TikTok and HOORAE have announced a partnership to develop and distribute exclusive microseries content across TikTok and PineDrama, TikTok’s dedicated short-form drama platform.
The collaboration will launch later this month with Screen Time, a microseries produced by HOORAE Digital, part of Issa Rae’s media company. The companies also plan to co-develop additional projects as part of a broader content slate, with TikTok serving as the primary distribution platform.
PineDrama is TikTok’s standalone microdrama app focused on serialised, vertical-format storytelling. The platform features short scripted series designed for mobile viewing, with episodes typically running around one minute in length and spanning genres including romance, thriller and drama. The app launched earlier this year as TikTok expanded its presence in the growing micro-drama market.
Rae described the partnership as a return to her digital storytelling roots. “I’m excited about the opportunity to tell stories in a way that feels premium and elevated, but is concise and available to audiences directly, she said. “TikTok has become a leader in discovery and supporting creator-led content so partnering with them gives us the platform to ensure our stories are seen and shared across the globe.”
The series follows a double-date movie night that is interrupted by a mysterious figure who takes control of the television and forces the couples to reveal personal secrets or risk public exposure. The situation escalates rapidly, threatening both their relationships and their lives. According to the companies, Screen Time was developed specifically for contemporary viewing habits, with the story unfolding across both TikTok and PineDrama.
TikTok executives said the partnership reflects the company’s broader investment in creator-led scripted content. “TikTok is building a new model for microseries, pairing creator-led storytelling with scaled distribution to reach audiences faster than ever,” said Dawn Yang, global head of entertainment partnerships at TikTok. “We’re actively investing in the microseries space and excited to partner with innovators like Issa Rae to bring bold, story-driven content to life across TikTok and PineDrama.”
