Paramount+ is moving into micro dramas as Hollywood falls in love with short video

Paramount+ is prioritizing micro dramas, according to an internal presentation seen by Business Insider. Business Insider Paramount is planning to integrate bite-sized micro dramas into its app. David Ellison's company has already added a short-form video feed. Paramount's Hollywood rivals are also investing in short videos and micro dramas. Paramount+ is preparing to add micro dramas to its app in the coming months, Business Insider has learned. Paramount will test micro dramas — soapy series with snack-sized episodes — on its flagship streamer's mobile app this quarter, streaming leaders told employees in a town hall on Wednesday afternoon. These short, buzzy vertical shows are designed to build "mobile daily habits at scale" by "recalibrating consumption behavior" as audiences get used to watching Paramount+ on the go and during the day, according to a screenshot of the town hall presentation viewed by Business Insider. The presentation included mocked-up examples of what micro dramas could look like. Paramount+ is prioritizing micro dramas, according to an internal presentation seen by Business Insider. Business Insider A person familiar with the micro drama project described the plans as "very early stages." Paramount+ has already added a short-form video feed to its mobile app, which David Ellison's company hopes will make the streamer more like TikTok , Instagram, and YouTube. "We're trying to drive visit frequency, keeping people engaged in the app longer," a person familiar with the short-form initiative previously told Business Insider. BET, a division of Paramount focused on Black audiences, announced in May a micro drama partnership with aTwist, formerly known as MicroCo. Hollywood has fallen in love with short-form video , including micro dramas. Netflix and Disney+ have added short vertical clips to their apps this year, while Peacock has led the charge into micro dramas by making its own shows and licensing from category leader ReelShort . Netflix is also leaning into creator content and three-minute videos . Ellison's move into micro dramas comes as Paramount Skydance deals with legal drama surrounding its Warner Bros. Discovery deal . A federal judge put the merger on hold by issuing a temporary restraining order, following a lawsuit by 12 states . Paramount's plan to buy WBD has already been approved by the US Department of Justice and European regulators. Read the original article on Business Insider