Vertical drama is rapidly becoming a global content phenomenon, attracting millions of viewers and significant investment from major media companies. In this session, we meet Holywater, the Ukrainian media-tech company behind the global vertical drama platform My Drama, which recently entered into a strategic partnership with FOX Entertainment to produce more than 200 original vertical series.

Together with Julia Mykulo, we explore the rise of vertical storytelling and examine why audiences around the world are embracing content designed specifically for mobile consumption. What defines a successful vertical drama? How does the format differ from microdrama? And what storytelling techniques, production models, and business strategies are driving its explosive growth?

From concept development and scriptwriting to production and distribution, Mykulo offers an inside look at the creative and commercial mechanics behind one of the fastest-growing formats in entertainment.

Most importantly, what can traditional broadcasters, streamers, and producers learn from a format that is rewriting the rules of audience engagement?