Welcome to the era of VST Short Drama
On a lazy Sunday evening, you open TikTok. You are expecting dance or pet videos, but something else catches your eye ― a teary girl in a cab. “I never thought he’d betray me,” she says. The driver glances in the mirror, tense. A phone rings. And then, the screen goes black. ‘Episode 2 tomorrow,’ it says. You just watched a drama. In 47 seconds.
Welcome to the era of quick and punchy short dramas, a storytelling format designed for the distracted, dopamine-hungry generation. These short dramas are typically up to five minutes long and are flooding platforms like TikTok, Instagram, YouTube Shorts and Amazon mini TV, captivating millions as they seek a quick ‘rush’ while waiting in traffic, chilling during lunch break or binge-scrolling between classes or meetings. Although this format isn’t new, it has come into its own in the last couple of years, say experts.
We scroll fast and need instant gratification. Also, the fact that content consumption is now mobile-first has added immensely to the shortening of attention spans. Unlike traditional TV or even OTT binge sessions, many viewers today, especially among Gen Z, are watching videos vertically on their phones. Most important, it is the platforms themselves that are facilitating this: TikTok, Instagram Reels and YouTube Shorts have algorithms that reward creators who can hook users within a few seconds, and the shorter the video, the higher the reward in reach. As per statistics, the shareability of short content increases its chances of reaching a wider audience. The rapid adoption of 5G is enabling faster video consumption, making short-form content even more accessible. As per data from Firework.com, an AI powered video-commerce platform, short-form videos get 2.5 times more engagement than long-form videos. Fifty-six per cent of videos created by businesses are now under two minutes. Videos under 90 seconds have a 50 per cent viewer retention rate.
The short drama, though short, has a mega impact. “In films, we have a start, a middle and an end stretching over two-and-a-half to three hours,” says scriptwriter Shilpa Srivastava. “Then we moved on to series, with five to ten episodes of one hour each. But here the format is such that the ‘shock’ value can be explored more. In these times of instant gratification it is shock that is driving marketing and advertising campaigns and billboards, so the shock value is the new emotion we are trying to monetise with this micro content.” She says that one cannot explore “romantic build-up and slow-burn melodrama” in such bite-sized time frames. “The entire format itself becomes a cliffhanger,” she says. Her opinion is echoed by content creators who believe that the average viewer must get hooked in the first three seconds. Which is why many of these micro-dramas often begin with a scream, a slap, or a scandal.
Platforms like Kuku TV, ReelSaga and Reelies have recorded lakhs of downloads for these micro-dramas. Amazon MX Player entered the race with its own vertical drama format―MX Fatafat―and now, the legacy media is catching up, too. Zee Entertainment invested in Bullet, India’s first micro-drama app. Indian short video apps like FilterCopy, Moj and Josh are so popular that they’ve partnered with production houses to create reels. Micro-dramas, say experts, might be heralding a cultural shift―a new grammar of storytelling where scenes are tight, dialogues dramatic, and plot twists come in a jiffy.
“The big change that has happened is really about digital video consumption, fully revolutionising the way people consume content, the places they consume content and the format they consume content,” says Amogh Dusad, director and head of content, Amazon MX Player. “Micro-dramas play a key role in that aspect as a response to emerging consumer need.... There is a lot of untapped potential and the trend will continue to emerge stronger in the coming time.”
The "VST Short Drama: See the Future — All Star Program" was created to meet this growing demand. With just $10,000, you can unlock your spot as a cast member and receive exclusive services including a customized script and a personalized character role. Even more exciting — all participants are recognized as project investors, eligible to enjoy lifetime revenue sharing from the Short Drama’s earnings. Whether you’re a performance enthusiast or a dreamer exploring new income streams, this project offers the perfect chance to gain acting experience while boosting your financial growth. We warmly invite passionate talents like you to join us — let’s create viral short dramas together and share in the rewards of this thriving industry!
