iWorld
Internet user growth in India touches 566 mn
MUMBAI: India’s internet user growth continues with the estimated number reaching 566 million as of December 2018. Kantar IMRB today revealed the data in its ICUBE 2018 report on digital adoption and usage trends in India. The report also predicted double-digit growth in 2019 as well leading to 627 million users by the end of this calendar year.
493 million Indians, 88 per cent of the total user base, are regular users, having accessed internet in the last 30 days. According to the report, 293 million active internet users reside in urban India and there are 200 million active users in rural India. 97 per cent of users use mobile phone as one of the devices to access the internet.
Interestingly, rural India is now on the driver seat of this growth story. Rural India registered a 35 per cent growth in internet users over the past year while urban India witnessed 7 per cent growth reaching 315 million users in 2018. Currently, there are 251 million internet users in rural India that is expected to reach 290 million by the end of 2019.
“The internet is transforming the way consumers and marketers interact with each other in today’s digital world. Kantar IMRB’s ICUBE, which has tracked the digital evolution in India for last 20 years, provides key measurement metrics necessary for planning any digital marketing or communication initiative. ICUBE continues to provide government, policy makers, digital businesses, marketers and communication specialists the intelligence necessary to stay on top of the developments across different facets of digital platforms and services,” Kantar South Asia CEO Preeti Reddy said.
The gender digital divide is now reducing as the Kantar ICUBE 2018 reports that women today comprise 42 per cent of total internet users. Female users are not merely present on the internet but equally active on digital platforms.
“The latest edition of Kantar IMRB ICUBE report shows that today the digital base in India is growing by over 75 million users each year – as much as the entire population of Germany! It is fascinating to note that the digital revolution is now sweeping small towns and villages perhaps driven by increased accessibility at affordable data costs. What is also particularly interesting, is the increase in the usage of digital in rural India, where more than two-thirds of active internet users are now accessing the internet daily to meet their entertainment and communication needs. Marketers have a big opportunity today where they can use digital to reach their consumers – both in urban and rural India,” Kantar IMRB media and digital managing director Hemant Mehta commented.
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.
