This is the Frequency of Indonesian Young People's Consumption of Microdrama Content

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Nabilah Muhamad 08/09/2025 20:10 WIB

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An IDN Research Institute survey reveals that 32% of young Indonesian respondents watch microdramas several times a week, and another 29% watch them almost every day.

Frequency of Gen Z and Millennial Respondents in Indonesia Watching Microdramas (February-April 2025)

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Frequency of Gen Z and Millennial Respondents in Indonesia Watching Microdramas (February-April 2025)

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Microdramas are short series designed for mobile viewing, lasting approximately 1-5 minutes per episode.

A survey by IDN Research Institute and Populix gathered data on Indonesian millennials' and Gen Z's consumption of this content.

The results show that 32% of young respondents watch microdramas several times a week. Meanwhile, 29% watch them almost every day.

"This high frequency indicates a change in behavior, where microdramas are no longer considered a niche format but have become part of their daily media consumption," wrote IDN in its Indonesia Millennial and Gen Z Report 2026.

Furthermore, 20% of respondents watch microdramas several times a month, 11% less than once a month, and 8% reported never watching microdramas.

This survey also found that 62% of Gen Z and millennial respondents in Indonesia prefer to watch short series on weekdays.

"Their popularity reflects a broader shift in content preferences: fast-paced, relatable narratives that deliver impact in under a minute," wrote IDN.

The survey involved 1,500 respondents, comprising 750 millennials and 750 Gen Z respondents spread across 12 major Indonesian cities.

IDN Research Institute defines millennials as the population group aged 24-44 years and Gen Z as aged 13-28 years in 2025.

Data collection was conducted from February to April 2025 through in-depth interviews.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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