Audience Perceptions and Engagement with Micro Drama: A Qualitative Case Study in Bangkok, Thailand

Abstract

As short-form, mobile-first narratives continue to grow in popularity, particularly on platforms such as TikTok, Facebook Reels, and YouTube Shorts, understanding audience experiences becomes essential for grasping broader shifts in digital media consumption. This qualitative study aims to explore how audiences in Bangkok, Thailand, perceive and engage with micro drama content within contemporary digital media environments. Using a qualitative case study approach, in-depth interviews were conducted with twelve participants who regularly watched micro dramas. Thematic analysis was performed to analyze the interview data. The findings revealed five key dimensions of audience engagement: emotional resonance, convenience and integration into daily routines, algorithmically driven exposure, interactive participation, and appreciation of visual and narrative techniques. These insights demonstrate that micro dramas are not only compelling due to their condensed storytelling but also because they align with fast-paced urban lifestyles and platform-driven viewing patterns. The study contributes to emerging literature on short-form digital narratives by situating audience behaviors within local sociocultural contexts and offers implications for policymakers, content creators, and future researchers seeking to understand the evolving dynamics of digital storytelling.