iWorld
StarHub partners Netflix to offer streaming service
MUMBAI: Two days after Singtel partnered with Netflix, now Singapore’s StarHub has inked an association with the global OTT player to stream content to its Fibre TV customers.
StarHub customers will be able to access Netflix through their set-top boxes by the early second quarter of 2016. StarHub will also join the Netflix Open Connect programme to provide the highest-quality viewing experience possible for StarHub Mobile and Broadband customers.
Using the Netflix app, StarHub TV homes will be able to access a wide variety of documentaries, feature films and Netflix original series such as Master of None, Marvel’s Daredevil, Marvel’s Jessica Jones and Orange is the New Black.
“This partnership with Netflix allows us to deliver convenience to all our customers who are fans of this popular service. Mobile and Broadband customers will enjoy a smoother streaming experience due to our Open Connect partnership. Fibre TV customers will also enjoy a seamless viewing experience as Netflix will be directly integrated into their set-top boxes, making StarHub TV the only stop for the entire family’s entertainment needs,” said StarHub chief marketing officer Howie Lau. “In addition, all StarHub customers will be able to charge their Netflix subscription to their StarHub bill, removing the hassle of paying multiple bills.”
Netflix global head of business development Bill Holmes added, “We are thrilled to bring the joy of the Netflix experience to Singaporeans through the StarHub fibre television network. With Netflix Open Connect, Netflix and StarHub work together to deliver a streaming experience with the best picture quality for Netflix members.”
StarHub Broadband, Mobile and TV customers will be able to pay for their Netflix subscriptions via their StarHub bills. Netflix subscriptions offered in Singapore are priced according to Netflix’s prevailing pricing plans.
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.
