How soap opera-TikTok hybrids became a billion-dollar business

Latest AI Amazon Apps Biotech & Health Climate Cloud Computing Commerce Crypto Enterprise EVs Fintech Fundraising Gadgets Gaming Google Government & Policy Hardware Instagram Layoffs Media & Entertainment Meta Microsoft Privacy Robotics Security Social Space Startups TikTok Transportation Venture Staff Events Startup Battlefield StrictlyVC Newsletters Podcasts Videos Partner Content TechCrunch Brand Studio Crunchboard Contact Us Over the past few years, a new category of mobile apps has quietly exploded into a multi-billion dollar business. They’re called “micro dramas” — short-form, mobile-first scripted shows designed to be watched vertically on your phone. Think soap opera meets TikTok, complete with secret billionaire romances, disapproving werewolf mothers-in-law, and cliffhangers engineered to keep users tapping. The leading app, ReelShort, made $1.2 billion in consumer spending last year alone. On this episode of TechCrunch’s Equity podcast, Rebecca Bellan and TechCrunch senior reporter Amanda Silberling sit down with Henry Soong, founder of Watch Club, who thinks the micro drama industry is still “in its MySpace era.” He has a vision for what the Facebook moment could look like. Subscribe to Equity on YouTube, Apple Podcasts, Overcast, Spotify and all the casts. You also can follow Equity on X and Threads, at @EquityPod.

Topics Audio Producer Theresa Loconsolo is an audio producer at TechCrunch focusing on Equity, the network’s flagship podcast. Before joining TechCrunch in 2022, she was one of 2 producers at a four-station conglomerate where she wrote, recorded, voiced and edited content, and engineered live performances and interviews from guests like lovelytheband. Theresa is based in New Jersey and holds a bachelors degree in Communication from Monmouth University. You can contact or verify outreach from Theresa by emailing theresa.loconsolo@techcrunch.com. Actively scaling? Fundraising? Planning your next launch?TechCrunch Founder Summit 2026 delivers tactical playbooks and direct access to 1,000+ founders and investors who are building, backing, and closing. Someone has publicly leaked an exploit kit that can hack millions of iPhones Cursor admits its new coding model was built on top of Moonshot AI’s Kimi Delve accused of misleading customers with ‘fake compliance’ An exclusive tour of Amazon’s Trainium lab, the chip that’s won over Anthropic, OpenAI, even Apple Cyberattack on vehicle breathalyzer company leaves drivers stranded across the US Jeff Bezos reportedly wants $100 billion to buy and transform old manufacturing firms with AI Employees had to restrain a dancing humanoid robot after it went wild at a California restaurant Subscribe for the industry’s biggest tech newsEvery weekday and Sunday, you can get the best of TechCrunch’s coverage.TechCrunch's AI experts cover the latest news in the fast-moving field.Every Monday, gets you up to speed on the latest advances in aerospace.Startups are the core of TechCrunch, so get our best coverage delivered weekly.By submitting your email, you agree to our Terms and Privacy Notice.© 2026 TechCrunch Media LLC.