iWorld
Kuku TV transforms India’s OTT space with vertical microdrama boom
MUMBAI: India’s digital entertainment landscape just got a bold new entrant—Kuku TV. The country’s first vertical OTT platform has officially launched, redefining storytelling with serialised microdramas tailored for today’s mobile-first audience. Designed to be fast, engaging, and binge-worthy, Kuku TV is here to disrupt the streaming game with high-intensity, cliffhanger-driven episodes.
With over five million downloads during its beta phase, Kuku TV is scaling rapidly, proving that Indian audiences are ready for a new era of content consumption. The platform delivers short episodic stories in a vertical format, optimised for smartphones—each episode lasting under two minutes, with series spanning over 50+ episodes.
If you thought long-form drama was the only way to hook audiences, Kuku TV is here to prove otherwise.
According to an Ericsson study, 57 per cent of global video plays come from mobile devices, with 94 per cent of users holding their phones vertically. Meanwhile, 90 per cent of Indian users consume short-form vertical videos daily, yet the OTT space had no dedicated premium platform to cater to this demand—until now.
Kuku co-founder & COO Vinod Kumar Meena shared, “Traditional OTTs are stuck in an era where TV-sized screens were the norm. India’s audience has moved on—they’re watching content on their smartphones, in vertical mode, and in short bursts. With Kuku TV, we’re not just launching a streaming platform; we’re pioneering an entirely new way of storytelling. Given our experience with Kuku FM, where we scaled to 4.5 million paying subscribers, we understand what works for personalised content consumption, and we’re applying those learnings to video streaming.”
Nearly 95 per cent of India’s creative talent remains undiscovered due to outdated distribution models. Kuku TV is bridging this gap by offering a direct-to-consumer channel for independent filmmakers, writers, and production houses to monetise their work and connect with millions of viewers. The platform is already collaborating with directors and producers to develop original microdramas and acquire rights to underrepresented films.
Unlike traditional OTT platforms that rely on ad-based models, Kuku TV operates on a pure subscription model:
. Annual subscription: Rs 899
. Quarterly subscription: Rs 399
India already has 500 million plus OTT users and 100 million plus active paid subscriptions (Ormax Report). With over 900 million internet users in the country and 150 million already paying for content, the next digital shift is inevitable. As India surpasses the one billion internet user mark, the number of paid content subscribers is expected to reach 500 million, with 300 million potential users for vertical microdramas.
Say hello to the future of vertical entertainment. By merging short-form content with compelling storytelling, it creates an immersive, binge-worthy experience designed for the new-age mobile viewer. With fresh content dropping every day, including one regional Indian microdrama daily, Kuku TV ensures a dynamic library spanning genres like Action, Bollywood, Sci-Fi, and Mythology.
For filmmakers, investors, and creators looking to be part of this storytelling revolution, Kuku TV is now accepting applications for collaborations.
Download Now:
. Android: Google Play Store
. iOS: Apple App Store
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.
