Hollywood is shifting its focus toward micro dramas, a mobile-first format that has gained popularity in Asia. Companies like Disney and Fox Entertainment are investing significantly in this low-budget, short-form storytelling style, which often features salacious plots and cliffhangers designed to captivate viewers. These dramas, typically lasting one to two minutes, are now seen as a compelling way to engage audiences and generate revenue.
The rise of micro dramas has been swift, with their appeal growing in tandem with mobile usage. According to a recent report by Bernstein analysts, mobile users now spend more time on platforms like DramaBox than on larger streaming services such as Comcast’s Peacock and Warner Bros. Discovery’s HBO Max. This trend has not gone unnoticed, with micro drama apps projected to generate $3 billion in revenue globally this year, nearly tripling from the previous year.
TelevisaUnivision is one of the key players in this emerging market, launching a series of telenovela-style micro dramas on its streaming platform ViX. The company introduced six original titles on July 21, 2023, including “Te Escribí Antes de Conocerte” and “El regreso de la Heredera Fugitiva.” By the end of the year, it plans to roll out 40 micro dramas, with a goal of reaching 100 by 2026.
Key Players Investing in Micro Dramas
Several Hollywood companies are actively exploring micro dramas. Bill Block, former CEO of Miramax, raised $14 million from high-profile investors including Alexis Ohanian, Kris Jenner, and Kim Kardashian to launch GammaTime. The app aims to be the “Netflix of premium short-form storytelling,” featuring over 20 vertical originals across genres like thrillers and romance.
In a similar vein, Lloyd Braun and other media veterans founded MicroCo this summer, benefiting from undisclosed backing from tech-driven entertainment company Cineverse. MicroCo plans to elevate micro dramas by utilizing both union and non-union labor and incorporating artificial intelligence tools to reduce production costs.
Other industry giants are also getting involved. Disney has invested in micro drama app DramaBox, allowing it to be part of Disney’s selective accelerator program. Meanwhile, Fox Entertainment has invested in Ukrainian company Holywater, which operates the app My Drama. Fox sees micro dramas as a way to test new show ideas and extend existing properties.
The Future of Micro Dramas
Micro dramas may not provide a complete solution to Hollywood’s challenges, but they present new opportunities for engagement. With the format’s ability to attract viewers where they spend significant amounts of time, industry leaders recognize its potential. Fox Entertainment CEO Rob Wade stated that micro dramas offer another avenue to connect with audiences directly.
As traditional media continues to compete with platforms like YouTube and TikTok, the adaptation of micro dramas could serve as a critical strategy for Hollywood. TikTok has already pitched the idea of uploading entire films to its platform, further highlighting the growing significance of this format.
The landscape of entertainment is evolving, and as more companies jump into the micro drama space, it will be fascinating to see how this trend shapes the future of storytelling.
