Globo's Microdrama Surge Ahead of World Cup
In August, Globo's streaming arm Globoplay will debut a vertical microdrama titled "Quando O Coração Entra Em Campo", a two‑minute series that follows a soccer player who has made Brazil's preliminary World Cup squad, blending sports drama with short‑form storytelling.
The production, overseen by Estúdios Globo, will consist of 50 episodes that each run for roughly two minutes, offering a rapid‑fire narrative designed to keep viewers engaged in fragmented viewing sessions.
This launch is part of a broader expansion that now includes 25 microdrama titles across the platform, mixing original scripts, spinoffs and internationally licensed content, all aimed at attracting younger audiences who consume media primarily through social‑media channels.
Earlier pilots have already demonstrated strong engagement; the first microdrama, "Tudo por uma Segunda Chance", arrived in November 2023, and a June 2025 pilot garnered five million views on TV Globo's social media, while "Loquinha" — featuring a young lesbian couple from the telenovela "Três Graças" — has emerged as a standout hit.
Tele Tele, a new Brazilian platform dedicated to vertical microdramas and variety shows, is preparing to launch its own app in June, having already produced "A Boa, a Má e o Marido Gigolô", a 43‑episode series that runs between one and three minutes per episode.
Thiago Teitelroit, head of content and development at Tele Tele, observes that audiences are increasingly watching videos in short, fragmented bursts, a trend that both Globoplay and Tele Tele are leveraging to keep viewers hooked across multiple touchpoints.