iWorld
Telecom cloud market to be worth US$ 31 billion by ’21: Report
MUMBAI: The telecom cloud market is expected to expand from USD 10.92 billion in 2016 to USD 30.79 billion (Rs 2098.5 billion) by 2021, at a compounded annual growth rate (CAGR) of 23.0% during the forecast period.
This is according to a market research report “Telecom Cloud Market by Type (Solution and Service), Application (Billing & Provisioning and Traffic Management), Service Model (SaaS, PaaS, and IaaS), Organization Size, Vertical, and Region – Global Forecast to 2021,” published by Pune-based MarketsandMarkets.
The major drivers of this market include the need for lower operational and administration costs, as telecom cloud is hosted on cloud platform. It offers flexible pricing for products & services and allows managing various types of revenue without constraints, a news release from PRNewswire stated.
The Unified Communication and Collaboration (UCaaS) solution segment is estimated to dominate the Telecom Cloud Market share during the forecast period
UCaaS is estimated to have the largest market share in the telecom cloud market. Various features, such as multimedia, unified messaging, conference bridges, presence management, and Customer Relationship Management (CRM) integration are helping improve business functions. Therefore, with its increasing demand, Telecom Service Providers (TSPs) are providing UCaaS solutions in the market.
Network services are expected to capture the highest market share during the forecast period.
The network services of the telecom cloud market is witnessing a potential growth, in comparison to other services, owing to the benefits, such as Local Area Network (LAN)/Wide Area Network (WAN)/Wireless Local Area Network (WLAN) management, Voice over Internet Protocol (VoIP), managed network services, Internet Protocol (IP) contact centre management, network integration, and network implementation services.
North America is the leading region, in terms of market share in the telecom cloud market space.
North America is expected to hold the largest market share and dominate the telecom cloud market in 2016. North America has a huge penetration from large enterprises with technically-sound employees providing continuous innovative technologies. This has led to the growing Telecom Cloud Market. These are some of the major driving factors contributing to the growth of cloud-based services and solutions in North America.
Major vendors covered in the telecom cloud market for the study are AT&T, Inc. (Dallas, Texas, U.S.), BT Group PLC (London, U.K.), Verizon Communication, Inc. (New Jersey, U.S.), Level 3 Communications, Inc. (Broomfield, Colorado, U.S.), Deutsche Telekom (Bonn, Germany), NTT Communications Corporation (Tokyo, Japan), CenturyLink, Inc. (Louisiana, U.S), Singapore Telecommunications Limited (Singapore), Orange Business Service (Paris, France), and Ericsson (Stockholm, Sweden).
M&M claims to be the largest market research firm worldwide in terms of annually published premium market research reports. Serving 1700 global fortune enterprises with more than 1200 premium studies in a year, M&M is catering to a multitude of clients across eight different industrial verticals.
eNews
How short, addictive story videos quietly colonised the Indian smartphone
A landmark Meta-Ormax study of 2,000 viewers reveals a format that is growing fast, paying slowly and consumed almost entirely in secret
CALIFORNIA, MUMBAI: India has a new entertainment habit, and it arrived without anyone really noticing. Micro dramas, those short, cliffhanger-driven episodic stories built for the smartphone screen, have quietly embedded themselves into the daily routines of millions of Indians, discovered not by design but by algorithmic accident, watched not in living rooms but in bedrooms, on commutes and in the five minutes before sleep.
That, in essence, is the finding of a sweeping new audience study released by Meta and media insights firm Ormax Media at Meta’s inaugural Marketing Summit: Micro-Drama Edition. Titled “Micro Dramas: The India Story” and based on 2,000 personal interviews and 50 depth interviews conducted between November 2025 and January 2026 across 14 states, it is the most comprehensive study of the category in India to date, and its findings are striking.
Sixty-five per cent of viewers discovered micro dramas within the last year. Of those, 89 per cent stumbled upon the format through social media feeds, primarily Instagram and Facebook, without ever searching for it. The algorithm did the heavy lifting. Discovery, as the report puts it bluntly, is algorithm-led, not intent-led.
