The trend for vertical series: Ukrainian Holywater earned $90 million on them. How it works

Hannah is an orphan who enters a school for future politicians and businessmen. On the first day, her peers bully her because of her cheap clothes and clumsiness. Among them is Alex, the most popular boy in the school, with whom Hannah falls in love .

This is one of the popular stories on My Drama, a Ukrainian app with vertical series. They are produced by Holywater, a company founded by Bohdan Nesvit and Anatoliy Kasyanov. Their series Young Elite about an orphan, Khanna, has received more than ten million views .

The trend for vertical series came from China, where more than 400 million people watch them every day. Holywater has caught the wave and is now actively making money on it. LIGA.Tech talked to the company's founders about how much money this area can bring, how the series are filmed, and what role artificial intelligence plays here.

What is the trend for vertical series

In 2023, the Chinese market for short vertical dramas is estimated to be worth more than $5 billion,, writes the Washington Post. By 2027, the market for vertical series will reach $14 billion, according to the Guardian.

The reasons for this popularity include dynamism, many plot twists, and popular romantic plots that help to "escape" from reality. For film producers, such series are cheaper than traditional ones, in particular because of lower production and acting costs.