iWorld
Airtel, Vodafone lead market; UP East adds max subs
MUMBAI: Witnessing a healthy growth in telecom penetration, the GSM subscriber base in the country grew to 801.81 million in November 2016. COAI, the association of mobile telephony service providers in the country, which released the November GSM subscriber base numbers, has said the number of GSM subscribers witnessed a jump of 10.18 million as compared to the previous month.
Telecom industry’s steady growth was recorded in net subscriber additions from 2.09 million in August to 10.18 million in November.
Amongst the telecom companies, Bharti Airtel continued to hold on to the pole position in November, adding another 1.08 million additional subscribers during the month to take its total subscriber base to 263.35 million mobile subscribers. Closely followed by Vodafone with 202.79 million subscribers and Idea Cellular with 187.68 million subscribers. With 32.84%, Bharti Airtel owns the maximum market share in the industry.
The report, which also assesses the growth of mobile subscribers across various circles in India said, UP East added the maximum number of subscribers (73.82 million) in November and Idea added the maximum number of subscribers (7.43 million) in November.
Talking about the growth in the subscriber base, COAI director-general Rajan S Mathews said, “The telecommunication industry has again posted a good growth for the month of November 2016. It is heartening to see that the industry is showing signs of a robust growth and we have again moved ahead in ensuring complete connectivity at all levels. Telecom companies have been contributing towards fulfilling the government’s vision of Digital India since beginning and we will continue bridge the digital divide for a fully connected and digitally empowered India.”
Speaking about the impact made by the telecom industry, he added, “We are an enabler of comprehensive growth. The industry has also ensured that the government’s plans reach even the farthest corners of the country and everyone is equally benefitted from the digital revolution.”
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.
