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Technology
How soapy micro dramas became Hollywood’s next big bet
Once upon a time (read: a few years ago), there were a pair of upstart streaming services called Quibi and Go90 that were supposed to appeal to phone-addicted millennials. These platforms were supposed to compete with Netflix and Amazon by offering up short-form videos designed to be watched on the go. Both services were touted as being the future of entertainment, and they had sizable financial backing. But neither Quibi nor Go90 managed to gain any real traction before their names became shorthand for “bad ideas exemplifying how out of touch studio and telecom execs can be.”
Quibi and Go90 were not long for this world, and much has been written about how they were doomed from the jump. Quibi was oddly expensive, Go90’s landscape mode-focused branding confused people, and neither service made it easy to share their content on other platforms. Back then, people — especially here in the West — laughed at the idea of watching scripted series that were meant to be viewed on a smartphone. But that same basic concept began to take off in China as the covid-19 pandemic ground the entertainment industry to a halt and forced movie theaters to close. Some were supernatural period dramas, while others were romantically charged thrillers set in the modern day. And their stories were all filled with wild twists that played out over the course of dozens of episodes.
In 2025, “micro drama” companies like DramaBox and ReelShort have demonstrated that there actually is an audience willing to pay for content that can be consumed in small, quick bites. And the recent micro drama boom has been a fascinating case study in old, failed ideas finding wild success in the present day because the way people think about and interact with media has changed.
When you open up any of the dedicated micro drama apps, you can see that the companies behind them took notes from social media platforms like TikTok and streaming services like Netflix in order to create a new, slop-filled third kind of thing. You’re immediately presented with a grid of posters for multipart series whose “episodes” each run for about two minutes max. And the titles — gems like I Kissed a CEO and He Liked It, Betrayed Alpha Queen Rises from the Ashes, and The Unwanted Wife Strikes Back — are as self-explanatory as they are ridiculous. Almost all of the shows involve elements of pulpy romance and women getting revenge after being scorned for not embodying the “right kind” of womanhood or femininity.
Many of the series frame fertility, motherhood, and werewolf / Omegaverse culture as the things that define their heroines’ sense of self. And while these female characters are often introduced as people who are able to fend for themselves independently, their main goal is usually to find a man who can sweep them off their feet and take care of all their worldly needs.
Micro dramas’ overwhelming focus on stories about downtrodden damsels in distress speaks to the fact that female viewers make up a substantial chunk of these platforms’ subscriber base. On some level, these series are tapping into the same kind of tawdry energy that kept the romance lit space humming along even as the larger publishing industry has seen a steady drop in sales. But unlike romance novels from traditional publishing houses with rigorous editorial processes, there’s a slapdash shoddiness to micro dramas’ production values that reflects how incredibly inexpensive they are to make compared to a Netflix or Hulu original.
That relative cheapness is one of the major reasons that ReelShort and DramaBox — which are backed by Chinese and Singaporean companies, respectively — have been making a bigger push into Western markets over the past few years. That’s also why US-owned studios like GammaTime and MicroCo are starting to pop up. It doesn’t seem to bother viewers that basically everything about micro dramas, from the writing to the acting to the lighting, is absolutely terrible. Globally, the micro drama industry is expected to rake in about $3 billion by the end of the year thanks to the platforms’ surprisingly aggressive and gamified pricing strategies. And with Hollywood execs deciding to get more serious about making micro dramas, the business has become something of an unexpected boon for young actors, writers, and production workers trying to maintain careers within a contracting job market.
Though you would be hard-pressed to find a micro drama that felt like a strong piece of storytelling, there’s no denying that people are paying to watch them at a time when traditional streamers have been struggling to draw in new subscribers. Are series like Carrying His Triplets, Becoming His Wifey, and Found a Homeless Billionaire Husband for Christmas destined to become mainstream pop cultural phenomenons? Probably not. But these kinds of projects are keeping people employed and making enough of a profit to justify their existence.
By launching a new kind of labor contract designed to address “the unique needs” of actors working on serialized micro dramas, like ensuring they’re paid a fair wage and earn screen credits for their labor, SAG-AFTRA has sent a signal to the rest of the entertainment industry about this kind of content’s future potential. These shows might not be particularly good right now, but that could change if the studios put more effort into producing them. And even if micro dramas were to stick to their current style of stilted acting / lackluster directing / weak writing, their success right now suggests that their subscribers might not really be interested in something “better.”
As different segments of the tech and entertainment industries vie for people’s attention, micro dramas feel like an unusually strong contender. Micro dramas don’t quite add up to streaming series in the way we typically think of them, and they don’t exactly scratch the same “look watch some randos do stuff” itch that TikTok is built for. Ironically, ReelShort and DramaBox’s success feels like a direct byproduct of the way that TikTok, Instagram, and YouTube have gotten people into the habit of endlessly scrolling through vertically shot video. But these micro dramas are their own weird thing that have carved out a unique niche and found a ravenous audience in the process. And if these new platforms can keep their upward momentum going, it wouldn’t be at all surprising to see their streaming and social media competitors rushing to make the similar content of their own.
