Viu CEO Says Nearly 20% of Long-Form Users Now Watch Microdrama as Streamer Expands Branded Content and Co-Production Push

Viu CEO Reports Growth in Microdrama Consumption Among Long-Form Users

At the APOS 2026 conference held in Bali, Janice Lee, the CEO of Viu and managing director of PCCW Media Group, revealed that nearly 20% of the platform’s long-form user base is now engaging with microdrama content. This notable statistic comes just months after the microdrama format was introduced, indicating a swift acceptance and adaptation among viewers.

The Rise of Microdrama

Microdrama, a relatively new format that condenses storytelling into shorter episodes, has quickly gained traction among Viu’s audience. Lee’s comments highlight a significant shift in content consumption habits, as users increasingly gravitate towards shorter, more digestible narratives. This trend aligns with broader changes in media consumption, where audiences are seeking flexibility and variety in their viewing experiences.

Strategic Expansion

During her presentation, Lee outlined Viu’s strategic initiatives aimed at expanding its content offerings. The platform is not only focusing on microdrama but also on enhancing its portfolio with branded content and co-productions. This multifaceted approach is designed to cater to diverse audience preferences while also tapping into new revenue streams through advertising and partnerships.

Lee emphasized the importance of short-form content in the current media landscape, where attention spans are often limited. By integrating microdrama into its offerings, Viu aims to attract both existing users and new subscribers who prefer quick, engaging stories that fit into their busy lifestyles.

Regional Impact and Future Plans

Viu’s strategy is particularly significant in the context of the Asian entertainment market, where competition among streaming services is intensifying. By focusing on pan-regional tentpoles and localized content, Viu is positioning itself as a key player in the industry. The platform’s commitment to co-productions also suggests a willingness to collaborate with various content creators and producers, enhancing the diversity and richness of its programming.

As the media landscape continues to evolve, Lee’s insights reflect a forward-thinking approach that recognizes the importance of adaptability in content delivery. Viu’s emphasis on microdrama and branded content could set a precedent for other streaming platforms looking to innovate and capture audience interest.

Conclusion

The rapid adoption of microdrama by Viu’s long-form users signals a significant trend in content consumption, emphasizing the need for platforms to evolve in response to viewer preferences. With strategic initiatives aimed at expanding its content offerings, Viu is poised to strengthen its position in the competitive streaming market. As audiences increasingly seek shorter, engaging narratives, Viu’s focus on microdrama may well serve as a model for future content strategies across the industry.