Fox strikes vertical video deal with Dhar Mann

Fox Entertainment is expanding its vertical video push by striking a pact with YouTube creator firm Dhar Mann Studios.

The multi-year deal will see Dhar Mann working with Fox to create 40 original scripted vertical video series that will debut exclusively on Holywater, the platform that the US broadcaster backed last year.

Following the exclusive window on Holywater’s MyDrama app, shows will then be sold to platforms worldwide by Prentiss Fraser’s sales arm, Fox Entertainment Global.

Dhar Mann Studios, which will retain ownership and creative independence over the content, claims 163 million followers across all platforms, with almost 27 million subscribers to his YouTube channel. 

The company recently hired producer, showrunner and development executive Erin McFarlane as its head of vertical content.

Fox Entertainment chief exec, Rob Wade, said: “As leading partners to creators exploring this growing ecosystem, we’re primed to expand Dhar Mann Studios’ reach by super-serving his new and existing fans everywhere with this all-new, original vertical content.”

Dhar Mann chief Sean Atkins and McFarlane added: “Rob and his team are both embracing innovation and investing in it, affording us an unprecedented level of creative autonomy and resources needed to build something that has never been done before at this scale.

“That combination allows us to reach new and existing audiences in powerful ways while staying true to Dhar’s positive and resonant storytelling.”

Holywater co-founders and co-chief execs, Bogdan Nesvit and Anatolii Kasianov, said the deal was “the first step in our broader strategy to attract global creators and top-tier talent to vertical storytelling at scale”.

The deal comes amid ongoing interest in the surging microdrama market and six months after Fox became a minority investor in Holywater, with chief exec Rob Wade telling Broadcast International at the time that further deals were in the works. 

The company is also home to AVoD streamer Tubi and late last year bought into US culinary experience firm Chain as part of a strategy to expand its operations.