The "vertical cinema" market is booming.

Vertical-frame micro-dramas are thriving in Asia and gradually spreading to Europe and North America, opening up a new shift in global film trends.

Báo Cần Thơ•05/06/2026

Microdramas are becoming increasingly common in Hollywood.

Micro-dramas are short films shot vertically on a phone screen, with each episode lasting only about 2-3 minutes. This genre originated in China, catering to the need for quick entertainment among users who habitually browse their phones during breaks or while traveling on public transport. Although only appearing in recent years, micro-dramas have developed rapidly, expanding into the international market. Micro-dramas have now become a multi-billion dollar market in China, the US, South Korea, and many other Asian countries.

The Hollywood Reporter notes that changing social media habits are making viewers increasingly impatient with lengthy content, instead seeking immediate gratification within seconds of scrolling. While traditional films require dozens of minutes to build conflict, micro-dramas only take a few dozen seconds to bring the audience to a climax. Each episode typically begins with conflict, followed by twists and turns, and concludes with a dramatic point designed to keep viewers watching the next episode.

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This fast-paced, intense narrative makes it impossible for viewers to stop, forcing them to tap the screen to continue watching. Variety magazine calls this a form of "algorithmic storytelling," where content is designed to keep viewers constantly engaged with the screen instead of allowing them time to reflect.

In the US, Business Insider estimates the micro-drama market will reach approximately $1.3-$1.4 billion in 2025, indicating that vertical cinema is gradually becoming a global entertainment industry. In India , the short film market surpassed $300 million in 2025 and is expected to reach $1.5 billion by the end of 2026. Meanwhile, South Korea's short film platform Beegloo recorded that 4 out of 5 of the most-watched series in February 2026 were multi-episode short films.

Data from UK-based research firm Omdia shows that the global short film market is valued at approximately $11 billion in 2025 and is projected to increase to $14 billion in 2026. Latin America is expected to account for 27% of total short film app downloads in Q1 2026, a 69% increase year-on-year. Southeast Asia ranks second with 24%, a 61% increase. India, Europe, and the US each currently hold approximately 7-11% of the global market share.

Short content isn't just popular on phones; it's expanding to larger screens. YouTube reports that it sees over 2 billion hours of Shorts viewed monthly on TVs. Kurt Wilms, Senior Director of Product Management for YouTube on TV, believes that the group of users watching YouTube on TV is currently one of the fastest-growing segments. Recognizing this trend, Google TV has also added a "Short Videos for You" section to its main interface to increase the visibility of Shorts on larger screens.

According to many experts, micro-drama will continue to grow as more and more filmmakers in the US, South Korea, and India shift towards "vertical cinema" with more professional investment. The development of this market is predicted to depend more on technology than on traffic. AI is considered a crucial factor driving this market's growth, from translation and localization of content to assisting in scriptwriting and scene design, contributing to the formation of a global content ecosystem highly adaptable to each market.

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