Technology

TheSoul Publishing, Playkot Launch SHRT App, Bringing Bite-sized Vertical Dramas To Mobile Users

Published on August 15, 2025

TheSoul Publishing, in partnership with mobile technology company Playkot, has officially launched SHRT, a mobile application dedicated to premium vertical drama content. Available on iOS and Android, the app delivers short-form, episodic storytelling specifically designed for mobile audiences, featuring more than 30 complete English-language series with new dramas added weekly.

“Minute-long, episodic dramas are attracting millions of viewers, with the market predicted to be worth an astounding $14 billion by 2027,” said Victor Potrel, VP of External Strategy at TheSoul Publishing, in a press release. “Vertical drama isn’t just a trend, it’s episodic television for the mobile generation.”

The vertical drama format, which originated in China as “duanjus” (micro-dramas), consists of minute-long episodes designed specifically for smartphones. These shows often feature clickbait titles and cliffhangers that keep viewers engaged, with apps typically offering free episodes before requiring paid subscriptions.

According to a Guardian report, the genre has experienced such rapid growth that apps like ReelShort overtook TikTok as the most popular product in the entertainment section of Apple’s app store in the U.S. last November, with over 30 million downloads since its 2022 launch.

TheSoul’s Expanding Creator Economy Presence

The SHRT app launch follows TheSoul Publishing’s recent acquisition of a majority stake in Mediacube, combining TheSoul’s content creation capabilities with Mediacube’s fintech solutions that serve nearly 10,000 creators across 132 countries. This acquisition builds on TheSoul’s 2022 purchase of Underscore Talent.

The launch comes as major platforms expand their vertical video capabilities. Recent data shows 81% of Gen Z video viewers watch videos in vertical format weekly, matching the percentage who use paid streaming services like Netflix. Platforms including Instagram, X, Bluesky, and Twitch have all enhanced their vertical video offerings in response to changing consumption patterns.