Archive · 14 Aug 2025
Cineverse, Banyan Launch MicroCo: Mobile-First Short-Form Studio
Cineverse and Banyan are teaming up to create MicroCo, a new studio that will produce short videos for phones.
Experienced TV executives will run the company, making videos only a few minutes long, covering topics like romance and horror.
Unlike Quibi, which had its own app, MicroCo will offer its videos to different platforms.
The goal is to generate revenue through ads, subscriptions, and other means, aiming to capture the growing market for mobile video content.
Cineverse and Banyan are launching MicroCo, a mobile-first short-form studio.
Jana Winograde and Susan Rovner will lead the venture as CEO and Chief Creative Officer, respectively.
MicroCo will create original content lasting one to three minutes per episode, spanning genres.
The studio targets the mobile market, which is projected to reach $10 billion outside China by 2027.
MicroCo will supply programming to multiple outlets, unlike Quibi's direct-to-consumer model.
- Who
- MicroCo is a joint venture between Cineverse and Banyan, led by Jana Winograde and Susan Rovner.
- What
- Cineverse and Banyan launched MicroCo, a short-form, mobile video studio.
- When
- The launch was recently announced; Rovner will assume her role in October.
- Where
- MicroCo will create content for mobile platforms.
- Why
- To produce and distribute short-form content for mobile platforms, capitalizing on the growing market.
Potential Challenges
Market Opportunity
Business Model
Potential Challenges
MicroCo is following a model similar to Quibi.
Market Opportunity
MicroCo is a supplier of programming to multiple outlets, unlike the direct-to-consumer approach.
- Joint Venture Partners
- Cineverse & Banyan
- Studio Name
- MicroCo
- CEO
- Jana Winograde
- Chief Creative Officer
- Susan Rovner
- Content Format
- Short-form mobile series
- Episode Length
- 1-3 minutes
- Market Target
- $10 billion (outside China by 2027)