naoo AG, operator of the naoo social media and commerce platform, is expanding into professional entertainment with the integration of streaming functionality currently being tested. The rollout to users is planned for later this month, starting with microdramas and short series—short-form fictional series produced specifically for smartphones. This move positions naoo in a rapidly growing market: Omdia estimates global microdrama revenues at approximately USD 11 billion in 2025 and expects the market to reach around USD 14 billion in 2026. More than 60 percent of revenues are generated through subscription or transaction-based models.
Having initially gained traction in Asian markets, microdramas have become an international entertainment category within just a few years. Specialist providers such as ReelShort and DramaBox have built global user bases, while major social media and streaming platforms are increasingly integrating microdramas and short series. The format has also gained traction in the German-speaking market relevant to naoo, with approximately 4.4 million monthly active users in Germany in 2025, according to Omdia.
For naoo, microdramas and short series are the first step in a broader entertainment strategy, with further professional entertainment formats expected to follow progressively. The expansion complements naoo's existing functionality around social content, creators, communities, and local offers. While these areas are primarily driven by interaction, discovery, and user-generated content, entertainment introduces professionally produced content to the platform for the first time. Users will be able to discover, watch, share, and discuss this content within the same app, creating additional reasons to use the platform and increasing usage frequency and time spent.
This additional usage can be monetized through naoo's existing infrastructure. Advertising monetization is already integrated, meaning increased content consumption can create additional monetizable advertising inventory. Going forward, subscriptions are expected to provide an additional direct revenue stream from professional content. In the longer term, naoo intends to make the infrastructure available to creators and other rights holders, enabling them to distribute and monetize their own IP through naoo. This would further expand naoo's business model at the intersection of social media, entertainment, and creator monetization.
naoo will announce its initial content portfolio and further details of the launch later in October 2026. The company is headquartered in Zug, employs 41 people across the group, and is listed on the Dusseldorf Stock Exchange (ticker: NAO, ISIN: CH1323306329). For more information, view the original release on www.newmediawire.com.
