TikTok takes first steps toward making its own TV-style episodes

TikTok is moving beyond user-generated clips and preparing to produce its own original short dramas. 

According to exclusive reporting by Business Insider, the platform has begun casting actors for a soap opera-style micro-drama project.

The company filed a U.S. trademark application for “TikTok Drama” in November, covering the development and production of short drama series, television programs, and webisodes. While TikTok declined to comment, an internal email confirms active casting efforts this month.

Short dramas—also known as verticals—are serialized shows broken into one- to five-minute episodes, often featuring romance, betrayal, or surprising plot twists. TikTok recently began testing a dedicated short-drama feed in the U.S., currently filled with third-party content, including AI-generated shows.

The move follows the explosive growth of mini-dramas in the U.S., now a $1.4 billion market. Rivals like ReelShort and DramaBox have led the trend, while Netflix, Amazon, and Disney are also adding short-form content. TikTok’s parent company, ByteDance, already operates popular mini-dramas on its Chinese sister app Douyin.

However, TikTok’s entry into production could strain relationships with existing partners like SnackShort and YuzuDrama, who use the app to attract subscribers. The company has previously launched short-lived media ventures, including book publishing and music services, without disrupting the industry.

As traditional acting roles remain scarce, some U.S. actors are now signing up for short dramas, viewing them as a new source of income. Whether TikTok commits fully to production or treats it as an experiment remains to be seen.