LayarHijau – The rivalry between YouTube and TikTok has reached a new chapter. A recent study by Ampere Analysis reveals that YouTube has become the most popular platform for viewers of short-form dramas, surpassing TikTok, which has long been synonymous with vertical, bite-sized videos.
According to the report, nearly half (44 percent) of audiences who watch mini-dramas prefer YouTube, while TikTok comes in second with 38 percent. The remaining viewership is scattered across platforms such as Instagram, X (formerly Twitter), Facebook, and Snapchat.
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YouTube’s dominance is largely due to its massive global reach. Nielsen data from September showed that YouTube accounted for 12.6 percent of all global “TV” viewing, far ahead of Netflix’s 8.3 percent. No other platform managed to hit even five percent.
Ampere’s survey—conducted among more than 100,000 respondents across 30 countries—found that around 12 percent of internet users have watched short dramas on social media. These snackable series, usually running ten minutes or less per episode, are rapidly becoming a dominant form of digital entertainment.
Younger audiences are driving the trend. Viewers aged 18 to 34 are 21 percent more likely than average to have watched a short-form drama in the past month, and nearly half (46 percent) of them tune in regularly.
The Asia-Pacific (APAC) region leads in consumption, which comes as no surprise since many short-drama platforms originate from China. Apps like DramaBox and ReelShorts are using social media both as distribution channels and marketing tools. Thailand, Malaysia, and the Philippines record the highest engagement levels among viewers.
This surge underscores a shift in how audiences consume scripted content. From long-form TV series and films to fast-paced storytelling made for vertical screens, short dramas have become the new battleground for global attention between YouTube and TikTok.
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