Hollywood veterans Jana Winograde, Susan Rovner and Lloyd Braun have launched aTwist, a new "microdrama" streaming platform aiming to bring polished, Hollywood-calibre storytelling to the fast-growing vertical-video format. The platform debuted on Thursday in the US and seven other countries with an initial slate of 10 original series spanning horror, comedy, unscripted and animation, distinguishing it from rival platforms currently dominated by romance content.

New episodes will be released weekly on Thursdays, with viewers able to watch some content free via adverts or unlock full series using virtual "coins" or a subscription. Launch titles include horror stories Something Is Alive in My Attic and Strangers, A Plane and a Deadly Game, animated fantasy-romance I Fell in Love With the Dragon Prince, and unscripted series Cash Out, alongside contributions from The Bold and the Beautiful's Bradley Bell and Abominable Pictures' Jonathan Stern. The founders — former Showtime president Winograde, ex-NBCUniversal executive Rovner and former WME chairman Braun — first announced the venture in 2025 under the name MicroCo, and have since struck partnerships with Kevin Hart's Hartbeat, BET, and National CineMedia for theatre advertising.