Nippon TV has unveiled Viral Pocket, its new division for tapping into opportunities in the vertical video space, on the heels of several microdrama successes.
“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. “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.”
To target the microdrama space, Nippon TV will create original, platform-native stories, deliver end-to-end production execution, and implement data-driven storytelling strategies to boost KPIs.
The Japanese media company has already seen success in this space. We are Coy Every Day premiered in 2023 and has since secured 2.6 billion organic views, and Chokotto Paa-chii averages more than one million views on TikTok.
