93% of consumers skip ads: why luxury brands are betting on micro-dramas instead

According to a survey carried out by B2B ratings platform Clutch in September 2025, 93% of consumers actively skip ads. That shift is pushing luxury fashion houses to swap traditional advertisements for micro-dramas: bite-sized, mobile-first stories designed to be watched vertically.

Luxury marketing expert Debraj Sengupta says micro-series succeed because viewers choose to spend time with them. ‘A well-made micro-drama doesn’t push a product; it invites audiences into a story. The brand becomes part of the emotional memory rather than the sales pitch. Traditional advertising explains why a product matters. A micro-drama shows why it mattered to a character the audience already cares about,’ he says.

Gen-Z is the main target audience. While many Gen-Z consumers already purchase luxury goods, brands are using micro-series to deepen emotional connections and build lasting brand affinity. ‘The goal isn’t immediate sales but building long-term desire,’ says luxury brand consultant Saurabh Sankpal, comparing the format to an entry-level luxury product like a lipstick that helps brands build emotional connections early for larger purchases later.

Global micro-drama revenues touched $11 billion in 2025 and are expected to reach $14 billion by the end of 2026, according to research firm Omdia, with brands including Louis Vuitton, Marc Jacobs and Balenciaga all releasing cinematic micro-dramas through 2026.