At this year’s MIP London television market, executives said some of the largest microdrama platforms are spending as much as 90% of their budgets on marketing as competition for audiences intensifies.

Phones provide direct access to audiences

Hoorae Media spent more than two years researching the format before launching “Screen Time.” The company became convinced microdramas represented more than a passing trend after studying how audiences were consuming entertainment on their phones.

“The connective tissue being the phone, and how much time people are already spending on their phone,” said Dzifa Yador, head of digital at Hoorae Media. “We’re meeting audiences where they are.”

Yador believes the format gives creators something increasingly difficult to find in traditional Hollywood: Instead of waiting years for a studio decision, creators can test ideas, build an audience and retain ownership.

“You definitely get rid of the gatekeepers,” she said. “You can greenlight your own show.”

Independent creators helped build the audience first

Long before Hollywood began paying attention, creators were already proving audiences would spend hours following serialized stories online.

Among the most successful is Kountry Wayne, who transitioned from the comedy sketches that made him famous to a universe of interconnected relationship dramas after noting those had a longer shelf life.

The Georgia native, whose Amazon Prime Video stand-up special “Kountry Wayne: Nostalgia” debuted this year, said he now releases 50 episodes a day.

Wayne recently posted that his content generated about 1.4 billion views on Facebook and another 100 million on YouTube over the previous month. Meta and YouTube declined to independently verify those figures.

As Hollywood’s interest in vertical storytelling accelerated, the comedian said, he turned down eight-figure deals to license or acquire his content, choosing instead to keep ownership as his audience grew.

“If they get in, they’re going try to control it,” he said. “I knew it was growing.”

The format offers a new proving ground for filmmakers

The American Black Film Festival, one of the nation’s leading showcases for Black film and television, is giving the next generation of storytellers an entry point through the format.

The festival launched its first microdrama showcase this year, selecting eight finalists from hundreds of submissions.

Festival programmer Bobbi Broome said the response underscored how quickly creators are embracing the format.

“At least two or three of them said that they decided to try doing a microdrama because they saw the ABFF competition start,” Broome told AP.

For many filmmakers, she said, the showcase was more than producing short-form content. It gave them an opportunity to test ideas that could eventually evolve into larger projects.

“I spoke with a couple of filmmakers who said that this was kind of like their proof of concept for a feature,” Broome said. “The industry is changing day in and day out.”

Where will microdramas go from here?

Rae believes microdramas are only beginning to reveal their potential.

“We knew audiences will appreciate premium content that is free and easily accessible,” she said. “If the story is engaging, the acting is good and it generally feels made with them in mind, they will engage.”

For Wayne, the future of the format is rooted in the same device that helped him build his audience. He said his videos are filmed on cellphones, with little traditional editing, which allows him and his team to move quickly while getting his stories to the audience with high quality visuals.

“The eyeballs are on the phone,” he said. “We still go to the theater. We still watch TV. But we’re on this phone.”

Jonathan Landrum Jr., The Associated Press