iWorld
Go Fun Yourself, says VOOT to all its #AsliFans
Mumbai: Voot is all set to add more fun and humour to your lives with its new VOOT Original ‘Go Fun Yourself on Voot’. Loaded with craziness and a slew of madcap challenges, the 10-episode series will feature the funniest videos India has seen. Whacky, eccentric, and goofy – the show that is sure to unleash your crazy side and set you rolling with laughter, is being hosted by the witty and feisty Kusha Kapila.
Every week, Kusha will throw a fun and exciting challenge at people and ask them to upload their videos on the Voot platform. The best videos will not only get featured on the show but will also get a chance to win exciting prizes as gratification. Apart from featuring funny videos, Kusha will also have celebrity guests appearing on the show performing the challenges with Kusha adding her own madness all through the show.
As a part of the first fun challenge, people have to create videos while having a conversation with inanimate objects around their homes. Kusha will select the ones she thinks are the funniest and provide entertaining commentary all through it, ensuring that Go Fun Yourself on Voot has India’s funniest videos together in one place.
Akash Banerji, business head – VOOT, AVoD, says: “Increasing engagement along with wholesome entertainment is our constant focus . User generated content is one of the most powerful tools for creating meaningful engagement with the audiences on digital platforms. With our upcoming show, Go Fun Yourself on Voot, we intend to take the level of engagement a notch higher by making the audience co-creators of our show. With the high decibel humour that our viewers are seeking, delivered by a versatile host like Kusha , we are certain that there will be an immediate connect between the show and the audience.”
Kusha Kapila comments about her association with the show, “When I was asked to be the host of Go Fun Yourself on Voot, I did not need to think twice. The concept of the show is extremely unique and entertaining. As a content creator myself, I have always believed that a healthy dose of fun and laughter can make you forget all your problems and worries. In times when we are stuck at home and are finding ways to cheer ourselves up, the show will keep you going and entertained with interesting and fun content. I am delighted to be a part of the show and looking forward to making the nation laugh out loud.”
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.
