One of the marquee panels at Mip London drew a full house as executives revealed that microdrama platforms are devoting as much as 90% of their budgets to marketing rather than production, underscoring how the fast-growing short-form storytelling sector is evolving into a user-acquisition business that increasingly resembles mobile gaming.
“Ninety percent of the budget goes to marketing,” said Timothy Oh, general manager of Col Group International, describing how companies test thousands of trailer variations across social platforms to drive downloads.
Oh said the economics of the sector closely mirror gaming models, where success depends primarily on acquiring and retaining users rather than on production scale.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.imdb.com ’
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