Men Flock to Microdramas, Romance Stories Rule and Sunday Nights are Prime Time for Viewing

Study by Owl & Co. of user activity drawn from Holywater's popular My Drama and My Muse apps demonstrates the breadth and growth vertical media

By Cynthia Littleton

Cynthia Littleton

Business Editor

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Microdrama viewership has grown 28-fold over the past two years, and it’s not just for women of a certain age anymore. More than two-thirds of users, male and female, watch romance-based series. And just like TV, microdrama viewership typically peaks on Sunday nights between 8-10 p.m.

Those are among the findings of a research report, “The State of Microdrama,” issued Thursday by vertical media powerhouse Holywater and research and consulting firm Owl & Co. Holywater opened the databanks from its My Drama and My Muse microdrama apps to allow Owl & Co. to analyze the new medium’s torrid growth.

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