OTTs Offering Micro-Dramas

TUKTUKI, another homegrown app launched in August, has a hyperlocal approach with original short-format drama content in Hindi, with plans to expand into Bengali, Marathi, and Gujarati and other languages soon.

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"With over 900 million internet users in India and a surge in mobile-first viewing, India's appetite for high-quality, short-form drama is booming," said Kushal Singhal, co-founder, Flick TV, an independent micro drama app, in a media statement, adding, "China's $7-billion micro drama market shows what's possible, and India is on track for over a $5-billion opportunity in the next five years."

With Amazon MiniTV and MX Player reaching 250 million monthly users, Amazon Fatafat is focused on delivering serialized snackable, one-to-two-minute episodes, with 70 to 80 episodes per series.

"It is designed for today's on-the-go viewer who seeks quick, impactful content during short breaks," said Amogh Dusad, director & head of content, Amazon MX Player. Early audience testing has been promising, and the platform plans to scale this with stories short in length but high on emotion and engagement.