Attendees at a screening for ReelShort's "Wings Of Fire." Tiffany Rose/Getty Images for ReelShort 2025-06-03T08:42:01Z Save Saved Read in app This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now. Have an account? Mini-drama apps have grabbed Hollywood's attention as they've gained popularity in the US. The apps offer bite-sized, mobile-friendly episodes that people are paying to watch. They could be a low-cost alternative to traditional shows for Hollywood giants. Mini-drama apps made popular in Asia are surging in the US — and Hollywood is taking notice.These apps are best known for their soapy melodramas featuring princes, werewolves, and more, which are presented in bite-sized vertical episodes and meant for mobile phones. China-backed ReelShort is the most prominent purveyor of these, with typical titles like "The Double Life of My Billionaire Husband." Another top player is DramaBox.Hollywood has been trying to figure out how it can capitalize on the mini-drama craze, and studios like Lionsgate have been evaluating opportunities in the space."I get an overwhelming number of questions about this topic every week," said David Freeman, head of digital media at CAA. "Talent is actively exploring the space, creators are drawn to it due to the low cost of content production, and major companies are evaluating their strategic approach."Freeman said some key questions were which categories work well and whether the format could be expanded to the unscripted realm."In time, I anticipate that Netflix will find a way to successfully integrate vertical video and potentially make it part of their strategy to engage Gen Z audiences," he continued.As TV and streaming giants spend more money on sports at the expense of traditional TV and film, producers, studios, and other players are casting around for other entertainment markets and ways to serve audiences on the cheap.Social-media stars have already been getting a second look from Hollywood. And now, so are mini-dramas. Industry players said they'd taken note of the marketing on TikTok that the mini-drama apps are throwing behind their stars.App tracker Appfigures counts 215 short drama apps in the US and estimated US spending on them more than doubled in the past 12 months, to more than $100 million a month in gross revenue. Still from "Breaking the Ice" on ReelShort. ReelShort Hollywood is curious about mini-dramasAgents and others told Business Insider that while Hollywood is buzzing about mini-dramas, companies are generally still in the initial stages of exploring the format. One traditional player that's making concrete moves in the space is TelevisaUnivision. It's planning to debut 40 telenovela-style minidramas on ViX, its streaming platform, and intends to expand to other genres like docs and comedy.Others are at least mini-drama curious. Lionsgate, for one, has been in the early stages of exploring the format, a person familiar with the studio's plans said. Hallmark is another studio that's discussed the format internally, a person familiar with the company's thinking said.Select Management Group, an influencer talent management firm, is looking for mini-drama actors to sign, primarily those prominent on ReelShort.Select's Scott Fisher said verticals have "become another place you find talent," much like YouTube birthed digital stars like MrBeast and Emma Chamberlain.People have questionsDespite Hollywood's interest, it's unclear how these vertical dramas could fit into the traditional film and TV system, which emphasizes high production values and guild-protected talent.And people in Hollywood told BI they had plenty of questions.Here are a few:These mini-dramas often fall below the budget threshold that would trigger certain rules from the Hollywood guilds. But how can legacy companies take advantage of these productions' low costs without alienating the guilds and their members?Soapy melodramas are the most popular form of vertical series, but are they extendable to other genres such as reality TV, docs, and true crime? A+E Global Networks is taking the unscripted route, launching a slate of original series for mobile around its History brand in an effort to reach young viewers.Can they make real money? The appeal is that they're cheap to make, but how big of a business can they be? And what's the right mix of revenue between ads and viewer payments? ReelShort parent Crazy Maple Studio's founder Joey Jia said last year that viewers typically paid $5 to $10 a week.How should they distribute them? TelevisaUnivision has its own platforms to post such shows. But production companies that don't have their own distribution arms could use the likes of TikTok or YouTube and share the revenue with the platform.Are these dramas too far out of Hollywood's comfort zone for it to get right? Hollywood insiders remember how Quibi, Jeffrey Katzenberg's idea to make quick-bite shows, went down in ignominy. The big difference is that Quibi's episodes were more highly produced than today's vertical dramas and didn't employ a "freemium," pay-as-you-go model.'It's just a matter of time' Paramount's "Mean Girls" experiment on TikTok bore some resemblance to mini-dramas. Paramount Pictures Some media insiders think it's inevitable that big streamers and studios will at least test the format's potential.They've already shown some willingness to play with different formats and distribution platforms. For example, Paramount put "Mean Girls" on TikTok in 23 segments lasting one to 10 minutes. And YouTube and Amazon's Prime Video could make sense as distributors because they're already set up as platforms that allow people to rent or buy individual movies or shows."There's just a question of how far are they going to stray from doing what they normally do," Fisher said of the Hollywood players.Industry analyst Evan Shapiro sees mini, vertical-shot dramas as "toilet television," something made for watching on mobile phones and fitting the scrolling mentality. He added that he believes the format is a natural way for companies to incubate shows for TV."It's just a matter of time before you see a drama from one of these players and a fast follow into other formats," Shapiro said. "The big question is, how do we monetize that. But if it takes off, it converts to a premium, wide-screen format for TV."Geoff Weiss contributed reporting.

