New Delhi, October 1st, 2026: Meta today unveiled the “Meta Solutions Playbook for Micro Dramas” at FICCI Frames in Mumbai. Developed with category insights from Kuku TV, the playbook is designed to help micro drama platforms build and scale in a fast-evolving ecosystem – one in which micro dramas are fast moving beyond short-form consumption to become a distinct entertainment category with their own audience segments, viewing habits, and business models.
Building on insights from Ormax Media, the playbook looks beyond discovery to explore how platforms can grow audiences, build engagement, unlock new monetisation models, and create more effective advertising strategies. As the category matures, 39% of viewers are classified as incidental viewers, 43% as intent-building viewers and 18% as high-intent viewers, pointing to an audience journey that can deepen over time.
Said Rishad Chindamada, Head, Media & Entertainment (India), Meta, “Micro dramas have moved remarkably quickly from a new content format to a category with real audience and business potential. The opportunity ahead is not simply to grow viewership, but to build the ecosystem around it, helping platforms reach the right audiences, create deeper engagement, experiment with new monetisation models and scale sustainably. We’re working closely with leading micro drama platforms to understand what works at each stage of that journey, and this playbook brings those learnings together for the wider ecosystem.”
Said Vinod Kumar Meena, Co-founder and COO, Kuku, “Microdramas represent the fourth wave of entertainment, and Kuku TV has been at the forefront of pioneering and scaling the category in India, building the largest subscriber base. Our mission is to make premium, mobile-first storytelling seamlessly accessible, powered by an AI-led end-to-end workflow spanning content creation, delivery and marketing. The microdrama playbook being launched today brings together two leaders in their respective spaces – Meta’s capabilities and Kuku TV’s learnings – to help build the category in India. We look forward to continuing to work with Meta on cutting-edge tools and solutions to take Indian microdramas deeper into Bharat and to audiences across the world.”
Added Saurabh Pandey, Founder and CEO, Eloelo Group, “Building Story TV has been about challenging how entertainment is created, discovered and consumed on mobile. Meta has been an important partner in that journey, especially because the relationship has gone well beyond media and distribution. We’ve had the opportunity to experiment with innovative formats, get early access to exclusive solution sets, and work closely with the Meta team on finding new ways to reach and engage audiences. That ability to experiment at scale has been incredibly valuable for a young category like microdramas, where consumer behaviour is still being shaped. As we build Story TV for the next hundred million viewers, we’re excited to continue working with Meta, combining great storytelling with technology to create new ways for audiences to discover entertainment.”
Unlocking new ways to engage and monetise
The playbook highlights an audience increasingly open to flexible ways of paying for content: among viewers who have paid for micro dramas, 32% would pay to watch the next episode and 31% would pay a slightly higher amount for a full show. It outlines how platforms can combine in-app purchases and advertising with personalized recommendations, re-engagement and WhatsApp-led communication to build deeper relationships with viewers.
Kuku TV’s Free Drama app, for example, saw a 1.7x higher day-7 total return on ad spend when optimising for the value of in-app ad impressions.
AI-powered solutions can help platforms scale acquisition and retention
Meta’s AI-powered solutions can help platforms acquire and re-engage audiences more efficiently. Kuku TV’s always-on Advantage+ campaign delivered 1.6x higher return on ad spend, 29% lower cost per subscription and 16% lower cost per install.
The playbook also highlights creative diversification as an opportunity to drive performance. In a dedicated micro drama test, adding a single static image to a video-only Reels ad set reduced cost-per-click by 38% and increased conversions by 21%. Partnership ads offer another way to extend creator-led storytelling: Hoichoi’s Sooper saw 20% higher purchase volume and 35% lower cost per conversion using Advantage+ app campaigns optimised for Reels.
The playbook brings these consumer insights, platform learnings and Meta solutions together to help the micro drama ecosystem move from early adoption to deeper engagement, new monetisation opportunities and sustainable scale.
Key Stats from the Micro Drama Solutions Playbook:
- 39% of micro drama viewers are incidental viewers, 43% are intent-building viewers and 18% are high-intent viewers, highlighting the opportunity to deepen engagement as the category matures
- Among viewers who have paid, 32% would pay a small amount to unlock the next episode and 31% would pay slightly more for a full show, signalling an opportunity for flexible monetisation models
- Kuku TV achieved 1.6x higher return on ad spend, 29% lower cost per subscription and 16% lower cost per install using Meta’s always-on Advantage+ campaigns
- App advertisers saw 35% higher 7-day attributed return on in-app ad spend when optimising for the value of in-app ad impressions
- Kuku TV’s Free Drama app achieved 1.7x higher day-7 total return on ad spend when optimising for in-app ad impression value
- Adding one static image to a video-only Reels ad set cut cost-per-click by 38% and lifted conversions by 21% in Meta’s micro drama testing
- Hoichoi’s Sooper saw 20% higher purchase volume and 35% lower cost per conversion using Advantage+ app campaigns optimised for Reels
- HubX/DramaTV saw a 28% increase in incremental subscriptions and 23% lower cost per incremental subscription after adding creator partnership ads to its usual campaign strategy
