Hollywood embraces microdrama

An innovation

Zhao said the bitesize microdrama is perfect for modern lifestyles.

"People screen their phones while waiting at the airport, eating lunch, riding the subway or sitting on the toilet. They can easily spare a few minutes watching some drama. This is a clever innovation monetizing people's screening behavior. It's essentially a modification of TV watching."

Zhao said the microdrama format gives the audience more control compared to traditional movie watching.

"It's a constant interactive process, including the payment component. One can decide to pay to watch another episode or stop. Such interaction can help people produce dopamine and become very engaged."

Zhao said the popularity of microdrama has her considering the possibility of using this format to produce some serious film work. To her, there is potential to employ the vertical format to produce films to provoke people into critical thinking.

"There is definitely something we can learn from microdrama," Zhao said.

Popular blogger Noah Smith has called China's microdramas "some real green shoots of Chinese soft power".

"It's a truly new art form, perfect for the age of TikTok and AI," he wrote in an April post on China's soft power.

Two platforms dominate

Currently, two platforms dominate the US market, both with Chinese origins.

ReelShort, launched in 2022 by California- based Crazy Maple Studio and backed by Beijing-based digital publisher COL Group, generated $1.2 billion in revenue in 2025, up 119 percent from 2024, according to Appfigure.

ReelPulse reported that ReelShort has shattered expectations with $80 million in revenue in the first quarter this year, a 40 percent increase from last quarter.

The app has more than 100 million downloads in the Google Play store and ranks 23rd in entertainment apps in the Apple store. The platform boasts 45 million monthly active users, with half based in the United States.

Another major leader is DramaBox, developed by Beijing-based Dianzhong Technology and launched in 2023 in Singapore. It generated $10 million net profit in 2024. The company didn't release its 2025 financial data, but industrial experts estimated its revenue to be around $500-600 million, making it the No 2 global platform outside of China.

DramaBox library primarily consists of dubbed and translated content originally produced in China. It also has a Los Angeles-based studio that has produced some US originals.

In comparison, ReelShort focuses on English-language originals mostly filmed in Los Angeles. It prioritizes quality over sheer volume to target Western markets like the US, UK and Australia.

According to media research firm Omdia, the US microdrama market generated $819 million in revenue in 2024 and grew to an estimated $1.5 billion in 2025. The market is projected to grow to $3.8 billion by 2030.

Omdia data showed that the engagement for microdramas has been impressive in the US. In the last quarter of 2025, US users spent an average of 35.7 minutes per day per user on ReelShort alone.

In comparison, Netflix mobile averaged 24.8 minutes per day per user, Prime Video averaged 26.9 minutes and Disney+ averaged 23 minutes.

"Microdramas are no longer a niche experiment. They are becoming a core driver of mobile video engagement," Maria Rua Aguete, head of media and entertainment at Omdia, said in a February Omdia report. "What stands out is not just revenue growth, but the intensity of usage. On mobile, microdrama apps are generating more daily viewing time than the world's biggest streaming platforms."

Hollywood descends

To legacy Hollywood known for projecting its global cultural influence, the force of microdramas from China can't be ignored. They have quietly captured a slice of the American entertainment market. It's time to reverse its role by embracing China's storytelling architecture and platform structure.

A slate of microdrama projects has been launched in recent months by US companies.

Last July, Disney Accelerator program picked DramaBox to explore the microdrama market. In February, Disney launched its own very first vertical format microdrama Locker Diaries. It's been released on DramaBox, Disney+ as well as global platforms such as YouTube, Instagram and TikTok.

Last July also saw Google, in partnership with Range Media Partners, launch 100 Zeros to produce a slate of programs featuring projects from The Bachelor creator Mike Fleiss, American Idol creator Simon Fuller, and director McG.

Upon completion, 100 Zero's microdramas will be distributed across multiple platforms, including Google TV.

Last October, Fox Entertainment took an equity stake in Holywater, the Ukrainian microdrama company behind the My Drama app, committing to produce more than 200 vertical series.

Holywater raised $22 million in Series A funding — described as the largest investment in the microdrama space outside Asia.

Fox separately inked a multiyear deal with Dhar Mann Studios for an initial slate of 40 original scripted vertical-video shows — a deal notable for involving one of YouTube's most prolific creators.

In May, NBCUniversal licensed 10 microdrama series from ReelShort for its mobile app Peacock. It also announced two original Bravo-branded micro dramas: Salon Confessionals with Madison LeCroy and Campus Confidential: Miami.

GammaTime, founded by former Miramax CEO Bill Block, raised $14 million in seed funding, including angel investor Kim Kardashian. CSI creator Anthony Zuiker was hired to write for the platform.

Versant Media Group — a multinational mass media company — took a stake in GammaTime in early June.

"GammaTime is reimagining short-form storytelling for a new generation of viewers. Their mobile-first approach and focus on original content make this a natural partnership for Versant as we continue to extend our iconic brands, deep content library and storytelling," Mark Lazarus, CEO of Versant, said in a statement.

Korean platform Vigloo, backed by $86 million in total funding, opened a Los Angeles office in 2025 and began co-producing with American writers.

TikTok quietly launched PineDrama in January, a stand-alone platform dedicated to microdramas. It represented the most structurally significant platform development so far in the US. The app gained 17.6 million downloads in its first 30 days.

TikTok's talent deals are impressive. It formed a partnership with Issa Rae's Hoorae Media in April. The two joined hands to co-develop exclusive micro-series.

Rae, creator of the acclaimed HBO series Insecure, succeeded with her debut microdrama Screen Time. Released in April, it garnered 75 million views within a week of launch and amassed over 150 million total views.

TikTok also partnered with the Sundance Institute to train creators specifically in microdrama writing.

In addition, TikTok opened drama partnerships inside its main app with a traffic incentive multiplier. Over 500 content companies entered within the first month. TikTok is reportedly paying out $15 million a month in microdrama revenue to creators.

ReelShort and DramaBox utilize a paywall to charge viewers to generate revenue, plus free viewing after a viewer watches some ads. However, TikTok completely ditched the paywall method. Its PineDrama offers free viewing with unskippable ads.

Hollywood is reaching a moment when viewers are beginning to feel fatigued from repetitive tropes. With new talent in tow, it remains to be seen if the vertical format will expand beyond a power fantasy primarily in the realm of romance and become an entrenched entertainment format in the future.