Startups

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

Theresa Loconsolo

8:30 AM PDT · March 25, 2026

34 min

Loading the player…

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

consumer apps, creator economy, Equity Video, Media & Entertainment, microdramas, reelshort, Social, Startups, watch club

Theresa Loconsolo

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.

View Bio

June 9

Boston, MA

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.