Although multi-episode short films are often considered to mainly attract low-income audiences or specific target groups, the latest consumer research by market research company Omdia in some major markets such as the US, Brazil, Germany, and South Korea shows that the reality is much more complex.
Accordingly, iPhone users have a significantly higher ability to pay for multi-episode short film content than Android users, showing the strong commercial potential of these subjects.
In the US, the use of micro-dramas has become popular in both mobile ecosystems. About 9% of iPhone users and 10% of Android users have used at least one micro-drama application in the past three months.
The spending ratio is also significantly similar, with 69% of iPhone users and 68% of Android users saying they pay for content through registration, one-time purchase or currency in the application.
However, outside the US market, the difference is relatively clear. In Brazil, 48% of iPhone users pay for short film content, compared to 39% of Android users. In Germany, this rate is 49% compared to 44%. In Korea, this rate is 59% compared to 45%.
Data analysis from the Sensor Tower tool by Omdia shows that iPhone users spend about 14 USD per week on short film applications, compared to about 10 USD per week for Android users, 40% more.
Research shows that, although user access is becoming increasingly similar on mobile platforms, the level of willingness to pay and the overall value consumers receive varies significantly between device and regional ecosystems.
Multi-episode short films are rapidly becoming one of the fastest growing segments in the digital entertainment industry. Understanding who watches is important, but understanding who pays is the factor that drives long-term commercial success" - Maria Rua Aguete, Head of Communications and Entertainment at Omdia, said.
According to market experts, micro-drama is often underestimated, said to be mainly attractive to low-income consumers or small groups.
However, the research results show the opposite. In many markets, iPhone users are actually more likely to pay for short film content than Android users, showing that this audience is more diverse and has much higher commercial value than many people in the industry believe.
