Jen Cooper : "Pourquoi les dramas verticaux m’ont réconciliée avec la fiction romantique"

Studio Phocéen

21/07/2025

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00:00Hi, my name is Jen, I'm based in the UK and GM has asked me to do a brief introduction

00:06to vertical dramas around the world and I would say I'm a good person to do this as

00:11I am a very typical viewer.

00:13I am in my 40s, I'm a mum of two teenagers, I have always enjoyed watching romances, I

00:20have searched them out wherever they're made in the world, it's a good romance, I will

00:23watch it but I have found it harder and harder to find, Hollywood don't make that many anymore,

00:28they do, they're not necessarily good.

00:31I will also go to TV, so I've invested in a lot of TV shows over the years of watching

00:37them only for them to be cancelled, pulled, long gaps between each season.

00:43So it's been a real struggle to find something that I can access as often as I want to, to

00:49just switch off and enjoy.

00:51This is where vertical dramas came in, so I found them as a lot of people do, scrolling

00:55on TikTok on Facebook, for me it was TikTok, there's a huge amount of marketing done there.

01:01I saw a clip, wondered what it was, followed it through and haven't stopped watching, so

01:05that was in April 2024.

01:07Now the dramas I watch are largely based and filmed in America, so either in LA or New York,

01:15but it has grown rapidly since then.

01:17I was just enjoying watching them, but I was aware that there wasn't much content out there

01:22besides just watching the dramas.

01:25I was really intrigued, like how do these work, how are they found?

01:27So in December 2024, I got a bit bored over Christmas and set up a social media account

01:32where I thought I'm going to write some fun reviews and just ask people how do these work.

01:37What I found was every answer I asked, I had people in the industry answering because

01:43it's often had been dismissed as, oh, that's not proper Hollywood, and it's a little bit

01:48of a sort of the underdog, this industry, and no one had really taken an interest.

01:53The fan accounts that were there were mainly just focused on the actors or actresses, and

01:57the other social media accounts were the acts just promoting their new dramas.

02:00I was the first one who really started writing reviews and trying to understand how the industry

02:05works, and it hasn't stopped growing since then.

02:08What has amazed me is the fact that vertical drama viewers and the content creation is all

02:13around the world, as well as America.

02:14It's very active in Canada, in the UK, in Australia, it's everywhere, and obviously a

02:22lot is all originating from China.

02:24That's where the format comes from, and it is global.

02:28So I ran some fan awards to get votes on what people thought were the best vertical dramas,

02:34you know, characters in 2024.

02:36I ended up with 16,000 votes from all around the world, and it was all around the world,

02:41which shows that these viewers of these things are global.

02:44Mainly, they are all women, and I've tried to work out what is the appeal of vertical dramas.

02:50It is escapism, and it is a dopamine hit.

02:53So everyone agrees, wherever they are around the world, the world feels less safe, the world

02:57feels less stable.

02:59And people want, when they are consuming some media, to switch off and watch something fun

03:06and joyous that just takes them away from their everyday life.

03:09This is where vertical dramas come in.

03:11They deliver that.

03:12People also like the fact that you get the complete story in about an hour to an hour and

03:17a half.

03:18Get your fix, you get your happy ending, and you move on with your life.

03:22That is something that people really want.

03:25The accessibility in the phone is a huge thing.

03:27The one thing we all have around the world is our mobile phone.

03:30It means that you can watch these as you're doing your jobs, as you're travelling, if you're

03:36in a queue somewhere, in your bed.

03:39So it's just the accessibility on a phone.

03:41And I think a lot of us have gotten used to viewing things in that format, because when

03:45you're on your phone the rest of the time, whether you're on TikTok or you're doing your

03:49emails, you are holding it in the vertical.

03:51It actually feels odd to me to turn my phone if I need to, if I'm trying to watch something

03:55on Netflix and it's in the horizontal.

03:57The great thing as well is because of vertical dramas, they are filmed in vertical, so you

04:02actually see it better.

04:03If I have to turn it horizontal for Netflix, I'm peering and squinting at the screen to

04:07try and see what is going on.

04:10Now, the huge and amazing thing about vertical dramas is I think it's here to stay now and

04:14it's just the explosion of interest in it.

04:17So since I set up my social media account in December, it has grown and grown and grown

04:23and the interest is from all around the world.

04:24So the apps initially are largely based in China and the stories go over are being commissioned

04:29from China.

04:30But now everyone is realising this is a massive opportunity.

04:33This is a rare growth area in media where there are jobs.

04:38People can get immediate experience from leaving acting school and get on a film set and make

04:43things happen because the speed of these is phenomenal.

04:46They are turned around in seven to ten days and then often from that they will be on your

04:51phone for you to watch in less than a month.

04:53So the great thing as a fan is just the volume of content that you get is so much more satisfying

04:59than anything that Hollywood or mainstream TV satisfy.

05:03So I'm a massive advocate of vertical dramas and I think it's absolutely brilliant that

05:07more and more countries around the world are getting involved because it's only going

05:11to add to the quality.

05:12So I'm going to add to the quality.

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