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Hollywood joins the micro-drama race for smartphones
US Hollywood studios are investing in short dramas born in China and watched vertically on smartphones. The global market is expected to reach $14 billion in revenue by the end of 2026.
Micro-drama era begins
Major Hollywood entertainment companies are accelerating production of 'micro-dramas', shot in vertical format for smartphones with episodes lasting a few minutes. This genre gained popularity in China during the Covid-19 pandemic in 2020-2021.
According to the Associated Press, micro-dramas have become one of the fastest-growing areas of the entertainment industry. Hollywood studios are also trying to keep up with this trend to reach an audience glued to smartphone screens.
First big success: 'Screen Time'
One of the most notable initiatives in the US was the thriller series 'Screen Time', produced by Hoorae Media, owned by actress and producer Issa Rae, with support from TikTok. The production reached around 75 million views in its first week.
Rae said the low cost of such productions compared to television and cinema allows producers to take more risks and try new ideas. She also noted that the rapid production process enables an immediate response to current events and direct interaction with audiences through comments and real-time reactions.
Market races toward $14 billion
According to estimates from technology research firm Omdia, reported by the AP, the global micro-drama market is expected to reach $14 billion in revenue by the end of 2026. This scale is accelerating the entry of US media companies into the market.
NBCUniversal's platform Peacock has opened a dedicated section for micro-dramas. Fox Entertainment has invested in Holywater, a company specializing in this field, and is planning hundreds of vertical productions. TelevisaUnivision is developing short series for its ViX platform.
Celebrities and Google also join the sector
Figures like Kevin Hart and Kim Kardashian have also entered the industry. Hart entered through his company HartBeat, while Kardashian invested in the ReelShort platform. Actor Taye Diggs and director Deon Taylor are working on a sports-themed project called 'I Am Hoop'.
Google has launched a joint venture called '100 ZEROS' with Ringer Media Partners. Dozens of vertical micro-dramas will be developed under this initiative, with productions first airing on Android phones via the Google TV app. Well-known television names such as 'The Bachelor' producer Mike Fleiss, 'American Idol' creator Simon Fuller, and director McG have also joined the project.
Independent content creators led the way
In this field where Hollywood is late, independent content creators have already built large audiences. American comedian Country Wayne started with short comedy videos and built a universe of interconnected dramatic stories. Wayne said his content reached 1.4 billion views on Facebook and 100 million on YouTube in a month. Meta and YouTube stated they have not independently verified these figures.
Wayne said he has turned down offers with eight-figure sums to sell or license his content, preferring to retain his intellectual property and grow his audience.
Festivals also take notice
Micro-dramas are now on the agenda of film festivals. The American Black Film Festival (ABFF) launched the first competition for this genre and selected eight finalists from hundreds of submissions. Festival management believes these productions could serve as a tool for testing ideas that may later turn into feature films or larger series.
With advantages such as rapid production, low cost, and protecting intellectual property rights, micro-dramas are reshaping the entertainment industry's relationship with audiences.
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