Jennifer Cooper stumbled upon her first vertical drama while browsing TikTok. The advertisement showcased a melodramatic series centered on a woman seeking revenge on her unfaithful boyfriend and cruel family by seducing her boyfriend’s affluent uncle. The themes of jealousy and romance resonated with Cooper, reminiscent of the long Chinese dramas she enjoyed. She binge-watched the brief episodes before investing to see the story’s conclusion.
The narrative culminated in the woman finding love and triumphing over her antagonistic family, prompting Cooper to delve into reviewing and creating content about billionaire romances, formidable bosses, and vindictive vampires available on the platform. Welcome to the realm of microdramas, where extravagant tales are presented in one- to two-minute portions in a vertical format directly to your mobile device.
Numerous apps are exclusively dedicated to this content, heavily promoted on social media platforms like TikTok. Although individual videos are brief, the entire story unfolds across multiple installments, akin to a film split into segments. Despite the somewhat predictable plots, these videos are attracting significant attention, drawing interest from producers and talent in Canada venturing into this new medium.
In Asia, the microdrama industry has flourished, with reports indicating a staggering $7 billion USD revenue in 2024, surpassing box office earnings in China. Japan and South Korea have also embraced this trend, with the global microdrama industry projected to reach a value of $9.5 billion USD by 2030. The industry’s robust growth in Asia has only recently started gaining traction in North America.
Even traditional Hollywood studios are recognizing the trend’s potential. Companies like Fox have struck deals with microdrama makers, while vertical production firms like DramaBox have secured investments and partnerships, including opportunities from Disney. Director Samantha MacAdams, who has transitioned to microdramas, acknowledges the shift in viewer habits and the increasing popularity of vertical content.
While microdramas have made inroads in Canada, the issue of compensation and quality remains contentious. Many productions are not unionized, raising concerns about workers’ wages and safety. Efforts are underway to establish guidelines for actor pay, stunt coordination, and the inclusion of underage actors. Despite some challenges, industry professionals like Tim Zhou believe that vertical storytelling is the future of entertainment and emphasize the importance of patience and quality production for its success.