Orange to distribute ReelShort microdramas across Africa, Middle East

ReelShort’s content will be on Max It TV in 17 markets in Africa and the Middle East

Casablanca-based regional telco Orange Middle East & Africa (OMEA) has signed a multi-year deal to distribute microdrama platform ReelShort’s content through its Max It TV service across 17 markets in Africa and the Middle East.

Joey Jia

The partnership will launch in a first wave of markets by the end of 2026, followed by a progressive roll-out across the remaining territories. Financial terms have not been disclosed, and the companies have not named the launch markets.

ReelShort is operated by COL Group-backed Crazy Maple Studio of California. Its catalogue of vertical series, spanning drama, romance and thrillers, will be offered through Max It TV, the entertainment section of Orange’s Max It app. Customers will be able to access it by buying a dedicated Orange mobile data bundle.

OMEA said Max It is available in 17 countries across Africa and the Middle East and now reaches 39 million users. Max It TV aggregates content from local and international partners, including live sports and video entertainment. Orange serves more than 180 million mobile customers across the 17 markets covered by the agreement, which it said is the potential audience for ReelShort.

“Welcoming ReelShort is a clear signal of where we are heading: one platform that brings the best of global and local content to millions of customers,” said Ben Cheick Haidara, deputy CEO of OMEA.

Joey Jia, founder and CEO of Crazy Maple Studio, said the deal forms part of ReelShort’s push to sign telecom operators. “In under a year, our operator footprint has expanded to reach nearly 450 million mobile subscribers including Orange’s customers,” he said.

Crazy Maple described the agreement as ReelShort’s first meaningful entry into the Middle East and North Africa region, “where operator demand for mobile-first entertainment is rapidly increasing,” added Jia.