iWorld
Digital living in Asia, a global perspective
SINGAPORE: In the second session on global digital living, a Parks Associates survey of 13 nations revealed that Asian countries are leading the way in the digital homes arena.
The session, which was addressed by Parks Associates, USA director of research, John Barrett, analysed the digital trends within Asia and compared them to other countries. He also touched upon key topics like consumer attitudes, market structure and current practices.
He said, “Asian consumers express high demand for new digital service but a low willingness to pay.” When queried on what is driving the growth, Barrett said, “There are some notable differences with western countries. One is that there is wide availability of content and deeper broadband penetration have resulted in Asians being more likely to use computers a entertainment platforms.”
Secondly, Asian CATV providers are weaker than their North American counterparts because the demand for TV services is not as strong in Asia as it is in North American. Also, piracy is a much greater concern in Asia because copyright provisions are more weakly enforced and commercial piracy more common.
Some key points which emerged were:
* Korea, Taiwan were the top two countries ranked high on the Digital Living index
*53 per cent of Asian internet households are interested in viewing digital photos on their TV compared top just 43 per cent of European Internet HHs and 28 per cent of North American HHS
*Asian Internet Households are willing to spend on an average $ 7 per month for a video-on-demand service compared to $11 per month in Europe and North America.
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.
