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OTTs Offering Micro-Dramas
Financial Express Pune
|August 31, 2025
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.
This story is from the August 31, 2025 edition of Financial Express Pune.
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