Hollywood is increasingly investing in the burgeoning market of micro dramas, a mobile-first format that offers short, engaging content tailored for viewers on the go. Major companies such as Fox Entertainment and Disney are exploring this trend, which has its roots in Asia and consists of brief episodes designed for mobile apps. These micro dramas, often low-budget and infused with dramatic twists, are capturing the attention of both audiences and industry insiders.
The format, sometimes referred to as “verticals” or “mini dramas,” presents episodes that last one to two minutes. They are designed to be addictive, with cliffhangers that entice viewers to pay for additional content. Titles like “Fake Married to My Billionaire CEO” and “Divorced at the Wedding Day” illustrate the often sensational nature of these productions. The rapid rise of micro dramas has made them impossible for traditional Hollywood players to ignore, particularly as mobile users are now spending more time on platforms like DramaBox than on established streaming services like Comcast’s Peacock or Warner Bros. Discovery’s HBO Max.
According to a report by streaming consulting firm Owl & Co., micro drama apps are projected to generate $3 billion in revenue globally this year, excluding China, nearly triple the figure from the previous year. This surge underscores the growing competition between Hollywood and social media platforms, as viewing habits continue to shift towards mobile content consumption.
Key Players Enter the Micro Drama Scene
Several prominent companies are making significant investments in the micro drama genre. Bill Block, the former CEO of Miramax, has raised $14 million from high-profile investors including Alexis Ohanian and Kim Kardashian to launch GammaTime. The app, which Block describes as the “Netflix of premium short-form storytelling,” debuted with over 20 original verticals across various genres, including thrillers and true crime.
In addition, media veterans including Lloyd Braun have founded MicroCo, which aims to combine union and non-union labor with artificial intelligence to streamline production and enhance content recommendations. Braun’s initiative is supported by tech-driven entertainment company Cineverse. Erick Opeka, Cineverse’s president and chief strategy officer, emphasized the importance of this format by stating, “If the thesis is, this is a significant portion of viewing time, you can’t ignore it.”
Disney has also recognized the potential of micro dramas, incorporating the app DramaBox into its selective accelerator program, which has previously included notable tech startups. Meanwhile, Fox Entertainment has taken a proactive approach by investing in a Ukrainian company called Holywater, which operates the micro drama app My Drama. Fox’s initiatives include producing scripted vertical series for My Drama and exploring adaptations of the format for genres such as true crime and animation.
Global Expansion and Future Prospects
TelevisaUnivision, a leading Spanish-language media company, is fully embracing this trend by launching telenovela-style vertical dramas on its streaming platform, ViX. The company premiered six original micro dramas on July 21, 2023, with plans to release 40 by the end of the year and expand to 100 by 2026. Their offerings include titles such as “Te Escribí Antes de Conocerte” (“I Wrote to You Before I Knew You”) and “El regreso de la Heredera Fugitiva” (“The Return of the Fugitive Heiress”).
The shift towards micro dramas not only reflects changing viewing patterns but also highlights the industry’s response to the competitive landscape dominated by platforms like TikTok. TikTok has already established itself as a marketing hub for micro dramas, and it has encouraged companies to consider uploading entire films to the app.
As Hollywood continues to adapt to the demands of a mobile-savvy audience, micro dramas may prove to be a crucial strategy for maintaining relevance and financial viability. While they may not resolve all of Hollywood’s challenges, the growing investment in this format indicates a willingness to innovate and meet viewers where they are.
