OTTs bet on microdramas to keep viewers glued to screens

Indian OTT platforms are changing their content. They are adding short microdramas for mobile users. Korean dramas are also becoming popular. Platforms like MX Player and Netflix are investing in these formats. This helps them keep viewers interested. The goal is to offer diverse entertainment. Platforms are adapting to changing audience tastes. They are also expanding their content libraries.
Tired of too many ads?
Remove Ads
Tired of too many ads?
Remove Ads
Mumbai: Indian over-the-top (OTT) platforms are diversifying their content offerings not just to attract new audiences, but also to retain them in an increasingly competitive landscape.As user attention spans shrink and viewer fatigue sets in due to content overload, platforms are adopting new content formats to keep audiences engaged. One of the most notable shifts is the anticipated rise of microdramas-bite-sized, mobile-first series that originated in China.Industry executives note that these tightly packed narratives are designed for on-the-go consumption, aligning perfectly with India's mobile-first audience. All major OTT platforms are now actively working on their microdrama strategies. Microdramas are a natural response to India's mobile-first audience and evolving viewing habits," says Mautik Tolia, MD of Bodhitree Multimedia . "They offer instant connection and fit seamlessly into our daily lives."Tolia views the format not as a passing trend but as a foundation for future storytelling, especially in a market defined by linguistic diversity and widespread smartphone use.While microdramas represent a shift in form, Korean dramas are reshaping content preferences. Prime Video's recent multi-year deal with CJ ENM highlights the growing demand for K-content in India. Platforms like Netflix already boast strong Korean content libraries, with global hits like Squid Game leading the way.Amogh Dusad, director and head of content at Amazon MX Player, said OTT platforms must adapt to evolving audience preferences in a rapidly changing digital landscape. MX Player is placing big bets on Korean dramas, anime, and serialised microdramas through its upcoming ' MX Fatafat ' initiative, which will feature short, two-minute episodes."By experimenting with a variety of genres and formats, we ensure our content reflects the global nature of today's entertainment while remaining grounded in the tastes and preferences of the Indian audience . As we enter the next phase of growth, we're also enhancing our library with a wide array of shows across genres,"he said.Meanwhile, Netflix is tapping into nostalgia to expand its viewer base.

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

Hindustan Times

an hour ago

• Hindustan Times

Megan Thee Stallion brings drama to Love Island USA with two bombshell reveals

Jun 21, 2025 03:38 AM IST Love Island USA Season 7 turned up the tropical heat in its latest episode featuring a special appearance by Grammy-award winner Megan Thee Stallion. The singer came onto the show in a shocking yet welcome surprise to fans in order to introduce this season's contestants to two new love interests. Megan Thee Stallion appeared on Love Island USA Season 7.(REUTERS) During the episode, the girls won the contest to add a new bombshell to their collection and Megan delivered by introducing them to 23-year-old Thomas John 'TJ' Palma from Westchester, New York. However, the surprise didn't stop there. The boys were treated as well with the arrival of 24 year-old Andreina Santos from New Jersey to the show. Fans, exhilarated at this surprising new twist, took to social media to express their excitement. The episode concluded with a preview of what's to follow next. Nick was spotted laughing out on the new docks with new entrant Santos while Palma ended the show on a twisty note by saying, 'I would like to get to know you more' to Ciera. However, the biggest jaw-dropping moment? Palma spotted making out with Iris in soul ties. Also Read: What to watch on streaming? 10 new shows to catch on Netflix, Prime Video, Apple TV+ this weekend Season 7 of the popular reality dating show bring back male and female bombshells to the iconic Fiji Villa to find love with a few plot twists and heartbreaks along the way. Peacock releases new episodes of Love Island USA Season 7 every day, except Wednesdays, at 9 PM ET.

