The Future of Entertainment is Vertical, and Fox is Betting Big on AI-Powered Microdramas
In a move that’s sure to shake up the industry, Fox Entertainment has taken a bold leap into the world of microdramas by acquiring an equity stake in Holywater, a trailblazing company specializing in AI-driven vertical videos. But here’s where it gets controversial: as traditional TV giants scramble to adapt to the digital age, Fox’s partnership with Holywater raises the question—is this the beginning of the end for conventional storytelling formats? Or is it a revolutionary step toward a more dynamic, accessible future for entertainment?
Together, Fox and Holywater will create original vertical video series, some of which will expand on Fox’s existing intellectual property. Think storytelling extensions for your favorite Fox shows and reimagined classics. While financial details remain under wraps, the companies promise upcoming development deals with top Hollywood talent, hinting at a star-studded future for this venture.
Holywater isn’t just another tech startup—it’s a powerhouse with over 55 million lifetime downloads across its platforms. These include My Drama, a streaming app for bite-sized, scripted microdramas, and My Muse, a platform dedicated to vertical videos crafted entirely by generative AI. They also own My Passion, a leading digital book publishing platform in the U.S. and Europe. With such a diverse portfolio, Holywater is already a force to be reckoned with.
The resurgence of vertical video, popularized by platforms like ReelShort, has redefined storytelling for the TikTok generation. As part of this deal, Fox Entertainment Studios has committed to producing over 200 vertical video titles for My Drama in the next two years. The first two projects, Billionaire Blackmail and Bound by Obsession, are already in production in Atlanta, proving that this partnership is hitting the ground running.
And this is the part most people miss: Fox isn’t just dipping its toes into this trend—it’s diving headfirst. With plans to incorporate Gordon Ramsay and Bento Box Entertainment titles into the mix, the network is clearly positioning itself as a leader in this rapidly growing space. As Rob Wade, CEO of Fox Entertainment, puts it, ‘Innovation in digital storytelling is shaping the future of entertainment, and investing in vertical video positions Fox Entertainment to achieve sustained, long-term growth as we build a modern studio for the future.’
But is vertical streaming truly the future? Holywater’s co-founders, Bogdan Nesvit and Anatolii Kasianov, believe so. They argue that vertical series can carry premium genres like drama, thriller, and romance, not just lightweight content. Their partnership with Fox, they say, validates this vision and provides the scale to make it a global reality. Yet, skeptics might ask: Can a format designed for mobile screens truly replace the immersive experience of traditional TV?
This deal also builds on Fox’s broader strategy to invest in creator-focused spaces. In June, Fox Corporation announced its investment in The Lighthouse, a studio designed for collaborative content development. Now, Fox Entertainment aims to expand this vision through its Fox Studios Lot in Century City. And in a unique twist, Fox Entertainment Studios recently inked a two-way first-look deal with HarperCollins imprint Avon A, further blurring the lines between media formats.
Thought-provoking question for you: As vertical video becomes increasingly dominant, will it democratize storytelling by giving more creators a platform, or will it dilute the quality of content in a race for viral success? Let us know your thoughts in the comments—we’d love to hear your take on this evolving landscape!
