Nippon TV has launched Viral Pocket, a new division focused on vertical video and microdramas, following the viral success of titles like We are Coy Every Day. The initiative aims to develop platform-native stories, invest in emerging creators, and harness data-driven strategies to accelerate global IP growth.
In a decisive move to capture the surging wave of vertical storytelling, Nippon TV has unveiled Viral Pocket, a new division dedicated to creating and scaling content tailored for the vertical video era. The announcement comes amid mounting global interest in microdramas—short-form, serialised narratives designed primarily for mobile-first platforms—and follows the company’s own string of viral successes in the space.
As audiences increasingly consume content through social platforms, traditional media giants are recalibrating their strategies. For Nippon TV, one of Japan’s most influential broadcasters, the answer lies not in competing with the algorithm-driven world of short-form video, but in embracing it. Viral Pocket represents that strategic pivot—a focused effort to build intellectual property (IP) designed specifically for vertical screens, where thumb-stopping storytelling can translate into billions of views.
“The momentum behind content born on social platforms has become extraordinary, continually giving rise to new cultural movements and trends,” said Hirofumi Tanaka, President for Content Strategy at Nippon TV, in announcing the initiative. He emphasized that the company’s ambition is not merely to participate in the vertical video boom but to help shape it. “At Nippon TV, we are committed to expanding IP-driven content and deepening our connection with audiences around the world, with the goal of cultivating an even broader fan base. Through Viral Pocket, we will further invest in developing emerging creators and new content formats, accelerating the creation of fresh culture and next-generation trends.”
The creation of Viral Pocket underscores how dramatically the content ecosystem has evolved. Microdramas—episodes often running from 30 seconds to a few minutes—have emerged as a powerful storytelling format, particularly among Gen Z and younger millennial viewers. Built for platforms like TikTok, these stories rely on cliffhangers, emotional immediacy, and tight narrative arcs to sustain engagement in a fiercely competitive feed.
Unlike repurposed television content clipped into shorter segments, Viral Pocket’s mandate is to create platform-native stories from the ground up. That means scripting, shooting, and editing with vertical framing in mind; understanding the rhythms of scrolling behavior; and engineering narratives to maximise watch time, shares, and repeat views. Nippon TV plans to oversee end-to-end production execution, ensuring that creative development, technical production, and distribution strategies are aligned from concept to launch.
Central to the division’s strategy is data-driven storytelling. By analysing platform metrics—completion rates, audience retention curves, engagement spikes—Viral Pocket aims to refine story structures and character arcs in near real time. In an environment where performance indicators can shift daily, agility becomes a competitive advantage. Rather than relying solely on traditional ratings systems, the new division will optimise content based on measurable KPIs such as view counts, average watch duration, and audience interaction.
The company’s confidence in the format is grounded in proven success. It’s 2023 microdrama We are Coy Every Day became a breakout hit, amassing an astonishing 2.6 billion organic views across platforms. The scale of that achievement highlighted the global appetite for serialized, snackable storytelling—and the commercial potential embedded within it. Another title, Chokotto Paa-chii, has demonstrated consistent traction, averaging more than one million views per episode on TikTok. These milestones have positioned Nippon TV as one of the few traditional broadcasters to successfully bridge conventional television production expertise with the demands of social-first distribution.
The broader industry context makes the launch particularly timely. Around the world, studios and streaming platforms are racing to understand how short-form video can coexist with long-form streaming series and theatrical releases. For Japanese media companies, vertical microdramas offer an opportunity not only to engage domestic audiences but also to export culturally resonant IP to international viewers without the constraints of traditional broadcast slots.
Viral Pocket’s emphasis on nurturing emerging creators also signals a cultural shift within Nippon TV. Social platforms have democratized content creation, enabling independent storytellers to cultivate large audiences without studio backing. By investing in these creators—offering production resources, narrative development support, and global distribution reach—the company hopes to blend grassroots creativity with institutional scale. The result, executives believe, will be content that feels authentic to digital-native audiences while benefiting from professional production values.
Importantly, the initiative aligns with Nippon TV’s broader IP-driven growth strategy. In an era when franchises can spawn adaptations, merchandise, live events, and cross-media collaborations, microdramas serve as agile testing grounds. A concept that gains traction in vertical form can potentially expand into longer episodic formats, feature films, or even international remakes. Viral Pocket thus functions as both incubator and amplifier—identifying stories that resonate quickly and scaling them across markets.
The move also reflects shifting advertising dynamics. Brands increasingly seek placements within content ecosystems that deliver measurable engagement rather than passive reach. Short-form videos’ granular analytics provide advertisers with clearer performance indicators, making the space commercially attractive. By building its own vertical video engine, Nippon TV strengthens its ability to offer integrated campaigns tied to viral IP.
Yet the challenge ahead is formidable. The very platforms that enable explosive growth also impose relentless pressure for novelty. Trends can emerge and fade within weeks. To sustain momentum, Viral Pocket will need to continuously innovate in tone, genre, and distribution tactics. That means experimenting with interactive storytelling, leveraging real-time audience feedback, and potentially collaborating with influencers who command built-in followings.
Still, Nippon TV’s early achievements suggest it is well-positioned to compete. With decades of experience in character-driven storytelling and production infrastructure, the broadcaster brings narrative depth to a format often dismissed as ephemeral. Viral Pocket aims to prove that vertical video can be both culturally impactful and commercially durable.
As social platforms continue to redefine how stories are discovered and shared, traditional media companies face a choice: resist the tide or ride it. With the launch of Viral Pocket, Nippon TV has made its bet clear. By combining IP ambition, creator partnerships, and data-informed creativity, the company hopes not only to follow emerging trends but to help set the next ones—one vertical frame at a time.
Discover more from Creative Brands
Subscribe to get the latest posts sent to your email.
