APAC can’t stop scrolling as short drama apps surge

Asia Pacific is emerging as one of the strongest markets for short drama apps as consumers increasingly embrace bite-sized, mobile-first entertainment, according to a new report by marketing analytics platform Adjust.

The report found that sessions across APAC climbed 452% year-on-year in the first quarter of 2026, while the region generated the highest revenue per monthly active user (MAU) globally at US$1.45, marking a 263% increase compared to 2025.

Globally, short drama app installs grew 238% year-on-year in Q1 2026, highlighting the continued momentum of the format. The report also found that short drama apps generated 2.3 billion downloads in 2025, with downloads surging 186% year-on-year in the fourth quarter, while downloads for traditional over-the-top (OTT) streaming apps declined 7% over the same period.

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Meanwhile, time spent on short drama apps rose 311% year-on-year by Q4 2025. In the US, users of ReelShort spent an average of 35.7 minutes per day on the app, surpassing Netflix mobile (24.8 minutes), Amazon Prime Video (26.9 minutes) and Disney+ (23 minutes).

The report said the findings point to changing entertainment habits, with consumers increasingly turning to one- to two-minute vertically formatted episodes during spare moments throughout the day, such as commutes, coffee breaks and late-night scrolling.

According to the report, Asia remains the largest market by engagement, while Latin America recorded the fastest install growth globally, with installs increasing 913% year-on-year in Q1 2026.

The report also found that engagement continued to strengthen after installation, a trend that differs from most app categories. Globally, average daily sessions per user increased from 1.61 on day zero to 2.05 by day 30.

Similarly, daily time spent in-app remained strong among retained users. North America led with an average of 40.85 minutes per user by day 30, followed by the global average of 37.73 minutes and Europe at 32.24 minutes. APAC averaged 19.27 minutes per user by day 30. 

Retention rates remained broadly in line with other app categories, although retained users continued returning to short drama apps multiple times a day. Latin America recorded the highest retention, with 20% of users returning on day one and 4% remaining active by day 30, ahead of the global benchmarks of 15% and 2%, respectively. APAC recorded 10%. 

The report also highlighted the growing competition within the category. More than 35 short drama platforms surpassed 10 million global downloads in 2025, while over 700 companies were advertising short drama apps every month by the end of the year. The number of advertising creatives per advertiser also increased 145% year-on-year.

FreeReels ranked as the world’s most downloaded short drama app in Q1 2026, followed by ReelShort and NetShort. DramaBox generated the highest revenue globally during the quarter, ahead of ReelShort and NetShort.

Beyond consumer adoption, the report suggests marketers are increasingly paying attention to the format. It found that 69% of surveyed app marketers had seen advertisements for short drama apps, while 80% of those respondents said the ads sparked their interest.

In addition, 67% said they were already advertising within short drama apps or were interested in testing the channel, while half said they were actively building or planning to develop a short drama app.

According to Adjust, the findings reflect a broader shift in mobile entertainment, where engagement is increasingly driven by short viewing sessions throughout the day rather than scheduled, long-form viewing. The company added that marketers who measure long-term engagement alongside user acquisition will be better positioned to adapt as consumer viewing habits continue to evolve.

“Entertainment is becoming increasingly Diversified across the day. Consumers are filling spare moments with short, engaging content, and short drama apps have been built specifically for those behaviors.” said April Tayson, regional vice president for INSEAU at Adjust.

She added, “As these viewing habits continue to evolve, marketers have an opportunity to better understand what captures attention, encourages repeat engagement, and turns casual viewers into loyal users.”

The findings come as more brands across Asia experiment with short-form drama as a marketing tool. Earlier this year, Eu Yan Sang Singapore launched its original 20-episode microdrama, ‘Bring It On | 马上来’ which follows a young adult navigating self-doubt, responsibility and adulthood. Streaming on Mediacorp’s meWATCH and YouTube, the series marked the brand’s shift towards emotionally driven storytelling over traditional festive advertising.

Similarly, Spritzer Malaysia entered the format in 2025 with its first-ever two-part mini-drama series starring actress Anna Jobling. Designed to resonate across generations, the series wove the brand’s values of wellness, healthy living and community into emotionally relatable storylines, reflecting how brands are increasingly using narrative-led content to build deeper connections with audiences.

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