Vertical microdramas are gaining popularity in Russia, attracting major media groups, streaming platforms and content producers. Designed for smartphone viewing, these series typically feature episodes lasting one to two minutes, with seasons comprising 50–100 episodes. The format, already popular in Asia and the United States, is now developing rapidly in the Russian market.
National Media Group (NMG) became one of the first major players to enter this segment, launching its dedicated mobile app Stories in spring 2025. Initially offering adapted melodramas from the Domashny TV channel and acquired international titles, the platform soon expanded into original production.
NMG has also expanded microdrama distribution to the Wink streaming platform and introduced vertical series on its CHE! television channel. The company has announced plans to produce a professional microdrama entirely with artificial intelligence under the supervision of a production team.
MTS Media entered the market in summer 2025 through an agreement with Scroll Studios covering 1,500 short-form episodes, including Asian-style dramas, romantic stories, comedies and educational entertainment. The content is distributed through specialized services and the KION streaming platform.
KION has also commissioned five original microdrama series, with Dmitry Ivanov, a screenwriter of the Russian hit «The Method,» serving as showrunner. Meanwhile, Ivi has introduced a dedicated «Mini-Dramas» section in its mobile app, offering licensed international titles with professional Russian dubbing.
The format is also introducing new monetization models. Many microdrama platforms offer the first 10–12 episodes free, allowing viewers to unlock subsequent episodes through micropayments, in-app purchases or advertising. This model, known as Gamified Video on Demand (GVOD), combines streaming with payment mechanisms familiar from mobile gaming.
With major Russian media companies investing in production, licensing and distribution, vertical microdramas are becoming a growing segment of Russia’s digital entertainment market, creating new opportunities for international content producers and distributors.