ViX, the Spanish‑language streaming platform owned by TelevisaUnivision, has officially launched Microdramas. This will be a brand-new category of original, vertical, mobile‑first scripted series tailored for younger audiences.
The bite‑sized dramas are meant to be watched vertically on smartphones. They will offer faster storytelling to match mobile viewing habits.
What are Microdramas and why do they matter?
Microdramas are vertically scripted series with one‑minute episodes that are made to be consumed on the go.
This is a mobile-only vertical format that lives within ViX’s new “Shorts” experience. It allows you to swipe through episodic content much like TikTok or Reels.
With the attention span of younger Gen Z or Gen Alpha decreasing, it means they do not watch full videos nowadays.
ViX’s president of Streaming and Digital, Rafael Urbina, explains:
“Our new microcontent combines the power of storytelling with an innovative format that not only meets young viewers where they are but serves as an entry point into our broader content ecosystem.”
At the 2025 ViX Upfront event, Urbina emphasized that the Microdramas initiative is part of a broader strategy:
“They cater to young, mobile‑native audiences who are driving a significant share of viewing hours… serve as an entry point into our broader content ecosystem”.
Available Microdramas
The platform has already rolled out six original titles starting July 21, 2025. They include:
- El regreso de la Heredera Fugitiva
- Te escribí antes de conocerte
- Intensamente Victoria
- Me fui gata volví perra
- ¡Mamá, no me dejes morir!
- Destinada a ser la dueña
Trailers and the first five episodes of each are available for free on social media (Instagram, TikTok, Facebook, X). After that, all remaining episodes will be accessible exclusively in the mobile app.
ViX plans to roll out 40 original microdrama series through the end of 2025, debuting new titles weekly starting July 25.
Urbina notes: “This launch marks a new era for Spanish‑language content… compelling and attention‑grabbing original content”.
You don’t need a premium subscription. These Microdramas will be accessible to both ViX Gratis and ViX Premium users in Spanish-speaking markets across the U.S., Mexico, and Latin America. Gratis is the free tier for the platform.
Advertising and monetization opportunities
Advertisers are already showing interest. Microdramas are inexpensive to produce. Their CPMs are typically just 15% of those for regular web series, with brand integration built swiftly into episodes rather than via pre-roll ads.
Marketing executives say the format’s flexibility allows for creative brand storytelling that plays well within the narrative itself.
In fact, the company has already partnered with TripleLift for these immersive in-show ads.
“It’s about bringing advertisers into the IP journey in a way that feels additive to the storytelling, not disruptive,” Urbina said.
Global context of Microdramas
Though Microdramas originated in China, where the Duanju industry topped $6.9 billion in 2024 and surpassed cinema box office revenues, the genre is now exploding globally. It is now especially famous among youth audiences across the U.S. and UK.
In the UK, British-Australian microdrama actor Teig Sadhana used to walk dogs for a living in Melbourne. Now, he is working on these shoots where he gets $1,000 each day.
“Casting directors are reaching out to me from all across the film and television industry,” he notes.
What’s next for ViX
ViX is just getting started. While the first wave is scripted suspense and romance, TelevisaUnivision plans to expand Microdramas into comedy, reality, documentary, and more.
Will traditional streamers follow? Platforms like Netflix and Channel 4 are reportedly watching closely. For now, ViX is setting the benchmark.