Original title: Omdia: Men Make Up 54% of UK Short-Form Drama Users, Challenging Industry Assumptions
Author: Omdia
Source: Omdia New Consumer Ecosystem Research (formerly Canalys)
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New Omdia research finds that men account for 54% of short-form drama users in the UK, breaking the industry's long-held association of the format with female audiences and romance narratives. The finding raises the question of whether content creators and streaming platforms have been overlooking part of the potential audience.
Omdia's consumer research, conducted in April 2026, shows that across the surveyed markets, men account for 47% of short-form drama users, with notable regional variation. In the US and Spain, male users account for 50% and 4...
María Rúa Aguete, Omdia's Director of Media & Entertainment, said: "Everyone talks about short-form dramas as entertainment for women, but our research tells a very different story. Creators and platforms may be underestimating the potential of short-form drama."
These findings raise important questions for content creators and streaming platforms: who is watching short-form dramas, and which genres hold the most growth potential. While romance played a significant role in the early success of short-form dramas, genres such as comedy, thriller, crime and action are also gaining traction as audiences expand.
The differing audience profiles across markets suggest that a content strategy that works in one region may need to be adjusted in another.
A US$14 Billion Market With Room to Grow
Omdia forecasts that global short-form drama market revenue will reach approximately US$14 billion in 2026 and grow to nearly US$25 billion by 2031, with growth increasingly extending beyond China.
As short-form dramas continue to expand in international markets, understanding audience composition will become crucial for content commissioning, marketing, advertising and monetization strategies.
Rúa Aguete concluded: "The next stage of growth for short-form dramas won't just be about producing more episodes or attracting more female viewers. It will be about understanding different audiences, experimenting with more genres, and recognizing that short-form storytelling is no longer a niche format but is becoming mainstream entertainment."
