WPP: 3.5m Poles use micro-series apps
July 15, 2026 12.36 Europe/London By Julian Clover


Some 3.5 million adults in Poland are using or testing micro-series apps, according to research from WPP Media.

The agency says the short-form drama format has reached a wider casual audience through social platforms, with almost 10 million adult Poles having encountered micro-series on TikTok, YouTube or Instagram through ads or individual episodes.

The findings point to the growing role of social discovery in driving viewing. Citing Gemius AdReal data, WPP Media said ReelShort generated 870 million video ad contacts in Poland between January and May 2026, making it the country’s ninth largest advertiser on TikTok.

Micro-series, also known as micro-dramas, typically consist of one to two-minute vertical episodes designed for mobile viewing. The format originated in China and is often distributed through apps including ReelShort and DramaBox, while also being promoted heavily on social media.

WPP Media said Polish use is strongest among women aged 18-35. Half of surveyed viewers said they continued watching after coming across micro-series accidentally while scrolling.

The study also suggests limited appetite for paid access. Most Polish micro-series viewers either do not pay or do so only occasionally, with ad-supported viewing preferred to subscriptions. WPP Media said viewers who subscribe to services such as Netflix, Canal+ or HBO Max remain more cautious about paying for micro-dramas.

Attitudes towards AI use in production appear less of a barrier. Three quarters of surveyed micro-series viewers said they were either indifferent to AI involvement or saw it as positive if it helped produce content faster and at greater scale.

There is also some interest in local versions of the format. WPP Media found that 36% of micro-series viewers would like stories set in Poland and featuring Polish actors. Netflix and creators from YouTube and TikTok were seen as the most likely producers, while Polsat ranked highest among Polish broadcasters.

The research was conducted in June 2026 using the CAWI method among 1,003 Polish adults.