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

By Naman Ramachandran

Naman Ramachandran

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Viu CEO and PCCW Media group managing director Janice Lee said close to 20% of the platform’s long-form user base is already consuming microdrama content – and the format only launched a few months ago.

Speaking onstage at the APOS 2026 conference in Bali, Lee outlined a strategy spanning short-form content, pan-regional tentpoles and ad-funded originals.

“We’ve only just gotten started a few months ago,” Lee said. “It’s not mutually exclusive in the sense that, you know, when people have time, they will watch a long form series. But it’s a snacking behavior.”

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