MrBeast just hit 400 million YouTube subscribers, a milestone that no other content creator on the platform is even close to. What makes it even more surprising is the gap - he’s now over 100 million subscribers ahead of T-Series, the platform’s second most-subscribed YouTube channel.

Listen, I have a very detailed and well-constructed plan for whenever I somehow become a Billionaire with a capital B. It used to be million, but in this economy, that's a lowercase m now. I don't know if I am going to get lucky at the lottery (despite not gambling), I don't know if I am going to inherit it from a relative (despite no one in my family being rich), and I don't know if I am going to become the next MrBeast who gets rich through YouTube (despite only using YouTube to listen to music), but I have a plan for that Billion. That plan also ensures I don't lose it all through reckless spending, but my life is also going to instantly get better via reckless spending. Listen, I have a plan. The closest I may ever come to fulfilling that plan, if I am being honest with myself, was my recent time with Moonlighter 2: The Endless Vault.

MrBeast is causing a stir in Mexico. Kevin Mazur/Getty Images for YouTube 2025-05-16T19:33:31Z Save Saved Read in app This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now. Have an account? MrBeast's latest video, in which he visits ancient Mayan temples, is causing a stir in Mexico. A government agency said it's filing suit against a production company that worked with the YouTuber. "It is unfortunate that this has turned into a political issue," a person close to MrBeast told BI. MrBeast's latest video has captured the attention of the Mexican government, and even President Claudia Sheinbaum has weighed in.Earlier this week, the YouTube star — whose real name is Jimmy Donaldson — posted a video exploring several ancient Mayan temples, including Chichen Itza."Can't believe the government's letting us do this," the 27-year-old says in the video, after which he reiterates in a voiceover, "Not even archaeologists are allowed to go back here."In the description of the video, which has 60 million views and counting, Donaldson wrote that the video was filmed "in collaboration with the Mexican Tourism Board," and he thanked the National Institute of Anthropology and History (INAH), a government agency that works to preserve Mexico's cultural heritage.CNN reported there was initially controversy around Donaldson's access to the sites. On Monday, the INAH said in a statement that the necessary permits had been processed and that INAH personnel were supervising the recordings at all times.The INAH added that the video seemed to involve extensive post-production work and allude to events that never occurred, including a helicopter descent onto one of the temples and the handling of an ancient mask.On Wednesday, Sheinbaum spoke publicly about the video. CNN reported that she asked the INAH to report the conditions under which the production permit had been granted. If the permit was violated, she added, then sanctions must be determined.'It is unfortunate that this has turned into a political issue'On Thursday, the INAH said in a thread on X that it was bringing a lawsuit against a production company called Full Circle Media that worked with Donaldson on the video. Donaldson himself isn't facing any legal action.The thread alludes to a moment near the end of the video, when Donaldson is enjoying a traditional Mayan feast. After dinner, he brings out a box of Feastables peanut butter cups for dessert, joking that it's the "only Mayan-approved snack on the planet."The INAH on X said that while it is open to collaboration to disseminate Mexico's cultural heritage, it condemned those who detract from the value of archaeological sites for commercial gain.It said the permit granted to Full Circle Media did not authorize the publication of false information or the use of the sites for advertising. The INAH is demanding compensation for damages and a public retraction.Full Circle Media didn't immediately respond to a request for comment."This video, similar to the one of the pyramids in Egypt, was meant to highlight these treasured Mexican sites," a source close to MrBeast told Business Insider. "No advertisement material was shot on any archaeological sites overseen by INAH, so it is unfortunate that this has turned into a political issue — hopefully it can lead to a productive dialogue and encourage people to visit these unique historical treasures." Recommended video

