Watch Club is producing short video dramas and building a social network around them

Henry Soong is on a mission to transform the world of vertical microdrama series, setting Watch Club apart in an industry often criticized for its formulaic content. Soong, the founder of Watch Club, believes that much of the existing material is clichéd and uninspired. "Ninety percent of these stories are, 'I'm a poor girl! I fell in love with a secret billionaire! He’s a werewolf, and his mother is a vampire, and she disapproves of me!'" Soong shared in an interview. While acknowledging the popularity of such narratives, he asserts that there is potential for much more meaningful storytelling. Competitors like ReelShort and DramaBox have seen staggering financial success, with ReelShort reportedly generating $1.2 billion from in-app purchases last year. However, Soong criticizes the quality of their content, suggesting it could easily be produced using AI-generated scripts. His ambition with Watch Club is to explore the market potential for high-quality microdrama that resonates with audiences. Setting Watch Club apart from the competition is its commitment to employing SAG and WGA actors and writers, a stark contrast to leading apps that often do not use union talent. Soong, with a background as a former product manager at Meta, believes that the social aspect of television is vital. He aims to integrate a social network within the app to foster community engagement. "I think you can actually build a much more interesting business by incorporating what makes TV so enjoyable," he explained, referencing the desire for viewers to discuss shows like "Heated Rivalry" with friends and online communities. Currently, fans flock to platforms like Reddit and Tumblr to dissect theories and react to popular shows. Soong envisions a space where users can simultaneously enjoy the content and engage in discussions about it. As for monetization, he remains focused on user engagement before determining a clear strategy, although advertising could be a potential avenue. Soong's vision has already attracted seed funding from notable investors, including GV and several executives from major entertainment firms. To ensure high-quality content, he has partnered with Devon Albert-Stone as the founding producer and plans to hire WGA writers to develop a lineup of ten shows. Soong emphasizes the importance of creative freedom for writers, stating, "We work with brilliantly talented people when they have a few months free to go work on something that may not have a huge budget but offers them immense creative latitude." His experience at Meta, where he successfully navigated the complexities of monetizing a product in China, has equipped him with valuable insights into the monetization strategies of microdrama apps, which surged in popularity in China at the end of the last decade. Watch Club is set to release its first show, "Return Offer," which focuses on tech interns in San Francisco vying for a return offer. The company recently unveiled the first trailer for this series, which promises to deliver daily episodes through its app. Soong expresses his goal clearly: to demonstrate that high-quality stories can redefine the landscape and potentially replace traditional streaming television. He is committed to creating a welcoming environment for professionals to produce exceptional content, even with modest budgets.