iWorld
100 mn hrs of YouTube viewed on TV: Google CEO Sundar Pichai
MUMBAI: In the era where consumption is increasing on mobile devices, YouTube is all set to create a new record. In the third quarter earnings call, Google’s parent company Alphabet announced that Youtube’s viewership within living rooms on TV sets is up to 100 million hours per day, with a 70 per cent increase over the previous year. Alphabet also mentioned how YouTube is a major revenue builder for it.
Google CEO Sundar Pichai talked about the growth and future perspective of YouTube. He said, “Youtube continues to see phenomenal growth” with over 1.5 billion users globally.
Pichai said that an average user spends 60 minutes at least a day on YouTube on mobile devices. YouTube isn’t just restricted to desktops and smartphones but has also extended to the TV either via the interne ot through devices like set-top boxes or gaming consoles.
YouTube had previously said that majority of its viewing takes place on mobile devices. Earlier this year, YouTube said people were watching a billion hours of its videos per day. According to the facts and figures issued on July 2017 in Fortunelords, the total number of people who use YouTube is 1.3 billion. In an average month, 8 out of 10 18-49 year-olds watch YouTube. By 2025, half of the viewers under 32 will not subscribe to a pay-TV service. 6 out of 10 people prefer online video platforms to live TV. The total number of hours of video watched on YouTube each month is 3.25 billion.
Pichai also announced the future plans for YouTube with the company focusing on increasing its subscription-based monetised models. YouTube Red, the company’s first subscription service, would release over 40 original shows through the service this year.
Stats for YouTube TV which broadcasts live from over 40 networks was also mentioned. YouTube TV now covers two-thirds of US households and is available in 50 metro areas.
Seems like the remote controlled device has finally made sense to the digital-loving audience.
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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.
