iWorld
Hotstar to disrupt online video subscriptions with Hotstar VIP
MUMBAI: Hotstar, India’s leading video streaming platform, launches ‘Hotstar VIP’ – a subscription that offers audiences the best of content at just INR 365 per year. The new subscription plan gives audiences the choice to watch exclusive new content under the Hotstar Specials label, their favourite Star network serials before television at 6 a.m., and the best of live sporting action, including VIVO IPL, ICC Cricket World Cup, Premier League and much more.
Speaking about the launch of ‘Hotstar VIP’, Varun Narang, Chief Product Officer, Hotstar, said, “It is our endeavour at Hotstar to delight customers with content that they resonate with, at the same time give them the power of choice at an affordable cost. Hotstar VIP is aimed at providing users accessibility – be it with the introductory price or the ability to watch exclusive new shows in multiple regional languages. It is a value proposition built with the Indian audience at the heart of it.”
A key feature of the Hotstar VIP service is ‘Hotstar Specials’ – a label that will bring bold & authentic stories made by the biggest storytellers of India to crores of consumers across India. The launch of Hotstar VIP coincides with the release of the first Hotstar Special ‘ Roar of the Lion’, a story on Chennai Super Kings amazing comeback under the leadership of M.S.Dhoni. This show will be followed by Criminal Justice, City of Dreams, Hostages and many more shows under the Hotstar Specials label.
For the first time ever, an OTT platform will allow customers to have a ‘pay by cash’ option. This is being done as a test initially, where users can subscribe to enjoy the Hotstar VIP benefits immediately with cash to be collected from their doorstep in the next 48-72 hours. Adding another layer of convenience for customers, the platform will now allow phone number logins.
Existing subscribers of Hotstar All Annual Sports plan will automatically be upgraded to Hotstar VIP, on a complimentary basis with no additional charge, and can also enjoy access to Hotstar Specials and Star serials before TV. Hotstar Premium subscribers can avail of the benefits under Hotstar VIP along with the latest American shows, blockbuster Hollywood movies and award-winning content from International studios.
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.
