Fox Entertainment has made a significant move into the microdrama space by taking an equity stake in Holywater, a Ukraine-based tech firm focused on vertical video storytelling, much of it powered by generative AI. As part of the deal, Fox has committed to producing more than 200 vertical titles for Holywater’s My Drama app over the next two years. The first two projects, Billionaire Blackmail and Bound by Obsession, are already in production in Atlanta.
This is more than a content volume play. Fox is using the partnership to explore new formats, monetization strategies, and storytelling approaches tailored to mobile-first audiences. The plan includes leveraging Fox’s existing IP through vertical-native extensions of current Fox shows and remakes. The companies also confirmed that development deals with top Hollywood talent will be announced soon. Fox will collaborate with Holywater across ad sales, brand partnerships, and potentially platform distribution, including integrations with TikTok, Meta, and Google.
Holywater brings more than reach. Founded in 2020, the company claims over 55 million installs across four apps: My Drama, for scripted microdramas; FreeBits, an ad-supported vertical video app; My Muse, which creates vertical series using AI; and My Passion, a leading ebook platform in the U.S. and Europe. Vertical video has seen renewed momentum recently, with companies like ReelShort proving there is demand for serialized, mobile-optimized storytelling. Holywater has positioned itself at the center of that trend.
The deal aligns with Fox’s broader push to modernize its infrastructure and content pipeline. Earlier this year, Fox Corporation invested in The Lighthouse, a creator-focused studio and collaborative space. Now, with the Holywater investment, Fox is signaling that vertical storytelling will be a key part of how it builds for the future. CEO Rob Wade said the move positions Fox Entertainment for long-term growth by embracing new ways to tell stories and support creators. He emphasized that the Holywater partnership gives Fox the flexibility to bring ideas to life faster and more efficiently across global platforms.
Holywater’s co-founders Bogdan Nesvit and Anatolii Kasianov believe vertical series are on the verge of going mainstream. They say the partnership validates their approach and gives them the creative and operational scale to accelerate development. While short-form storytelling is often associated with lighter, trope-heavy content, the company is focused on elevating the vertical format with deeper drama, romance, and thrillers.
Fox’s ability to deliver on this vision is backed by its existing assets, including Studio Ramsay Global, Bento Box Entertainment, a library of over 350 made-for-platform movies, and a talent roster that includes Gordon Ramsay, Jon Hamm, Minnie Driver, and Ken Jeong. The Holywater partnership provides a new pipeline to deploy that IP across vertical formats and introduces a new generation of mobile-native storytelling for a global audience.
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