A week that began with TikTok licensing Indian microdramas and concluded with AI-generated vertical films circulating around Cannes underscored the significant evolution of this format within the past year. Vertical drama is no longer confined to app-store entertainment; it is increasingly becoming integrated into global distribution channels.
TikTok Tests Indian Microdrama IP
The shift is not merely in the popularity of short dramas but in the active licensing of these by major platforms. Pratilipi-owned Double Tap Films has secured a one-year, non-exclusive licensing agreement with TikTok for 21 Hindi microdrama titles. This deal spans the United States, Canada, Brazil, and Japan, featuring shows like ‘Avnika Ki Shaadi,’ ‘Apavitra,’ and ‘CEO Se Romeo,’ all distributed in Hindi with localized subtitles. TikTok has not yet responded to requests for comment.
In a company statement, Sharlton Menezes, vice president of IP and key partnerships at Pratilipi and Double Tap Films, highlighted the significance of the TikTok deal as “the first proof point of what we set out to build: a studio whose IP doesn’t stop at India’s borders.” These productions are adapted from stories that have already gained traction among readers on the Pratilipi platform, altering the traditional commissioning approach from a “pilot first” to a “proven story first” model.
Double Tap Films is not innovating vertical drama from its inception. Instead, the company is adapting Indian-language narratives into 9:16 scripted serials and subsequently introducing them to markets where diaspora audiences and mobile-first consumers intersect. This strategic move positions India not only as a consumer of microdrama but also as a potential exporter of the format itself.
According to the fifth edition of Lumikai’s State of India Interactive Media Report 2025, India’s microdrama market generated over $300 million in revenue shortly after its launch. Projections indicate this market could reach $4.5 billion by 2030. The same report estimates India’s broader interactive media economy, encompassing video, gaming, audio, social media, and AVFX, to be valued at $13.8 billion.
Netflix Turns Vertical Video Into Discovery
Netflix is pursuing a distinct strategy. While not announcing original microdrama commissions, the platform introduced “Clips” in April, a vertical mobile feed designed for rapid content discovery within its application. Elizabeth Stone, Netflix’s chief product and technology officer, described Clips as “our new vertical video feed” intended for “the moments in between, to discover a new title, or a quick laugh.”
As observed at its launch, Clips functions as a discovery tool rather than a dedicated short-drama business. When questioned at TechCrunch Disrupt 2025 about Netflix’s perception of platforms like TikTok, DramaBox, and ReelShort, Stone clarified that the vertical feed “is not intending to copy or chase exactly what a TikTok or others are doing,” emphasizing that this specific form of entertainment holds “especially valuable to our members.”
Cannes Pulls AI Vertical Drama Into The Film Market
Cannes provided a more striking development: AI-generated vertical content entering the film market discourse. At the 79th Cannes Film Festival, ByteDance showcased its Seedance 2.0 model through its Volcengine cloud unit at the Marché du Film. Concurrently, a Higgsfield-produced AI feature, ‘Hell Grind,’ was circulating within festival circles. Higgsfield’s own promotional materials identify ‘Hell Grind’ as an original creation developed using Seedance 2.0.
While claims regarding ‘Hell Grind’s budget, production timeline, and its recognition at the Marché du Film have largely emerged through trade and secondary reporting, the primary documentation remains more constrained. It is confirmed, however, that AI vertical production has reached the periphery of the film market, even as its precise role continues to be defined.
Just a year ago, vertical drama could still be categorized as ephemeral content. TikTok’s engagement with Indian microdrama signals platforms exploring cross-border distribution. Netflix’s Clips feed demonstrates streamers adapting to vertical video consumption habits. Lumikai’s figures illuminate India’s central position in this narrative. The inclusion of AI vertical work at Cannes indicates the film market is now part of this evolving conversation. While the format has not yet fully permeated the mainstream entertainment industry, it is no longer an external element.
Business Style Takeaway: The increasing integration of vertical drama into global distribution, driven by Indian microdrama licensing and AI-generated content, signals a significant market expansion. Platforms are adapting to new content formats and consumption patterns, positioning emerging markets and innovative technologies at the forefront of the evolving entertainment landscape.
Details can be found on the website : www.forbes.com