Short drama platforms are transforming Latin America's media landscape, capturing a growing share of the region's video streaming market.
Global Surge in Short Drama Downloads
According to Sensor Tower's State of Mobile 2026 report, short dramas are driving a "structural shift in consumer attention" and are thriving in Latin America.
Globally, downloads of short-drama platforms increased by 186% year-on-year, reaching 733 million in the fourth quarter of 2025, surpassing traditional video-streaming platforms like Netflix and Disney+, which recorded 658 million downloads.
What Are Short Dramas?
Short dramas are defined as vertically-shot serials with episodes typically under three minutes. These dramas are also known as "micro" or "mini" dramas.
They originated in China on apps like Douyin and Kuaishou, and have expanded internationally with platforms such as ReelShort and DramaBox producing content in multiple languages, including English, Spanish, and French.
Why the Appeal?
Wenjia Tang, a research associate from the University of Sydney, states that the appeal of short dramas lies in their ability to deliver emotional intensity and stimulation.
Seema Shah, Vice President of Insights at Sensor Tower, noted that this content is "easier to digest" for consumers familiar with short-form content from platforms like TikTok and Instagram.
Latin America's Explosive Growth
Latin America is emerging as the fastest-growing region for engagement with short-drama content.
Downloads of the top 20 short drama apps in Latin America increased by approximately 402% year-on-year in 2025, building on a 4,300% year-on-year increase from 2024.
Regional Factors Fuel Success
Maria Rua Aguete, Head of Media and Entertainment at Omdia, highlights that Latin American users predominantly consume entertainment on mobile phones. She also points out similarities between short dramas and telenovelas, a popular serialized drama genre in the region, which may contribute to their success.