How ShareChat is building India’s largest micro drama ecosystem

From the living room television to the smartphone screen, audiences have steadily moved from long-form viewing to short. Thanks to micro dramas filling that gap and bringing bite-sized storytelling with enough depth to keep viewers hooked, one cliffhanger at a time.

Having found their first big success in markets like China and Korea, where they have already grown into a billion-dollar industry, they are now making inroads into India’s mobile-first entertainment space. According to Redseer Strategy Consultants, more than 50 micro-drama apps have already been launched, clocking over 50 million downloads as of May 2025. What started as a niche experiment is fast shaping up to be the next big chapter in the way India consumes stories on its mobile screens.

It’s against this backdrop that one of India's largest homegrown social media platforms, ShareChat and Moj, are betting big on micro dramas to drive the next phase of growth. With 20 crore monetisable active users across ShareChat and Moj, and 15 crore episodes being viewed daily, the company is positioning the format at the heart of its content, advertising, and monetisation play.

Interestingly, ShareChat and Moj are currently the only homegrown platforms in India that allow advertisers to tap into micro dramas, giving brands a first-mover advantage in this immersive storytelling format. For marketers, this opens a premium inventory category just as the trend gathers momentum.

ShareChat and Moj launched a new micro drama series starring Karanvir Bohra, a leading TV face. This signals the mainstream adoption of microdrama by top actors and production houses.

As per ShareChat, the micro drama launch reinforces the shift from traditional big-screen viewing to always-on, mobile-first entertainment.

“Micro-dramas are more than just a trend - they’re a cultural storm that has captured the attention of millions. These stories are raw, rooted, and deeply local, reflecting the authentic pulse of India. For brands, this isn’t about running an ad; it’s about becoming a part of the narrative itself, turning impressions into emotional resonance,” said Neha Markanda, CBO, ShareChat & Moj.

Building India’s Micro Drama Hub

What makes ShareChat a frontrunner is its unique mix of scale and engagement. According to data.ai, the ShareChat network already surpasses all OTT platforms in monthly time spent per user, making it more “sticky” for audiences and advertisers alike. By the end of 2025, 10 crore users on ShareChat and Moj are expected to consume micro dramas, cementing one of India’s largest video ecosystems.

The company also became the only homegrown social media platform to cross ₹1,000 crore ARR, marking a major milestone in India’s digital economy. Post-profitability, ShareChat is betting on micro dramas to unlock its next phase of growth, deepening both engagement and monetisation opportunities.

Adding to its innovation play, the platform recently rolled out India’s first fully AI-generated mythology series — where the script, visuals, audio, and even lyrics are created using generative AI. This marks a game-changing intersection of technology and entertainment, bringing together cultural storytelling with cutting-edge production tools.

Beating OTTs at their own game

When it comes to stickiness, ShareChat and Moj are already punching above their weight compared to OTT heavyweights. 

Despite their scale, OTTs like Hotstar, ZEE5, Prime Video, and SonyLIV see relatively low engagement — few logins and limited watch time. In comparison, ShareChat and Moj lead on stickiness, with users spending far more time and sessions per month.

Globally, micro dramas are already breaking benchmarks. App store revenues from the format have surged 500%, while in China, micro drama ad revenues touched $6 billion in 2024, overtaking even the country’s box office earnings. India, meanwhile, is still at an early stage — currently the 6th largest market for micro drama apps — but is projected to grow 10X by 2030, creating one of the world’s largest ecosystems for bite-sized storytelling.

For ShareChat and Moj, this global momentum reinforces their strategy of placing micro dramas at the center of user engagement and monetisation. As the only homegrown platform in India currently allowing advertisers to tap into this premium storytelling format, they are uniquely positioned to ride both the domestic adoption wave and international best practices.