In a bold move to capture attention in the fast-paced world of streaming content, TikTok has introduced a new feature that allows users to indulge in micro dramas without ever leaving the app. This addition is part of the TikTok Minis section, which offers “lightweight, in-app mini programs that let users access experiences and content without leaving TikTok,” according to a recent LinkedIn post by a TikTok staffer. The section includes both “mini games” and a variety of apps dedicated to “mini dramas.”
Originating in China, these micro dramas have carved out a unique niche by offering easily digestible, soap opera-style stories. Typically low-budget and designed for mobile devices, the episodes revolve around themes like turbulent marriages or werewolf love affairs. The TikTok Minis feature aims to reduce the hurdles for new viewers by allowing them to sample episodes directly within the app, as noted by the TikTok staffer. The original post has since been removed.
A source familiar with TikTok’s intentions revealed that the platform views this initiative as an extension of its successful TikTok Shop feature, which has become a significant player in social commerce.
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Micro drama platforms typically operate on a freemium model, where viewers are prompted to pay after watching several episodes, often $10 or more per movie. Subscription options, ranging from $40 to $80 per month, offer unlimited viewing. TikTok Minis often sweeten the deal with a 10% discount to encourage users to stay within the app.
The Minis feature presents an opportunity for smaller platforms to utilize TikTok’s vast user base to expand their reach. Larger, established platforms might choose to keep their audiences on their own apps to maintain control over monetization. Notably, major players like ReelShort and DramaBox are not yet part of TikTok’s Minis.
TikTok has pitched micro drama producers on making their offerings free
Business Insider reports that two micro drama producers have been approached by TikTok with a proposal to share complete, unpaywalled episodes on the platform in exchange for ad revenue sharing. TikTok offered a licensing fee of up to $10,000 per original series in addition to ad revenue.
The producers, however, expressed skepticism about whether TikTok’s revenue-sharing model would be financially viable, especially given the high production costs, which can range from $100,000 to $300,000 per full-length movie. Despite this, the Minis section could help these dramas reach new audiences and reduce marketing expenditures.
Thom Woodley, another content producer, believes that the Minis section could attract Western audiences who might hesitate to download unfamiliar apps. “Paying via TikTok, with subscriptions, for example, is something that people may trust more,” he stated.
The concept of vertical dramas is not new to TikTok’s owner, ByteDance. The format has been popularized in China through Douyin, TikTok’s Chinese counterpart, and ByteDance’s own app, Melolo. Hernan Lopez, founder of streaming consulting firm Owl & Co., noted, “TikTok’s parent company was instrumental in the popularity of the format in China, and they want to make sure that happens in the US.”
According to one producer, if TikTok successfully transitions micro dramas to a non-paywalled model, it could transform the industry in the US, as ByteDance has done in China.
Globally, short drama apps are expected to generate $3 billion in revenue this year, excluding China, nearly tripling from the previous year, as estimated by Owl & Co. Major players in Hollywood and tech companies are taking notice as they look for new growth avenues.
In a significant move, Fox has invested in Holywater, the Ukrainian company behind the micro drama app My Drama. Disney is currently in discussions with DramaBox to adapt young adult fantasy novels into micro dramas and is exploring music album adaptations into vertical shorts. ReelShort is also exploring collaborations with Paramount Skydance.