- More and more micro drama production houses are embracing generative artificial intelligence into their workflows to keep production costs down while churning content out even faster. As ill-suited as the tech generally is for more polished projects, it makes a lot of sense for the style these kinds of shows are known for. It’ll be interesting to see if micro dramas’ use of AI will become a point of contention for the human actors relying on these projects for work.
- Micro dramas’ rise in prominence also happens to coincide with a sharp downturn of film and TV production in Los Angeles. That’s another reason more performers are turning to the platforms to stay afloat, and this moment could be a choice opportunity for micro dramas to establish themselves as a viable source of entertainment.
- Though micro dramas are currently on the come up, this Puck piece does an excellent job of illustrating some of the challenges these platforms will be up against as their growth leads to market saturation.
- It’s important to understand just how hostile toward users basically all of the big micro drama apps are. Janko Roettgers’ recent piece here breaks down what makes these apps feel so predatory, and how many of them have been informed by mobile gaming’s freemium model.
- The Ankler had a great sit-down with ReelShort CEO Joey Jia about how the company’s approach to monetization turned it into a billion-dollar business. The piece also includes a chat with actor Kasey Esser about how working on micro dramas has had a profound impact on his career.
- SAG-AFTRA’s micro drama contract makes it seem like the union is being proactive about shifts within the entertainment industry. But this Variety piece digs into how the new contract was — at least partially — a response to the fact that some actors were just deciding to work nonunion.
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Figma is launching three new AI-powered creative tools to help users edit their images without jumping to another platform. The new tools are available in Figma Design and Figma Draw, and can be used to quickly remove objects from an image, isolate objects so they can be repositioned, and extend images beyond their previous dimensions.
The Erase object and Isolate object tools are designed to work alongside Figma’s existing lasso tool, which allows users to draw around specific sections of the image they want to edit. Any objects or people within these selections can then be instantly erased from the image while filling in the background behind them, or separated from the background layer to reposition or edit them directly.
The Expand image tool expands the background of an image to fit new aspect ratios “without distortion,” according to Figma. It sounds similar to Adobe’s Generative Expand tool for Photoshop, using generative AI to fill the extended space in a way that blends into the original image. Adobe also has similar AI tools for erasing and isolating objects — Figma doesn’t size up to the vast suite of creative tools available across Adobe’s apps, but introducing its own native features gives Figma users fewer reasons to use other platforms for those editing requirements.
Figma is also launching a new image editing toolbar to house these editing features in one place, alongside existing capabilities like the Remove background tool. These new features are available to Figma users with “Full Seat” access, which is the subscription tier required to unlock all of Figma’s design products. Next year, Figma says it plans to make the new editing tools available across other apps within its platform.
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If the ads you see in December feel a little too accurate, you are not imagining it.
The holiday shopping season is the busiest time of the year for retailers and for data brokers. These companies quietly track, collect and sell your personal information. Every search, click, cart add and purchase feeds a digital shopping profile tied to your name, phone number, email and address.
If you do not clean it up before the year ends, that profile will follow you into 2026. It fuels more scam calls, targeted ads, identity theft attempts and privacy risks you never agreed to. Here is how your profile forms, why data brokers want it and how to erase it fast.
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FBI WARNS EMAIL USERS AS HOLIDAY SCAMS SURGE
Your digital shopping profile forms every time you browse, click or buy during the holiday season. (iStock)
Your digital shopping profile forms the moment you shop online
Your profile starts forming the second you browse Amazon, Target, Sephora, Walmart or any online store. Every interaction adds new data points, including:
- Items you viewed
- Items you added to your cart
- Purchases and near-purchases
- Shipping and billing addresses
- Total spending
- Preferred brands
- Device type and browser
- IP address and physical location
Activity spikes in November and December. You are searching for gifts, deals, decorations and electronics. Data brokers watch this surge and collect more aggressively.
How data brokers get your information
Data brokers gather your personal information from several places at once. Here are the most common sources.
1) Retailers send your shopping data to third parties
Most retailers use analytics, advertising or measurement partners. These partners are often data brokers. The more companies that handle your information, the higher the risk of exposure.
Marketing tools may analyze personal details such as age, race, gender, location and shopping habits. Even without clear consent, partners often receive:
- Full purchase histories
- Timestamps
- Product categories
- Loyalty account details
Some stores even share in-store behavior when you scan a loyalty card.
2) Shopping apps track far more than what you buy
Apps from Amazon, Temu, Walmart, SheinTarget and others track everything you do. They often collect:
- Real-time location
- Device data
- Contact lists if allowed
- Swipe patterns
- Time spent viewing specific items
This behavioral data becomes extremely valuable to data brokers. It also helps scammers understand how to target you.
Data brokers collect this activity from retailers, apps and tools to build a detailed record of your habits. (iStock)
3) Price-comparison tools copy your browsing habits
Browser plugins that offer price drops or deal matching often collect far more than you expect. An FTC investigation revealed that they can capture details from location and demographics to mouse movements.
