TikTok Considers Quibi-Style Minidramas to Broaden Appeal

Everyone from Hollywood veteran Jeffrey Katzenberg to Snap and Meta Platforms has tried luring Americans with minuteslong TV-style shows on social media apps. All have failed. But that isn’t deterring TikTok from exploring the concept.

The ByteDance-owned video app is considering ways of using such minidramas, which have proved to be a huge hit for its sibling app, Douyin, in China, to broaden its audience, according to people with knowledge of the company's internal discussions. Some small video makers already put such shows on TikTok, but the company is considering ways of making minidramas a major draw for the app’s users, including potentially asking Hollywood studios to make the shows.