iWorld
Rishika Lulla Singh, CEO, Eros Digital honored at BW Business World 40 Under 40 Awards and Summit
Mumbai, October 1, 2018: Eros International, a leading global company in the Indian film entertainment industry, announced today that Rishika Lulla Singh, CEO Eros Digital was recognised as one of the 40 winners at the 2nd Edition of the prestigious 40 Under 40 Awards by BW Business World held on September 27, 2018 in New Delhi, India.
Ms. Singh was among the selected Young Business Leaders below the age 40, who were awarded for having demonstrated exceptional contribution in their work and personal growth and building new businesses or are making a difference in the success of their companies. Her role in building Eros International’s leading on-demand South Asian Entertainment Video Service Eros Now accessible worldwide to viewers across internet enabled devices including mobile, web and TV earned her the coveted place in the top 40 under 40 leaders, nominated from among almost 300 entrepreneurs across India.
Speaking on the recognition, Rishika Lulla Singh, CEO Eros Digital said, “I am very honoured and humbled to be included in this significant list. The award reaffirms my resolve to continue Eros’ vision to revolutionise and uplift the digital entertainment eco system with Eros Now. Backed by a visionary management and a fantastic team, we remain committed to enriching the experience of entertainment loving consumers across the globe’.
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.
