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Watch Club is producing short video dramas and building a social network around them

Henry Soong is trying to make vertical microdrama series that don’t suck. That makes the Watch Club founder quite unique within this multibillion-dollar industry of apps that churn out formulaic, cringe-worthy content and use aggressive tactics to maximize in-app spending.

“Ninety percent of these stories are, ‘I’m a poor girl! I fell in love with a secret billionaire! He’s a werewolf, and his mother is a vampire, and she disapproves of me!’” Soong told TechCrunch. “There’s a market for that, and we shouldn’t laugh at that, but I think this can be so much bigger than just sloppy, AI-adjacent romance soap operas.”

Soong’s comments are a little combative, but they’re not wrong. Competitor ReelShort made $1.2 billion in in-app purchases last year, while DramaBox made $276 million. The quality, he said, is so milquetoast that it could feasibly be made using AI-generated scripts.

What would be the earning potential for a microdrama app that makes shows that are actually good and worth talking about?

Soong is trying to answer that question with Watch Club, an app with microdrama stories made by SAG and WGA actors and writers (leading apps like DramaBox and ReelShort do not use union talent).

Soong, a former Meta product manager who describes himself as “a fangirl, through and through,” thinks that what makes TV so special is the communities that form around them. Given his experience working on social products, he’s also seeking to differentiate Watch Club from existing microdrama apps by embedding a social network within it.

“I think you can actually build such a more interesting business if you take what makes TV truly the most fun,” he said, pointing out “Heated Rivalry” as an example of what he’s talking about. “You watch it, and then you just want to gossip with your three best friends about it, or see what 100,000 funny, clever other young women or gay people on the internet are saying.”

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Right now, people chat about “Severance” theories on Reddit, or they react to the “Stranger Things” finale on Tumblr. Before Twitter became the cesspool that is X, you had to work hard to avoid “Succession” or “White Lotus” spoilers. Soong sees the potential of housing both the show and the fan forums in one place.

How will that app make money? Like most early-stage, venture-funded companies, that’s a question to punt for now, until it’s clear how users are engaging with the app. The answer may be ads, but the idea alone was interesting enough to secure seed funding led by GV. Watch Club also received checks from individuals like Patreon founder and CEO Jack Conte, as well as current and former executives from Hulu, HBO Max, and Meta. Upside Ventures, the firm run by major U.K. YouTubers the Sidemen, also participated.

Soong doesn’t have a background in film, which is why he brought in Devon Albert-Stone as founding producer. He said he plans to hire WGA writers to create a slate of 10 shows.

“We work with brilliantly talented people when they have a few months free to go work on something that may not be huge budget because we offer them huge creative latitude to go do something that Amazon would never let them do at a speed and velocity that feels way more exciting than the glacial pace of the television industry,” Soong said.

He added: “I’m really good at figuring out how to monetize businesses that seem almost impossible to monetize.”

At Meta, his mission from 2016 to 2019 was to figure out how to make money in China, a country where no one could use Meta’s products. By 2019, Soong said, Meta generated $5 billion per year of ad sales for companies within China who wanted to advertise to audiences outside of the country.

Chinese ad sales may not be as glamorous as film and TV, but that job gave him additional context to understand the business model behind microdrama apps, which boomed in China at the end of the last decade.

“Right around the time that I was leaving Meta [in 2019] is when these Chinese micro drama apps started spending all this money buying ads on Instagram so that Americans and Germans would download ReelShort and DramaBox,” he said. “I know this business playbook. I know how expensive and capital-intensive it is, and I think you can build a way better microdrama business if you aren’t 100% dependent on paid user acquisition.”

Watch Club will have its first opportunity to test its concept when it releases its first show, “Return Offer,” which it plans to distribute on its app with daily episodes. On Tuesday, the company shared the first trailer for the show — which is about a group of tech interns in San Francisco competing for a return offer.

“My goal is to prove that our high-quality stories can give birth to the thing that supplants streaming television, and part of doing that is by building welcoming, creative sets with talented professionals, where people are having fun, despite small budgets, making something wonderful,” Soong said.

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Are AI tokens the new signing bonus or just a cost of doing business?

This week, a topic that has been boomeranging around Silicon Valley bounced into the spotlight: AI tokens as compensation. The idea is straightforward enough — rather than giving engineers only salary, equity, and bonuses, companies would also hand them a budget of AI tokens, the computational units that power tools like Claude, ChatGPT, and Gemini. Spend them to run agents, automate tasks, crank through code. The pitch is that access to more compute makes engineers more productive, and that more productive engineers are worth more. It’s an investment in the person holding them, is the idea.

Jensen Huang, the leather-jacket-wearing CEO of Nvidia, seemed to capture everyone’s imagination when he floated the notion at the company’s annual GTC event earlier this week that engineers should receive roughly half their base salary again — in tokens. His top people, by his math, might burn through $250,000 a year in AI compute. He called it a recruiting tool and predicted it would become standard across Silicon Valley.

It isn’t entirely clear where the idea was first, well, ideated. Tomasz Tunguz, a renowned VC in the Bay Area who runs Theory Ventures and focuses on AI, data, and SaaS startups — and whose writing on all things data has garnered a loyal following over the years — was talking about this in mid-February, writing that tech startups were already adding inference costs as a “fourth component to engineering compensation.” Using data from the compensation tracking site Levels.fyi, he put a top-quartile software engineer salary at $375,000. Add $100,000 in tokens and you’re at $475,000 fully loaded — meaning roughly one dollar in five is now compute.

