China · Japan · India · Nation Thailand
Smartphone Drama Boom: Thailand Ranks Sixth Globally for Vertical Series App Downloads
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The Ministry of Commerce reveals Thailand has become a key player in the booming global micro-drama market, trailing only the US and Japan outside China.
Key facts
- India: The market is expected to reach $1.5 billion USD in 2026, growing at an average annual rate of 31% to hit $4.5 billion USD by 2030.
- China accounted for $14 billion USD (a dominant 77.78% share), while international markets generated the remaining $3.6 billion USD.
- According to a joint report on AI-driven micro-drama innovation by China’s National Radio and Television Administration and the private sector, the global micro-drama market reached a valuation of nearly $18 billion USD in 2025.
- South Korea: The market was valued at $490 million USD in 2024 and is projected to surpass $1.5 billion USD by 2029.
- Data from the China Netcasting Service Association shows that during the first eight months of 2025, Chinese users spent an average of two hours per day on micro-drama apps—a 25.9% year-on-year increase.
- Furthermore, data from Chinese research group Diandian reveals that Thailand generated approximately $7.75 million USD in In-App Purchase (IAP) revenue during the first quarter of 2025 alone
Summary
Thailand has emerged as a major global hub for the rapidly expanding vertical series market, ranking sixth in the world for application downloads. Driven by shifting consumer habits and a surge in smartphone-first content, the local micro-drama ecosystem now attracts an estimated nine million active monthly users.
Nantapong Jiralertpong, director-general of the Trade Policy and Strategy Office (TPSO) under the Ministry of Commerce, revealed that "Vertical Series" —short-form dramas shot in a 9:16 aspect ratio specifically for mobile devices—are experiencing explosive global growth.