Photo © Daniel Constante | Dreamstime.com (edit)
As attention spans shrink and competition for the user base’s gaze heats up, TikTok is inching toward becoming the only entertainment app viewers will need. Having brought shopping, AI tools, and now serialized entertainment and games under one roof, the company is building an ecosystem designed to keep users inside the app for as much of their digital journey as possible.
At its Apps Summit 2026 in Singapore, TikTok gathered more than 150 executives from app and gaming companies across Southeast Asia to discuss where mobile entertainment is heading next. A key theme emerged during the event: short-form dramas and gaming are becoming increasingly important growth areas across the region. Data shared by Sensor Tower showed that short-drama apps recorded 2.26 billion downloads globally in 2025, with Southeast Asia contributing nearly a third of those installs and posting year-on-year growth of 220%.
The company argues that artificial intelligence is lowering the barriers to app creation while simultaneously making it a challenge to capture and retain users. According to AppsFlyer’s 2025 App Uninstall Report, one out of every two apps is removed within the first 30 days. That pressure helps explain why TikTok is pushing beyond simple discovery and toward formats that keep people watching, playing, and spending without leaving the app.
TikTok has responded with Mini Dramas, a built-in feature that allows publishers to launch and monetize serialized content directly inside the app.
@verticaldramamaniac After he saved me, he wasn't finished. He turned to me and asked a terrifying question: "My darling wife, which hand did he touch you with? ...He will lose it tonight." 😱 🔑 Unlock ALL Episodes NOW! Click the link in Bio! 🔑 🔠For fastest access via ReelShort app, search for code: ã€446360】 #ReelShort #MicroDrama #VerticalDrama #ShortDrama #fyp #Drama #possessive #mafia #rhettwellington #DarkRomance ♬ 原声 - Vertical Drama Maniac
The push comes as vertical dramas continue gaining popularity around the world. These mobile-first productions, designed to be consumed in quick bursts, have attracted audiences looking for entertainment that fits neatly into their daily routines. TikTok itself has become where viewers are first exposed to such content. Having noticed this trend, the company has explored dedicated feeds and original productions for the category.
Images courtesy of TikTok
The emergence of text-to-video tools has allowed many micro-drama producers to replace physical sets and even human performers with AI-generated alternatives, significantly reducing expenses. Per notes shared during the summit, production costs for some vertical dramas can be lowered by as much as 90%, allowing studios to produce series at a fraction of the cost associated with traditional live-action shoots.
Gaming is receiving similar treatment. TikTok has introduced Mini Games, enabling developers to publish titles directly on the platform. Around 1,300 mini games are already active daily, according to figures shown by executives. TikTok said users can move from in-feed ads to gameplay without leaving the app, reducing friction and opening additional monetization opportunities through in-app advertising and purchases.
The company says publishers can have these experiences up and running within about a month, creating a tighter link between discovery, engagement, and revenue. Supporting those efforts is TikTok Growth Max, a set of automated advertising tools aimed at helping businesses promote content and improve campaign performance.
It’s hard to ignore the elephant in the room: artificial intelligence, which evidently plays a major role in the company’s overall plans. ByteDance’s Dreamina Seedance 2.0 model has been integrated into TikTok Symphony, allowing advertisers to create videos with fewer manual edits and greater consistency. TikTok also introduced its Ads Model Context Protocol Server and AI “Skills,” tools intended to help developers automate tasks such as campaign creation, audience targeting, performance analysis, and budget management.
And now, the plot keeps scrolling.
[via TikTok]