iWorld
Likee’s popular ‘Dr Aaloo’ out to combat coronavirus through short video app
MUMBAI: Medical science is the biggest boon to mankind, and doctors are considered second just to the almighty. And a doctor becomes a better healer when he couples medicines with humour and laughter. One such medic is 24-year-old Altaf Hussain from Purnea in Bihar, whose efforts have been aided by Likee, the pioneering short video platform by Singapore-based BIGO Technology Pte Ltd. And at a time when the world is battling presumably the worst-ever health crisis with coronavirus, the Likeer has decided to use the platform for spreading awareness about the dreaded global pandemic.
Altaf was introduced to Likee by one of his hometown friends, who herself was a creator on the app. At the onset, he posted some hilarious videos, using various songs and dialogues from films. Additionally, he also posted videos about life in Philippines, where he studied medical science. In his videos, Altaf captured buzzing marketplaces and scenic beauty of the country.
As the journey proceeded, Likee became a launchpad for Altaf to start his own agency. The various functions of the agency include recruiting influencers and creators for Likee. And as a hosting agent, Altaf is responsible for Likee Live, a feature that makes the platform different from other short video apps. The agency is also a sought-after troubleshooter for Likeers, as they often come with their queries regarding the app and seek suggestions to expand their growth. “We help Likee users with suitable information and also aid them to grow on Likee,” says Altaf. Besides, Likee also helped Altaf come up with an incubated studio.
The Likee-backed agency and his constant efforts have resulted in Altaf earning to the tune of more than Rs 7 lakh per month.
Hopeful of his bonhomie with Likee remaining intact, ‘Dr Aaloo’ would like to further develop the app videos and livestream, making it powerful and popular among masses.
The tale of Altaf yet again emphasizes the acceptance as well as the life-altering impact of Likee among common man
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
