LOS ANGELES : As much of Hollywood remained focused on the streaming wars, Emmy-nominated actor and producer Issa Rae was exploring another rapidly growing entertainment format from China: microdramas.

Already experienced in creating successful online content, Rae saw strong potential in the booming market for short, mobile-first soap operas to build audiences and develop valuable intellectual property 

In May, Rae’s Hoorae Media released the thriller Screen Time, one of the first studio-quality microdrama productions developed by an established Hollywood company. Backed by TikTok, the series attracted nearly 75 million views in its first week.

Rae said the format allows creators to take greater creative risks because production costs are significantly lower than traditional television and film. Faster production timelines also make it easier to produce stories that reflect current events and audience interests.

Typically filmed vertically for smartphones, with episodes lasting one to three minutes, microdramas have become one of the entertainment industry's fastest-growing formats, attracting celebrities, creators and major media companies seeking to reach mobile-first audiences.

Rae also highlighted the format’s interactive appeal, saying viewers can instantly engage with creators and each other through real-time comments.

The business model, which first gained popularity in China during the pandemic, usually offers the first few episodes free before charging viewers to unlock additional content. Technology research firm Omdia estimates global microdrama revenue will reach $14 billion by the end of 2026.

Major U.S. media companies are rapidly entering the sector. Peacock has introduced a dedicated microdrama hub, while Fox Entertainment has invested in producer Holywater and plans to develop hundreds of vertical titles. TelevisaUnivision is also producing serialized short-form dramas for its ViX platform.