Russian Streaming Platforms Dive Into the Microdrama Market
Short, vertical-format series are emerging as the latest trend among major Russian streaming services such as Wink, Ivi, and MTS Media.
Wink, an online cinema owned by Rostelecom and the National Media Group, has launched a new section called “Stories.” It features vertical mini-series—or microdramas—lasting from one to three minutes, with each project including between 60 and 100 episodes. The interface is intuitive: users can swipe to move between episodes or switch to another series.
Currently, the Stories section on Wink offers 44 series. According to the developers, if the format resonates with audiences, the company plans to produce original content and remakes of popular shows.
Mini-Series Now Accessible in Russian Mobile Apps
Wink’s initiative highlights a broader trend in the development of online streaming platforms. MTS Media has signed an agreement with Scroll Studios to co-produce microdramas. Ivi, another major streaming service, has added a short-series catalog to its mobile app, while the National Media Group is expanding its standalone “Stories” app, which adapts content from the Domashny TV channel for female audiences.
Globally, the microdrama market is booming. Reports indicate that in 2024 it reached $1.4 billion, and by 2030 it is expected to hit $9.5 billion. Russian companies aim to secure their share in this rapidly growing segment.
Microdramas help streaming platforms boost a key performance metric—time spent, or the total viewing time users spend on the platform. This approach can be seen as a deliberate investment in the future of Russia’s digital video market.
