What Is aTwist? Hollywood’s New Bet on Vertical Microseries

aTwist is a new mobile-first microseries studio and app from veteran television executives Jana Winograde, Susan Rovner and Lloyd Braun. Formerly known as MicroCo, the service launched September 3, 2026 with 10 original series and curated library programming—an attempt to apply Hollywood development and scheduling practices to the fast, vertical storytelling built for phones. 17

What a microseries is

Microseries, also called microdramas, are serialized stories designed for mobile viewing. A typical series has 40 to 60 vertically filmed episodes, with each episode running roughly one to three minutes. 1

That structure is fundamentally different from a conventional streaming season: it is built for short viewing sessions and recurring cliffhangers rather than feature-length episodes. For aTwist, the format is the product—not simply a way to clip longer television for social platforms.

What is available on aTwist

The launch slate includes 10 original series plus curated, licensed vertical content. The originals span scripted, unscripted and animation programming, with genres reported to include comedy, drama, horror and romance. 158

One confirmed launch project is Hollywood Starlet, a vertical drama from The Bold and the Beautiful executive producer and head writer Bradley Bell. 10

aTwist has also announced a partnership with Kevin Hart’s Hartbeat for more than 20 original microseries, including comedy programming under Hartbeat’s LOL brand. That slate was described as arriving in the fall, so it should be viewed as an expansion of the service rather than part of the initial 10-title launch. 3

The company plans a weekly release rhythm: new microseries are scheduled to premiere on Thursdays. 1

Where aTwist launched

The app is available through major app stores in the United States, United Kingdom, India, Canada, Australia, Ireland, New Zealand and the Philippines. 1

How the app makes money

aTwist uses a hybrid model common to mobile entertainment services:

• Free viewing with advertising: selected episodes can be watched free with ads.
• Coins: viewers can use virtual coins to unlock full seasons.
• Subscription: viewers can alternatively subscribe for full-season access. 1

The model gives viewers a low-friction way to try a show while offering two paid paths for committed viewers: individual unlocks or a recurring subscription.

Why Hollywood is paying attention to microdramas

aTwist arrives as Hollywood faces reduced production activity and streaming services compete for time against platforms such as YouTube. 1 Its premise is that short-form mobile viewing does not have to mean creator-led clips or disposable video; it can also support professionally produced serial storytelling.

The commercial opportunity is significant but still developing. Research firm Omdia projected that microdramas would generate $1.5 billion in U.S. revenue in 2026. 1 That estimate explains the rush of interest, though it does not guarantee that any individual platform will break through.

The founders’ television background

The company’s leadership is a central part of its positioning:

• Jana Winograde previously served as president of Showtime.
• Susan Rovner was chairman of NBCUniversal Content and previously president of Warner Bros. Television.
• Lloyd Braun previously chaired ABC Entertainment Group and WME. 1

Those backgrounds point to aTwist’s differentiator: use experience in commissioning, programming and talent relationships to make a mobile-native format feel more like a destination service than an endless social feed.

The larger bet

aTwist is not merely launching short videos. It is testing whether classic television habits—original programming, consistent scheduling, recognizable creative partners and paid access—can be adapted to vertical viewing.

Its opening slate, weekly Thursday premieres and mix of ad-supported sampling, virtual coins and subscriptions give the company a clear operating model. The unresolved question is whether audiences will choose a dedicated microseries app when short-form viewing is already dominated by much larger platforms. 1