aTwist launches microseries platform led by Hollywood veterans

Hollywood veterans Susan Rovner, Jana Winograde, and Lloyd Braun have launched aTwist, a new microseries platform designed to apply traditional television and streaming strategies to the vertical video market. The founders, who hold previous executive experience at NBCUniversal, Showtime, ABC, and WME, aim to move beyond the romance-dominated genre landscape typical of current microseries apps.

aTwist launched with 10 original titles and select licensed vertical content. The platform's strategy involves a weekly rollout of original programming timed around cultural moments and holidays to drive audience retention and engagement. To build its library, aTwist has established partnerships with notable figures such as Kevin Hart, Jesse Tyler Ferguson, and Mario Lopez, as well as corporations including BET and National CineMedia.