Global streamer talking to producers and considering a tile on service for the fast-growing genre
Disney+ is exploring a move into microdrama and could be set to include a tile on its service for the booming genre, Broadcast International has learned.
The popularity of the scripted shortform vertical videos has surged in China over the past two years and more recently found success in the US, with the global market estimated to hit north of $7bn (£5bn) by the end of 2025.
Disney revealed it was working with vertical video outfit DramaBox earlier this year via its Disney Accelerator programme, which looks to tap into emerging sectors, and the company is now understood to be talking to a raft of other companies as it readies plans to enter the space.
Discussions are understood to be underway with producers and distributors of vertical video across Asia and in the US, with straight acquisitions and production partnerships being explored.
The streamer is also looking at how to include the genre into its existing UX, with a tile focusing on the subject, among mooted plans.
Fellow Disney streamer ESPN+ introduced its own swipeable, vertical videos over the summer with Verts, allowing viewers to watch sports content via a dedicated tab in the app.
Disney would not be the first US studio looking to tap into the microdrama space.
Fox last week revealed it was taking an undisclosed stake in My Drama owner Holywater, while potential buyers have been pitched shows at Mipcom this week from companies such as the US’s Playlet and China’s Liu Yi Media and COL.
The latter is a giant in the space and already operates its own platforms including FlareFlow, Sereal+ and UniReel in Japan. COL unveiled a global distribution division in August selling shows such as From Rags to Rank One.
Companies in Asia producing for TV networks and streaming are also looking to create content for the more nascent sector, with Banijay Asia understood to be among players exploring the space.
Incumbent media groups are also creating their own versions of shortform content, with Singapore’s largest media platform, Mediacorp, producing shows such as 10-part workplace romance drama On The Line, whose episodes last for between one minute and one minute 45 seconds.
Microdramas are also being targeted at viewers in Latin America, although China remains by far the biggest market at present with 2024 revenue from the medium now exceeding box office spending, according to local regulators.
Disney declined to comment.
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