“How Zeke Got Religion” In 2019, Deadpool and Terminator: Dark Fate director Tim Miller launched Love, Death & Robots, an animated Netflix anthology series serving as a showcase for Miller’s own Blur Studio, along with other animators. The series has won a Primetime Emmy for each of its three seasons, which feature an eclectic mix of six- to 20-minute shorts spanning horror, science fiction, and fantasy. Miller went on to use the same formula for Prime Video’s Secret Level, where each of the shorts is based on a different video game. But that didn’t stop him from returning to Love, Death & Robots for a new 10-episode season: the series’ longest yet, but also its weakest. An episode of Love, Death & Robots can succeed based on a clever idea or some charming humor. John Scalzi has become a popular writer for the series, penning goofy tales of science and technology gone wrong and he delivers two episodes for volume 4 with varying results. But too much of this season is running on vibes, with episodes that feature cool visuals but not much plot. Others push the very concept too far, ditching any genre ties or even animation. The good thing about an anthology format is that if an individual episode isn’t great it’s over quick and then you can move on to the next one. Unfortunately there are chunks of volume 4 that feature dud after dud.   Love, Death & Robots is at its best when it uses a tight short story to deliver a strange and often disturbing tale. Highlights include Peter F. Hamilton’s brutal spin on Pokémon battles “Sonnie’s Edge” or Neal Asher’s horror at sea tale “Bad Traveling,” which was masterfully directed by David Fincher and featured an icy performance from Troy Baker. Fortunately there is one episode in volume 4 that still fits that mold. Written by J.T. Petty based on a short story by John McNichol, “How Zeke Got Religion” fuses aspects of Masters of the Air and Hellboy. Like last season’s excellent episode “In Vaulted Halls Entombed,” it starts out as a war story and becomes pure horror. In this case, the crew of the B-17 Flying Fortress Liberty Belle is antsy that they’ve been treated to chocolate and a John Wayne movie because “when brass is nice to you, you’re about to get fucked.” The best crew the Allies have is being sent on a solo mission to bomb a church in France at the behest of a mysterious new commander. The episode shows off how they work as a team normally, navigating flack, jammed weapons and a vicious dogfight that would be the nastiest part of most missions. But the church is the site of a bloody Nazi ritual to summon a fallen archangel that pursues their plane, leading to an abrupt genre shift and a gore-soaked battle that forces the jaded Zeke to reconsider what he knows about the world. Director Diego Porral, who served as the lead animator for last season’s hyper-violent episode “Kill Team Kill,” and Titmouse, the animation studio behind Scavengers Reign and Pantheon, do a phenomenal job making the fallen very different from the typical horned and bat-winged demon. It’s more like a biblically accurate angel, a cherubic face on a body with far too many eyes that rips soldiers apart with baby hands. When it literally spits out bullets from newly formed screaming mouths, the crew find that faith is their best weapon. If you watch one episode of Love, Death & Robots volume 4, make it “How Zeke Got Religion.” After that, consult this ranked list of the rest of the season’s entries. 10. “Can’t Stop” This is just a Red Hot Chili Peppers music filmed by David Fincher with marionettes standing in for the band and crowd. There’s no love, death or robots which makes it feel like a pretty pointless entry in the series. 9. “The Screaming of the Tyrannosaur” MrBeast plays the Grand Master-like emcee of spectacle featuring triceratops, a tyrannosaur, naked gladiators, and way too much voiceover. This episode is extremely predictable and self-serious for something based on how dinosaur fights are cool. 8. “Spider Rose” The series returns to Bruce Sterling’s universe portrayed in the season 3 episode “Swarm” for a much less compelling tale. “Swarm” was a deeply unsettling story about human greed and the nature of sentience and this is a bland revenge story with a weird, cute alien pet. Though the way Blur Studio animates people floating in space continues to be beautiful. 