MAM
India’s $14 billion interactive media boom: From micro-dramas to astro-apps
Micro-dramas, gaming, and niche apps are driving India’s interactive media boom.
MUMBAI: It seems India has decided that merely watching content is so last season; the sub-continent is now officially leaning forward, picking up the controller and clicking its way into a new era. While the rest of the world might be hitting the ‘snooze’ button, India’s interactive media market has surged to a staggering $13.8 billion in 2025, posting a robust 17 per cent year-on-year growth.
The secret sauce behind this digital boom isn’t just a love for entertainment; it is also the world’s most aggressive digital infrastructure. With data rates as low as $0.10 to $0.15 per GB and 877 million smartphone users, the barrier to entry has all but vanished. Add to that a UPI payment system that handles 85 per cent of all transaction volumes, scaling nearly six times to 228 billion transactions in 2025, and you have a frictionless ecosystem where discovery turns into a purchase in a heartbeat.
Video remains the heavyweight champion, valued at $5.4 billion and growing at 23 per cent. While traditional OTT platforms provide the foundation with $4.9 billion in revenue, the real “show-stopper” is the rise of micro-dramas. These bite-sized vertical stories, typically 30 seconds to 3 minutes, have exploded from virtually zero to a $300 million market almost overnight.
Despite their brevity, micro-dramas are proving that size doesn’t matter when it comes to engagement. Users now spend around 60 minutes a day on micro-dramas, nearly rivaling OTT’s 78 minutes. On the monetisation front, they command a $15 Annual Revenue Per Paying User (ARPPU), proving that cliffhangers are a lucrative business model. Looking ahead, the segment is projected to skyrocket to $4.5 billion by 2030.
The gaming sector hit $1.5 billion in 2025, maintaining a 17 per cent CAGR despite a significant regulatory curveball. The PROG Act of 2025 effectively banned Real Money Gaming (RMG), causing a 9 per cent dip in the total gamer base to 555 million. However, the “hardcore” crowd stayed put, with weekly time spent averaging 8 hours and payer penetration holding steady at 25 per cent.
Gaming’s punch-above-its-weight status is undeniable. While it accounts for only 8 per cent of downloads among India’s top 25 apps, it generates a massive 36 per cent of the revenue. In-app purchases (IAP) in mid-core games are particularly potent, boasting a $15 ARPPU compared to just $3 for casual titles.
Perhaps the most uniquely Indian trend is the success of high-intent “lean-forward” platforms. Astro-devotion apps have emerged as surprise leaders in monetisation per user, achieving an annual ARPU of $8.4, outperforming even social media. Meanwhile, interactive learning platforms, powered by AI tutors and gamified micro-learning, have carved out a $2.4 ARPU niche, proving that users are willing to pay when content solves a specific problem.
Audio, the category “no one heard coming,” grew 29 per cent to $0.4 billion. Audio series, with their episodic hooks, now drive 31 minutes of daily engagement, significantly higher than music streaming.
India is also moving from “back office” to “front of house” in the $1.6 billion Animation & VFX sector. While 80 per cent of revenue still comes from international exports, domestic IP like Mahavatar Narsimha and The Legend of Hanuman is gaining ground. AI is the new co-director, compressing production timelines by 50 per cent and allowing studios to turn what used to be four weeks of work into just six hours.
With a market at the same inflection point that social media reached in 2010, India isn’t just following the global digital script; it is rewriting it. For investors and creators alike, the message is clear: the game has only just begun.
MAM
KFC India appoints Suhayl Limbada as new Chief Marketing Officer
Seasoned marketer returns to the KFC fold after leading Thailand operations.
MUMBAI: KFC India has found a finger-lickin’ good new leader for its marketing efforts, one who knows the brand inside out. The fast-food chain has named Suhayl Limbada as its new Chief Marketing Officer, replacing Aparna Bhawal. Limbada brings with him a wealth of international experience, most recently as CMO and later Market Lead for KFC Thailand, where he oversaw a 1,250-restaurant business with full P&L responsibility.
In a LinkedIn post, Limbada described his four-plus years in Thailand as “the chapter of a lifetime.” During his tenure, the brand secured its first Cannes Lions Gold under Yum Brands and won over 80 creative awards.
Before Thailand, Limbada served as Marketing Director for KFC South Africa from 2018 to 2022 and earlier managed marketing across 16 African markets. His career began at Cadbury Schweppes in South Africa in 2006, followed by roles at Kraft Foods and Mondelēz.
Expressing his excitement for the new role, Limbada said he is “grateful for the opportunity to step into this next chapter with KFC India” and looks forward to shaping the brand that serves 1.4 billion people.
The appointment comes as KFC India continues to strengthen its position in one of the world’s most competitive and dynamic quick-service restaurant markets.
With a proven track record of driving growth and creative excellence across multiple continents, Suhayl Limbada is expected to bring fresh energy and strategic insight to KFC’s marketing efforts in India. The brand, known for its bold flavours and youthful appeal, appears well-positioned to benefit from his leadership as it looks to deepen consumer connections in the years ahead.
