New Delhi, March 18 -- Around 89% of India's micro-drama audience has discovered the format through social media, with nearly half spending three to five hours a week watching such content, according to a report by Meta, launched in collaboration with media consulting Ormax on Wednesday.

While micro-dramas are scaling rapidly on feed-driven discovery, weak social sharing, low trust in platforms and reluctance to pay are emerging as key barriers to monetization.

Viewing is split into short, repeatable sessions, with a median session length of around 30 minutes. Combined with weekly time spent, this translates into seven to eight sessions per week-pointing to frequent but light engagement rather than deep immersion.

The report noted that...