Hollywood is starting to chase a new kind of entertainment, and it is designed to fit inside a smartphone.
Microdramas, short scripted shows made for vertical screens, have become hugely popular in Asia and are now gaining ground in the United States.
Unlike traditional TV dramas, these shows move quickly. Episodes often last only a few minutes, but creators pack them with romance, betrayal, revenge and cliffhangers that make viewers want to keep watching.
That formula is already turning into serious business. The US microdrama market could reach about $1.5 billion this year, according to estimates cited by Reuters.
As the audience grows, major entertainment companies are taking notice.
The format also has a major advantage: it costs much less to produce than traditional television. At the same time, viewers can watch an episode almost anywhere, whether they are commuting, taking a break or scrolling on their phones.
Some platforms have found another way to keep viewers hooked. They offer the first few episodes for free, then charge users to continue watching the story.
For Hollywood, that combination of cheap production, quick episodes and an increasingly mobile audience is becoming difficult to ignore.
Microdramas may have started as a phone-first trend, but they are quickly becoming a serious part of the entertainment business.