Moj crosses 500 million downloads as micro dramas drive user engagement and revenue

BENGALURU: Moj has hit the half-billion mark, crossing 500 million downloads on the Google Play Store as India’s homegrown short-video platform turns micro dramas and regional storytelling into engines of user engagement and business growth.

Owned by Mohalla Tech, Moj ranks fourth in India’s social media category on Google Play, making it the only Indian app among the top four in the category, according to the company. The milestone underlines the platform’s reach in a crowded market where short-form video continues to compete for users’ attention.

Launched in 2020, Moj has built its proposition around regional content, culturally relevant trends and storytelling in multiple Indian languages. It supports a creator community of more than three million and records over one billion video plays daily, according to the company.

Users spend nearly 300 minutes a month on the platform, or around 50 minutes a day, the company said. Since introducing ad-supported micro dramas last year, Moj has more than doubled daily time spent per user, highlighting the growing role of episodic storytelling in keeping audiences engaged.

The platform’s reported monthly engagement also exceeds that of most mainstream over-the-top (OTT) streaming services in India, according to Mohalla Tech. The company, however, did not specify the services or comparative measurement period behind the claim.

Moj is increasingly looking to translate audience attention into advertising revenue. Its micro-drama offerings include commerce integrations and branded productions, giving advertisers opportunities to weave products and campaigns into episodic stories rather than rely solely on conventional advertising formats.

The strategy appears to be delivering commercial momentum. Moj reported 100 per cent year-on-year revenue growth over the past 12 months, attributing the performance to growing advertiser interest in its offerings.

The platform also said its creators collectively earn close to Rs 100 crore annually, placing monetisation alongside audience growth as a key part of its business proposition.

“Crossing 500 million downloads is an important milestone for Moj and reflects the trust and engagement of our users across the country,” said Mohalla Tech CEO and co-founder Ankush Sachdeva.

He said the company remained focused on connecting users with stories, creators and trends that resonate with their languages and cultural contexts, while creating new opportunities for creators and brands through immersive storytelling.

Moj’s growth strategy rests on tapping India’s linguistic and cultural diversity, with short videos and micro dramas serving as formats for both entertainment and discovery. Its creator network provides a steady stream of locally relevant content, while episodic narratives offer advertisers more scope to integrate their brands into stories.

The 500-million-download milestone strengthens Moj’s position in India’s social media landscape, but the next challenge is converting that reach into sustained engagement and commercial returns. With micro dramas emerging as a key part of its offering, the platform is betting that audiences will keep coming back not just for quick clips, but for stories that leave them wanting the next episode.