrama Audiences Getting Younger & More Male, Holywater Tech Report Finds
Holywater Tech’s latest report says audiences for microdramas—short, vertically formatted video series—are becoming younger and increasingly male. This matters because the shift is broadening demand beyond the romance genre that has traditionally dominated the format, potentially reshaping commissioning, marketing and content development across the fast-growing vertical-video sector.
Men accounted for 1.1% of Holywater’s monthly active microdrama users in the second quarter of 2024, rising to more than 30% two years later, although women remain the core audience and watch more heavily. Romance is watched by 74% of users, alongside traditional drama (64.5%) and comedy (54%), while science fiction, fantasy, horror and thrillers are gaining interest; nearly half of respondents wanted adaptations of familiar books, films or shows. The report, produced with Owl & Co, estimates the vertical-video economy outside China will reach $150 billion in 2026, up 41%, with viewers aged 22 to 27 now representing about a quarter of Holywater’s audience.
In short
- Microdrama viewers are becoming younger and more male.
- Men’s share rose from 1.1% to over 30%.
- Genre demand is expanding beyond romance.
Explained simply
Microdramas are short video series filmed vertically for mobile viewing. The format has grown rapidly in recent years, becoming a significant entertainment sector on social media platforms and streaming apps.
Audiences for microdramas have traditionally been predominantly female, with romance as the dominant genre. This is changing, with more male viewers engaging with the format and growing interest in genres beyond romance, including comedy, drama, science fiction, fantasy and horror.
These shifts matter because they suggest microdramas are expanding beyond their traditional audience. As the format attracts more diverse viewers and moves beyond romance, media companies are likely to reconsider their commissioning and marketing strategies. The vertical-video sector is growing rapidly, making these audience changes increasingly significant to the entertainment industry.