PurposeDigital innovation ecosystems (DIEs) are networks of interconnected stakeholders and organizations that collaborate without a rigid hierarchy to generate and develop new ideas, products and services supported by digital technologies (DTs). Although DIEs have become embedded in the daily operations of businesses, few studies explore them from a startup's perspective. To this end, our study analyses an artificial intelligence (AI)-driven, on-demand short film streaming platform called WeShort, founded in Italy in 2020, which successfully created and orchestrated a DIE.Design/methodology/approachA case study methodology was employed. Data were collected and analysed from both primary and secondary sources, including interviews with the CEO and CTO of WeShort, meetings and archival documents, conducted between December 2023 and June 2024. These data provide insights into the DIE of the WeShort startup and its role as an orchestrator.FindingsThe findings describe the WeShort digital startup ecosystem, comprising key actors (such as filmmakers, technology providers, distributors and customers), essential resources or artifacts (including a multi-sided platform, digital technologies and a film library) and core activities (such as investment in technologies, collaboration between producers and distributors and the adoption of user engagement strategies). Open innovation practices are leveraged to enhance collaboration as well as the transfer of knowledge and technologies. Digital tools like AI, big data analytics, streaming platforms and blockchain are employed to create value.Research limitations/implicationsThis study contributes to the academic and managerial discourse on DIEs by emphasizing the importance of strategic alliances, investment in advanced technologies and adaptability to shifting market conditions.Originality/valueThe study aims to understand the core mechanisms that drive innovation, influence stakeholder interactions and shape the evolution of DIEs, ultimately demonstrating that even a startup can successfully orchestrate such an ecosystem.