UK eyes vertical drama boom for Gen Z

British director Dan Löwenstein is set to direct and produce a new, untitled U.K.-made microdrama, currently in early development with Night Train Media and Spirit Studios. This project signifies a potentially growing role for Britain in producing mobile-native, vertical storytelling. Löwenstein, known for his work on vertical mini-series, has collaborated with a TikTok content creator and a traditional scripted comedian to develop the series concept and initial episodes.

The development was announced at the Tallinn Black Nights Festival during a panel discussing the rapid global expansion of vertical dramas. The format, characterized by fast-paced shoots and low-budget execution, is reshaping how serialized content is structured, produced, and monetized, particularly to capture Gen Z's consuming habits. Experts at the festival shared insights into the format's evolution and its economic drivers.

The discussion highlighted the success of Asian microdrama markets, where short episodes can generate significant revenue. Panelists emphasized that the appeal lies in direct, engaging stories about universal themes like love and honesty, delivered in a digestible format. The trend suggests a merging of vertical and horizontal storytelling, with potential for innovative audience engagement strategies.