iWorld
Hungama Digital Media rebrands as Hungama OTT for a bigger, bolder future
MUMBAI: Was Hungama fashionably late to the OTT party, or are they about to crash it in style? With competitors already miles ahead, it’s time to see what game-changing surprises they have in store.
In a move that screams bigger, better, and bolder, Hungama Digital Media has rebranded its flagship Hungama app as Hungama OTT. This strategic transformation marks a major step in Hungama’s mission to create an all-in-one entertainment powerhouse, bringing together originals, blockbuster films, music, podcasts, and more under one digital roof.
Gone are the days of juggling multiple platforms—Hungama OTT offers an extensive premium content library, featuring binge-worthy Hungama originals, chart-topping music videos, Hollywood and Indian cinema blockbusters, and a treasure trove of podcasts and audiobooks. With an impressive collection of regional and international content, Hungama OTT promises something for every kind of entertainment lover.
Since its inception, Hungama has been a trailblazer in digital entertainment, constantly evolving to keep up with user preferences and technological advancements. This rebranding reaffirms its commitment to making entertainment effortlessly accessible, ensuring that users always have something exciting to watch, listen to, or groove to.
Movie buffs can explore 5,000+ films in English, Hindi, and regional languages, while short-film enthusiasts get access to 1,500+ critically acclaimed short films. The platform also boasts 7,500+ hours of kids’ and television content, along with 150,000+ short-format videos covering music, film gossip, humour, and spirituality.
Hungama OTT is not just an update—it’s an entertainment glow-up of epic proportions. With a fresh identity and a content universe that keeps expanding faster than your watchlist, Hungama is redefining digital entertainment, offering users a dynamic, immersive, and endlessly binge-worthy experience.
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.
