iWorld
Epic On partners with YuppTV to reach more audiences
Mumbai: IN10 Media Network’s super-app Epic On has announced its collaboration with Yupp TV, a B2B aggregator of live TV channels and VOD. The partnership will aid the app in expanding its footprint across metros as well as tier 2 and 3 cities.
YuppTV, which offers users a single subscription to all premium OTT apps, has a vast distribution network via its partnership with ISPs and broadband companies.
“With an increase in smartphones, affordable data availability and varied taste clusters there has been unprecedented growth in content consumption in the country. Consumers now look beyond the traditional medium for entertainment. To reach a wider set audience across geographies at ease, Epic On has partnered with the B2B aggregator,” said the company in a media statement.
“I am glad to partner with YuppTV Scope that enjoys an immensely penetrated network in the country,” said Epic On COO Sourjya Mohanty. “With this partnership, we look to provide our content to millions of more viewers who are still untapped from an OTT content perspective.”
To be easily accessible to viewers across platforms, Epic On has partnered with multiple partners in the recent past with a presence across 45+ smart TVs and telcos both in domestic and international markets.
“OTT consumption has been growing and through this partnership, we further look to increase the consumers base for YuppTV Scope,” said YuppTV founder and CEO Uday Reddy. “Users will be able to watch top-notch online video streams and enjoy a unique entertainment experience from a single platform.”
YuppTV Scope, a tech-enabled single subscription video streaming platform. It is a one-stop destination that offers users a unified interface to all premium OTT apps using a single subscription while eliminating the task of accessing multiple apps, said the statement.
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.
