naoo AG, the Swiss operator of the naoo social media and commerce platform, is expanding into professional entertainment with the integration of microdramas and short series, according to a company announcement. The new streaming functionality has already been integrated and is currently being tested, with a rollout to users planned for later this month.
At launch, naoo will focus on microdramas and short series—short-form fictional series produced specifically for smartphones. The company cited Omdia estimates that put global microdrama revenues at approximately USD 11 billion in 2025, with expectations of around USD 14 billion in 2026. More than 60 percent of those revenues are generated through subscription or transaction-based models.
The format initially gained significant traction in Asian markets but has developed into an international entertainment category within just a few years. Specialist providers such as ReelShort and DramaBox have built global user bases, while major established social media and streaming platforms are increasingly integrating microdramas and short series into their offerings. The format has also gained traction in the German-speaking market relevant to naoo; according to Omdia, microdramas reached approximately 4.4 million monthly active users in Germany in 2025.
For naoo, microdramas and short series are the first step in a broader entertainment strategy. Further professional entertainment formats are expected to follow progressively. The expansion complements naoo’s existing functionality around social content, creators, communities and local offers. While those areas are primarily driven by interaction, discovery and user-generated content, entertainment introduces a broader range of 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.
In doing so, naoo aims to create additional reasons to use the platform and increase usage frequency and time spent. This additional usage can be monetized through naoo’s existing infrastructure. Advertising monetization is already integrated into the platform, meaning increased content consumption can also 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 intellectual property 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 under the ticker NAO and ISIN CH1323306329. The original release is available via www.newmediawire.com.
