In Depth: ByteDance Is Already Looking Beyond TikTok

With TikTok’s future in the U.S. anything but certain, its Chinese owner is shifting its strategy to focus on other forms of free, algorithm-steered content that have proved to be successful, if controversial, sources of growth in its home market.

ByteDance Ltd. has pivoted to web novels and dramatic shorts — scripted shows with running times that top out at a few minutes. The company started offering these micro dramas to its overseas users through its Melolo app, which it launched in November.