Orange Middle East and Africa (OMEA) and ReelShort, the world’s leading vertical micro-drama platform operated by Crazy Maple Studio, announce a multi-year strategic partnership to distribute ReelShort’s content through Max it TV, the entertainment section of Orange’s Max it super app, across 17 markets in Africa and the Middle East.
The partnership will launch in a first wave of markets in 2026, followed by a progressive rollout across the remaining markets over the course of the multi-year agreement. It combines ReelShort’s catalogue of short-form entertainment with Orange’s mobile distribution capabilities, making a new category of premium content available to customers through dedicated data bundles.
Bringing ReelShort’s micro-dramas to Orange customers
Micro-dramas are short, vertical, episodic series designed for smartphone viewing, with stories unfolding in episodes lasting just a few minutes. Through ReelShort, Max it TV will offer Orange customers a catalogue spanning drama, romance and thrillers, designed for entertainment on the go.
Customers will be able to access ReelShort through Max it TV by purchasing a dedicated Orange mobile data bundle. The offer combines a mobile data allowance with unlimited access to ReelShort’s catalogue at no additional charge for the duration of the bundle, providing a simple way to enjoy premium entertainment on mobile.
Strengthening Max it TV’s role as a content aggregator
The Max it super app brings together telecommunications, financial services, entertainment and digital content within a single platform. Available in 17 countries across Africa and the Middle East, it now reaches 39 million users. Its entertainment section, Max it TV, aggregates content from leading local and international partners, including live sports, video entertainment and now ReelShort’s micro-dramas.
The partnership further strengthens Max it TV’s position as a content aggregator for audiences across Orange’s footprint and as a distribution gateway for content owners seeking to expand their reach in Africa and the Middle East.
For Orange, the addition of ReelShort enriches the value of its mobile data bundles, supports engagement and loyalty among young, mobile-first audiences, and encourages adoption of the Max it super app.
For ReelShort, the partnership provides access to Orange’s extensive customer base, supported by the operator’s local presence, brand recognition and marketing reach. Across the 17 markets covered by the agreement, Orange serves more than 180 million mobile customers, creating significant opportunities for ReelShort’s international telecom expansion.
Ben Cheick HAIDARA, Deputy CEO of Orange Middle East and Africa, comments, “Max it TV has become the entry point for content owners who want to reach audiences across Africa and the Middle East. 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. This is just the start, and we are keen to work with partners across the industry who share that vision.”
Joey Jia, Founder and CEO of Crazy Maple Studio, owner of ReelShort, comments, “Partnering with Orange is a pivotal step in ReelShort’s global telco strategy. Distribution through Max it TV connects us directly with one of the largest and youngest mobile audiences in the world. In under a year, our operator footprint has expanded to reach nearly 450 million mobile subscribers including Orange’s customers. The rollout across 17 African and Middle Eastern markets is a significant milestone in our international growth and establishes our first meaningful entry into the MENA region, where operator demand for mobile-first entertainment is rapidly increasing.”