7. “Golgotha” Rhys Darby (What We Do in the Shadows, Our Flag Means Death) brings his signature affable neurosis to playing a vicar who saw a beached dolphin seemingly return to life, attracting the attention of a group of aquatic aliens. Unfortunately there’s not much to the story and it’s a very odd choice to have a live-action short in the mix. 6. “The Other Large Thing” The weaker of this season’s two Scalzi stories features a fluffy cat called Sanchez (Chris Parnell) who sees his chance at world domination when his negligent, lazy owners bring home a robot voiced by John Oliver. AGBO’s grotesque animation of the humans makes it feel like they really have it coming, though the story is very basic and the final joke falls flat. 5. “400 Boys” Robert Valley, who directed the Emmy-winning season 2 episode “Ice,” returns to Love, Death & Robots for a beautifully animated tale starring John Boyega as the leader of one of many warring gangs in post-apocalyptic Britain. It’s such a strange rich world filled with psychics and alien giants that I wish it was developed a bit more beyond the stunning action sequences. 4. “Close Encounters of the Mini Kind” Last season, Robert Bisi and Andy Lyon teamed up to use sped-up miniatures to tell a rapid-fire zombie apocalypse story, and they reunited in volume 4 to do the same thing for an alien invasion. It’s a very funny rush through the genre’s tropes with a pretty low opinion of humans, who create a problem and repeatedly make it worse. 3. “Smart Appliances, Stupid Owners” John Scalzi and director Patrick Osborne teamed up for last season’s “Three Robots: Exit Strategies” and they’re back together for a series of confessionals from smart electronics fed up with the way their owners are using or neglecting them. Aaron Sims Creative provides the claymation-style animation for the anthropomorphic waffle iron, toothbrush, showerhead and more being voiced by a stacked cast of comedians including Ronny Chieng, Amy Sedaris and Kevin Hart. 2. “For He Can Creep” The Locked Tomb author Tamsyn Muir wrote this charming episode based on Siobhan Carroll Nebula-nominated novelette of the same name. Daniel Stevens (Legion, Beauty and the Beast) plays a dapper version of Satan tormenting a poet he believes can aid his dark cause. Luckily the poet has a loyal cat who, while tempted by the Prince of Darkness’ offer of treats, unites his surprisingly powerful feline friends to fight for the poet’s soul. 1. “How Zeke Got Religion” If you skimmed the intro, go back and read about this wonderful short. Love, Death & Robots volume 4 is streaming now on Netflix.

YouTube made its pitch to advertisers on Wednesday, accompanied by a flashy performance from Lady Gaga and special appearances from popular YouTubers like Brittany Broski and MrBeast.  During its Upfront presentation, YouTube executives introduced new ad formats coming to the platform, including an enhanced shoppable connected TV (CTV) offering that includes a new interactive product feed. The move is strategic for YouTube, as it recognizes that viewers often watch videos on the big screen while also using their phones to scroll through social media or shop online. The new shoppable format allows advertisers to display products on the right side of the TV screen during ads. The interactive feed acts as a storefront for brands where viewers can easily browse multiple products using their remotes. When a viewer selects an item, they’re prompted to scan a QR code with their smartphone to get a direct link for purchase.   Additionally, there’s a button for viewers to press and hold, allowing them to send the link to their phones to shop for all the products at once.  Image Credits:YouTube YouTube has become a dominant force in TV viewing. Nielsen reported that it has been the top platform for streaming watch time in the U.S. for over two years, surpassing streaming giants Netflix, Disney+, and Prime Video. In the first quarter of 2025, TVs were the primary device for YouTube viewing in the U.S., according to internal data from the company. Notably, the company pointed to a Kantar survey, indicating that U.S. participants ranked YouTube as the No. 1 platform for seeking out information about brands. The company also said YouTube campaigns on CTV generated over 50 million monthly average conversions in the fourth quarter. Techcrunch event Join us at TechCrunch Sessions: AI Secure your spot for our leading AI industry event with speakers from OpenAI, Anthropic, and Cohere. For a limited time, tickets are just $292 for an entire day of expert talks, workshops, and potent networking. Exhibit at TechCrunch Sessions: AI Secure your spot at TC Sessions: AI and show 1,200+ decision-makers what you’ve built — without the big spend. Available through May 9 or while tables last. Berkeley, CA | June 5 REGISTER NOW Shoppable ads have gained traction among streaming services and advertisers in recent years. Just this week, Amazon announced a new interactive shoppable ad format on Prime Video that highlights Amazon deals, user reviews, and Prime shipping details.