Time of India

2 hours ago

• Time of India

'It was a good lesson': Tom Brady owns up to his flaws while ex-wife Gisele Bündchen builds a new family

Tom Brady and Gisele Bundchen announced their divorce in 2022.(Image via Dimitrios Kambouris/Getty) Tom Brady and his ex wife, Gisele Bündchen, might have divorced in 2022, but their 13 year old marriage is still being spoken about as the two stars co-parent their two children pretty successfully. At one point, Tom Brady and Gisele Bündchen were considered to be one of the most successful couples in the world of sports and entertainment, until they separated. Now, Tom Brady recently reflected on things that he messed up in his personal life. Tom Brady reflected on the things he messed up as he co-parents his children with ex wife, Gisele Bündchen A few weeks ago, the NFL legend Tom Brady appeared on the popular 'Impaulsive' podcast where he reflected on the mistakes he has made in his life. Reflecting on the Netflix special, The Tom Brady Roast, that the NFL legend had participated last year, Tom Brady said, 'There's some things as a parent you f**k up…And you don't realize until after. Like, ugh.' Tom Brady on Being The GOAT, Shedeur Sanders Draft Fail, Belichick's Relationship, Netflix Roast 455 On another podcast, Tom Brady added, "You don't see the full picture all of the time…It's a good lesson for me.' For the unversed, many of the jokes on the Netflix special, The Tom Brady Roast, were directed towards the NFL legend's ex wife, Gisele Bündchen and her then new relationship with her boyfriend, Joaquim Valente. Gisele Bündchen was seen with her jiu-jitsu instructor, Joaquim Valente, shortly after the former Victoria's Secret model announced her separation from Tom Brady. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like 임플란트 29만원 이벤트 임플란트 더 알아보기 Undo This had sparked speculations among fans that Gisele Bündchen ended up cheating on Tom Brady and it became the ultimate reason behind their separation; a claim that was particularly denied by the former supermodel. Tom Brady's silence on the matter had fuelled more speculations about Gisele Bündchen's 'infidelity' and it ended up becoming a joke on the NFL legend's Netflix special. Tom Brady's ex wife Gisele Bündchen has started a new life amid all the trolling Apparently, as per sources, Gisele Bündchen was not happy with the way her relationship was joked about and it had even created distance between her and Joaquim Valente. For a short while, Gisele Bündchen and Joaquim Valente even went their separate ways but got back together quickly. A few months ago, Gisele Bündchen and Joaquim Valente expanded their family as the former model gave birth to their first child. For Tom Brady, his dating life has remained stagnant as the NFL legend is fully focused on his work and children. Also Read: "I'm back in control": Gisele Bündchen shares rare personal update while Tom Brady's dating life remains uncertain Game On Season 1 kicks off with Sakshi Malik's inspiring story. Watch Episode 1 here

Mint

3 hours ago

• Mint

Meet Shubh, the second Punjabi artiste after Diljit Dosanjh to grace Billboard Canada and sell out North American arenas

Shubh, the India-born, Brampton-based Punjabi singer, has made history by becoming the second Indian and second Punjabi artiste to appear solo on the cover of Billboard Canada. The only other Indian artist to receive this honour is global icon Diljit Dosanjh. This milestone marks a turning point not just for Shubh, but for Punjabi music worldwide. It signals a growing global appreciation for regional Indian sounds, with Shubh at the forefront of this movement. Coinciding with his Billboard feature, Shubh is set to begin his debut North American tour this August. The tour will begin at Oakland Arena on August 22, followed by Vancouver's Rogers Arena on August 23, and a major show at Toronto's Scotiabank Arena on September 5 - a stage once graced by legends like Eminem. The tour wraps up at the Prudential Center in New Jersey on September 7. 'I never expected this,' Shubh says about the arena tour. 'But I'm very happy that we're performing in arenas.' He also recalls his first concert in 2023 at Indigo at the O2 in London. 'My voice was shaking,' he admits. 'I was very hyped up, but it also humbled me down.' Earlier this year, Shubh released 'Sicario', a 10-track album that debuted at No. 24 on the Billboard Canadian Albums chart. The album, with over 250 million streams, blends Punjabi lyrics with modern hip-hop. Tracks like 'Buckle Up' and 'Aura' highlight his versatility. Following Sicario, his single Supreme became a viral hit. It debuted on the Billboard Canadian Hot 100, hit No. 1 on Apple Music India and Canada, and continues to stream over 1 million times a day on Spotify. Shubh's rise shows that Punjabi music is not only thriving but going global.