Tommy Harper's App VeYou to Shut Down After Six Months

Prolific film producer Tommy Harper has announced that his app, VeYou, will be shutting down just six months after its launch. The service, which aimed to provide high-quality micro dramas, will cease operations on November 6.

According to a message on the VeYou app, users have been informed of the impending closure. In an email to Business Insider, Harper confirmed that he would continue producing series, but instead of distributing them through his own app, they would be released via TikTok's PineDrama platform, YouTube, and other partners.

Harper's decision to shut down VeYou comes as no surprise, given the rapidly changing landscape of micro dramas. These short, low-budget series have gained immense popularity in recent times, particularly in China and the US. As Big Tech companies like TikTok, Meta, and YouTube continue to invest heavily in this format, it has become increasingly difficult for smaller players like VeYou to compete.

Harper's credits include notable films such as "Star Wars" and "Top Gun: Maverick", but his efforts to bring prestige sensibility to micro dramas through VeYou ultimately fell short. The high cost of marketing often outweighs the relatively low production costs of these series, making it a challenging business model for apps like VeYou.

VeYou's strategy has focused on producing high-quality content that can be licensed to other platforms, rather than competing directly for users.

This approach was seen as a way for VeYou to establish itself as a reliable supplier of micro dramas, rather than trying to stand out in a crowded market.

The company's seed funding from S32, a venture firm backed by Google Ventures founder Bill Maris, has helped support its content creation efforts.

Harper's goal is to create original series that can be sold to other platforms, generating revenue through licensing deals.

In recent months, the micro drama landscape has undergone significant changes with the rise of AI-generated characters and free, ad-supported offerings.

A report by media consultancy Owl & Co. found that two-thirds of films released by leading apps outside China in the third quarter were created using artificial intelligence.

This shift towards AI-generated content is having a major impact on the market, as platforms like TikTok's PineDrama offer users free access to micro dramas with ads supporting the service.

The rise of micro dramas has led to a surge in competition among platforms, with tech giants like YouTube and Meta expanding their offerings to include longer-form content. In response to this trend, VeYou's producing partner RIVR Media is shifting its focus towards creating more traditional scripts, acting, and direction for its series.

VeYou's films are now being featured on TikTok as part of the platform's efforts to acquire new subscribers through ads. These ads can be up to 20 minutes long, allowing users to experience a full-fledged micro drama within the app. This strategy is part of Meta's broader push to increase engagement and drive user acquisition.

VeYou's success on TikTok has been notable, with its series performing well based on platform data and monitoring by RIVR Media. The company's CEO Lori Golden-Stryer attributes this success to the appeal of live characters in micro dramas, which she believes sets VeYou apart from AI-generated content.