Japanese entertainment companies ABC Animation, Balus, and Marvelous have launched a collaborative venture targeting the lucrative short-form video market with 2-5 minute anime episodes designed specifically for mobile viewing.
The “Light Novel Anime” project, which debuted June 12 with four original series on YouTube, represents a significant shift toward vertical video content that dominates platforms like TikTok. The initiative will also air on television starting July 12, reformatted for traditional horizontal screens.
Balus established Ziine Studio specifically for this venture, claiming its motion capture technology and coloring systems can produce anime in as little as three months while dramatically reducing costs. The ambitious timeline contrasts sharply with traditional anime production cycles that often span years.
The timing aligns with broader industry trends. Short-form video ad spending is forecast to reach $145.8 billion by 2028, while TikTok continues to dominate short-form engagement with content averaging 18,173 views. Even streaming giant Netflix recently launched vertical video features to compete for mobile attention.
The four inaugural titles span genres from time-travel romance to historical comedy, featuring established light novel authors and popular voice actors. Each episode targets the 31-60 second optimal length preferred by marketers for maximum engagement.
However, questions remain about monetization and whether audiences will embrace episodic storytelling in bite-sized formats. The companies haven’t disclosed investment amounts or revenue projections, despite positioning the venture as a solution for creators facing traditional anime’s high production barriers.
The project reflects Japan’s entertainment industry adapting to global consumption patterns increasingly driven by mobile-first content consumption.
