Omdia: iPhone users spend 40% more on micro-dramas than Android users.

Omdia's latest research shows that iPhone users spend about 40% more on micro-drama applications than Android users, a finding that challenges the common perception of user spending habits and willingness to pay for this rapidly growing form of entertainment. Although micro-dramas are often thought to primarily attract low-income or niche audiences, Omdia's recent consumer study indicates a much more complex reality. In several key markets, iPhone users are significantly more willing to pay for micro-drama content than Android users, highlighting the strong commercial potential of these audience segments. In the United States, micro-dramas have become widely popular across both major mobile ecosystems. Over the past three months, approximately 9% of iPhone users and 10% of Android users have used at least one micro-drama application. The payment rates are also very close, with 69% of iPhone users and 68% of Android users indicating that they pay for content through subscriptions, one-time purchases, or in-app currency. However, outside of the United States, the differences are quite pronounced: Brazil: 48% of iPhone users pay for micro-drama content, while Android users stand at 39%; Germany: 49% compared to 44%; South Korea: 59% versus 45%, showing the largest gap among the analyzed markets. As a complement to the consumer survey, Omdia's analysis of Sensor Tower data found that iPhone users spend approximately $14 per week on micro-drama applications, while Android users spend about $10. The study indicates that despite the increasing overlap in audience coverage across mobile platforms, there are significant differences in willingness to pay and overall consumer value between different device ecosystems and regions. Maria Rua Aguete, Head of Media and Entertainment Business at Omdia, stated: "Micro-dramas are rapidly becoming one of the fastest-growing segments in the digital entertainment field. While its important to know who is watching, understanding who is paying is key to driving long-term commercial success." "What is most striking about our findings is that it shatters many preconceived notions about the micro-drama user base. For a long time, micro-dramas have been thought to primarily attract low-income or niche consumers. However, our findings reveal a different phenomenon. In many markets, iPhone users are actually more likely than Android users to pay for micro-drama content, suggesting that these audiences are far more diverse and commercially valuable than many in the industry have assumed." "For content rights holders, app developers, and advertisers, understanding these differences will be crucial as the global micro-drama market continues to expand." These findings are based on Omdia's consumer research conducted in April 2026 in the United States, Brazil, Germany, and South Korea, combined with Omdia's analysis of Sensor Tower data.