Social Media-First Strategy Meets Target-Exclusive Commerce & AI-Powered Global Expansion

NEW YORK — Procter & Gamble (P&G), the global consumer goods giant, is revolutionizing its 90-year soap opera legacy with a bold new format: micro soap operas consisting of 1-2 minute episodes. According to an exclusive report by Variety on January 10, P&G will launch "The Golden Pear Affair," a 50-episode micro soap series in January 2026.

Key Takeaways

✅ Format Innovation: 1-2 minute episodes, 50-part series, mobile-optimized
✅ Distribution Strategy: Social-first launch → dedicated mobile app expansion
✅ Brand Integration: Product as story core, not background placement
✅ Market Size: $11B by 2026, driven by China/U.S. growth
✅ AI & Tech: AI dubbing, production automation, "entertech drama" strategies
✅ Commerce Link: Target-exclusive sales + owned e-commerce integration

From Radio to ReelShort: 90 Years of Soap Opera Evolution

P&G has been deeply involved in soap opera production since the 1930s, from radio's "The Guiding Light" to TV's "As the World Turns" and the current CBS series "Beyond the Gates." This new micro soap represents a digital-native experiment targeting Gen Z and millennial consumers.

Anna Saalfeld, Head of P&G Studios, told Variety: "It's serialized, it has soapy elements, but it's definitely 'social-first.' It's very snackable content optimized for mobile screens."

The series will debut on social media platforms before expanding to a dedicated mobile app. Each episode runs 1-2 minutes, with a maximum of 2:30, totaling 1-1.5 hours when watched in full—equivalent to a feature film.

Brand-Integrated Storytelling: Native Meets Narrative

"The Golden Pear Affair" is branded content naturally showcasing P&G's personal care brand Native's new "Global Flavors" line. Native, founded in 2015 as a clean beauty brand, was acquired by P&G in 2017.

Jonas Barnes, CEO of Georgia-based micro-drama studio Pixie USA, emphasized: "It's not about putting a product on a table or having a character pick it up and say 'look at this.' It's about making the product a core element of the story."

Geneva Wasserman, Global VP at Dentsu, added: "There's romance, adventure, and fun. The goal is to create laughter, shock, and that 'what happens next?' curiosity."

$11 Billion Market by 2026: AI Powers Micro-Drama Boom

The micro-drama market is exploding. According to London-based consultancy Omdia, the micro-drama market will reach up to $11 billion (~15 trillion KRW) by 2026. While short-form dramas have already become mainstream in China, the U.S. market is rapidly expanding.

Spanish-language media giant TelevisaUnivision produced 30+ micro-dramas in 2025 and plans to scale up to 100 productions in 2026. ESPN launched AI-narrated interactive sports shorts "SportsCenter for You," while Fox integrated short-form content into its new streaming service "Fox One."

Micro-dramas first exploded in China and Asia, reaching U.S. audiences via apps like ReelShort three years ago. Despite criticism for "cheesy mass-produced content" with thin acting and exaggerated plots, these platforms are successfully capturing viewing time from Netflix and HBO.

Joey Jia, CEO of vertical drama platform ReelShort, revealed to Anker: "We reached $1 billion in annual revenue (ads + in-app purchases) in under three years." While traffic acquisition costs remain high and profits modest, the company reinvests most earnings into growth. The app serves 55 million monthly users (60-70% female), primarily in the U.S., across 9 languages including English, Spanish, and Portuguese.

Strategic Implications: Gen Z Engagement & Commerce Integration

P&G's move represents the evolution of "brand entertainment" strategy—using content itself as a marketing vehicle beyond traditional TV ads. Notably, Native products are sold exclusively at Target stores and the brand's website, highlighting a content-to-commerce integration model.

Saalfeld emphasized: "Our growth will come from multicultural and younger consumers. This format offers an opportunity to communicate in the way they prefer."

Sources: Variety, Omdia, Anker Media, P&G Studios