iWorld
Amazon Prime Video signs multi-year licensing agreement with Nadiadwala Grandson Entertainment
Mumbai: Amazon Prime Video on Monday announced a worldwide-exclusive, multi-film licensing collaboration with Sajid Nadiadwala’s Nadiadwala Grandson Entertainment (NGE). This collaboration will bring the biggest and best of Bollywood movies to audiences across the length and breadth of the country and to fans in over 240+ countries and territories.
As part of the association, the streaming service will be the worldwide home to NGE’s upcoming slate of movies, soon after their theatrical launch. NGE’s movie slate includes many much-anticipated titles such as “Bawaal”, “Sanki”, “Baaghi 4”, Kartik Aaryan’s untitled project, among others and promises to bring Sajid Nadiadwala’s trade-mark larger-than-life, immersive cinema to viewers across the globe, on a screen of their choice.
The films, post their theatrical release, will be available on Amazon Prime Video for all Prime members. Additionally, the films will also be available ‘to-rent’ on Amazon Prime Video for all Amazon customers (Prime or otherwise) in the ‘Early Access Rental’ window.
These films will feature some of Bollywood’s most popular, as well as, versatile talent, including Varun Dhawan, Tiger Shroff, Kartik Aaryan, Ahan Shetty and many more. The slate also brings together some of the most respected, powerhouse national award-winning directors including Nitesh Tiwari (“Chhichhore”), Ravi Udyawar (“Mom”), Sameer Vidwans (“Anandi Gopal”), Saket Chaudhry (“Hindi Medium”) and many more.
Nadiadwala Grandson Entertainment managing director, producer & director Sajid Nadiadwala said, “We have been entertaining the audience for the last 70 years with our movies, contributing to the Indian culture and today it’s a new era in entertainment with OTT becoming such an integral part of our lives. Amazon Prime Video has been instrumental in breaking all barriers in entertainment – geographical, linguistic, or otherwise. In Prime Video, we believe we have found a partner that not only shares our vision of offering immersive cinematic experiences but also provides global distribution to the best stories from the Indian entertainment ecosystem. This collaboration marks NGE’s first-ever, worldwide exclusive, multi-film, multi-year deal with Prime Video – we are confident that this partnership of inclusive cinema will enable our upcoming titles to travel beyond geographies and add further value to Prime Video’s stellar content selection. As the world of storytelling evolves across genres, I believe this association will pave the way for more collaborations between the two brands to follow.”
Amazon Prime Video India director of content licensing, Manish Menghani said, “We are excited to venture into this milestone collaboration with Nadiadwala Grandson Entertainment, which is known to create films that connect instantly with audiences. By inking this partnership, we will bring some of the most entertaining narratives and stories soon after their theatrical releases exclusively to our viewers’ screens worldwide.”
He added, “At Amazon, we start with the customer and work backwards and this collaboration is another step towards fulfilling that promise. Prime Video has played a key role in significantly enhancing the audience base for Indian films, across languages, both within the country and internationally. I am certain that this slate of much-anticipated movies will prove to be an absolute delight for our consumers.”
The titles will join the thousands of Indian and international TV shows and movies in the Amazon Prime Video catalogue. These include Indian-produced Amazon Original series The Family Man, Mirzapur Season 1 & 2, Comicstaan Semma Comedy Pa, Breathe: Into The Shadows, Bandish Bandits, Paatal Lok, The Forgotten Army – Azaadi Ke Liye, Sons of the Soil: Jaipur Pink Panthers, Four More Shots Please, The Family Man – New season, Made In Heaven and Inside Edge season 1 and season 2.
Indian movies such as “Sherni”, “Coolie No. 1”, “Hello Charlie”, “Gulabo Sitabo”, “Durgamati”, “Chhalaang”, “Shakuntala Devi”, “Toofaan”, “Ponmagal Vandhal”, “French Biriyani”, “Law”, “Sufiyum Sujatayum”, “Penguin”, “Nishabdham”, “Maara”, “V”, “CU Soon”, “Soorarai Pottru”, “Bheema Sena Nala Maharaja”, “Drishyam 2”, “Halal Love Story”, “Middle Class Melodies”, “Putham Pudhu Kaalai”, “Unpaused” among others and the award-winning and critically acclaimed global Amazon Originals like The “Tomorrow War”, “Borat Subsequent Moviefilm”, “Coming 2 America”, “Without Remorse”, “Tom Clancy’s Jack Ryan”, “The Boys”, “Hunters”, “Fleabag”, and “The Marvelous Mrs. Maisel”.
All this is available at no extra cost for Amazon Prime members. The service includes titles in Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi and Bengali.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
