Micro Dramas Are Eating Short-Form Video. Brands Are Next In Line.
Attention spans weren't shrinking, they just changed shape. Micro dramas are serialized vertical stories cut into 1-3 minute cliffhanger episodes, and they've pulled real watch time off streaming — enough to spawn dedicated apps. The format tests hooks in the first 90 seconds and cuts anything that doesn't stick. Brands are starting to produce their own series because it's cheaper and faster than traditional TV.