Holywater and Elefantec Global: the Duanju format is taking the Spanish-speaking market by storm

As smartphones become the primary screen, part of the audiovisual battle is now being fought on ultra-short formats, consumed in binge-watching, but produced with premium fiction ambitions. It is in this context that Holywater, the Ukrainian company behind the My Drama app, announces a strategic alliance with Elefantec Global, a studio founded by Pepe Bastón, a major figure in the Latin American industry and a specialist in serialized storytelling.

A partnership tailored for mass production,

Elefantec Global's telenovela expertise is being combined with My Drama's duanju distribution and monetization mechanisms. Based between Los Angeles and Mexico City, Elefantec boasts a "premium" focus and a history of producing content for international platforms.

In terms of volume, the stated objective is ambitious: up to 70 vertical series aimed at the Spanish-speaking public in 2025 and 2026. The average production budget mentioned is between $80,000 and $140,000 per series, a level that signals a desire to industrialize without falling into ultra low cost.

The conquest strategy: distribution first, catalog second

Behind the announcement, the central issue is access to the Spanish-speaking market, conceived as a combination of Spain and Latin America, where mobile consumption is already massive and where serialized dramas are culturally ingrained. Holywater highlights the traction of My Drama and its ecosystem: the company speaks of a global audience of tens of millions of people, with monthly usage metrics for My Drama.

The economic rationale is clear: quickly establish a foothold through a stream of localized titles, then convert that distribution into recurring usage. Some sources indicate a Spanish-language market for the video vertical estimated at $2 billion annually, a potential audience of up to 290 million users, and a target of 10 million monthly active users as part of the expansion.

Implicitly, this alliance illustrates a broader trend: duanju platforms are now seeking partners with established local industries (in this case, the Latin American telenovela industry) to accelerate production, artistic validation, and distribution. Several industry observers cite this Spanish partnership as one of the key drivers of Holywater and My Drama's international expansion.

Sources:

• Holywater.tech - September 17, 2025

• dev.ua - September 30, 2025

• The Odessa Journal - October 1, 2025

• Real Reel – November 10, 2025