Nearly 20% of Long-Form Users Now Watch Microdramas

Viu CEO Janice Lee Discusses Growth of Microdrama Content

Viu CEO and PCCW Media group managing director Janice Lee revealed that nearly 20% of the platform’s long-form user base is now consuming microdrama content, despite the format being launched only a few months ago. This growth in microdrama consumption showcases the evolving viewing habits of Viu’s audience.

Viu’s Strategy for Short-Form Content and Originals

At the APOS 2026 conference in Bali, Lee outlined Viu’s strategy, which includes a focus on short-form content, pan-regional tentpoles, and ad-funded originals. She emphasized that the introduction of microdrama content is not a pivot away from premium long-form content but an extension of Viu’s existing offerings to cater to different viewing behaviors.

Viu is also involving advertisers in short-form projects, making the format attractive to brands seeking quick turnarounds. Lee highlighted the success of the branded content model with projects like “Abracadabra,” a travel adventure series produced in partnership with Samsung.

Partnerships and Original Content

Viu has renewed its collaboration with South Korea’s Korea Creative Content Agency (KOCCA) to produce a variety of unscripted and scripted series. This includes shows like “Rak Rak,” “Bite Me Sweet,” and the upcoming drama “One of a Kind Romance.” These partnerships showcase Viu’s commitment to delivering diverse and engaging content to its viewers.

The platform’s flagship tentpoles, such as “The Season” and “Kidnap Game,” take different approaches to reach a wider audience. While “The Season” targets the global market with an English-language series featuring an Asian cast, “Kidnap Game” is a pan-regional survival thriller co-produced by various Asian companies, promising a unique viewing experience.

Artificial Intelligence and Future Innovations

Lee discussed Viu’s use of artificial intelligence in operational efficiency, new revenue streams, and innovation experiments. The platform is continuously exploring ways to leverage AI technology to enhance the viewing experience and drive growth. A new AI initiative is set to launch soon, showcasing Viu’s commitment to innovation.

Strategic Partnership with iQIYI International

The session concluded with Lee and iQIYI International president Yang Xianghua announcing a five-market streaming bundle across Southeast Asia. This partnership aims to combine the best of Asian content from both platforms, providing viewers with a diverse and compelling entertainment experience.