Microdramas boom in a shrinking Hollywood as studios chase a TikTok audience
When Craig Williams opened his production facility in downtown Los Angeles two years ago, he thought he would rent out the converted furniture warehouse for the occasional music video to sustain his fledgling film business.
Hollywood is contracting as studios grapple with shrinking production, actors’ fears of artificial intelligence, and the rise of streaming services competing with YouTube. Amidst this contraction, a distinct trend is emerging: microdramas. These vertically-shot, two-minute serials have rapidly gained popularity, projected to generate $1.5 billion in revenue in the U.S. this year and nearly $2 billion next year, according to research firm Omdia.
This growth in microdramas is a stark contrast to the projected decline of traditional TV revenue in the U.S., which could see a reduction of up to $15 billion annually due to increased cord-cutting. The format's origins lie in China, where apps like ReelShort and GoodShort have gained traction, providing a pathway for Chinese-backed platforms into Hollywood.
The microdrama format capitalizes on the attention span of smartphone users, with episodes typically lasting between 45 seconds to two minutes. This approach to storytelling, utilizing a cliffhanger to engage viewers, has proven successful on platforms such as TikTok, Instagram Reels, Facebook, and YouTube Shorts. Women aged 25 to 55 form the core user base, with more than 66 million monthly active users in the U.S. alone, nearly doubling the 26 million users in 2024.
Studios behind this trend, such as CandyJar, a two-year-old platform releasing a new romance series weekly, have seen significant financial success, projecting annual sales of over $100 million. The cost of producing a typical microdrama series ranges from $100,000 to $300,000, while a half-hour sitcom can cost between $2 million and $4 million per episode.
CandyJar, which offers a 99.9% female audience, features titles like "The Bad Boy Wants Me" and "Mafia Temptation," presenting uncomplicated dramatic beats. While most microdramas offer free trials, users often spend as much as $200 a month on subscriptions. Influencers like Meagan Johnson from Chicago have immersed themselves in microdramas, spending significant amounts to access a variety of content.
TikTok has become a hub for microdramas, allowing viewers to discover new series without the barrier of paywalls. Actress, writer, and producer Issa Rae launched her first microdrama, "Screen Time," on TikTok, which garnered 500 million views within a month. Omdia's Maria Rua Aguete notes that these platforms act as the new trailers, driving users into apps and contributing to the format's continued growth.
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