Fox Entertainment is getting into the vertical video business.

The company has invested in Holywater , which operates platforms such as My Drama, My Passion and My Muse. Fox did not disclose what equity stake it has taken in the business or the valuation of the deal. Holywater has over 55M users.

It comes as some have valued the vertical video business, which includes microdramas as well as other content for platforms such as TikTok, Instagram Reels, and YouTube Shorts, at $8B.

My Drama airs vertical dramas such as The Shy Beauty and the Billionaire Beast and Pregnant Cinderella; My Passion is a digital book publishing platform and My Muse airs vertical series produced using generative AI.

As part of the deal, Fox Entertainment Studios will create and produce more than 200 verti

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