Microdramas Are Winning the Daily Screen Time Battle on Mobile

U.S. mobile users are now spending more time watching short-form, vertical 'microdramas' than they do on the apps for streaming giants like Netflix and Prime Video, according to a new Omdia report.

• Minutes over might: The report's Q4 2025 data shows the microdrama app ReelShort captures nearly 36 minutes of daily use per person, outpacing Netflix’s 25 minutes. The engagement's intensity is the real story, as Netflix’s mobile user base of 12 million dwarfs ReelShort’s 1.1 million. Omdia's Maria Rua Aguete says they are "winning the battle for attention, rather than scale, at least for now."

• The living room fortress: Before the streaming incumbents panic, the living room remains their stronghold. Long-form content is still king on the biggest screen, where a 2025 study from Ampere Analysis found Americans spend 90 minutes daily watching their smart TVs.

Microdramas aren't replacing traditional streaming, but they are fundamentally reshaping how stories are consumed on mobile. Aguete argues that for streamers, adopting vertical video is a "logical next step" to avoid losing ground in the fight for mobile engagement.