TikTok has officially launched a new feature called TikTok Minis that offers users easy access to micro dramas and mini games directly within the app. This added section hosts lightweight, in-app programs designed to provide immersive content experiences without requiring viewers to switch platforms.
The TikTok Minis feature encompasses a variety of micro drama series—also known as vertical dramas—characterized by their brief, episodic nature tailored for mobile consumption. These low-budget productions typically present storylines revolving around popular soap opera tropes such as troubled relationships or supernatural elements like werewolf romance. Originally emerging from China, this content style has recently gained traction in the United States.
A TikTok employee highlighted on LinkedIn that TikTok Minis may reduce initial friction for users by enabling them to sample micro drama episodes within the app before having to engage further off-platform. Although the post is no longer publicly available, sources have indicated that TikTok views this feature as a complementary addition building upon the momentum of TikTok Shop, the company's prominent social commerce platform.
Regarding monetization, most of these short drama apps operate using a freemium model. Viewers can watch several episodes for free but face payment prompts—often around $10 or more—for access to full movie-length content after seeing approximately eight to ten episodes. Subscriptions are also offered by some apps, typically ranging between $40 and $80 per month, allowing unlimited viewing.
TikTok Minis introduces a unique dynamic by generally applying a 10% discount to purchases made within its ecosystem. This pricing incentive encourages users to remain within TikTok’s environment for payments rather than navigating to external apps. The feature may also serve as a growth opportunity for smaller or lesser-known micro drama apps seeking to leverage TikTok’s massive audience to increase exposure.
Interestingly, the biggest existing players in the space, ReelShort and DramaBox, are absent from TikTok Minis, potentially indicating a strategic choice to retain control over their monetization processes on their native platforms. Nevertheless, TikTok has encouraged creators to utilize its “series” function, which allows paywalled video content to be hosted directly on their accounts; ReelShort and the rapidly expanding Netshort are among those adopting this approach.
Moreover, TikTok has proposed a revenue-sharing model to some micro drama producers, encouraging them to share complete original episodes on the platform without paywalls. This agreement may include a licensing fee, reportedly up to $10,000 per original series, alongside a share of advertising revenue. However, producers voiced skepticism regarding the financial viability of this approach, as it represents a fundamental departure from traditional revenue streams.
While TikTok Minis can potentially reduce marketing expenditures by introducing micro dramas to new viewers within its platform, there remains uncertainty around whether the combined licensing fees and ad-based revenue would sufficiently offset production costs. Typically, producing a full-length movie in this genre requires an investment ranging from $100,000 to $300,000.
Industry expert Thom Woodley suggested that TikTok Minis could simplify the user experience for Western audiences who may be hesitant to install unfamiliar apps. He noted that paying through TikTok's integrated solution, including subscriptions, might inspire higher trust and ease of use.
Micro dramas are not unfamiliar territory for TikTok’s parent company, ByteDance. The company launched vertical dramas within Douyin, TikTok’s counterpart in China, and operates Melolo, a vertical drama app. ByteDance’s hands-on development of this content format in China has encouraged a similar push to establish it in the U.S. market. TikTok recently secured a joint venture arrangement to avoid U.S. restrictions by incorporating American co-owners.
Hernan Lopez, founder of streaming consultancy Owl & Co., underscored ByteDance’s pivotal role in popularizing micro dramas in China and its ambitions to replicate this success stateside. An industry producer expressed that if TikTok successfully shifts micro dramas to a non-paywalled model anchored on its platform, comparable to ByteDance’s Chinese strategy, it could induce significant industry shake-ups.
The global short drama app market—excluding China—is projected to reach nearly $3 billion in revenue this year, a figure close to triple that of last year according to Owl & Co. Both Hollywood and major technology companies have taken notice, recognizing micro dramas as a high-potential avenue for audience growth.
Hollywood’s initial major foray includes Fox’s investment in Holywater, a Ukrainian company behind the My Drama app. Disney has announced discussions with the DramaBox micro drama app to adapt young adult fantasy novels into original micro drama content for its media platforms and is exploring concepts to transform music albums into vertical shorts. ReelShort has indicated interest in collaboration opportunities with Paramount Skydance, highlighting industry convergence around this emergent format.