Social Currency with Sammi Cohen The 90s Microdrama Revolution and Ghost of Quibi
Nov 7, 2025
Discover the rise of microdramas, those addictive 90-second shows reshaping entertainment. Sammi Cohen explores how they generate billions, outpacing traditional Hollywood blockbusters. With a focus on AI-driven production and phone-first formats, these stories cater to diminishing attention spans. Learn why platforms like YouTube are thriving while Quibi faltered. Dive into the psychology behind viewer engagement, the business models at play, and what this all means for the future of storytelling in a digital age.
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Microdramas Out-Earn Movies
- Microdramas are ultra-short vertical serialized shows that out-earned China's box office with $6.9B last year.
- The format compresses feature-length stories into dozens of 1–3 minute episodes optimized for phone consumption.
Engineered For Instant Hooks
- Microdramas follow a strict engagement formula: stakes in 3 seconds, hook by 23 seconds, and cliffhanger endings.
- Episodes are engineered to maximize
YouTube Dominates Distribution
- YouTube, not TikTok, currently captures the largest share of microdrama views at 44%.
- YouTube's massive scale makes it the primary distribution channel despite vertical-video expectations.