The popularity of microdramas continues to surge. Instagram has launched a microdrama series in India, targeting Gen Z. The series complements the brand campaign released in the US and aligns with this year’s product updates designed to spur creativity on the platform.
The platform’s ‘Anyway’ campaign highlights how Instagram is a place for creative expression. The microdrama series in India reinforces the message. Titled Party of Two, the story follows two Gen Z flatmates with contrasting personalities and different ways of expressing themselves creatively. The story reflects how Instagram is woven into culture while encouraging Gen Z to pursue their interests and draw inspiration from daily life.
Given the popularity of microdramas, some production companies predict the market value could reach $14 billion by 2027.
“As Instagram turns 15 this year, we’re investing more in enabling creative expression than ever before. This includes launching new apps like Edits for video creatives, and features like Trials and Reposts. We hope the byte-sized nature of microdramas, hosted on Reels, and combined with a storyline that appeals to Gen Z, inspires them to tap into everyday experiences and share them creatively on Instagram,” said Arun Srinivas, country director, Meta India.
Escapism and a quick dopamine hit define most of these shows. It’s not just Instagram chasing the trend, many other apps are in play. In the first quarter of 2025, ReelShort and apps like DramaBox, GoodShort and DramaWave earned nearly $700 million from in-app purchases (weekly subscriptions or one-time payments to watch an episode), marking a 300 per cent increase over the same period last year, according to the market intelligence firm Sensor Tower.
The microdrama series Party of Two spans seven episodes, starring actors and creators Nidhi Bhanushali and Sunakshi Grover. The series has been developed with creative agency Communique and directed by Samudra Sengupta and Gopikrishnan Nair.