ShareChat-Moj study flags microdrama as a high-recall advertising format in India
A Kantar study commissioned by ShareChat and Moj found 80% of surveyed Indians favour microdramas, with 77% discovering them via social feeds. The format reported 84% brand recall and 82% purchase intent, signalling a potential new mobile-media channel for consumer brands.
What happened
ShareChat and Moj’s Kantar study finds microdrama becoming a mainstream mobile entertainment format in India, with strong repeat viewing, social discovery and
Key facts
- 80% audience preference for microdrama
- 86% watch more than 15 minutes daily
- 54% return for repeat viewing
- 77% discover microdramas through social feeds
- 84% brand recall
Why this matters
Test short-form microdrama placements on social feeds, where strong stated recall and purchase intent suggest a promising mobile channel for brand storytelling in India.