While much of Hollywood was consumed by the streaming wars, the actor and producer Issa Rae was studying a different mode of entertainment: microdramas. Shot vertically for phone screens and usually running one to three minutes, these short mobile dramas often feature tales of romance, betrayal, and redemption. The format first emerged in China during the pandemic and has grown rapidly since. The first few episodes are generally free and viewers have to pay to unlock more.

In May 2026, Rae's company released a thriller called "Screen Time," one of the first major studio-quality microdramas developed by an established Hollywood production company. The TikTok-backed series drew nearly 75 million views during its first week.

Rae believes the format offers advantages traditional media often cannot. "Because the price point is lower than TV and film, there's an opportunity to take risks," she told The Associated Press. The faster production, she added, also lets creators be "more topical and relevant."

As the U.S. entertainment industry takes note, other well-known names are joining the trend. The comedian Kevin Hart's company has expanded into vertical comedy, while Kim Kardashian has invested in a microdrama platform. Global microdrama revenue will reach $14 billion by the end of 2026, the research group Omdia estimates.

For all the new interest, the format's real strength is the phone. Rae's company spent more than two years researching microdramas, convinced they were more than a passing trend after seeing how much entertainment audiences now consume on their phones. "We're meeting audiences where they are," the company said.