Survey: Short Drama popularity rising in UK
August 24, 2026

By Nik Roseveare


Short Drama is rapidly emerging as a key entertainment format but is it moving from social media novelty to a genuine competitor for audiences’ viewing time and spend? Research from Snap and Ipsos that suggests it is…

A survey of 1,000 UK daily social media users aged 18–49 found that 31 per cent of Short Drama viewers are already watching daily, 44 per cent are familiar with Short Drama platforms, and 81 per cent express an interest in watching in future. And despite episodes lasting just minutes, the research points to audiences developing deeper viewing habits around the format.

Additional survey highlights:


Short episodes don’t mean short attention

Among daily Snapchatters who watch Short Dramas:

40 per cent watch daily vs 23 per cent of non-Snapchatters

They’re 1.4x more likely to watch for 30+ minutes at a time

57 per cent of longer-term viewers say they’re watching more Short Drama content than a year ago

Social is fuelling the format

After enjoying a Short Drama clip across social/video platforms:

65 per cent are likely to share it with friends and family

63 per cent are likely to talk about the show in person

58 per cent are likely to post a reaction or comment to their story

Discovery is social too: recommendations from friends and family (27 per cent), high-energy trailers (26 per cent) and influencer reviews/recommendations (17 per cent) can all prompt viewers to try a Short Drama.

Cliffhanger is king

The research also reveals the creative formula pulling viewers in. Among Snapchatters who watch or engage with Short Dramas:

48 per cent want to see the reveal of a secret

41 per cent respond to clips ending at a shocking or tense moment

43 per cent are drawn in when a clip starts at a peak moment

45 per cent say short episodes make it easy to watch “one more”

Popular genres include: Billionaire/CEO Romance, Family Conflicts, Hidden Identity/Undercover, Dark Romance and Suspense/Mystery Thrillers.

Viewers are willing to pay

Among daily Snapchatters:

54 per cent spend monthly on Short Dramas

They’re 1.6x more likely than non-Snapchatters to prefer buying coins or credits to unlock episodes

They’re 1.3x more likely to prefer a recurring subscription