iWorld
Prime Video reels in Maddock Films with blockbuster eight-film deal
MUMBAI: When it comes to streaming, Prime Video clearly isn’t afraid of commitment. The platform has just inked a multi-year global licensing deal with Maddock Films, securing exclusive streaming rights to eight upcoming films that will drop on Prime shortly after their theatrical run. The pact makes Prime Video the one-stop home for Maddock’s celebrated horror-comedy universe, including the upcoming Thama and two yet-to-be-titled instalments slated to roll out between 2025 and 2027. The deal follows the monster success of Stree 2, which didn’t just scare up big numbers at the box office but also streamed to blockbuster status on Prime, amassing a global fandom well beyond India.
The eight-film slate packs serious star power. Topping the line-up is Param Sundari, headlined by Sidharth Malhotra and Janhvi Kapoor, premiering in cinemas on 29 August 2025 before making its digital debut on Prime. Franchise fever continues with Shiddat 2 and Badlapur 2, both extending Maddock’s well-loved cinematic worlds. Also in the mix is Ikkis, directed by Sriram Raghavan and starring Agastya Nanda, along with other unannounced titles.
The partnership is not new Maddock and Prime Video have a track record of shared hits, from theatrical-to-digital blockbusters like Stree, Teri Baaton Mein Aisa Uljha Jiya, and Stree 2, to the co-produced Bhool Chuk Maaf, and the Prime Original Jee Karda.
“From our horror-comedy universe to our most beloved franchises, our endeavour has always been to create worlds that audiences love to revisit,” said Maddock Films CEO & founder Dinesh Vijan adding that the deal marks a natural extension of their shared goal to take Indian stories global.
Prime Video India director and head of content licensing Manish Menghani echoed the sentiment: “This multi-film slate not only builds on Maddock’s popular franchises but also delivers fresh storytelling that travels across geographies.”
With streaming rights locked across 240 plus countries and territories, Prime Video is betting big on Maddock’s mix of chills, thrills, and sequels ensuring its members can binge the blockbusters long after the popcorn’s gone cold.
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.
