The Era When “Dramas” Sell

vol.1753

Recently, 1-minute dramas have been globally gaining momentum.

〈AMP / June 3, 2026〉

According to estimates by the research firm Omdia, the 2025 market size is approximately 11 billion dollars.

Why are short-form dramas trending now?

Viewing habits changed by smartphones

Behind this growth is a backdrop of changes in viewing behavior.

During commutes or in spare time, the habit of consuming content on smartphones has become established, and the “demand for content that provides strong emotions in just a few minutes” has increased compared to long-form videos as a result.

Naturally, Japan has also seen 1-minute dramas become a common sight in daily life.

For example, Fuji TV released the app “FOD SHORT,” which distributes vertical short dramas that are about 1 minute per episode, last July.

As of last December, this app ranked first in domestic publisher revenue and download counts for the short drama genre, making it number one and one of the most popular in the short drama market.

Speaking of apps, the short drama-exclusive app “BUMP” is also worth noting.

1 to 3 minutes per episode is the focus of this vertical short drama streaming app from Japan, which has surpassed 3 million total downloads with 3 million.

So, what kind of content is popular?

For example, on China’s leading “vertical short drama” service “ReelShort”, content that “billionaire romance,” “revenge,” and “social status reversal” themes that evoke strong emotions are well-received.

“Homeless husband is actually a billionaire” and “Betrayed wife’s revenge” are typical hit formats.

The characteristic of these works is that every episode includes a “betrayal” or “revelation” or “reversal” as a strong hook.

Developments that would take a whole episode in a regular drama are structured to be consumed in tens of seconds to a few minutes.

This is said to be addictive.

By the way, these short-form dramas are even changing advertising.

Traditional dramas used to insert commercials between segments, but in short-form dramas, for example, if it is cosmetics, then the protagonist performing their skincare routine becomes part of the story.

My daily life turns into a drama

As a result, viewers do not feel like they are watching an advertisement while developing an affinity for the product.

There has been a technique called product placement where products are subtly promoted within traditional dramas, but a world that goes one step further can be seen in short-form dramas.

Incidentally, on the Chinese version of TikTok, “Douyin”, you can purchase products directly while watching the drama, so viewing, empathy, and purchasing are connected as a single experience.

Going forward, dramas and consumption becoming integrated into new commerce will likely become the standard in Japan as well.

And one more thing.

I predict that these short-form drama creators will enter the bridal market.

Until now, videos shown at wedding receptions have long been primarily commissioned from video production companies exclusive to the venue, but recently, couples are increasingly finding their favorite creators on Instagram or YouTube and hiring them directly.

〈Asahi Shimbun / June 28, 2026〉

In the future, it will become a natural progression to ask your favorite short-form drama creator to handle this.

On the other hand, young people who are used to making videos in their daily lives, such as by creating Reels on Instagram, make them themselves by utilizing easy-to-use editing software like Canva.

Apparently, that pattern is also common.

Since the videos played at wedding receptions are meant to dramatize the journey of their lives so far (daily life), I can certainly understand the desire to create them with the couple's own personal touch😊

Should you rely on a professional? Or make it yourselves?

Either way, the goal is to create a special piece of work.

Speaking of dramatizing daily life, I am paying attention to “setlog”, a social media app from South Korea that is trending among Gen Z.

〈Otaku Research Institute / July 5, 2026〉

This is a new daily sharing app where, if you record a short video of about 2 seconds every hour, a single Vlog is automatically completed at the end of the day.

It allows you to form groups with up to 12 friends and record and share each other's casual daily lives in real-time, with no need to worry about editing, filters, or making things look photogenic.

Yet, even so, it is ultimately elevated into an “irreplaceable day” in the form of a Vlog.

These features have resonated with young people, and this May, it surpassed 1 million monthly downloads in both Japan and South Korea.

It is growing rapidly, having even reached number 1 on the App Store free ranking in Japan.

Bring drama to note as well

With the power of social media like this, the daily lives of everyone turn into a drama.

It is an era where everyone can be the protagonist.

And the person who is driving such an era forward is, I believe, note where “Interviews with Unknown People” is the title under which Yasuhiro Kuribayashi is active.

〈Maidona News / June 22, 2026〉

Driven by this thought, he has been conducting interviews with ordinary people for the past six years.

By the way, that number is over 1,300 people.

He continues to recruit on note, touching upon the diverse lives of many.

Indeed, everyone has their own drama, and it is interesting when you get to know them deeply.

The extraordinary lives of ordinary people—Mr. Kuribayashi's perspective, which focuses on this, is wonderful, isn't it?😊

By the way, one of my juniors also writes on note, and it seems that in the beginning, they were working hard to share marketing know-how, but their followers were not growing at all.

However, one day, they posted about a day of absolute chaos, and the reaction changed.

Since then, they have been sharing their daily slapstick dramas while sharing know-how, and it seems that their followers are gradually increasing.

note being a primary information media is popular, and considering that,

after all, while ensuring usefulness, perhaps articles with drama are what really resonate, aren't they?🤔

By the way, the reason people like drama is because multiple psychological mechanisms are at work.

First, viewers can project themselves onto the characters, and relive their emotions as if they had become those people.

This is what is known in psychology as “identification.”.

Experiences they cannot have in their own lives can be simulated, which is irresistible.

Also, stories have “What will happen?” tension, and “So that’s how it happened!” resolution.

This flow gives the brain pleasure, creating a state where you are curious about what happens next.

This is exactly the Zeigarnik effect.

—So, we have confirmed the power of stories to draw people in, but

please consider carefully whether or not to incorporate dramatic elements into your future note articles (lol).

However, there is no doubt that “drama” will increasingly be a key point😊

Thank you very much for reading until the end today as well!