TikTok's Microdrama Expansion and LimeShorts Test

TikTok's two-track strategy: free habit-building in Indonesia/Brazil and paid Mini-Series in Thailand (478% YoY surge, $650M IAP). Testing LimeShorts in US with high pricing ($19.99/week). Also launching microseries writing program and 'Screen Time' with Issa Rae. New development: TikTok is now incentivizing brands to create promotional microdramas with AI tools and revenue-sharing via Minis Center and Drama Center, expanding the content pool for viewers.