Omdia's latest research reveals that iPhone users spend approximately 40% more on micro-drama streaming apps than Android users, challenging common assumptions about the spending habits and willingness to pay among audiences of this rapidly growing entertainment format.

While micro-dramas have often been perceived as appealing primarily to low-income or niche audiences, Omdia's latest consumer study indicates a more nuanced reality. In several major markets, iPhone users show a significantly higher propensity to pay for micro-drama content compared to Android users, highlighting the strong commercial potential of these user groups.

In the United States, micro-dramas are widely adopted across both mobile ecosystems. Over the past three months, approximately 9% of iPhone users and 10% of Android users have used at least one micro-drama app. Payment rates are also very close, with 69% of iPhone users and 68% of Android users reporting they have paid for content via subscriptions, one-time purchases, or in-app currency.

However, outside the U.S., the differences are more pronounced: in Brazil, 48% of iPhone users paid for micro-drama content, compared to 39% of Android users; in Germany, the figures are 49% versus 44%; and in South Korea, 59% of iPhone users paid, compared to 45% of Android users, representing the largest gap among the markets analyzed.

As a supplement to the consumer survey, Omdia's analysis of Sensor Tower data found that iPhone users spend approximately $14 per week on micro-drama apps, while Android users spend around $10. The study indicates that despite the increasingly similar audience reach across mobile platforms, willingness to pay and overall consumer value differ significantly across device ecosystems and regions.

Key Insights

"Micro-dramas are rapidly becoming one of the fastest-growing segments in digital entertainment," said Maria Rua Aguete, Head of Media and Entertainment at Omdia. "Understanding who is watching is important, but understanding who is paying is the key to driving long-term commercial success."

"What is most striking about our research is how it challenges many long-held assumptions about micro-drama audiences. Micro-dramas have often been thought to appeal mainly to lower-income or niche consumers. But our findings reveal a different picture. In many markets, iPhone users are actually more likely than Android users to pay for micro-drama content, suggesting these audiences are more diverse and commercially valuable than many in the industry have assumed."

"For content rights holders, app developers, and advertisers, understanding these differences will be crucial as the global micro-drama market continues to expand."

These findings are based on a consumer survey conducted by Omdia in April 2026 in the United States, Brazil, Germany, and South Korea, combined with Omdia's analysis of Sensor Tower data.