iWorld
Vegas Golden Knights’ DTC service shines beyond the ice
Mumbai: Sports streaming powerhouse ViewLift has announced that early stats for the KnightTime+ over-the-top (OTT) direct-to-consumer streaming apps it has built for Stanley Cup Champion Vegas Golden Knights, have already exceeded season-long targets in just the opening days of the season, with sign-ups now at three times the forecast for the entire season. From pre-season to 31 October, over 4.4 million minutes have been streamed on TV and mobile, with average viewership durations of 80 minutes on TV screens via KnightTime+ apps Apple TV, Fire TV and Roku.
“The combination of viewing on over-the-air TV via Scripps Sports and our new ViewLift powered KnightTime+ app, ensures that more of our fans than ever can enjoy the live action, watch replays and highlights in exactly the way that they choose,” said Vegas Golden Knights team president and CEO Kerry Bubolz. “We’re excited that at end of October our KnightTime+ total sign-ups are already at 3x our forecast for the whole season, matching our conference-topping on-ice performance.”
All locally-televised Golden Knights games are streamed on the new KnightTime+ apps to fans within the NHL-permitted territory and are purchased via a season-pass. KnightTime+ is currently available on web, iOS, Apple TV, Amazon Fire TV, Roku, and Android, with more devices to be reached during the season.
“The reigning Champions have begun this season at a record-breaking pace,” ViewLift’s CEO Rick Allen noted. “We are proud to bring live games and other VGK programming to local fans via the KnightTime+ apps. The Club and this service are pioneering a model for other sports teams and leagues: combining linear distribution and streaming maximizes viewer choice and deepens the direct relationship between fans and their local team. We congratulate the Golden Knights for their leadership on-ice and online.”
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.
