iWorld
ZEE5 launched fifth edition of its knowledge series ‘ZEE5 Intelligence Monitor’
Mumbai: ZEE5, India’s homegrown video streaming platform and multilingual storyteller for entertainment seekers, launched the fifth edition of its knowledge series, ZEE5 Intelligence Monitor, deep diving into the trends and consumption patterns of digital payments.
The digital payments industry edition sheds light on how its entire ecosystem has evolved in recent years and where it is headed. It highlights how the adoption of digital payments has gathered critical mass in India especially due to the democratisation of affordable smartphones and the proliferation of Internet and connectivity.
It also calls attention to women feeling empowered with digital payments as it gives them a sense of being independent and tech savvy. The survey also accentuates how digital payments are becoming omnipresent in India, as people are not only using more than one app to pay digitally but have also found multiple use cases to pay through their phones.
Launching the report, ZEE Entertainment Enterprises Ltd. COO Rajiv Bakshi said, “The ZEE5 Intelligence Monitor digital payments report unravels the key trends of the digital payments sector which has become ubiquitous across regions with increase in adoption of a digital first lifestyle. ZEE5, with its strong presence in both metros and non-metro cities, has a significant access to monitor, map and access data in determining consumption habits, purchase behaviour and consumption patterns. As a consumer first brand, we invest in identifying audience’s preferences to cater to them more efficiently, alongside empowering the marketers to tap into the audience base to edge a better connect and expand their products’ reach. We discovered interesting insights which brand marketers can use at their advantage; some findings that also challenge conventional notions of digital behaviour with respect to personal finance.”
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.
