Report Overview

ShareChat (Mohalla Tech Pvt Ltd) and its short‑video app Moj, in partnership with research firm Kantar, published “State of Microdrama in India”, the first dedicated industry report on the microdrama format.

The quantitative study surveyed 1,045 smartphone and social‑media users aged 18‑44 across 14 Indian cities between 4 May and 25 May 2026, covering NCCS A, B and C segments. An additional attention module was run with 450 respondents from 21 May to 29 May 2026 to compare advertising effectiveness against long‑form and short‑form video.

Audience Preference and Consumption

  • 80 % of respondents now prefer microdrama, placing it on par with reels.
  • 86 % watch microdrama for more than 15 minutes each day, and 54 % return for a repeat session, indicating routine daily habit.
  • 77 % discover microdrama through social‑media feeds, highlighting social platforms as the primary discovery engine.
  • Relatability drives choice, with everyday‑life stories accounting for 36 % of preferred content.

Demographic Profile

  • 68 % of viewers belong to households earning over Rs 10 lakh annually.
  • 64 % travel more than twice a year.
  • 63 % own a home, showing the format reaches a broad, high‑value audience across income and lifestyle segments.

Advertising Effectiveness

Microdrama generates a high‑attention environment, delivering 84 % brand recall and 82 % purchase intent, outperforming traditional short‑form video on these key brand metrics.

Executive Comments

Neha Markanda, Chief Business Officer, ShareChat & Moj, said the format has evolved into a distinct entertainment category that blends short‑form convenience with long‑form storytelling, creating deeper engagement and new opportunities for creators, brands, and platforms.

Ebu Isaac, Head of Media and Analytics, Kantar South Asia, noted that microdrama’s rapid emergence reflects a larger shift in India’s digital content landscape, with strong engagement stemming from frequent mobile‑first consumption combined with episodic storytelling.

ShareChat Background

ShareChat (Mohalla Tech Pvt Ltd) is India’s largest home‑grown social‑media company, with over 200 million monthly monetizable users across its portfolio of ShareChat App, Moj App, and the micro‑drama app QuickTV. Founded in 2015 by Ankush Sachdeva, Bhanu Pratap Singh, and Farid Ahsan, the company operates in 15 regional languages. QuickTV reached 10 million downloads within three months of launch. Investors include EDBI, Temasek, Google, The Times Group, Alkeon Capital, Moore Strategic Ventures, Harbourvest, India Quotient, Mirae‑Naver Asia Growth Fund, Tiger Global, Snap, Twitter, Lightspeed, and Elevation Capital, among others.

Methodology Note

The report’s findings are based on a quantitative online survey of the 1,045 respondents and a separate attention‑tracking module of 450 respondents, ensuring representation across major Indian cities and socio‑economic segments.