iWorld
Bharti Airtel partners ErosNow for Wynk Movies
MUMBAI: Bharti Airtel has partnered with ErosNow for its carrier agnostic mobile application – Wynk Movies.
A first-of-its kind video marketplace, Wynk Movies offers a specially curated library of thousands of movies and other videos from a host of partners including ErosNow.
With this partnership, users of Wynk Movies can access ErosNow’s Bollywood content offering new and classic Bollywood movies including exclusive online premieres like Tanu Weds Manu Returns, Shamitabh, Badlapur, Happy Ending and NH 10 even before their television premiere.
While the app content can be accessed across 2G, 3G, 4G and Wi-Fi services, users can enjoy the app best on 4G given its seamless internet capability.
Wynk CEO Kartik Sheth said, “We always partner with the best and are confident that having Eros’s premium content as one of channels on our app will help drive faster adoption for video services in the country. As smartphones penetrate deeper leading to a surge in the consumption of videos on mobile, Wynk Movies will further empower users to seamlessly access the best of video content on the move.”
Eros Digital CEO Rishika Lulla Singh added, “Armed with our content library and first mover advantage, our vision for ErosNow is to fulfil the growing consumer need for endless premium entertainment on-demand and on-the-go, whether on their smartphones, tablets, laptops or internet enabled devices. An important part of our strategy is to be platform-agnostic and we are delighted to tie up with Airtel, a leading player in its space and a front runner in the 4G revolution where we believe our content and distribution synergies will create a win-win consumer proposition.”
Eros International president – business development Kumar Ahuja said, “ErosNow has already garnered over 19 million registered users worldwide for ErosNow and we believe our integration with Airtel for their Wynk Movies platform will further give momentum to our customer acquisition strategy.”
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.
