iWorld
Vikram Bhatt’s LoneRanger taps Brightcove for TVoD service by mid-Nov
MUMBAI: A US video firm has started working with a Bollywood producer on a streaming service soon after developments in India where VoD services such as Amazon and Netflix tried to get a toehold in the OTT market through original content agreements.
Netflix, late last year, signed a deal with Shah Rukh Khan’s Red Chillies to distribute the studio’s films. Shortly later, Amazon announced its own content agreement in India with Xilam Animation, making the former the exclusive streaming platform for kids’ shows such as “Zig & Sharko” and “Oggy & the Cockroaches.”
Brightcove, a provider of cloud services for video, has now partnered LoneRanger Productions to develop an over-the-top (OTT) service for the production company. The deal represents Brightcove’s maiden deal with a Bollywood production company.
LoneRanger is headed by Vikram Bhatt, a 30-plus year veteran of the Bollywood market and the director of classic films such as Ghulam, Raaz, and 1920. With its transactional video on demand (TVoD) OTT service, LoneRanger claims to deliver the best of its mystery and suspense content to consumers. The service is expected to launch in mid-November.
“Today’s viewing experience is as much about mobile delivery as it is about television. So, we have been looking for a partner that could help us revolutionise the user experience,” Bhatt said.
“Brightcove’s platform performance, player speed and technology stack were real differentiators in creating a service that was theater-like. We also wanted a vendor that could help us get to market quickly — able to stand up our service within weeks after signing the contract,” he added.
Brightcove CEO Andrew Feinberg said: “India has an enormous opportunity because of the explosive growth in online video in the region.
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.