That’s no coincidence. Agentic AI has been taking off, and the release of OpenClaw in late January accelerated the conversation considerably. OpenClaw is an open-source AI assistant designed to run continuously — churning through tasks, spawning sub-agents, and working through a to-do list while its user sleeps. It’s part of a broader shift toward “agentic” AI, meaning systems that don’t just respond to prompts but take sequences of actions autonomously over time.

The practical consequence is that token consumption has exploded. Where someone writing an essay might use 10,000 tokens in an afternoon, an engineer running a swarm of agents can blow through millions in a day — automatically, in the background, without typing a word.

By this weekend, the New York Times had put together a smart look at the so-called tokenmaxxing trend, finding that engineers at companies including Meta and OpenAI are competing on internal leaderboards that track token consumption. Generous token budgets are quietly becoming a standard job perk, the paper reported, the way dental insurance or free lunch once was. One Ericsson engineer in Stockholm told the Times he probably spends more on Claude than he earns in salary, though his employer picks up the tab.

Maybe tokens really will become the fourth pillar of engineering compensation. But engineers might want to hold the line before embracing this as a straightforward win. More tokens may mean more power in the short term, but given how fast things are evolving, it doesn’t necessarily mean more job security. For one thing, a large token allotment comes with large expectations. If a company is effectively funding a second engineer’s worth of compute on your behalf, the implicit pressure is to produce at twice the rate (or more).

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And there’s a muddier problem underneath that: at the point where a company’s token spend per employee approaches or exceeds that employee’s salary, the financial logic of headcount starts to look different to its finance team. If the compute is doing the work, the question of how many humans need to be coordinating it becomes harder to avoid.

Jamaal Glenn, an East Coast-based Stanford MBA and former VC turned financial services CFO, similarly points out that what may seem like a perk can be a clever way for companies to inflate the apparent value of a compensation package without increasing cash or equity — the things that actually compound for an employee over time. Your token budget doesn’t vest. It doesn’t appreciate. It doesn’t show up in your next offer negotiation the way a base salary or equity grant does. If companies successfully normalize tokens as pay, they may find it easier to keep cash comp flat while pointing to a growing compute allowance as evidence of investment in their people.

That’s a good deal for the company. Whether it’s a good deal for the engineer depends on questions most engineers don’t yet have enough information to answer.

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Amazon working on new smartphone with Alexa at its core, report says

Looks like Amazon’s getting back into the smartphone game. More than 11 years after the e-commerce giant pulled the plug on its failed first effort, the Fire Phone, the company is now developing a new smartphone codenamed “Transformer,” Reuters reported, citing anonymous sources.

The device is being developed by the company’s Devices and Services division, and it would feature personalized features that would make it easier to use Amazon’s suite of apps, including Amazon Shopping, Prime Video, and Prime Music, the report said.

The smartphone would also support Alexa, the smart home assistant that Amazon has been investing heavily in, adding AI chops and expanding support to work with most of the company’s devices. AI features are said to be a big focus for the smartphone, which is being seen internally as a way to encourage Amazon customers to use its AI products, Reuters reported.

The smartphone is said to be developed by a relatively new unit within the Devices division called ZeroOne, which is led by J Allard, a former Microsoft executive who helped create the Xbox.

The news comes as Amazon has been going all-in on AI, investing $50 billion into OpenAI recently, and projecting $200 billion in capital expenditures toward its AI, chips, and robotics efforts in 2026.

The company spent more than a year revamping its Alexa assistant with generative AI features, finally launching it this February as Alexa+. The assistant keeps its smart home chops, and can now do most things that other AI chatbots can — like planning an itinerary for a trip, updating a shared calendar, finding and saving recipes to a library, making movie recommendations, helping with homework, exploring a topic, and more.

Amazon declined to comment.

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Cyberattack on vehicle breathalyzer company leaves drivers stranded across the US

A cyberattack on a U.S. vehicle breathalyzer company has left drivers across the United States stranded and unable to start their vehicles.

The company, Intoxalock, says on its website that it is “currently experiencing downtime” after a cyberattack on March 14. Intoxalock sells breathalyzer devices that fit into vehicle ignition switches, and is used by people who are required to provide a negative alcohol breath sample to start their car.

Intoxalock spokesperson Rachael Larson confirmed to TechCrunch that the company had been hit by a cyberattack. Larson said the company took steps to “temporarily pause some of our systems as a precautionary measure.”

These breathalyzer devices need to be calibrated every few months or so, but the cyberattack has left Intoxalock unable to perform these calibrations. The company said customers whose devices require calibration may experience delays starting their vehicles.

Drivers posting on Reddit say that cars are unable to start if they miss a calibration, effectively locking drivers out of their vehicles.

According to local news reports across Maine, drivers are experiencing lockouts and some have been unable to start their vehicles. One auto shop in Middleboro told WCVB 5 in Boston that it has had cars parked in its lot all week due to the cyberattack.

News reports from across the United States show drivers are affected from New York to Minnesota, and drivers have been unable to drive because their vehicle-based breathalyzers cannot be immediately calibrated.

Intoxalock would not say what kind of cyberattack it was experiencing, such as ransomware or if there was a data breach, or whether it had received any communications from the hackers, including any ransom demands. The company’s technology is used in 46 states, its website says, and it claims to provide services to 150,000 drivers every year.

Intoxalock did not provide an estimated timeline for its recovery.

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