Yoav Gross Productions, the prolific Israeli scripted television company behind “The Good Cop” and “Red Skies,” is launching a new platform for premium, short-form drama aimed at mobile-native audiences.
This new platform – Israel’s first of its kind — will be building on the surge of micro dramas that have become a cultural phenomenon in China, tapping into the dramatic shift in viewing habits.
As much as 90% of Gen Z consumes short-form video content daily, and 75% of video is watched on mobile devices primarily in vertical format, while daily views on short-form platforms have skyrocketed by over 400%, according to Yoav Gross Productions.
Produced mainly in English for global audiences, each episode will run under 90 secondes and will boast serialized storytelling. The Israeli company has also developed a technological infrastructure to roll out in multiple markets.
“As a leading content company and production house, we see the world of short-form drama as our natural next step,” said Yoav Gross, the founder of Yoav Gross Productions. “By joining forces with some of the most influential players in the Israeli high-tech ecosystem, we are confident this venture will take us to bold and exciting new territories,” he continued.
Gross has enlisted Eyal Topper, a leading monetization strategist with a background at McCann and Primis, to take on the role of CEO. He will work alongside a founding team of veterans from Meta and Playtika, among other tech and media players.
Using coins, subscriptions and rewarded ads, the monetization model of the new platform is inspired by the world of gaming.
Besides “Red Skies” and Netflix’s “The Good Cop,” Yoav Gross Productions is also behind “Hullraisers” for Channel 4, “Manayek” for HBO Max and Arte, “Nehama” for Canal+, and”Uri & Ella” for HBO Max.