ReelShort is an American-based company owned by Crazy Maple Studio, which is backed and partially owned by Beijing-based digital publisher COL Group.[1] It is a short-form video streaming app specializing in duanjus designed for mobile viewing, often referred to as vertical entertainment.[2]
Despite the failure of similar short-format television platforms in the United States, such as the closure of Quibi in 2020, it has become a popular format in China.[2] Initially filling a void created by movie theater closures during the COVID-19 pandemic, duanju became popular with Chinese viewers seeking quick entertainment.[4][2] ReelShort was founded in August 2022 to introduce duanju to an international audience.[2][5][6]
Crazy Maple Studio, the production company behind ReelShort, it was founded with the intention of introducing duanjus to an international audience.[2] The studio maintains an additional office in Shenzhen, China.[2]
Business model
ReelShort uses a virtual currency system where users can purchase coins to unlock additional episodes of their shows.[12] These coins can be acquired by watching advertisements within the app or by purchasing them directly.[12][6]
Reelshort has seen a 992% increase in downloads between 2023 and 2024, from 3.4 million in Q1 2023 to 37 million in early 2024. [13]
In 2025, the app reportedly reached over 370 million downloads and generated $700 million in revenue.[14]
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