The Rise of 60-Second Dramas

Wanda Brewer was grieving. After losing her brother, she found comfort in an unexpected place: a soap-opera-esque story on Instagram told in 60-second increments. The story? A mafia boss torn between power, family and love.

Wanda’s not alone. Millions are bingeing these bite-sized, ultra-dramatic vertical shorts, where sexy werewolves, ruthless billionaires, and love triangles unfold one minute at a time — hooking viewers with cliffhangers and high-stakes drama.

From China’s multi-billion-dollar booming industry to your TikTok feed, these soapy, over-the-top dramas are changing the way we watch — and pay for — entertainment. This Valentine’s Day, Endless Thread explores the rise and Americanization of vertical short dramas.

Show notes:

“Werewolf Billionaire CEO Husbands Are Taking Over Hollywood” (Rolling Stone)

“Minute-Long Soap Operas Are Here. Is America Ready?” (The New York Times)

“2024 Short Drama Overseas Marketing White Paper” (TikTok)

Credits: This episode was produced by Cici Yu. It was co-hosted by Ben Brock Johnson and Amory Sivertson. Mix and sound design by Emily Jankowski and Paul Vaitkus.