iWorld
One Take Media announces new OTT app Playflix
Mumbai: The global production & distribution house, One Take Media, is all set to step into the OTT space with its new app, Playflix.
Playflix is a content-streaming OTT app with a subscription model and is one of the first apps in India to offer international drama content in 11 Indian regional languages.
Playflix boasts more than 2,000+ premium Korean shows as well as Turkish, Spanish, Russian, Bulgarian, and Chinese dramas—these are available with English subtitles and in the Hindi language, Tamil, Telugu, and Kannada.
Playflix assures high quality HD and new content every week.
One Take founder & CEO Anil Khera said, “Playflix arrives at a perfect time when the Hallyu wave has taken over the Indian subcontinent. These shows have a 40-episode format, have great production quality, award-winning actors, and the production is aesthetically pleasing to a wide audience.”
Amongst other international dramas, Turkish, Spanish, Russian, Ukrainian, Bulgarian, and urban Chinese dramas are getting popular with the young audience, and Playflix is the go-to app for all this content.
Aside from such handpicked international content, Playflix also has entertainment for children aged two to fourteen. These animation shows and animation movies are award-winning and hand-picked with more than 2500+ episodes available in English, Hindi, Tamil, Telugu, Marathi, Bengali, and Punjabi languages.
It is also the only app to showcase Hollywood movies in English, Hindi + 9 regional languages like Tamil, Telugu, Kannada, Malayalam, Bengali, Marathi, Gujarati, Punjabi, and Bhojpuri.
The introductory subscription offer for the launch is Rs 99 per year. Playflix is available for download on the Google Play Store for Android users and the Apple Store for iOS users. For those who wish to enjoy a full-screen experience, Playflix is also available on Amazon Fire TV.
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.
