So. Big news hit the vertical film world in October 2025: Fox Entertainment made a major move into mobile‑first content by investing in the Ukrainian startup Holywater — the company behind apps like My Drama, My Passion and My Muse. Sources say Fox has committed to producing 200+ vertical video titles for the My Drama platform over the next two years.
Yes, we’re talking micro‑dramas with episodes made for your thumb, not your TV. But as much as this sounds like a bold new frontier, there are so many questions swirling around what this really means — for creators, platforms, and the future of vertical storytelling.
🧨 What’s the Deal? And Why Now?
Holywater was founded in 2020 and quickly racked up more than 55 million users across its vertical video and e‑book apps. Fox didn’t disclose how big their stake is, but the timer on the deal has already started: 200 + titles, a global push into mobile screens, and an adoption of a format mostly dominated by China until now.
Fox’s ramp into vertical formats signals one thing clearly: the studio business is looking to follow your thumb — not your TV set.
But: Is the infrastructure there? Are creators getting the support they need? And is the content built to last — or cancel?
🎠The Content Shift: Swipe‑First, Story Later?
Sources inside the vertical content world say the format is irresistible: “one‑ to two‑minute episodes, cliffhangers, and swipe logic built right in.” With Fox’s involvement, the pressure is on to scale fast. But some old‑school creators — especially those used to longer‑form storytelling — are raising red flags.
After all, when you set a goal of “200 titles in two years,” corners get tempting to cut. And when the format is driven by data and rapid churn, what happens to craft?
🍿 What It Means for Creators
For platforms like My Drama, the upside is clear: huge budgets, global reach, big studio backing. But for the writers, actors, and local crews? The picture is murkier.
• Are the deals transparent?
• Are creators protected and paid fairly?
• Will vertical scripts be elevated — or remain disposable content?
Vertical is seductive, but the honeymoon might not last if creators feel used instead of empowered.
