As more people adopt short-form consumption habits, the market has responded accordingly. TikTok has launched its own «Netflix,» but in a vertical format with episode durations of around one minute, Business Insider reported.
PineDrama — the name of the app — was launched quietly, without an official announcement. It offers so-called micro dramas: series broken into short, vertical episodes lasting about one minute.
According to the outlet, PineDrama provides content designed for quick consumption. The most common genres on the platform are melodrama, romance, and plots with fantasy elements. Dozens of shows are already available, including «The Officer Fell For Me,» «The Return of Divorced Heiress» and «My Unwanted Billionaire Ex,» which have garnered tens and hundreds of millions of views.
Unlike similar services, PineDrama has no ads and offers all series for free. Login is carried out through an existing TikTok account. The company has not revealed its future monetization strategy.
PineDrama is not TikTok’s first step in this area. Similar shows can already be seen in the main app’s feed. The micro-drama genre has long been developing as a separate direction in Asia, particularly in China. According to Variety, vertical dramas are expected to generate $26 million in annual revenue by 2030.
PineDrama is currently available in the U.S. and Brazil.
Previously, Kursiv.LifeStyle reported that YouTube introduced parental controls for Shorts.
Separately, in December 2025, Instagram unveiled a dedicated TV app for Reels.
