Micro content, macro ambitions for OTT

ALTT, Zee, Kuku TV eye mobile-first viewers with vertical video content segment

- ROSHNI SHEKHAR

Streaming platforms are creating separate subsections to offer micro dramas and are also exploring content made by influencers and creators to attract more viewers, compete with social media platforms, and expand their monetisation streams.

This comes at a time when the industry is witnessing a rise in mobile-first audiences, largely driven by short-format content.

In May, Balaji Telefilms' streaming platform ALTT added Kutingg, while Zee Entertainment Enterprises in June announced a strategic equity partnership with Bullet, a new-age content and technology startup, to offer micro dramas to its audiences.

In October, Kuku TV was launched as a micro-drama platform by Kuku FM. Regionally, JOJO—a Gujarati-language entertainment platform—is also planning to enter the micro-drama space.

Earlier, Zee had said in a statement that as the digital ecosystem grows exponentially, it is constantly identifying value-accretive opportunities to drive scale. Its strategic partnership with Bullet aims to build a competitive advantage by identifying innovative formats and scaling them across platforms to drive monetisation.