Fox Entertainment has made a strategic equity investment in Holywater, the fast-rising vertical video studio behind some of the world’s most-watched mobile-first dramas, in a move that underlines the broadcaster’s ambitions to build a next-generation entertainment business.
The deal will see Fox and Holywater collaborate across original vertical series production, ad sales, brand partnerships and creator-led IP development, with the potential to extend existing Fox Entertainment properties into new digital-first formats.
“Innovation in digital storytelling is shaping the future of entertainment,” said Rob Wade, CEO of Fox Entertainment. “Investing in vertical video positions Fox to achieve sustained, long-term growth as we build a modern studio for the future. Holywater is at the forefront of this evolution, skillfully using technology to fuel creativity. This partnership is about finding different, innovative ways to tell stories and inspire creators like never before.”
Holywater co-founders and co-CEOs Bogdan Nesvit and Anatolii Kasianov called the partnership “a validation” of the company’s mission to make vertical series mainstream. “We’ve been focusing on storytelling depth to prove that verticals can carry premium drama, thriller, romance, and more – not just a narrow set of tropes,” they said. “Our partnership with Fox Entertainment gives us the scale and creative firepower to accelerate that vision.”
Founded in 2019, Holywater has rapidly become one of the most prominent players in the emerging vertical streaming economy, blending creator-led storytelling with AI-powered production tools. Its ecosystem includes My Drama – the top vertical streaming app among US and European companies; My Passion, a digital publishing platform; and My Muse, which focuses on vertical series produced with the help of generative AI. The company claims more than 55 million users globally.
As part of the deal, Fox Entertainment Studios will produce more than 200 vertical video titles for My Drama over the next two years. The slate spans multiple genres, including micro-drama, with two initial titles – Billionaire Blackmail and Bound by Obsession – currently shooting in Atlanta, Georgia.
The partnership also opens up opportunities to leverage Fox Entertainment’s extensive creative infrastructure, including Studio Ramsay Global, Bento Box Entertainment, and its scripted and unscripted divisions. The company’s broader portfolio includes talent deals with Denis Leary, Jon Hamm, Hannah Waddingham, Josh Charles, Annie Potts, Minnie Driver, and Ken Jeong, along with a 350-title library of made-for-platform movies.
Fox says the Holywater partnership “accelerates its long-term growth trajectory” by embracing a proven digital innovator with a forward-facing business model built for the platform-native age. Development deals with major Hollywood talent are expected to follow in the coming months.
