The popularity of short-form series, known as microdramas, is rapidly increasing worldwide, particularly as content designed for social media and mobile platforms.
These microdramas typically feature vertical-format episodes ranging from 30 seconds to a few minutes, offering a fast-paced, social-first viewing experience.
Originating in China, the format has quickly expanded to international markets, with the market reaching an estimated $9.4 billion last year. Its appeal lies in its mobile-first design and quick, engaging storytelling, often centered around romance, drama, or supernatural themes that cater to short attention spans.
Global players are taking notice. TikTok recently launched Pinedrama, a standalone app targeting audiences in the United States and Brazil, offering episodes between 60 and 90 seconds. Disney has also entered the space with its first microdrama, Locker Diaries, a vertical series featuring characters from Zombies, Descendants, and Phineas & Ferb, available on Disney+ and across social platforms like YouTube, Instagram, and TikTok.
The trend is now reaching the Nordics. Sweden is set to premiere its first locally produced microdrama, Kissie’s Back, on Instagram and TikTok. Produced by BBC Studios Sweden, the series comprises 22 episodes of one to two minutes each, reflecting the social-first, industrialized production model typical of the genre. Swedish public broadcaster SVT is also experimenting with the format, re-editing existing content into vertical microdramas to explore how they can tell stories, particularly about children’s realities, in this emerging style.
With major global players investing in vertical storytelling and Nordic broadcasters beginning to experiment, microdramas are poised to become an important part of the region’s evolving digital content strategy, reflecting broader shifts in viewing habits and platform-driven innovation.