The typical viewer journey begins with accidental exposure while scrolling, moves through a cliffhanger-driven incompletion hook that makes stopping feel unfinished, and is reinforced by algorithmic repetition until habitual consumption sets in. Only then, when a platform asks for an app download or a payment, does the viewer pause. Trust, not content quality, determines what happens next, and many simply return to the free feed rather than pay. It is a funnel with a wide mouth and a narrow neck.
The numbers on consumption tell their own story. Viewers spend a median of 3.5 hours per week watching micro dramas, spread across seven to eight sessions of roughly 30 minutes each, peaking sharply between 8pm and midnight. Daytime viewing is snackable and low-commitment, squeezed into morning commutes, work breaks and coffee pauses. Night-time is where the format truly lives: private, uninterrupted and, for many viewers, socially invisible. Ninety per cent watch alone, compared to just 43 per cent for long-form OTT content. Half the audience watches during their commute, well above the 37 per cent figure for streaming platforms, a direct reflection of the format’s low time investment advantage.
The audience itself breaks into three segments. Incidental viewers, comprising 39 per cent of the total, are passive consumers who stumble in and rarely seek content actively. Intent-building viewers, the largest group at 43 per cent, are beginning to form habits and seek out episodes but remain cautious. High-intent viewers, just 18 per cent, are the ones who download apps, tolerate ads and occasionally pay: skewing male, younger and urban.
What audiences want from the content is revealing. The top three genres are romance at 72 per cent, family drama at 64 per cent and comedy at 63 per cent, precisely the same top three as Hindi general entertainment television. The format rewards emotional familiarity over complexity. Romance in particular thrives because it demands low cognitive investment, needs no elaborate world-building and plays naturally into the private, pre-sleep viewing window where inhibitions lower and emotional intimacy feels safe.
The most-recalled shows, led by Kuku TV titles such as The Lady Boss Returns, The Billionaire Husband and Kiss My Luck, share a common narrative DNA: rich-poor conflict, hidden identities, power imbalances, melodrama and cliffhangers that make stopping feel physically uncomfortable. Predictability, the research warns, is fatal. Each episode must re-earn attention from scratch.
The terminology question is telling. Despite the industry’s embrace of the phrase “micro drama,” viewers have not adopted it. They call the content “short story videos,” “short dramas,” “reels with stories” or simply “serials.” One respondent from Chennai said bluntly that “micro sounds like a scientific word.” The category is at the stage that OTT occupied in 2019 and podcasts in the same year: widely consumed, poorly named and not yet crystallised in the public imagination.
Platform awareness remains alarmingly thin. Only three platforms, Kuku TV at 78 per cent, Story TV at 46 per cent and Quick TV at 28 per cent, have crossed the 20 per cent awareness threshold. The rest languish in single digits. This creates a trust deficit that directly throttles monetisation: viewers who cannot remember which app they used are hardly primed to enter their payment details.
Yet the appetite is clearly there. Sixty-five per cent of viewers watch only Indian content, drawn by the TV-serial familiarity of the storytelling, the comfort of Hindi as a shared language and the sight of actors they half-recognise from decades of television. South languages are rising fast: Tamil, Telugu and Kannada together account for 24 per cent of first-choice viewing. And AI-generated content, still a novelty, has landed better than expected: 47 per cent of viewers call it creative and unique, with only 6 per cent actively rejecting it.
Shweta Bajpai, director, media and entertainment (India) at Meta, called micro drama “a category that is rewriting the rules of Indian entertainment,” adding that the discovery engine being social distinguishes this wave from previous content formats. Shailesh Kapoor, founder and chief executive of Ormax Media, was characteristically measured: the format, he said, is showing “the early signs of becoming a distinct content category” and, given how closely it aligns with natural mobile behaviour, “has the potential to scale very quickly.”
The format’s fundamental mechanics are working. It enters lives quietly, through boredom and a scrolling thumb, and burrows in through incompletion and habit. The challenge now is monetisation: converting a category of highly engaged but deeply anonymous viewers into paying customers who trust the platform enough to hand over their UPI credentials. The story, as any micro-drama writer knows, is only as good as the next cliffhanger. India’s platforms had better have one ready.
