Ownership, control, margins: the brand playbook for microseries is still taking shape

Brands are testing two routes into creator-led microseries: partnering with an established hit to tap its audience, or building a series around their own brand. The first can offer built-in distribution; the second can cost less but give brands more control. But with ROI hard to pin down, and questions about who owns the IP, neither path is a sure bet. That tension surfaced at Advertising Week New York last week, where several panels examined the growing appeal, and uncertain business case, of microseries. These short-form videos, often made for vertical viewing, span genres from comedy and horror to drama and appear on platforms including…

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