Under the terms of the agreement, FOX Entertainment will finance content production and oversee filming logistics, intellectual property management, and the engagement of actors and screenwriters. The Ukrainian side will handle co-production — participating in scriptwriting, casting, and production — as well as being responsible for distribution and analytics.
The investment amount from FOX Entertainment has not been disclosed. The company noted that this partnership will expand its content portfolio and attract a new audience, while for Holywater it marks an important step toward strengthening its position in the global vertical video market, which is estimated at around $8 billion.
As part of the deal, FOX Entertainment Studios will release more than 200 vertical series created specifically for the MyDrama app. The first premieres — Billionaire Blackmail and Bound by Obsession — are already being filmed in Atlanta. The production will involve the entire FOX ecosystem, from Gordon Ramsay’s Studio Ramsay Global to animation studio Bento Box Entertainment and FOX’s pool of actors.
Holywater is a Ukrainian technology company whose products reach over 50 million users worldwide. Its ecosystem includes several major projects: My Muse, a platform featuring AI-generated series; My Passion, a book service focused on romantic literature; and MyDrama, a streaming app launched in spring 2024.
Currently, MyDrama offers more than 70 series across genres such as romance, drama, comedy, and thriller. The platform has 6.8 million monthly active users, with individual series garnering up to 20 million views.
Holywater emerged from the ecosystem of Ukrainian IT holding Genesis, which develops its own product companies and spins off the most successful ones as independent businesses. Among them are the microlearning service Headway, the fitness app suite BetterMe, and mobile app developer appflame.
The partnership between FOX Entertainment and Holywater combines American production capabilities with Ukrainian technological expertise, paving the way for a large-scale library of vertical series for the global mobile audience.
