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The payment behaviour comes against a relatively narrow base of active subscribers. The playbook states that 28% of micro-drama audiences have ever paid to watch content, but only 17% had an active subscription at the time of the research. The remaining 72% were not paid users, while 11% had paid earlier but did not have a current subscription.
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Storyboard•30-09-2026, 12:52
Micro-Drama Payers Prefer Small Payments; Subscriptions Lag
  • •63% of micro-drama payers prefer small, incremental payments over upfront subscriptions, according to the Meta w Kuku TV Micro Drama Playbook.
  • •Only 17% of micro-drama audiences who have ever paid for content currently hold an active subscription, highlighting trust issues and retention challenges.
  • •The playbook identifies a need for platforms to focus on both user acquisition and retention to achieve profitable growth in the micro-drama category.
  • •Meta's Advantage+ app campaigns and Advantage+ Catalog Ads are recommended for driving installs and personalized content recommendations.
  • •Kuku TV case studies show significant improvements in ROAS and reduced costs per install/subscription using Meta's advertising solutions, demonstrating performance-led monetization strategies.
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Key Questions Answered

According to the Meta x Kuku TV Micro Drama Playbook, 63% of users who have ever paid for micro-drama content prefer smaller payment steps rather than upfront access.

The playbook states that while 28% of micro-drama audiences have ever paid to watch content, only 17% held an active subscription at the time of the research.

Kuku TV used Meta's Advantage+ Campaign Budget and Audience features, reporting a 1.6X higher return on ad spend, a 29% lower cost per subscription, and a 16% lower cost per install.

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