iWorld
Under 25 crosses 1m downloads, pays out six crore to students
MUMBAI : Under 25, the flagship youth platform from Collective Artists Network, has hit one million downloads, cementing its status as one of India’s fastest-growing student-first communities.
With over 4 lakh monthly active users, the app has become a digital playground where students create, connect and cash in. In just 18 months, it has paid out more than Rs 6 crore to 1.5 lakh students, hosted 600+ events across 25 cities, and powered the creation of 2.5 million pieces of content.
“This is the largest youth cohort India has ever seen — they are digitally native, culturally aware, and deeply expressive,” said Collective Artists Network founder & group Vijay Subramaniam.“Under 25 has done what few platforms have managed to do: bring this generation together in one place, on their terms. It’s not just an app, it’s a cultural engine built for the future of India.”
“What excites me most is how quickly this has grown, not just in numbers, but in energy,” said Under 25 CEO Jeel Gandhi. “From students discovering new interests to finding their voice through content or showing up to events across the country, this isn’t just user growth, it’s real community. We’ve built something that belongs to them, and they’re building it with us.”
Having collaborated with 350+ brands, the platform is now set to supercharge engagement with Season 2 of its in-app campaign, Joyride Through the Universe, offering Rs 10 lakh in rewards.
For India’s Gen Z, it seems, Under 25 has become the ultimate extracurricular activity.
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.
