iWorld
Eros Now partners with ROKKI to offer AirAsia WiFi users best of Indian entertainment and discounted subscription plan vouchers
MUMBAI: Eros Now, a premier Indian OTT entertainment platform with more than 154 million registered users, today announced its partnership with ROKKI, AirAsia’s in-flight WiFi service provider. The partnership will provide access to the on-demand platform’s programming using guests’ own devices while on board WiFi-enabled AirAsia flights. The alliance aims at upping the entertainment quotient by enhancing passengers in-flight experience through access to the vast content library of Eros Now.
The need to stay online and engaged to digital devices has become a way of life for people across the globe. Eros Now’s partnership with ROKKI addresses this by providing access to preferred content in the air aimed at enhancing the travel experience by offering a seamless viewing experience.
Powered by ROKKI, AirAsia WiFi will host a variety of Eros Now’s compelling content that guests can watch for free. It will also host a microsite that will enable guests to discover more of the OTT platform’s offerings and purchase discounted subscription plan vouchers on board. The voucher offers one-month access to the OTT platform’s premium content that boasts over 12,000 Bollywood movies, original shows, Quickies, music and other content available on the digital video streaming platform.
Commenting on the partnership, Rishika Lulla Singh, CEO, Eros Digital, said “On-the-go consumers are always on the lookout for interesting content. Our intent has always been to deliver the best of services to meet end users’ demands and expectations. By partnering with ROKKI, AirAsia’s in-flight WiFi provider, we plan to attract the in-flight consumers by offering Eros Now’s vast collection of Bollywood movies which remains to be a popular choice apart from Originals, Quickies and more.”
Sargunan Seenivasan, Head of ROKKI, said, “In line with ROKKI’s continuous efforts to transform the inflight experience through our key offerings – entertainment, connectivity, and e-commerce – our partnership with Eros Now is another step towards creating a dynamic and engaging experience through content-driven commerce. Being able to enjoy Eros Now’s curated content on board and subsequently purchase subscription vouchers takes the experience from inflight to onground seamlessly.”
Eros Now taps the on-the-go audience and enhances the inflight experience for guests travelling on WiFi-enabled AirAsia flights powered by ROKKI.
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.
