Eye-catching titles, storylines featuring intense emotions and fast-moving plots: ReelShort, a streaming service launched in 2022 in the United States by Crazy Maple Studio, is pioneering a business model that has proven very successful in China. The app has seen a remarkable boom in the number of downloads in the U.S. in recent months. It even made headlines in November 2023 when it overtook TikTok to become the top-ranking entertainment download on Apple's App Store.