iWorld
Netflix launches online store to offer products curated from popular shows
KOLKATA: Streaming giant Netflix has taken its retail ambition a step ahead with the launch of an online store. Netflix.Shop that will offer curated products based on its content.
It will drop limited editions of carefully selected high-quality apparel and lifestyle products tied to its shows and brand on a regular basis. Among the items debuting this month are streetwear and action figures based on anime series Yasuke and Eden; as well as limited-edition apparel and decorative items inspired by Lupin in collaboration with the Musée du Louvre.
For the launch on Thursday, Netflix.shop has introduced a collection of anime-inspired collectibles from a remarkable group of up-and-coming designers: Nathalie Nguyen, Kristopher Kites, and Jordan Bentley.
Additionally, it has hinted to unveil exclusive products from beloved titles like The Witcher and Stranger Things, as well as new Netflix logo-wear from Japanese fashion house BEAMS soon. The Netflix.shop will first be available in the US before expanding into other countries around the world in the coming months.
Like many major studios, it is a rational move for the streaming giant to add another revenue stream through merchandise sales. It becomes more important at a time when the streaming market is becoming increasingly competitive, and its domestic growth is slowing down.
“We’re thrilled to give fans a new way to connect with their favorite stories, and to introduce them to the next wave of artists and designers who embrace the power of storytelling in all its forms,” Netflix VP consumer products Josh Simon said in a blog post.
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.
