In this episode of The Media Room, Vanita Kohli-Khandekar speaks with Vivek Couto, Executive Director of Media Partners Asia, about the rise of microdramas — the two-minute serials that have become a $8 billion global phenomenon. Couto breaks down how China built the world’s largest microdrama market, with 830 million viewers and an ecosystem tightly woven across tech, payments, and storytelling. He explains why women in smaller cities are driving this boom, how AI is reshaping content creation, and what lessons platforms like Tencent, ByteDance, and Kuaishou hold for global media. The conversation explores whether India’s streaming giants — from JioHotstar to Amazon — can adapt this format for their vast mobile audiences, and how local language and ad-driven models might define its future. Tune in for insights on the next wave of short-form storytelling — and how it’s transforming the business of attention.
(00:00) Introduction
(02:37) How China’s Video Market Evolved
(05:42) Inside Tencent and ByteDance’s Closed Ecosystem
(08:56) Why Women Power the Microdrama Boom
(10:32) How Microdramas Spread Across Global Markets
(11:37) Can Other Countries Match China’s Scale?
(13:25) What Happens If TikTok Joins In
(15:49) How Indian Platforms Can Tap the Trend
(17:12) Gen Z’s Shift to Short-Form Viewing
(18:20) The Role of AI in Story Production
(20:40) New Global Players and Consolidation Ahead
(22:25) The Future of Short-Form Storytelling
For more of our coverage check out thecore.in
Follow us on:
Twitter | Instagram | Facebook | Linkedin | Youtube