iWorld
OTT video services dominate US network traffic
MUMBAI: The latest internet traffic trend report from Sandvine has reported that the network traffic in the US is dominated by over the top (OTT) video services.
Tracking of the fixed and mobile networks across the globe shows that peer-to-peer file sharing has fallen below 10 per cent of the total traffic in North America. This is starkly different from the 60 per cent share it consumed 11 years ago in the heyday of Napster and other P2P services. Even five years ago, it accounted for over 31 per cent. The figure was reported in the six-monthly survey conducted by the broadband network solutions provider, Global Internet Phenomena Report 2H2013.
The report has also found that the OTT leader Netflix (31.6 per cent) held its ground as the leading downstream application in North America, and together with YouTube (18.6 per cent) accounts for over 50 per cent of downstream traffic on fixed networks.
Average monthly mobile usage in Asia-Pacific now exceeds 1GB, driven by video, which accounts for 50 per cent of peak downstream traffic, more than double the 443MB monthly average in North America.
iWorld
JioHotstar to launch micro dramas during IPL
Streaming giant plans free, ad-supported bite-sized stories during IPL to engage mobile-first audiences
JioHotstar is gearing up to launch a wave of micro dramas, eyeing India’s fast-growing appetite for bite-sized storytelling and new revenue opportunities. According to sources close to the matter, the streaming platform is expected to go live with the content during the Indian Premier League, which runs from 28 March to 31 May.
The move comes as the micro-drama market in India surges, with Redseer Strategy Consultants projecting the overall interactive media segment could reach $3.1–3.4 billion by FY2030, with micro dramas leading the growth. The format has already proven commercially viable abroad — China’s micro-drama sector generated $360 million in 2023, up 267 per cent year-on-year.
Micro dramas are designed for rapid consumption on mobile devices. Episodes typically run 60–90 seconds, shot in vertical 9:16 format, and rely on fast-paced plots and cliffhangers to keep viewers glued. Stories tend to revolve around high-stakes drama, from romance and revenge to corporate intrigue, blending social-media immediacy with professional production values.
Sources said the IPL provides the perfect launchpad, with millions tuning in to the platform for live cricket, creating a ready audience for short-form narrative experiments. The content will initially be free and accessible to all.
JioHotstar, which already boasts over 300 million subscribers, plans to roll out more than 100 micro dramas across multiple genres and languages, including Hindi and South Indian languages. The move is expected to strengthen its regional content strategy and appeal to mobile-first viewers, particularly in metro and Tier-1 cities where the format is currently most popular.
“The timing is perfect,” said a source close to the project, requesting anonymity. “With micro dramas on the rise, this is a chance for JioHotstar to experiment with new formats and engage audiences in a way traditional series cannot.”
The platform is not the first in India to test the format. ALTBalaji, StoryTV and Zee Bullet have all dabbled in short episodic storytelling. But JioHotstar’s scale — and its ability to pair content with one of the country’s biggest sporting events — could make it a defining moment for micro dramas in India.
With mobile consumption and vernacular content on the rise, the gamble seems clear: capture attention fast, keep it longer, and turn bite-sized narratives into a robust revenue engine.
Note: The cover image used is AI-generated.
