iWorld
ALTBalaji’s ‘Gandii Baat’ enjoys popularity across demographics
MUMBAI: ALT Balaji's highly viewed show Gandii Baat enjoys a tremendous fan base for its projection of stories revolving around the harsh realities of the society, mental taboos in regards to sexual orientations and many more relevant issues.
Its fourth season being launched in less than two years of its inaugural season is proof of its popularity and how immensely it is being accepted by the audiences throughout the globe. To be precise, the web-series attracted 22 per cent views from global audiences whereas the show earned a place in the heart of the Indian audience with a staggering 78 per cent of views coming from this respective demographic, as per company data. Its controversial content has struck a chord with the ladies as well, with an unprecedented 24 per cent of the viewership pie belonging to women, a number that grows by 10 per cent with every season.
Gandii Baat is one of ALTBalaji’s most-watched and appreciated series which has, in no time, created many milestones. Offering viewers content that is not only new but also engaging and intriguing, the show has witnessed a massive completion rate of 78 per cent across seasons. Apart from highlighting the major issues which are usually brushed under the carpet, Gandii Baat breaks the common notion that the show is perceived only by people coming from a lower-middle-class background. Viewers with high-end devices (Apple+ Connected devices) who watch Gandii Baat are 18.5 per cent and this number has seen an 8 per cent incremental growth each season.
While ALTBalaji caters to audiences across ages, viewership figures further reveal that Gandii Baat audience base comprises of 86 per cent in the 18-35 years age bracket that strongly translates into an audience that is young, savvy and has a higher wallet share.
ALTBalaji Balaji telefilms and CEO group CEO Nachiket Pantvaidya said, “Exceeding expectations of the entire team as well as audiences around the world, the series has gone on earn such a massive fan following that today, if there is a name synonymous with erotic web content, it would have to be Gandii Baat. Pushing the envelope in every season, the core in each of our stories is leaving a lot of room for one's imagination. Enjoyed by audiences around the globe, both young and old, as we offer a new take with every season by depicting the myths and beliefs of rural India, we shall continue to do so and present content in a bolder avatar with a fresh take on situations.”
ALT Balaji yet again with its show Gandii Baat has managed to break the stereotypes while highlighting the major issue prevailing in the country which is unaddressed.
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.
