Watcha launches short-form drama service 'Shotcha' in the U.S.

Watcha has officially launched 'Shortcha,' a platform dedicated to short-form dramas, in the US iOS and Android markets, entering the global short-form content competition. This strategy precisely targets the rapidly growing US short-form drama market. Shortcha presents mobile-optimized short-form dramas consisting of short episodes of around 1 minute. Designed to be easily enjoyed while on the go or during short breaks, the annual in-app purchase revenue of short-form content apps worldwide is expected to reach $17 billion (approximately 23 trillion KRW) in 2024, according to global research firm Sensor Tower. Particularly, the US market, based on Appfigures, recorded an explosive growth of a staggering 8,000% from $1.8 million in Q1 2023 to $146 million in Q1 2024, leading the expansion of the global market. Shortcha has gathered Watcha's original short-form dramas, popular works verified in various countries around the world including the US, UK, and China, as well as K-content such as 'The World's Most Painful Kiss' and 'Teach Me,' all in one place, satisfying the diverse tastes of global viewers and strengthening its content competitiveness. The revenue model adopts a viewing method via paid content or ad viewing after offering some episodes for free, and encourages user participation with a reward system including attendance checks. Shortcha's unique and differentiated user experience (UX), featuring rapid pacing, intense storytelling, and a vertical video format, is gaining enthusiastic responses from mobile-centric consumer groups, including Generation Z and Millennials. A Watcha official stated, "Shortcha's entry into the US market is aimed at responding to changing media consumption trends and providing a differentiated content experience to global viewers. With concise yet powerful storytelling, we will deliver a new entertainment experience that transcends language and culture," expressing their aspirations.