ShareChat and Kantar Report Highlights Growth of Microdrama as Mainstream Entertainment in India

Social media platform ShareChat and short-video app Moj, in partnership with market research firm Kantar, have released a study titled 'State of Microdrama in India'. The findings indicate that microdrama has transitioned from an emerging format into a regular component of daily digital media consumption in the country.

The quantitative study surveyed 1,045 respondents aged 18 to 44 across 14 Indian cities between May 4 and May 25, 2026. An additional attention module evaluated 450 respondents between May 21 and May 29, 2026, comparing attention metrics across microdramas, long-form content, and short-form videos.

According to the data, 80% of audiences prefer microdrama, while 86% of viewers spend more than 15 minutes watching daily. Furthermore, 54% of respondents return for repeat sessions. The research also points to high advertising performance, generating 84% brand recall and 82% purchase intent, which outpaces traditional short-form formats on key metrics.

Neha Markanda, Chief Business Officer at ShareChat and Moj, noted that the format bridges short-form convenience with the continuity and emotional depth of long-form storytelling. Ebu Isaac, Head of Media and Analytics at Kantar South Asia, added that the format reflects broader changes in digital content consumption and viewer attention patterns.

The report addresses demographic and economic patterns among viewers. It notes that 77% of audiences discover microdramas through social media feeds. Additionally, 68% of viewers belong to households with an annual income exceeding Rs. 10 lakh. The study also highlights that 64% of viewers travel more than twice a year and 63% own a home, indicating that the format reaches across India's spending spectrum rather than being limited to a single economic bracket.

ShareChat, operated by Mohalla Tech Pvt Ltd, was founded in 2015 and maintains a portfolio that includes the ShareChat App, the Moj short video app, and the microdrama app QuickTV. The company reports over 200 million monthly monetizable users across its platforms, with QuickTV crossing 10 million downloads within three months of its launch. Backers of ShareChat include investors such as Temasek Holdings, Google, Tiger Global, and Lightspeed, alongside other institutional and individual investors.

"The findings from ShareChat, Moj, and Kantar highlight a significant shift in digital media consumption patterns in India. As microdramas gain traction among higher-income and economically diverse households, platforms and brands have a clear opportunity to reassess engagement strategies. The data showing strong brand recall and purchase intent suggests that episodic, mobile-first storytelling is becoming a viable and effective channel for commercial advertising. Startups and digital platforms will need to adapt quickly to these evolving audience preferences to capture sustained attention and deliver measurable value to advertisers." — Dr. Shishir Gupta, Founder & CEO, StartupLanes