Kasey Esser, an actor and gym owner in Los Angeles, found unexpected success with his werewolf role in “Fated to My Forbidden Alpha,” a series on ReelShort, a relatively unknown Chinese-backed streaming app available in the U.S. The show, consisting of vertical videos under three minutes, features cheesy lines and a storyline centered around a love triangle involving billionaire werewolves.
Contrary to Esser’s expectations, “Fated to My Forbidden Alpha” gained traction after ReelShort promoted clips on TikTok, amassing tens of millions of views. ReelShort, in contrast to Quibi’s high-profile and short-lived venture, embraces a model that proved successful in China, focusing on low production costs and cliched stories. In November, ReelShort became the top-downloaded iOS entertainment app in the U.S. for three consecutive days, according to Sensor Tower.
China’s billion-dollar industry of ultrashort, vertical streaming shows, tailored for smartphone users who prefer brief content, has influenced platforms like ReelShort, DramaBox, 99TV, and GoodShort. These Chinese apps export the model abroad, offering fast-paced, emotionally intense plots with cliffhangers that encourage users to pay for the next episode.
Rather than competing with Netflix, these shows target a mass market by delivering quicker, emotionally charged plots. Chinese companies are increasingly investing in producing these shows in the U.S., aiming to meet the demand for bite-sized content in the TikTok era. DramaBox, for instance, plans to produce 10 series monthly in 2024.
Despite some skepticism from U.S. viewers about the derivative nature of these shows, Chinese companies are tapping into new growth avenues amid increased government scrutiny at home. During a crackdown in November 2022, Chinese regulators removed over 25,300 vertical streaming shows deemed inappropriate. The success of these apps abroad remains uncertain, with ReelShort’s initial surge in the U.S. market slipping to 15th place by the end of November.
While some viewers express weariness with the repetitive storylines, others, like Kasey Esser, find the unexpected success of werewolf-themed shows entertaining. For Esser, the metric for success lies in the viewership rather than critical acclaim. Despite the challenges, Chinese streaming platforms continue to explore opportunities to captivate audiences outside China.
