iWorld
Hotstar aiming 100 million viewers mark
Mumbai: With more than 80 million viewers for the Vivo Indian Premier League 2016 to date, Hotstar, India’s largest premium streaming platform, is on course to cross the 100 million mark in this year’s edition. The tournament’s reach on Hotstar has doubled in comparison to last year at the same stage and the total watch time is up 275 per cent from 2014, with 95 per cent of all consumption coming from the top 10 cities.
Hotstar CEO Ajit Mohan says, “We are delighted at the growth we have seen on the IPL viewership on Hotstar over the last two tournaments. Hotstar has become the primary screen for IPL for the urban affluent and the young cricket fans. With more than double the reach of last year, we are well set to exceed the 100 million targets. we had set for ourselves for this year.”
Ever since its launch, Hotstar has become the preferred destination and a habit amongst the millennial in large cities where users have access to broadband data; in fact, when cricket is on, it has become the primary screen for the urban young.
Hotstar has invested heavily in creating a world-class streaming experience. Users on Hotstar have access to live scores and match data integrated into the experience. The persistent efforts to reinvent consistently and stay fresh to maintain engagement levels among the 18 to 24 year has been the driving force behind the ever-rising popularity of the platform.
Hotstar made the Vivo IPL 2016 an even more enjoyable experience for its viewers, with a complete content package including pre and post show programming with the best anchors and commentators in the country. Two wrap around shows – Cricket Live and One Tip One Hand, along with The Boundary Riders (a Video Blog) have been popular programming additions, along with Hotstar’s presence at the IPL Fan Park.
Cricket Live
Cricket Live is a one-hour exclusive show hosted by Jatin Sapru featuring the expert panel of David Hussey, Bret Lee, Mohd. Kaif, Aakash Chopra, Deep Das Gupta and Shoaib Akthar. The show is a detailed analysis on the games played in the Vivo IPL 2016 and focused purely on the cricket part of the game and not entertainment. It also brings alive all the inside scoops for all the franchises, covering their strategy, behind-the-scenes action and what’s happening in the camp, including player secrets and more.
One Tip One Hand
One Tip One Hand hosted by Cyrus Sahukar and Varun Thakur, is a weekly analysis of the Vivo IPL 2016 games, and features on Hotstar every Saturday. The show analyses the game with a bit of banter and humour along with a star-studded line-up of experts.
The Boundary Riders
Three Vloggers scour the length and breadth of the nation in search of stories that introduce fans to the unseen world around the Vivo IPL 2016 calendar and match cities. This video log (Vlog) serves as a platform for the Vloggers to share their stories. As a collective of stories, this blog demonstrates how the Vivo IPL 2016 touches and affects the lives of millions of Indians every year in a positive and uplifting way. The Vloggers also engage the players in fun activities together with pop quiz where the cricketer questions the Vlogger, and sometimes also lets the Vlogger experience a batting or bowling with the player and much more.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
