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Apps like ReelShort and DramaBox have seen strong growth and huge revenue numbers by embracing user-hostile design choices.
Apps like ReelShort and DramaBox have seen strong growth and huge revenue numbers by embracing user-hostile design choices.
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This is Lowpass by Janko Roettgers, a newsletter on the ever-evolving intersection of tech and entertainment, syndicated just for The Verge subscribers once a week.
What if you could make hundreds of millions of dollars with cheaply produced content, all while sidestepping powerful distribution platforms like Netflix and YouTube? This promise is at the core of Hollywood’s latest obsession: microdramas, a new form of storytelling that originated in China, gained momentum in India, and is now taking the US by storm.
There have been countless stories in Hollywood trade magazines and business publications alike in recent months about apps like ReelShort, DramaBox, and ShortMax. These apps are supposedly poised to generate $1.3 billion in revenue in the US alone this year, with global revenues estimated to be around $8 billion.
