The Rise Of Vertical Videos & Micro-drama
Vertical video is no longer a side format, it’s fast becoming a storytelling force of its own. Over the past few years, microdramas (also known as short-form or vertical dramas) have surged in popularity, reshaping how audiences consume narrative content on their phones.
Designed specifically for vertical viewing, microdramas are tightly serialized stories told in rapid episodes, often just one to two minutes long. The pacing is punchy, the hooks come fast, and the experience is built for scrolling, perfectly aligned with modern mobile habits.
The format first gained traction in China between 2018 and 2020, thriving on platforms like Douyin and Kuaishou. What began as an experimental content style quickly evolved into a commercial powerhouse. By 2024, microdramas had grown into a multibillion-dollar industry, reportedly outperforming China’s domestic box office, a clear signal that audiences were ready for a new kind of storytelling.
That momentum has since spread globally. Markets outside China, particularly the U.S., are now accelerating at pace, with projections estimating the international microdrama economy could approach $10 billion by 2030. And the industry is responding accordingly.
In a notable move, Fox Entertainment recently expanded its vertical ambitions by striking a scripted programming deal with Dhar Mann Studios. The partnership includes an initial slate of 40 narrative-driven vertical videos set to premiere on MyDrama, with global distribution windows to be managed by Fox Entertainment Global. The deal underscores Fox’s broader push into the creator economy, a strategy increasingly embraced by legacy media players.
On the independent front, actor John Lewis is launching muVpix, a new U.S. based vertical entertainment app debuting in March. The platform will roll out with two original series, the animated drama Whispervale and the live-action thriller Swipe Left, and will serve as the flagship platform for BlackForge Distribution under Lewis’ JLE Cinema Group banner.
Meanwhile, former Facebook executive Henry Soong has entered the space with Watch Club, a microdrama-focused social platform backed by Google Ventures, Meta, HBO Max, and Hulu. Positioned as both a content destination and a community hub, Watch Club is designed to engage young audiences (particularly women) through dramatic short-form series enhanced by fan interaction, Q&As, and reaction content.
One of its headline launch titles, Return Offer, follows a group of college interns competing for permanent roles at a high-pressure AI startup. The platform has cited tonal inspirations ranging from Industry and Normal People to Skins and SKAM, signaling an ambition to blend prestige drama sensibilities with mobile-first execution.
Microdramas are also gaining serious traction in the Middle East, especially across the UAE and Saudi Arabia. In fact, across the UAE, KSA, and Egypt, 14 microdrama apps currently appear in the Top 15 rankings of the Apple App Store, including DramaBox, ReelShort, and NetShort. This surge reflects a broader regional appetite for mobile-first, snackable entertainment that fits seamlessly into daily routines.
Microdramas are redefining the rules of engagement, proving that compelling stories don’t need long runtimes or traditional formats to resonate. As platforms, studios, and creators continue to experiment with vertical narratives, the space is opening up to new business models, fresh voices, and more diverse perspectives.
For audiences and creators alike, one thing is clear: vertical storytelling isn’t a passing trend. It’s a rapidly evolving ecosystem, and it’s only just getting started.
Sources:
https://deadline.com/2026/01/fox-entertainment-dhar-mann-vertical-video-deal-1236697788/
https://deadline.com/2026/02/den-of-thieves-john-lewis-vertical-muvpix-1236717377/
Brand Partnership and Integration Executive - Nada