TikTok Microdramas Get a Boost: Exclusive Deal With Made By Us Studios After ‘Screen Time’ Hits 580M Views

TikTok is doubling down on TikTok microdramas. The platform announced a partnership with Made By Us Studios that gives TikTok exclusive rights to selected microdrama series, distributed on TikTok and its dedicated PineDrama app.

Who is Made By Us Studios?

The studio calls itself a next-generation content developer “at the intersection of Hollywood and the creator economy.” It manages creator-driven IP and produces narrative content featuring creators such as Teyana Taylor, King Bach and Josh Peck.

Built on Screen Time’s success

Earlier this year TikTok partnered with Issa Rae’s HOORAE on the micro-series Screen Time. Since its April launch, it has amassed nearly 580 million views globally, becoming the top-performing show ever on TikTok and PineDrama, per TikTok — evidence, the company says, of demand for premium, story-driven content built for the For You feed.

First titles

The first series under the deal is a romantic revenge thriller starring creator Hannah Stocking, followed by a horror series starring creator Adam Rose.

What it means for marketers

Serialized viewing inside short-form

Microdramas turn one-off clips into episodes viewers return for. For the market’s growth, see Microdrama App Downloads Grew 95.5% in Six Months — and Advertisers Grew 132%.

Creators as leading actors

Creator-led series open the door to series-level sponsorships and product placement, not just single posts.

Brands can produce their own

See how one brand did it in Nuuly Built Its Fall Campaign as a 12-Part Microdrama.

Action items

1. Test a three-to-five episode short series.
2. Plan creator partnerships around characters and story arcs.
3. Watch for ad products on PineDrama as it expands.