iWorld
84% of Instagram users are likely to shop using the platform
MUMBAI: The digital and social media agency from Dentsu Aegis Network, WATConsult, under its market research division, Recogn, has launched its latest report on Instagram in India from a user's perspective.
The report focuses on the user’s point of view on Instagram, highlighting usage patterns, content likeability, celebrity influence and what pushes them to shop on the platform. Interestingly, ads on Instagram that are perceived to be appealing lead users to search for more information for the said products or services, enabling users to shop. More than 75 per cent of the shoppers have had a satisfactory experience while shopping from Instagram and a majority of them are likely to shop in the future as well. Instagram, which was perceived to be a discovery platform because of visual nature and stickiness, has over time transformed itself into a platform that induces discovery as well as an influence leading to a purchase decision.
Below are some key findings of the report:
· Currently, Instagram has 117.1 million monthly active users and average time spent per user is 45 minutes
· Instagrammers spend most of the time on the platform in the evening between 4-8 PM
· For the users to be willing to purchase something on Instagram, they need to be made aware of the authenticity of the product. More than 75 per cent of the shoppers have had a satisfactory experience while shopping from Instagram and a majority are likely to shop in the future
· 84 per cent of the users are influenced by the platform resulting in likelihood to shop via Instagram
· More than 50 per cent of the consumers have shopped using Instagram. Close to 75 per cent of the users from small metros and small towns have shopped using Instagram
· 51 per cent of the Instagrammers access it at least once a day with a large proportion of Instagram users accessing it multiple times in a day (32 per cent)
· 29 per cent of users prefer to upload images in the experiential categories or upload images of traveling, food etc. 26 per cent of the users like to upload videos and 24 per cent of the users upload stories, etc.
Speaking on the same, WATConsult founder and CEO Rajiv Dingra said, “Instagram as a platform has grown tremendously in the last 2 years, and the user adaption rate is very quick. The app has a strong presence in the remotest of the city in our country. With this report, we are bringing forward to the industry, the behavioral patterns of the users, shopping habits and trends which can indeed add value to the brands in terms of shaping their marketing strategies.”
According to the research, the usage of the social media platform Instagram is one of the highest amongst the respondent base. Users prefer to use social media platforms that they perceive to be informative, cool, enjoyable, popular and creative. The users perceive Instagram to be cool and somewhat interesting and trendy. One of the primary reasons people prefer to use this platform is for entertainment, to get inspired by seeing creative content from famous celebs in addition to being able to express their views.
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.
