iWorld
ACT Fibernet launches its OTT aggregator platform YuppTV scope
Mumbai: Non-telco internet service provider (ISP) ACT Fibernet announced the launch of its OTT aggregator platform, YuppTV Scope. It will offer its users a range of OTT applications such as ZEE5, SonyLIV, and Voot Select.
YuppTV scope provides users with a single-subscription OTT streaming platform with a large selection of live TV channels, eliminating the time-consuming task of accessing and managing multiple apps on their devices.
Customers will receive 400+ live channels, 1000+ TV shows, 500+ originals, and 10,000+ movies as part of this package.
YuppTV founder and CEO Uday Reddy said, “We are excited to partner with ACT Fibernet to launch YuppTv Scope, our single-subscription OTT streaming platform for ACT broadband users. YuppTV Scope offers a unique differentiation by bringing a traditional TV experience to the platform, which we are sure will be enjoyed by platform users. At YuppTV, we look at revolutionising content consumption in the country and ushering in the era of OTT, through this tech-driven content curation platform YuppTV Scope.”
While existing customers can visit actcorp.in/yupptvscope, enter their registered mobile number or user ID, and generate an OTP to subscribe and add to their bill, new customers can contact the sales representative at the time of booking and request an add-on to their bill.
Furthermore, new customers who book their connection online can add YuppTV Scope at the time of booking.
YuppTV Scope provides users with a single-subscription OTT streaming platform that includes SonyLIV, ZEE5, Voot Select, and YuppTV—with an extensive bouquet of live TV channels, eliminating the time-consuming task of accessing and managing multiple apps on their devices.
The platform provides a highly curated experience with personalised recommendations based on viewership patterns, which are manually curated by a team of experts while also utilising AI and ML capabilities.
YuppTV Scope simplifies content discovery even further by eliminating the need to access multiple apps to find appropriate content from device types such as Smart TVs, PCs, mobile phones, tablets, and streaming media players.
In the coming weeks, YuppTV Scope will add two more premium OTT partners to the subscription package.
Atria Convergence Technology marketing head Ravi Karthik said, “Today, the OTT market boasts 55+ video entertainment apps and is still growing. With so many choices, Indian OTT customers are finding it difficult to subscribe to multiple video services separately. Thus, OTT aggregation services are becoming more popular in the country. With Yuppscope, we aim to satisfy the rising consumer demand for original content and offer a hassle-free experience of subscribing to many platforms with a single click.”
“We are excited to launch a platform that is fast and provides the best entertainment in the form of a simple monthly subscription with a single sign-up for accessing multiple streaming services,” he added.
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.
