iWorld
YuppTV set to close Rs 100-crore plus funding
MUMBAI: The OTT video space is slated to get hyper-competitive with a slew of broadcaster-led players and even deep-pocketed telcos haring into it. YuppTV, one of the early movers, has now decided to fortify its financial resources in a bid to face the onslaught.
The company – led by Uday Reddy – says it is on the threshold of closing its second round of funding which will see it adding funds running into three digit crore to its kitty. Speaking to Hindu BusinessLine, Reddy said that the company has already pocketed $15 million in its Series A, and was about to close its next round of fund-raising.
Reddy sees the market heading toward consolidation. “We are contemplating acquiring a firm to strengthen our leadership,” Reddy informed BusinessLine. YuppTV has also appointed the Telugu superstar Mahesh Babu as its brand ambassador.
It offers a bouquet of services including 200 TV channels, seven-day catch-up TV, 100-plus TV shows, and 5,000 plus movies as a VOD service. Its subscription packages vary from Rs 5 a day to Rs 30 a week to Rs 99 a month.
YuppTV is taking a major step with making Babu the ambassador. Babu is a big name of Tollywood, and it is sure that the collaboration will work great for the promotion of the channel.
The web portal of YuppTV was established in 2006, offers more than 898 Indian TV Channels in 13 languages that include Kannada, Hindi, Telugu, Malayalam, Bengali, Marathi, Oriya, Gujarati, Punjabi, Sinhalese, Urdu and English. The best part of YuppTV is it allows access through 25 devices to six screens, Internet STBs, connected TVs, PCs, smart phones, smart BluRay players, gaming consoles and tablets.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
