Stories go multi-format as content consumption shifts

With attention now splintered across devices and formats, stories are being redesigned to fit into every available consumption window—from long-form screens to on-the-go audio.

- Lata Jha

IP owners, including Marvel, are repurposing content across formats like audio and micro-drama to reach new audiences.

Intellectual property (IP) owners are taking stories across disparate formats, with television shows by broadcast network Zee Entertainment streaming on micro-drama platform Story TV and global franchises such as Marvel finding new life through audio adaptations on platforms such as Audible and Pocket FM.

While such partnerships are still early in India, globally, studios have long extended popular franchises, including Marvel, into spin-offs and cross-format storytelling.