ReelShort has become one of the most talked-about newcomers in global entertainment. The app, created and operated by Silicon Valley–based Crazy Maple Studio, delivers micro-dramas in short, cliffhanger-driven episodes built for mobile consumption. These shows are usually one or two minutes long, vertical in format, and designed to hook viewers immediately. It is the international extension of the Chinese duanju short-drama phenomenon, adapted for audiences worldwide. As founder and CEO Joey Jia put it in an interview, “I believe it 100%,” referring to vertical video as the future of entertainment.
Ownership of ReelShort sits with Crazy Maple Studio, backed by China’s COL Group, a major digital publishing company. Reports indicate that COL holds a substantial minority stake while Jia maintains control. No public records confirm that ReelShort has been acquired by another company, despite occasional confusion with unrelated business sales elsewhere in the entertainment industry.
The app’s target audience is mobile-first viewers who favor fast-paced storytelling. Reporting consistently highlights a predominantly female user base attracted to high-drama, escapist storylines built around familiar tropes such as romance, revenge, or the billionaire fantasy. ReelShort has also expressed plans to branch into thrillers, reality-based stories, and other genres.
By early 2025, ReelShort had become one of the top earners in its category. Market intelligence firm Sensor Tower reported that short-drama apps globally surpassed 370 million downloads in the first quarter of 2025, with in-app revenue approaching $700 million. ReelShort alone brought in about $130 million in that quarter, making it one of the category leaders. One of its flagship titles, The Double Life of My Billionaire Husband, has attracted more than 400 million views, according to Time.
Production budgets for ReelShort’s shows are significantly lower than traditional television. Joey Jia told Time that most productions cost below $300,000, while other reporting suggests localized dramas in North America and Europe typically range between $150,000 and $200,000 per series.
With rapid growth has come scrutiny. Industry competitors in China have accused ReelShort of creating shows too similar to existing intellectual property, and outlets such as the Washington Post and Wired have raised concerns about sensationalist themes and storytelling shortcuts. At the same time, the model has created new opportunities for actors, writers, and production crews who might otherwise struggle to break into the industry.
The future of ReelShort appears focused on expansion. Crazy Maple Studio is localizing content for Latin America, Southeast Asia, and other regions, while broadening genres beyond its romance-heavy start. Analysts expect continued growth in downloads and revenue, but note that intellectual property disputes, regulatory scrutiny, and questions about the sustainability of its business model remain real risks.
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