Yoav Gross Productions, the company behind the creation of "Red Skies," introduces Israel's first platform for micro dramas (EXCLUSIVE).
Yoav Gross Productions, a renowned Israeli scripted television company, is venturing into a new realm with the launch of a platform dedicated to premium, short-form drama. This innovative move comes as daily views on short-form platforms have surged by over 400%[1], a trend that the company aims to capitalise on.
The new platform, designed for mobile-native audiences, is Israel's first micro drama service. It targets Gen Z viewers, who predominantly consume video content on mobile devices, with 90% of this demographic watching short-form videos daily[1]. The platform is set to address the shift away from traditional longer-form TV towards bite-sized mobile viewing.
The strategy behind the platform is inspired by the micro drama trend that has become a cultural phenomenon in China. Chinese micro dramas, with their short, engaging episodes tailored for mobile devices, have resonated with younger viewers who favour quick, easily digestible storytelling. Yoav Gross Productions is adopting this successful model to tap into the soaring demand witnessed in short-form video platforms.
Each episode on the new platform will run under 90 seconds, featuring serialized storytelling. The platform's monetization model is inspired by the gaming industry, using coins, subscriptions, and rewarded ads.
The founding team of the new platform includes veterans from Meta, Playtika, and other tech and media players. Eyal Topper, a monetization strategist with a background at McCann and Primis, has been appointed as the CEO of the new platform.
Yoav Gross Productions has a rich history of producing shows such as "Red Skies," "The Good Cop" (Netflix), "Hullraisers" (Channel 4), "Manayek" (HBO Max and Arte), "Nehama" (Canal+), and "Uri & Ella" (HBO Max). With this new venture, the company is positioning itself to pioneer and expand the micro drama segment in Israel, building on cultural and technological viewing trends first popularized in China.
[1] Source: Statista, 2021
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- Yoav Gross Productions is leveraging the success of Chinese micro dramas, short, engaging episodes tailored for mobile devices, to tap into the soaring demand in short-form video platforms and cater to Gen Z viewers.
- The new platform, designed for mobile-native audiences, monetizes using a model inspired by the gaming industry, employing coins, subscriptions, and rewarded ads, while featuring serialized storytelling in episodes under 90 seconds.
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