Research: Women aged 35+ driving YouTube microdrama surge
March 25, 2026



Digital i research into microdrama consumption on YouTube, presented by media consultant Beatrice Rossmanith at Series Mania Forum in Lille, reveals heavy engagement from women aged 35+ and significant under-viewing from men in all age groups.

Digital i examined the demographic data of viewers to the official YouTube channels of popular microdrama apps DramaBox, ReelShort, FlickReels, My Drama and CandyJar, during 2025. Engagement was measured in 20 countries including the UK, the US, Canada, Mexico, Brazil, Argentina, Colombia, France, Italy, Germany, Spain, Denmark, Norway, Finland, Sweden, Poland, The Netherlands, Japan, South Korea and Australia.


Digital i found that female YouTube users spent a higher proportion of their time on these microdrama channels than their typical overall YouTube usage. Notably, female YouTube users aged 35-44 accounted for 11.5 per cent of all streams in the 20 measured countries last year, but 20.8 per cent of streams to these five microdrama channels.

The 45-54 female age group also showed heavy over-engagement, with 15.7 per cent of streams to the channels coming from this demographic, more than double their 7.7 per cent share of overall YouTube streams.

The reverse was true for male YouTube users across these measured countries, demonstrating viewing way below average consumption. Males aged 18-24 represented 13.7 per cent of all YouTube streaming activity in 2025, but only 6 per cent of streams to these microdrama channels.