Viu's Microdrama Success: A Look at CEO Janice Lee's Strategy and Content Offerings
Viu, under the leadership of CEO Janice Lee, has seen a significant uptake in microdrama content consumption, with nearly 20% of its long-form user base engaging with this format since its recent launch. At the APOS 2026 conference in Bali, Lee highlighted Viu's strategy that includes short-form content, pan-regional tentpoles, and ad-funded originals. The platform views microdrama as a complement to its premium long-form offerings, attracting both viewers and advertisers looking for quick and engaging content.
One of Viu's successful ventures into microdrama is the Indonesia-set travel adventure series "Abracadabra," produced in collaboration with Samsung and featuring Korean actor Ji Chang-wook. The platform has also partnered with South Korea's Korea Creative Content Agency (KOCCA) for unscripted and scripted series like "Rak Rak" and "Bite Me Sweet." Additionally, Viu is set to release a scripted drama titled "One of a Kind Romance" in November, continuing its commitment to diverse content offerings.
Viu's flagship tentpoles, such as "The Season" and "Kidnap Game," cater to different audiences and markets. "The Season" is an English-language series with an Asian cast aimed at the U.S. market, while "Kidnap Game" is a pan-regional survival thriller co-produced by multiple entities across Asia. The platform's collaboration with iQIYI International to offer a five-market streaming bundle in Southeast Asia further enhances its position as a hub for premium Asian content.
In addition to content initiatives, Viu is exploring the integration of artificial intelligence (AI) in its operations, focusing on enhancing efficiency, generating new revenue streams, and driving innovation. Lee hinted at upcoming AI-driven projects that will further enhance the viewer experience. With a diverse content portfolio and innovative strategies, Viu continues to solidify its position as a leading player in the streaming landscape, offering a mix of long-form and microdrama content to cater to evolving viewer preferences.