Business Insider reported on the 18th (local time) that TikTok has launched a short-drama–only app, PineDrama, in the United States and Brazil.
PineDrama is a platform featuring ultra-short drama series with episodes around one minute long. Overseas, they are called microdramas. It features a vertical screen optimized for mobile and fast pacing.
Users can find content through the app's Explore tab. An endlessly scrolling vertical recommendation feed tailored to personal tastes is also offered. PineDrama offers a variety of drama genres, including thriller, romance, and family.
Business Insider said PineDrama is currently free and ad-free, but that could change in the future.
With the short-drama market rapidly growing recently, led by China, TikTok, a pioneer of short-form (short video) content, is seen as entering the related market. As a result, TikTok will compete in earnest with major short-drama platforms such as DramaBox and ReelShort.
According to market research firm Media Partners Asia, the global short-drama market was $12 billion (about 17 trillion won) last year and is expected to grow to $26 billion (about 38 trillion won) by 2030.