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Microdramas have to be fast-paced to keep viewers' attention, says Charlotte Brokenbrow of Welsh production company Spare Arrow, which made its first series this year.
"If you leave too much air in the script and in the video, then someone's going to get bored and will scroll on," she says.
As well as breakneck speed, microdramas have proved popular because people can watch them in bite-sized chunks, leading some analysts to describe them as "snackable".
They also feed into a shift towards "casual, low-commitment viewing that we can dip in and out of," says Dr Tina Kendall, associate professor of film and media at Anglia Ruskin University.
Some people told BBC News they watch them in the car while waiting to pick up their children from school, while others said they have one on in the background while they catch up on housework or admin.
It's so "obvious what's going to happen", Sarah-Jayne says she can even enjoy them while she is working.
Dedicated apps typically hook viewers by letting them watch the first few episodes for free, before then requiring a subscription. CandyJar costs £49 for one year, while DramaBox costs £110, but most microdrama apps allow binge-watchers to buy weekly subscriptions or watch ads in exchange for free episodes.
As you scroll through the apps, themes such as mafia bosses, enemies-to-lovers plotlines and cowboys recur.
Sun says Chinese production companies often replicate successful formulas, with only minor tweaks - and that's something Heather has noticed, too. "A lot of them have been the same story, just set in a different setting," she says, adding that she's now "fed up" seeing billionaire CEO storylines.
More outlandish titles include I Adopted My Stolen Baby, Craving My British Cowboy and Found a Homeless Billionaire Husband for Christmas.
Some fans say they feel certain plots have been degrading to women, in some cases involving crude depictions of violence and sexual assault. "It became a bit of a sort of joke that the female actress has had a million hideous things happen to her and been crying and screaming 10 million times before she's even got to lunch," says Coco Taylor, an actress who starred in her first microdrama in 2024.
Taylor says she has turned down roles in some series because she felt they were too misogynistic. But she and many other microdrama fans say the storytelling has developed which they credit to more storylines now being written by US and UK teams, and they speak enthusiastically about microdramas branching out into genres such as comedy, thriller and horror.
English (US) 