{"id":2605,"date":"2026-06-21T09:05:30","date_gmt":"2026-06-21T09:05:30","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=2605"},"modified":"2026-06-21T09:05:30","modified_gmt":"2026-06-21T09:05:30","slug":"viu-ceo-says-nearly-20-of-long-form-users-now-watch-microdrama-as-streamer-expands-branded-content-and-co-production-push","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=2605","title":{"rendered":"Viu CEO Says Nearly 20% of Long-Form Users Now Watch Microdrama as Streamer Expands Branded Content and Co-Production Push"},"content":{"rendered":"
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\nViu CEO and PCCW Media group managing director Janice Lee said close to 20% of the platform\u2019s long-form user base is already consuming microdrama content \u2013 and the format only launched a few months ago. <\/p>\n

Read more Spanish Filmmaker Carlos Saiz\u2019s Intimate Father-Son Drama \u2018Lionel\u2019 Wins Top Prize at Transilvania Film Festival<\/a><\/p>\n

\n\tSpeaking onstage at the APOS 2026 conference in Bali, Lee outlined a strategy spanning short-form content, pan-regional tentpoles and ad-funded originals.<\/p>\n

\n\t\u201cWe\u2019ve only just gotten started a few months ago,\u201d Lee said. \u201cIt\u2019s not mutually exclusive in the sense that, you know, when people have time, they will watch a long form series. But it\u2019s a snacking behavior.\u201d<\/p>\n

\n\tLee framed the microdrama push as an extension of Viu\u2019s existing proposition rather than a pivot away from premium long-form content. The platform is also bringing advertisers into short-form projects, describing the format as attractive to brands that want rapid turnarounds. As an example of the branded content model in action, she cited \u201cAbracadabra,\u201d an Indonesia-set travel adventure series produced in partnership with Samsung starring Korean actor Ji Chang-wook alongside local talent.<\/p>\n

\n\tOn the originals front, Viu has renewed its cooperation with South Korea\u2019s Korea Creative Content Agency (KOCCA), under which it has already launched unscripted series \u201cRak Rak,\u201d a dating reality show, and \u201cBite Me Sweet,\u201d a dessert cooking competition. A scripted drama, \u201cOne of a Kind Romance,\u201d is scheduled for a November release under the same arrangement.<\/p>\n

Read more Yash\u2019s \u2018Toxic\u2019 Set for August Release During Extended Holiday Window<\/a><\/p>\n

\n\tThe streamer\u2019s two flagship tentpoles take different routes to scale. \u201cThe Season,\u201d which streams on Viu, Now TV and Hulu, was engineered from development as a global product \u2013 an English-language series with a predominantly Asian cast designed to open up the U.S. market. \u201cKidnap Game,\u201d due in October, is a pan-regional survival thriller co-produced by Fuji Television Network, PCCW Media\u2019s MakerVille and South Korean outfit SimStory, with principal photography spanning seven Asian cities and a cast led by Japan\u2019s Kentaro Sakaguchi and Korean star Lee Joon-gi.<\/p>\n

\n\tLee also addressed Viu\u2019s approach to artificial intelligence, organizing the company\u2019s AI initiatives into three areas: operational efficiency, new revenue streams including microdrama production, and longer-term innovation experiments. She indicated a launch in the third category was coming soon.<\/p>\n

\n\tThe session concluded with Lee and iQIYI International president Yang Xianghua jointly unveiling a five-market streaming bundle across Southeast Asia, positioning the pairing as complementary content libraries. \u201cTogether we\u2019re the best of Asian content,\u201d Lee said.<\/p>\n

Read more Zhang Songwen\u2019s \u2018Secret in the Box\u2019 Brings Infamous Hong Kong Murder Case to Shanghai Competition<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Janice Lee details Viu’s microdrama growth, Samsung branded series, KOCCA renewal and pan-regional tentpole strategy at APOS 2026.<\/p>\n","protected":false},"author":1,"featured_media":2604,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[1493,2212,2213,2214],"class_list":["post-2605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv","tag-apos","tag-janice-lee","tag-pccw","tag-viu"],"yoast_head":"\nViu CEO Says Nearly 20% of Long-Form Users Now Watch Microdrama as Streamer Expands Branded Content and Co-Production Push - Relocation Observer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/relocationobserver.com\/?p=2605\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Viu CEO Says Nearly 20% of Long-Form Users Now Watch Microdrama as Streamer Expands Branded Content and Co-Production Push - 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