PRIMITIVES, the Belgium-headquartered specialist content distributor, has secured the international distribution rights to an initial slate of 20 original microdrama series from Belgian media company Play Media.
The deal brings one of the first large-scale European microdrama catalogues to the global market, as international demand for mobile-first scripted content continues to grow.
Play Media launched Play Shorts, its dedicated vertical video offering, in June 2026. The platform features scripted and unscripted content developed specifically for mobile viewing, with microdrama series typically consisting of 50x90’ each.
Less than two months after launch, Play Shorts has generated more than seven million views in Flanders, a region of 6.8 million people. Average viewing time per session is 23 minutes, while up to 60% of viewers who start a local microdrama watch the entire series.
The initial 20-title catalogue represented by PRIMITIVES spans romance, fantasy and drama, with additional titles expected to join the slate as Play Media continues to expand its investment in original short-form scripted and un-scripted content.
Lieve Vyverman, Content Director at Play Media, said: “Play Shorts is about building a new storytelling environment for mobile audiences. The response in Flanders has exceeded our expectations, and we’re excited to see our local stories now travel to audiences internationally.”
Katie Pike, Director Sales & Acquisitions at PRIMITIVES, said: “Microdrama is developing at remarkable speed, and Play Media has created an ambitious slate that combines strong European storytelling with a truly mobile-first approach. The early audience results show the potential, and we believe these 20 original series offer international buyers an exciting opportunity to enter this rapidly growing space.
PRIMITIVES will present the catalogue to international buyers at MIPCOM in Cannes this October, with further titles to be added as Play Media’s short-form slate continues to grow.
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