Crazy Maple Studio (CMS) is a Chinese-backed, California-based tech startup in the digital entertainment industry. It has successfully introduced a Chinese storytelling formula rooted in web novels (Chinese: 网络文学) to the global market, with a business model for vertical screen short drama (Chinese: 竖屏短剧/微短剧). In 2024 it was named one of “TIME100 Most Influential Companies” in the innovators category for its short drama streaming app, ReelShort. After a modest start in 2022, within two years ReelShort gained 78.6 million downloads, 50 million MAU (monthly active users), and USD $272.9 million in revenue. The case focuses on the company’s history and strategy, highlighting how CMS and ReelShort compete in the global technology and digital entertainment industry within a nascent format category (dubbed mini-dramas or “mobisodes”). Ultimately, the challenge will be to maintain this level of growth as competition intensifies, and to scale the model globally.
The case is suitable for teaching any (or all) of the following themes:
(1) Entrepreneurship and nascent industry
(2) Competitive strategy and competitive analyses
(3) Blue ocean strategy and value innovation
(4) Digital entertainment industry
(5) China strategy
- ReelShort
- Digital Entertainment
- Attention Economy
- Mobile Internet
- Crazy Maple Studio
- Short Drama
- Mini Drama
- Micro Drama
- Streaming
- Value Innovation
- Business Models
- Blue Ocean Strategy
- Competitive Strategy
- Industry Value Chain
- SDG9 Industry, Innovation and Infrastructure
- Q32025
