iWorld
Roposo claims to be India’s top short video app post TikTok ban
NEW DELHI: With the Indian government on Monday banning 59 Chinese apps over concerns that these apps were engaging in activities that threatened “national security and defence of India, which ultimately impinges upon the sovereignty and integrity of India”, ByteDance’s TikTok had to say goodbye to India.
Roposo, the short video app with more than 65 million downloads, has been the number one social app on the Google Play Store in recent times.
TikTok users, including influencers with huge fan followings have started switching to Roposo in large numbers after the ban, says the company. Influencers who have switched to Roposo include Prem Vats and Noor Afshan who had fan followings of 9.5 million and 9 million respectively on TikTok. MyGov, the citizen engagement platform founded by the government of India has already been present on Roposo.
With Roposo, users finally have a way to enjoy responsible entertainment while showcasing their talent. Roposo is available in 12 Indian languages and has more than 14 million video creators and 80 million videos created monthly.
“Our mission is to provide Indians with the largest talent platform that is truly Indian,” said co-founder Mayank Bhangadia. “We have built Roposo as a clean and ethical platform. The unique idea of channels in Roposo provides every talented Indian with an opportunity to grow rapidly.”
A product of Indian minds, Roposo was founded by three IIT Delhi engineers and is owned by Glance. The platform centres around enabling every Indian to showcase their talent in their own unique way. The app’s ease of use combined with powerful video editing tools, and pre-existing communities that users can identify and interact with, in their mother tongue, has made Roposo a leading Made In India short video app.
InMobi group founder and CEO Naveen Tewari said, “As the number one short video app on the Google Play Store, Roposo is very well-positioned to lead this transformation in India. Roposo will continue to build on the trust and love that 65 million Indian users have placed in us.”
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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.
