Inside Hollywood’s microdrama boom

Hollywood heavyweights like Kevin Hart, Kim Kardashian, and Issa Rae are turning their attention to microdramas to build larger audiences.

These short, mobile-first, vertically shot soap operas generally run one to three minutes per episode, and are known for their low budgets and high viewership. The first few episodes are usually free, and the rest are locked behind a paywall.

The format, which emerged in China during the COVID-19 pandemic, is growing rapidly. Research firm Omdia estimates global microdrama revenue will reach $14 billion by the end of 2026.

Hollywood is taking note
Major entertainment companies are quickly joining the market. Peacock has launched a dedicated microdrama hub, while Fox Entertainment has invested in microdrama producer Holywater.

Comedian Kevin Hart’s HartBeat is showcasing vertical videos, and media personality Kim Kardashian has invested in the microdrama platform ReelShort, which is backed by Chinese firms Baidu and Tencent.

In May, Rae’s Hoorae Media released the thriller microdrama, Screen Time, which drew nearly 75 million views in its first week.

As these microdrama platforms get attention, they are fiercely competing for viewers, with some spending as much as 90% of their budgets on marketing, say media executives.