The Snackable Era: Why Viu's Microdrama Bet is Already Paying Off Big Time

The way we consume has shifted, and it's happened faster than anyone anticipated.

If you thought vertical, bite sized videos were just for scrolling on TikTok or Instagram Reels, think again. Streaming platforms are moving rapidly into the space, and leading regional streamer Viu is proving that microdramas are much more than a passing trend.

Speaking onstage at the APOS 2026 conference in Bali, Janice Lee, CEO of Viu and Managing Director of PCCW Media Group, dropped a bombshell statistic: nearly 20% of Viu's existing long form user base are already actively consuming microdramas. What makes that number staggering? Viu only launched its dedicated vertical video section, Viu Shorts, a few months ago.

Explore the rest of the article for Sea Star's breakdown on how Viu is capitalising on this massive behavioural shift, expanding its branded content, and leaning into the future of AI.

1. It's All About "Snacking" Behaviour

For years, the streaming wars were defined by the battle for long form dominance: prestige dramas, binge worthy 16 episode series, and blockbuster movies. But Viu's recent data proves that consumers don't want to choose between long form and short form; they want both, depending on the time of day.

Lee clarified that microdramas are not destroying Viu's traditional library. Instead, they are complementing it.

"It's not mutually exclusive in the sense that, you know, when people have time, they will watch a long form series," Lee explained. "But it's a snacking behaviour."

By providing 1 to 3 minute episodes optimised perfectly for mobile viewing, Viu is capturing those in between moments of a user's day, whether they are commuting, waiting in line, or just looking for a quick entertainment fix.

2. Expanding the Playbook: Branded Content & Co Productions

Viu isn't just relying on third party licenses to fill its microdrama library. The streamer is actively weaving microdramas into its robust advertising and co production ecosystem.

A major part of this strategy includes an expanded renewal with South Korea's Korea Creative Content Agency (KOCCA). Viu's partnership with KOCCA has already had successful unscripted hits like the dating reality show "Rak Rak" and the dessert cooking competition "Bite Me Sweet." Moving forward, expect to see even tighter regional collaborations that blend local flavours with global appeal.

Furthermore, the fast paced, highly engaging nature of microdramas opens massive opportunities for ad funded originals and branded content, allowing brands to seamlessly integrate into narrative arcs that viewers are already hooked on.

3. A Three Pronged Approach to AI

You can't have a media conference in 2026 without discussing Artificial Intelligence, and Lee outlined exactly how Viu is approaching the tech. Rather than viewing AI as a blanket buzzword, Viu has organised its AI initiatives into three highly strategic buckets:

• Operational Efficiency: Streamlining internal processes to cut down on turn around times and backend costs.
• New Revenue Streams: Directly utilising AI tools to accelerate and optimise microdrama production.
• Long Term Innovation Experiments: Cutting edge tests pushing the boundaries of what streaming technology can do.

While details remain under wraps, Lee teased that a major launch in this third innovative category is coming very soon.

The Bottom Line

The success of Viu Shorts proves that the entertainment landscape is expanding. By treating microdramas as a legitimate, high growth extension of its core product rather than a pivot away from premium content, Viu is successfully training its millions of users to "snack" right inside its own ecosystem.

Whether you're a fan of a slow burn K drama or a 60 second thriller clip, one thing is certain: the future of streaming is vertical, fast, and incredibly addictive.

What do you think? Have you checked out Viu Shorts yet, or do you prefer sticking to traditional long form episodes? Let us know your thoughts.