iWorld
Amazon Prime Video brings ‘Watch Party’ feature to India
KOLKATA: In the era of social distancing, most people have sorely missed the experience of watching a movie in theatres with a gang of friends. Now, Amazon Prime Video is introducing a virtual group watch feature – so even if you're alone while tuning in to your favourite show, you will no longer be lonely. The streaming giant's customers in India can enjoy Prime Video Watch Party, a native social viewing experience on desktop that is available for Prime members at no additional cost to their membership. Earlier this year, Prime Video rolled out this feature in the US.
Customers will be able to choose from thousands of titles available in Prime Video’s SVOD catalogue, including Amazon Originals such as The Family Man, Mirzapur, Inside Edge and Made In Heaven, and award-winning and critically acclaimed global Amazon Originals including Tom Clancy’s Jack Ryan, The Boys, Hunters, Fleabag, and The Marvelous Mrs. Maisel, Borat: Subsequent Movie, among many others.
Prime Video customers are able to host and participate in Watch Party, providing synchronised playback which the host controls, and a chat feature to communicate with participants. Watch Party will accommodate up to 100 participants per session.
In the wake of the Covid2019 crisis, co-viewing on OTT platforms has been on the rise as a way to stay connected with friends and family, to counter a crippled social life. In India, only Netflix offers such a feature, but on third-party extension.
How can you enjoy the experience?
1. Find a movie or TV show – Click on the Watch Party icon on your screen for movies. You’ll find it in the episode list for TV shows.
2. Enter your name – Choose the name you’d like to use while chatting. Create your Watch Party.
3. Invite your friends – Share your Watch Party link with up to 100 people. Your friends can join by clicking on their link.
4. Start watching and chatting – Once everyone is ready, start your Watch Party. The host can play, pause, and skip for the group.
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.
