iWorld
Disney+’s big bet: A daily telenovela on OTT globally
MUMBAI: 11 October marked a new way of program scheduling for Disney+. The streamer dropped five episodes of drama series Return to Las Sabinas on its service in Spain and all over the world (in India, viewers can watch it on Disney+Hotstar ) and on Hulu in the US. So what’s new about this?
What is new about Return to Las Sabinas is the gutsy decision that Disney+ Spain vice-president original production Sofía Fábregas has taken. Episodes of the telenovela drama are being dropped daily weekday morning for the next 65 days for the 70 episode series. (For diehard melodrama viewers: in India daily episodes are being introduced Monday to Friday at 12:30 pm with English subtitles .)
While that is pretty déjà vu for television viewers and programmers in India, for the Spaniards to use the television daily drop routine on an OTT platform is pretty daring.
“It’s yet to be confirmed if it’s going to be a success or not, but Disney was willing to take the risk to be the first with something that was both established, but because nobody had tried it [in streaming], also very new,” Fábregas told Deadline. “We wanted to take something that the audience was accustomed to and put it in an unexpected place.”
But with Fábregas confessing that it is a big risk, she’s taken steps to at least reduce it by hiring the best to put their might behind the production as well as innovating on production values. For one, she hired Banijay Iberia’s Diagonal production company to do the job. Then she roped in experienced show runner and creator Eulàlia Carillo as its executive producer while bringing on veteran Jordi Frades to helm the show.
Instead of the tacky indoor studio sets that telenovelas are normally shot in, she decided to film it on natural outdoor and indoor locations in and around Barcelona to make it look premium. Each 45 minute episode was shot over two and a half days with two cameras giving it a cinematic look instead of the one day given to normal daily dramas. Post production was also allocated twice the amount that normal dramas get to make the output on screen look snazzy. Writing was given two and a half years so that the right hook points, cliff hangers could stand out and bring viewers back daily.
The series stars top Latino actors like Celia Freijeiro, Andrés Velencoso, Olivia Molina, Natalia Sánchez, Nancho Novo, and María Casali.
The story follows two sisters, Gracia and Paloma, who return to their childhood home in Las Sabina to care for their father. Gracia reconnects with her first love, Miguel, who is now engaged to Ester. However, his brother Tano, is still in love with her and refuses to back down. Paloma takes over the family lands and clashes with landowner Paca Utrera, who has a nefarious plan for the town. In the meantime, the girl’s father, Emilio, attempts to reconcile with his daughters, but a hidden secret complicates his efforts.
Sounds familiar? Like many other telenovelas or drama series?
Frades told Deadline that the idea is not to have a very different plot. “We want the people to find love, passion, drama, comedy and everything they like in a daily show, but maybe with a little upgrade.”
Even Carillo accepts that. Speaking to Deadline he said: “It starts, as any other fiction does, with a question: What would you be willing to forgive? The series is about forgiveness and second chances. It’s also about first love and how it impacts on our lives, and also new loves and how we find love even when we don’t expect it.”
Fábregas told Deadline that she’s going by her gut. She said: “I would say it’s a bet, and let’s see if we win,” she noted. “It is a bet because we haven’t done it yet, not us or not the other streamers. We’re programming against other streamers. Could it change the rules? Potentially, yes. Maybe in five years all the streamers will have programming like this.”
Or could it happen earlier?
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.
