Hollywood celebrities are moving into microdrama apps
A growing number of well-known Hollywood actors and producers are getting involved in microdramas — short, phone-friendly episodic series — as the format's U.S. revenue is projected to hit $1.5 billion this year.
Microdramas, a format that originated in China before spreading internationally, consist of short scripted series built for phone viewing. Episodes typically last just a few minutes and feature soap-opera-style plots with cliffhangers meant to keep viewers watching — and paying — for more. Market research firm Omdia projects U.S. microdrama revenue will reach $1.5 billion this year. Established platforms like ReelShort and DramaBox now compete with TikTok's own entry, PineDrama, launched earlier this year.
Hollywood talent is increasingly drawn to the space, whether by starring in shows, founding companies, or investing in platforms. The appeal is tied to studios seeking cheaper, faster content production while many actors and crew members face work shortages, even as TikTok, Instagram Reels and YouTube Shorts consume more viewer attention.
Notable names entering the space
Actor James Franco stars in "Love, Lies & Frank" on Shortical, one of the first microseries made under SAG-AFTRA's new verticals agreement. The project also represents an attempted comeback for Franco following 2021 sexual misconduct allegations and a legal settlement.
Issa Rae's company Hoorae Media partnered with TikTok's PineDrama in May to release the thriller "Screen Time," which drew nearly 75 million views in its first week and later surpassed 150 million.
Jesse Tyler Ferguson is working on the musical comedy "Theater Kids Vs. Zombies" for platform aTwist, while Taye Diggs both stars in "Off Limits & All Mine" and launched his own platform, Microhouse Films. Kim Kardashian, alongside her mother Kris Jenner, has invested in platform GammaTime, though she has not yet appeared in a microdrama herself.
