Who Watches Vertical Drama

Mostly women, and very loyal

In the Vertical Drama Love 2025 fan survey, which had 1,670 respondents, 94% of respondents were women. That is a survey of that site's fans, so it describes a core audience rather than every viewer.

Loyalty runs to people. Vertical Drama Love, as reported by Deadline in December 2025, found some heavy viewers carry more than 40 vertical apps so they can follow specific performers.

Why people watch

Hub Entertainment Research, cited in VDJ's guide, found 47% of viewers cite the minimal time commitment, 41% cite curiosity and 37% cite dramatic storytelling. Gen Z shows strong uptake and so do older viewers in some regions.

Listening more than watching

Meta and Ormax Media published Micro Dramas: The India Story, with fieldwork from November 2025 to January 2026 and 2,000 respondents. It found 57% of viewing was ambient, meaning people were doing something else while the episode played. That is a big reason audio and dialogue clarity matter so much in the format.

What creators and brands should take from it

Write dialogue that works with the screen half ignored. Build a cast viewers want to follow from series to series. For brands, the pull of familiar performers is the opening: sponsorship and integration work best when they fit a story the viewer already cares about.