iWorld
Sony’s Crackle inks exclusive content deal with NBCUniversal
MUMBAI: Crackle – the free video streaming platform – backed by Sony Pictures Entertainment is strengthening its content library. It has now signed a deal with NBCUniversal for the exclusive rights to more than 140 movies over the next three years.
The agreement will see movies such as Ray, Jarhead and the remake of King Kong that will be will be exclusively available on the service but won’t appear on other ad-supported distributors including television channels.
This certainly cements the fact that Sony is much focused on improving its video streaming service, even after Crackle shut shop in UK beginning 1 April. This also shows its willingness to go against the grain of other streaming sites like Netflix and Hulu, which work primarily on subscription models.
This move makes Crackle something of a hybrid, operating as a streaming service but making deals like a television channel. The acquisition of exclusive rights provides the service with what it hopes will be content that draws viewers.
Since it is entirely supported by ads, Crackle’s strategy is to appear on as many platforms as possible. The streaming channel is currently on 27 different devices including gaming consoles, streaming set-top boxes and connected televisions.
Crackle was formerly known as Grouper, which Sony bought in 2006 for $65 million. Its original iteration placed it in competition with YouTube more than streamers like Netflix. Sony decided to rebrand it as Crackle in 2007 as a streaming and movie TV library.
Sony has struggled more broadly, spinning off its TV business and selling its computer division.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
