Viu, the streaming platform operated by PCCW Media, reports that nearly 20% of its long-form user base is now consuming microdrama content, according to CEO Janice Lee. Speaking at the APOS 2026 conference in Bali, Lee stated that the platform is integrating short-form series alongside premium long-form content to capture "snacking" viewer behavior. Viu is also expanding its regional footprint through a new five-market streaming bundle with iQIYI International, aiming to consolidate the best of Asian content for Southeast Asian audiences.
Why are streaming platforms pivoting to microdramas?
Microdramas serve as a supplemental engagement tool rather than a replacement for traditional series. According to Janice Lee, the format allows Viu to meet consumer demand for quick, digestible content during short intervals of free time. The company’s data indicates that this "snacking behavior" does not cannibalize long-form viewership; instead, it expands the total time users spend on the platform.
Brands are also driving this shift. Advertisers prefer the rapid production cycles of short-form projects, which allow for faster market entry. A notable example is the travel adventure series "Abracadabra," a partnership between Viu and Samsung that featured Korean actor Ji Chang-wook.
Did you know?
Microdramas allow brands to integrate products into storylines with a much faster turnaround time than traditional television commercials or long-form sponsored content.
How does Viu scale its content strategy?
Viu employs a dual-track strategy for its original productions, balancing pan-regional tentpoles with local content collaborations. The platform is continuing its partnership with the Korea Creative Content Agency (KOCCA) to produce unscripted reality shows like "Rak Rak" and "Bite Me Sweet," alongside scripted dramas such as "One of a Kind Romance."
For global scaling, Viu is diversifying its approach:
- Global-first design: The series "The Season" was engineered as an English-language product with an Asian cast specifically to target the U.S. market, streaming across Viu, Now TV, and Hulu.
- Pan-regional collaboration: The survival thriller "Kidnap Game," a co-production between Fuji Television Network, MakerVille, and SimStory, leverages star power from multiple Asian territories, including Japan’s Kentaro Sakaguchi and South Korea’s Lee Joon-gi.
What is the role of AI in future streaming operations?
Viu is categorizing its artificial intelligence adoption into three distinct pillars, as outlined by CEO Janice Lee at APOS 2026. The company is currently focusing on operational efficiency, the development of new revenue streams—specifically through microdrama production—and long-term innovation experiments. Lee indicated that a new launch in the innovation category is expected soon, suggesting that the platform intends to use AI to automate or enhance its content library management.
How will the Viu and iQIYI partnership reshape the market?
The strategic bundle between Viu and iQIYI International covers five Southeast Asian markets, effectively pooling the libraries of two major Asian content providers. According to Lee and iQIYI International president Yang Xianghua, the deal is designed to create a comprehensive, complementary catalog for viewers. This move reflects a broader industry trend toward consolidation, where streamers are opting for partnership bundles to increase user retention and offer more value against global competitors.
Frequently Asked Questions
What is a microdrama?
A microdrama is a short-form video series designed for rapid consumption, typically featuring episodes that last only a few minutes, making them ideal for mobile viewing.
Is Viu moving away from long-form content?
No. According to CEO Janice Lee, microdramas are an extension of the platform’s existing proposition, intended to complement rather than replace premium long-form series.
How is Viu reaching U.S. audiences?
Viu is developing English-language content, such as the series "The Season," which features a predominantly Asian cast and is distributed on platforms like Hulu to reach Western markets.
What is the benefit of the Viu and iQIYI bundle?
The bundle provides subscribers in Southeast Asia with access to a broader, more diverse library of Asian content, positioning the two platforms as a unified source for regional entertainment.
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