Brands
Vertigo TV teams up with Admott to boost monetisation in India’s micro-drama market
Partnership combines AI-led advertising with mobile-first storytelling as vertical dramas surge
MUMBAI: Every swipe tells a story, but someone has to pay for it. Betting big on the booming vertical micro-drama trend, Vertigo Global Media Private Limited has partnered with Admott to strengthen advertising monetisation and audience engagement across its growing OTT ecosystem.
The strategic alliance is aimed at helping the company generate higher advertising revenues while building a stronger digital infrastructure for its mobile-first entertainment platform, Vertigo TV. The collaboration will combine Admott’s AI-powered advertising technology with Vertigo TV’s expanding catalogue of short-form vertical dramas.
The move comes as vertical storytelling gains momentum among smartphone users, with audiences increasingly opting for bite-sized, mobile-first entertainment that can be consumed in a matter of minutes. Vertigo TV has positioned itself squarely in this space, offering more than 500 vertical titles spanning Hindi, Chinese, Korean and Hollywood content.
The company has also recently partnered with Balaji Telefilms to produce original Hindi vertical dramas, further expanding its local content slate as competition intensifies in the short-form video segment.
Commenting on the partnership, Vertigo Global Media Private Limited chief executive officer said, “Vertical micro-dramas are redefining how stories are experienced in today’s world, bringing audiences closer to content that is immersive, personal, and truly mobile-first. This shift is not just a trend, but a powerful evolution in entertainment.”
The executive added that Admott’s expertise in monetisation and advertising technology would help the platform scale its business while unlocking the long-term potential of the vertical drama format.
Echoing the sentiment, Admott founder and CEO Namita Sahu said, “Attention is the new currency, and audience attention spans are shrinking, but the appetite for great stories never will. It’s simply moving to shorter, vertical, mobile-first formats.”
She added that the partnership combines AI-driven advertising technology with Vertigo TV’s storytelling capabilities to help brands connect with audiences more effectively while creating scalable monetisation opportunities for the platform.
As OTT platforms continue to experiment with new formats, the partnership reflects a broader industry shift towards blending content, technology and advertising more closely. For Vertigo TV, the collaboration is expected to strengthen its position in the fast-growing vertical entertainment segment while opening new revenue streams as mobile-first viewing continues to reshape the digital media landscape.
