SINGAPORE — Southeast Asia is emerging as a key growth market for short dramas, accounting for nearly a third of global downloads as audiences increasingly turn to bite-sized, mobile-first entertainment.
Data from app intelligence firm Sensor Tower, presented during the TikTok Apps Summit 2026, showed that short dramas recorded 2.26 billion downloads worldwide in 2025. The category continued its rapid rise in the first quarter of 2026, with downloads growing 140% year-on-year.
The region accounted for 32% of global short-drama downloads and posted 220% year-on-year growth, making Southeast Asia one of the fastest-growing markets for the format.
Users are also spending more time with short-form episodic content, averaging nearly 40 minutes of daily viewing, according to Sensor Tower.
Sensor Tower reported that, overall, consumers downloaded 149 billion apps worldwide in 2025, generating $167 billion in in-app revenue.
Also during the summit, TikTok unveiled Mini Dramas, an in-app experience that allows users to discover, watch and purchase episodic content within the platform.
The company also introduced Mini Games, enabling users to discover and play games directly within TikTok.
TikTok said publishers and developers can go from registration and development to launching a Mini Drama or Mini Game in about a month.
The feature is designed to help publishers distribute content more efficiently while creating additional revenue opportunities through TikTok’s ecosystem.
TikTok also introduced Growth Max, an automated performance solution aimed at helping advertisers improve engagement and conversions for mini-content experiences.
