Movies
Vi Movies & TV enters microdrama segment with new partnership
Short-form category sees 35 million downloads in Q1, rapid growth ahead.
MUMBAI: Big stories, smaller bites, Vi is betting the next binge will come in minutes, not hours. Vi Movies & TV has forayed into the fast-growing microdrama category, partnering with Bullet Microdrama App to bring short, serialised content to its platform. The format will now be available to users through the Vi Movies & TV app, marking the telco’s latest push into mobile-first entertainment.
The move taps into a surge in demand for snackable storytelling. India accounted for 11 per cent of global microdrama app downloads in Q1 2025, reaching 35 million installs, with the segment projected to grow to $1.5 billion by 2026 and $4.5 billion by 2030. The rise is being driven by younger audiences, Tier II and Tier III markets, and evolving viewing habits that favour quick, episodic content.
Engagement metrics underline the shift. Daily watch time in the category ranges between 40 and 90 minutes, with completion rates exceeding 90 per cent figures that rival, and in some cases outpace, long-form formats.
Vi’s microdrama catalogue will feature a multilingual mix across genres such as romance, thriller, comedy and drama. Titles include Rickshaw Romeo (Hindi & English), AutoRaja (Telugu, Kannada, Hindi & English), Lady Boss (Tamil, Telugu, Malayalam & English), Comedy Couple (Hindi), and Sweet 16 (Bengali), among others.
The launch also strengthens Vi’s broader positioning as a content aggregator. The platform already offers access to content from 20 plus OTT services including JioHotstar, Sonyliv, Zee5 and Amazon MX Player alongside 400 plus live TV channels, combining free and premium content within a single interface.
As attention spans shrink and screens get smaller, Vi’s bet is clear, the future of storytelling may not just be what you watch, but how quickly you can’t stop watching.
