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TikTok has quietly launched a new micro drama app called PineDrama as the category picks up steam in the US
TikTok is making a fresh bet in one of the most promising new media categories: micro dramas.
The company has rolled out a new stand-alone app in the US and Brazil, called PineDrama, dedicated to micro drama series. Micro dramas — also called "verticals" and "mini dramas" — are serialized shows that users watch in roughly one-minute clips.
The most popular micro drama series often include romance or the supernatural, or both — think sordid love affairs with vampires or werewolves. PineDrama's shows are no exception, with one series, "Love at First Bite," garnering 18 million views. Its current top three trending shows each had over 100 million views, according to tallies displayed in the app.
TikTok's latest spinoff app feels a lot like Quibi, but with shorter and cornier content
In another attempt to reduce our attention spans to mush, TikTok has released the PineDrama app, which offers serialized drama series that are roughly a minute per episode. As first spotted by Business Insider, the app is designed exactly like TikTok, but instead of trendy dance videos, you can scroll through and watch "micro dramas."
For those new to the category, micro dramas are bite-sized TV shows shot in vertical video and available in minute-long episodes. Don't expect any nominations for Best Original Screenplay with series like The Officer Fell For Me or Married to my past life's nemesis, since they typically offer soap opera vibes with cliffhangers that keep users scrolling to the next episode. The app is designed to keep people on it with a Discover tab, a place to save favorites and the ability to react in real time alongside other viewers.
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TikTok’s Next Experiment: 90 Seconds Microdramas
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