en.Wedoany.com Reported - Sensor Tower analysis data disclosed by Omdia at the London DTG Summit reveals a significant shift in U.S. mobile video consumption in 2025. Micro-drama apps, represented by ReelShort, saw a surge in average daily usage time during the final quarter of the year, while mobile engagement for leading streaming platforms like Netflix experienced a decline.
María Rúa Aguete, Head of Media & Entertainment at Omdia, noted that short drama apps are designed for mobile fragmented scenarios, featuring fast-paced content and short episode lengths, which aligns well with users' habits of watching videos during scattered moments throughout the day. Data shows that ReelShort's average daily mobile viewing time rapidly expanded from 12.8 minutes in Q1 2025 to 35.4 minutes in Q4, nearly tripling over the year, and surpassing Netflix's mobile daily average usage level of 34.7 minutes during the same period by year-end.
Similar platforms also maintained growth momentum. FlickReels' average daily mobile usage time increased from 20.2 minutes in Q1 to 23.2 minutes in Q4, while DramaBox grew from 18.0 minutes to 21.8 minutes. Rúa Aguete analyzed: "Micro-drama platforms are investing more heavily in social media marketing than in content production. The cost to produce 90 minutes of content is approximately $100,000, reflecting a strategy that prioritizes user acquisition through digital channels." Taking ReelShort as an example, the platform spent $500,000 on a single-week marketing campaign on TikTok in October 2025, marking the most intensive week of social media investment for the entire year. Combined with new content launches, this directly drove up usage time in Q4.
In contrast, traditional streaming services showed a more subdued mobile performance. Netflix's average daily mobile viewing slightly decreased from 35.9 minutes in Q1 to 34.7 minutes in Q4, HBO Max shrank from 30.2 minutes to 27.9 minutes, and Disney+ fell from 26.2 minutes to 23.1 minutes. Rúa Aguete stated at the summit: "Micro-dramas are rapidly growing into a highly impactful emerging segment within the digital entertainment sector. Users are increasingly inclined towards compelling, mobile-first narratives to fulfill their short-form daily viewing needs. Mainline platforms like Netflix and Disney have already noticed this trend and are beginning to develop vertical screen content to adapt to the changes."
She further added: "The significant rise of ReelShort indicates that mobile-native entertainment platforms are now competing directly with traditional streaming giants for user attention. While traditional streaming still holds an advantage in the realms of large-screen connected TVs and long-form content, mobile consumption habits are accelerating their evolution, and traditional platforms need to adjust accordingly."
This article is compiled by Wedoany. All AI citations must indicate the source as "Wedoany". If there is any infringement or other issues, please notify us promptly, and we will modify or delete it accordingly. Email: news@wedoany.com
