Mini-drama apps like ReelShort and DramaBox—known for their soap-style stories featuring werewolves, royalty and high-school romance—are exploding in popularity in the US.
Around 215 such micro dramas are raking in over $100 million a month, according to Appfigures. These mobile-friendly series allow viewers to watch a few episodes free and pay to watch more if they want.
Initially, such mini-series were popular in China, but their rocketing virality and viewership in America have gotten Hollywood’s attention.
A major attraction is the return on investment for studios. Mini-dramas are inexpensive and quick to produce, with budgets ranging from $28,000 to $280,000. They undergo tight shooting schedules and post-production and can be released for streaming in a matter of months.
Studios like Lionsgate and Hallmark are exploring the trend. TelevisaUnivision is already planning 40 telenovela-style mini-dramas on its ViX platform. Even talent agencies are scouting stars of these vertical video streaming series.
Industry insiders say it’s only a matter of time before big streaming platforms like Netflix and Prime adopt such mobile melodramas to capture more audience.