Data points like these get packaged, sold and added to your digital shopping profile. Scammers can then build highly targeted attacks.
What scammers can do with your digital shopping profile
Scammers use these profiles to run more convincing attacks during the holiday season. With access to your data, they can:
- Send fake order confirmations
- Launch refund scams
- Send fraudulent delivery texts
- Commit identity theft
- Resell your information to other criminals
If you interact with a scam even once, your profile may be marked as verified. That makes you a priority target for future attacks.
PROTECT YOUR DATA BEFORE HOLIDAY SHOPPING SCAMS STRIKE
Why December is the best month to delete your data
Each January brings a surge in scams, including refund scams, account update scams, IRS scams, Medicare scams and subscription renewal scams. Many of these attacks rely on the holiday shopping data collected in the weeks before.
If you delete your data now, you reduce:
- Scam calls
- Spam emails
- Targeted phishing attempts
- The number of companies holding your personal information
Data brokers must delete your information once you request it. Acting now limits how much of your 2025 activity they can store and resell.
WHAT REALLY HAPPENS ON THE DARK WEB, AND HOW TO STAY SAFE
However, removing your data manually is nearly impossible. You would need to contact and send opt-out requests to:
- People-search sites
- Marketing data brokers
- Retail data aggregators
- Ad-targeting vendors
- Shopping analytics platforms
- Credit-linked identity brokers
One at a time.
The fastest way to delete your digital shopping profile
This is why I recommend using an automated data removal service. They remove your exposed data from hundreds of data broker sites and continue to monitor new threats.
While no service can guarantee the complete removal of your data from the internet, a data removal service is really a smart choice. They aren’t cheap, and neither is your privacy. These services do all the work for you by actively monitoring and systematically erasing your personal information from hundreds of websites. It’s what gives me peace of mind and has proven to be the most effective way to erase your personal data from the internet. By limiting the information available, you reduce the risk of scammers cross-referencing data from breaches with information they might find on the dark web, making it harder for them to target you.
Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting Cyberguy.com.
Clearing your data in December reduces scams, cuts targeted tracking and protects your privacy heading into the new year. (iStock )
Get a free scan to find out if your personal information is already out on the web: Cyberguy.com.
Kurt’s key takeaways
Your digital shopping profile may feel invisible, but it shapes the ads you see, the scams you receive and how exposed your personal information becomes. The holiday season gives data brokers more information in two months than they collect during the rest of the year. Use December to clean it up. With a few smart steps and an automated data removal service, you can enter 2025 with fewer scams, fewer trackers and more control over your privacy.
What part of your digital shopping profile surprised you most after learning how data brokers track you? Let us know by writing to us at Cyberguy.com.
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This is an excerpt of Sources by Alex Heath, a newsletter about AI and the tech industry, syndicated just for The Verge subscribers once a week.
Reinforcement learning (RL) is the next frontier, Google is surging, and the party scene has gotten completely out of hand. Those were the through lines from this year’s NeurIPS in San Diego.
NeurIPS, or the “Conference on Neural Information Processing Systems,” started in 1987 as a purely academic affair. It has since ballooned alongside the hype around AI into a massive industry event where labs come to recruit and investors come to find the next wave of AI startups.
I was regretfully unable to attend NeurIPS this year, but I still wanted to know what people were talking about on the ground in San Diego over the past week. So I asked engineers, researchers, and founders for their takeaways. The list below of responses includes Andy Konwinski, cofounder of Databricks and founder of the Laude Institute; Thomas Wolf, cofounder of Hugging Face; OpenAI’s Roon; and attendees from Meta, Waymo, Google DeepMind, Amazon, and a handful of other places.
I asked everyone the same three questions: What’s the buzziest topic from the conference? Which labs feel like they’re surging or struggling? Who had the best party?
The consensus was clear. “RL RL RL RL is taking over the world,” Anastasios Angelopoulos, CEO of LMArena, told me. The industry is coalescing around the idea that tuning models for specific use cases, rather than scaling the data used for pre-training, will drive the next wave of AI progress. What’s clear from the lab momentum question is that Google is having a moment. “Google DeepMind is feeling good,” Hugging Face’s Wolf told me.
The party circuit was naturally relentless. Konwinski’s Laude Lounge emerged as one of the week’s hotspots — Jeff Dean, Yoshua Bengio, Ion Stoica, and about a dozen other top researchers came through. Model Ship, an invite-only cruise with 200 researchers, featured “a commitment to the dance floor that is unprecedented at a conference event,” one of the organizers of the cruise, Nathan Lambert, told me. Roon was dry about the whole scene: “you can learn more from twitter than from literally being there … mostly my on-the-ground feeling was ‘this is too much.’”
Here’s what attendees had to say about NeurIPS this year:
What was the buzziest topic among attendees that you think more people will be talking about in 2026?
Which labs feel like they’re surging in momentum, and which ones feel more shaky?
What was the best party you attended or had FOMO over?
Yes, some people thought keynotes were parties. I guess academia lives on at NeurIPS after all.
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