ShareChat, Moj and Kantar flag microdrama as an emerging high-attention ad channel in India
A ShareChat, Moj and Kantar study of 1,045 respondents across 14 cities says 80% prefer microdrama, while 86% watch for more than 15 minutes daily. The advertising module reported 84% brand recall and 82% purchase intent, positioning the format as a potential consumer-brand media channel.
What happened
ShareChat, Moj and Kantar report microdrama has become mainstream in India, offering high attention for advertisers. The study highlights strong daily
Key facts
- 80% of audiences prefer microdrama
- 86% of viewers spend more than 15 minutes daily
- 54% return for a repeat viewing session
- 84% brand recall
- 82% purchase intent
- 77% discover microdrama through social-media feeds
- 68% of viewers are from households earning over Rs.10 lakh annually
- 64% travel more than twice a year
- 63% own a home
- 1,045 respondents
- 14 Indian cities
- Respondents aged 18-44
- 450 respondents in advertising-attention module
- ShareChat has 200+ million monthly monetizable users
- QuickTV crossed 10 million downloads within three months
Why this matters
ShareChat and Moj’s microdrama momentum makes creator studios, short-form content IP and measurement partnerships potential strategic targets for brands and media platforms.