Viu CEO Says Nearly 20% of Long-Form Users Now Watch Microdrama as Streamer Expands Branded Content and Co-Production Push

Viu CEO Janice Lee announced that nearly 20% of the platform's long-form users are now watching microdrama content, a format introduced only a few months prior. Lee, who also serves as managing director for PCCW Media group, shared this information at the APOS 2026 conference in Bali. She detailed Viu's strategic focus, which includes expanding short-form content offerings, developing pan-regional tentpole productions, and increasing branded content and co-production initiatives. This push into microdrama signifies a significant shift in user consumption habits on the platform, with a substantial portion of the audience quickly adopting the new format. The company aims to leverage this trend by integrating more microdrama into its content pipeline and exploring new revenue streams through branded content partnerships. Viu's strategy also encompasses large-scale productions designed to appeal to a broad audience across multiple regions, further solidifying its position in the competitive streaming market. The emphasis on co-productions suggests a collaborative approach to content creation, potentially involving local partners to enhance regional relevance and appeal. This multi-faceted content strategy is designed to cater to diverse viewer preferences and capitalize on emerging content trends.