iWorld
Lionsgate Play’s October lineup: Comedy, Mystery, and Halloween chills
Mumbai: Something’s brewing this Halloween and we bet you’re going to love it! As you come knocking on Lionsgate Play’s door, we’ve got nothing but treats for you this October. From something saucy in Joy Ride and Minx to something sweet in Past Lives, we’ve got it all simmering a cauldron. Building anticipation throughout the month with exhilarating titles like the star-studded dramedy Maggie Moore(s), cap off the month with a Halloween special in Lizzy Caplan’s Cobweb. So get your pumpkin spice lattes and blankets in order as Lionsgate Play promises to unleash a treasure trove of thrills this spooky season.
Exclusive to Lionsgate Play
Movie Premiere
Joy Ride – release date: 6 October 2023
These girls just wanna have fun! Packed with comedy, drama and some NSFW instances, Joy Ride follows Audrey Sullivan on a path to self-discovery. When Audrey’s business trip to Asia goes wrong, she calls on her childhood bestie, Lolo, her college friend Kat and Lolo’s eccentric cousin Deadeye for help. Stranded in a country with nowhere to go, this wild squad embarks on a journey of utter chaos and debauchery that unveils their true loving selves. Starring Ashley Park, Sherry Cola, Stephanie Hsu and Sabrina Wu in titular roles, Joy Ride is the vacation we all want to go on.
Past Lives – release date: 13 October 2023
A love story that makes everything pale in comparison. Starring Greta Lee, Teo Yoo and John Magaro, Past Lives is the heart-wrenching tale of two childhood friends who are separated when Nora immigrates to America. Almost a decade later when Hae Sung comes looking for Nora, they both confront destiny, love and the choices they made. Directed by Celine Song, the film is soul food for every romance lover.
Maggie Moore(s) – release date: 20 October 2023
A murder mystery like no other. When Police Chief Sanders comes across two dead bodies with the same name, he’s stumped. On a mission to uncover this tangled web of lies, he meets and falls in love with Rita, a nosy neighbor who solves a good mystery. With Tina Fey, Jon Hamm and Nick Mohammend at its helm, Maggie Moore(s) is sure to leave you befuddled.
Cobweb – release date: 27 October 2023
Cobweb is what nightmares are made of. Eight-year old Peter is plagued by a mysterious noise coming from the inside of his bedroom wall – a knocking that his parents insist is a fragment of his imagination. But as the sound and his fears intensify, he starts to believe that his parents may be hiding a terrible secret. Starring Lizzy Caplan, Antony Starr, Cleopatra Coleman and Woody Norman, the film is sure to leave you clutching your blanket every night.
Series Premiere
Minx Season 2 – release date: 6 October 2023
Your favorite feminists are back! Minx Season 2 starring Jake Johnson and Ophelia Lovidbond takes us down the journey of Doug and Joyce as they open the first erotic magazine for women. Amid societal protests and navigating the cut-throat, money-hungry industry, Joyce and Doug fight for the survival of the magazine. Oscar Montoya and Jessica Lowe also return to this laughter riot with their own quirky quips.
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.
