iWorld
Gaana unveils social video platform ‘HotShots’ for Indians to unleash creativity
KOLKATA: Short videos are the new buzzword on social media, with both content creators and consumption skyrocketing. To cater to the ever-growing appetite of Indians for entertaining short-video, the country’s largest music streaming platform, Gaana has launched HotShots – a platform that allows Indian content enthusiasts an intuitive, seamless and snappy tools to create and share short viral videos and stories with more than 150 million strong audience base.
Gaana HotShots offers emerging and established Influencers an opportunity to migrate to a robust Indian platform and build their own success stories. With the best-in-class product experience and a host of ‘HotShot Challenges’ in the performing arts like music, comedy and dance by HotShot influencers, celebs and international artists, the app would offer both the scale and the infrastructure to reach a massive audience who thrive on digital entertainment.
“At Gaana, we have always emphasized on placing the power of digital content creation into the hands of emerging talent. We had launched Gaana Vertical Video platform last year to allow our celebrities / singers to connect with our audience through Short Videos. Today we are building up on that expertise by unveiling the ultimate short video creation and consumption platform ‘Gaana Hotshots’. Our home-grown entertainment super app is ready to serve as the country’s go-to destination for entertainment across music, podcasts, short viral videos and buzz, offering aspiring Indians the power to become influencers in their own right with Gaana’s world-class live streaming & short video capabilities,” Gaana CEO Prashan Agarwal said.
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.
