aTwist launches mobile-first microseries platform across eight markets

Microseries platform aTwist launched on Thursday with 10 original series and curated library content, targeting mobile-first viewers. The platform, formerly known as MicroCo, is available in eight markets including the US, UK, India and Australia.

Microseries platform and studio aTwist launched on Thursday with 10 original series and curated library content, as shifting entertainment preferences drive demand for mobile-first short-form storytelling. The platform, formerly known as MicroCo, is available across major app stores in the United States, United Kingdom, India, Canada, Australia, Ireland, New Zealand and the Philippines.

Microdramas are gaining popularity as Hollywood production shrinks and streaming companies face competition from platforms such as YouTube. The format is expected to generate US$1.5 billion in US revenue this year, according to research firm Omdia.

Microseries are serialised stories designed for mobile-first viewing, typically consisting of 40 to 60 episodes of one to three minutes each and filmed vertically. aTwist said new microseries will launch on Thursdays, and viewers can watch select episodes for free with ads or unlock full seasons using coins or a subscription.

The platform was founded by Jana Winograde, former president of Showtime; Susan Rovner, former chairman of NBCUniversal Content and president of Warner Bros Television; and Lloyd Braun, former chairman of ABC Entertainment Group and WME.