Brands and Studios Embrace Microdrama Series for Short-Form Video
10 reported
According to a Variety report, microdramas — short-form vertical video series — are gaining traction among brands, studios, and streaming platforms as a way to reach younger audiences. The format, which originated in Asia, is being adopted by U.S. companies including P&G, which produced a 50-episode microsoap called “The Golden Pear Affair” that functions as an 80-minute ad for its Native personal-care line. Industry executives say microseries offer lower production costs — ranging from $100,000 to $350,000 for 60 to 90 minutes of content — and allow brands to integrate messaging more naturally than traditional ads. Range Media Partners has partnered with Google’s 100 Zeros to produce a slate of microdramas debuting in fall 2026, with talent receiving revenue shares instead of upfront fees. NBCUniversal’s Peacock has licensed shows from ReelShort and plans two Bravo unscripted microdramas this summer, while Fox Entertainment has a multiyear deal with Dhar Mann’s production company. Issa Rae’s microdrama “Screen Time” garnered nearly 75 million views within a week of its April launch on TikTok and the PineDrama app. The ALZA Festival, a three-day event for microdramas, is scheduled for October in New York City.
What’s reported
P&G produced “The Golden Pear Affair,” a 50-episode microsoap with episodes under two minutes, serving as an ad for its Native brand.
Microdrama format originated in Asia and is being adopted by U.S. studios, producers, and brands.
Production costs for microseries range from $100,000 to $300,000 for 60 1.5-minute episodes, per Framewerx co-founder John Attard.
Range Media Partners’ maximum budget for microdramas is $350,000 for 90 minutes of material.
Range Media Partners partnered with Google’s 100 Zeros; talent receives revenue share from sales on Google TV’s microdrama platform.
NBCUniversal’s Peacock licensed shows from ReelShort and will release two Bravo unscripted microdramas this summer: “Salon Confessionals” and “Campus Confidential: Miami.”
Fox Entertainment inked a multiyear deal with Dhar Mann’s production company for 40 original scripted vertical-video shows on Holywater’s My Drama app.
Issa Rae’s “Screen Time” garnered nearly 75 million views within a week of its April launch.
MicroCo, co-founded by Susan Rovner and Jana Winograde, plans to launch vertical-content platform aTwist later this summer.
ALZA Festival, founded by Pete Torres and Rita Vinnik, is scheduled for October in New York City.
Key figures
Stevie Archer, chief creative officer, M+C Saatchi Group
John Attard, co-founder, Framewerx
Rachel Douglas, partner, Range Media Partners
Scott Brown, founder and CEO, Second Rodeo
Susan Rovner, co-founder, MicroCo
Jana Winograde, co-founder, MicroCo
Erica Coates, CEO, MDRN Logic
Michael Bennett, chief growth officer, MDRN Logic
Damian Pelliccione, CEO, Revry
Jenny Penich, CMO, Influencer
Pete Torres, founder, ALZA Festival
Rita Vinnik, founder, ALZA Festival
Issa Rae, creator of “Screen Time”
Mike Fleiss, creator of “The Bachelor”
Simon Fuller, creator of “American Idol”
McG, executive producer on “The O.C.”
Madison LeCroy, star of “Southern Charm”
Georgia Gay, daughter of Heather Gay
Dhar Mann, creator
Hannah Stocking, digital creator
Austin Schultz, content creator
Justice Alexander (aka LGND), content creator
Sources: Variety
