YRF to invest Rs 150 crore in micro-drama slate and D2C app as per sources

MUMBAI: Big stories, smaller screens and a sizeable cheque to match. Yash Raj Films is reportedly committing Rs 150 crore to build a micro-drama content slate alongside a direct-to-consumer app, signalling a clear pivot towards mobile-first storytelling and owned digital distribution. The investment will be split between producing short-format content and developing a proprietary platform to host it, marking a shift away from traditional release models towards direct audience engagement.

The initiative as per sources is expected to be led by chief executive officer Akshaye Widhani, who previously backed Saiyaara, described as the studio’s most profitable film to date. As part of the expansion, Saugata Mukherjee has come on board to steer creative development across films, streaming projects, and the new micro-drama vertical.

Mukherjee brings experience from SonyLiv, where he helped shape premium, narrative-led originals that cut through an increasingly crowded streaming landscape. His appointment underlines YRF’s intent to build a differentiated content pipeline as it enters a format still finding its creative and commercial footing in India.

The move also reflects a broader industry shift. Micro-dramas are emerging within a fast-evolving interactive media ecosystem that spans audio platforms, social discovery formats, and niche genres such as devotional and astrology-led content. As consumption habits tilt further towards mobile, snackable storytelling is gaining ground both as a creative format and a monetisation play.

On the revenue front, digital payments remain central to this ecosystem. Around 71 per cent of users are said to rely on UPI autopay for subscriptions, underscoring the importance of seamless, recurring payment infrastructure as platforms scale.

The stakes are rising. The wider interactive media segment is projected to grow into a $3.1–3.4 billion market by FY30, with micro-dramas expected to be among the fastest-growing categories, outpacing traditional short-form video.

For YRF, the bet is clear, in a world of shrinking attention spans, the next blockbuster might just be bite-sized.