@adithya2
Vertical dramas are built for the feed, and they’re winning minutes.
You’ve seen the ads on Reels or Shorts: a 60-90 second scene ends on “what happens next?” Tap once and you’re in an app. That bite-size, phone-first format is no longer a niche, it’s turning into a big business that’s pulling time away from OTT.
Global in-app revenue nearly 4× year over year on the back of ~370M downloads in Q1 2025. In early 2025, short-drama apps pulled in $700M in a single quarter and ~$2.3B since 2024.
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