iWorld
Video consumption on mobile phones on a rise
MUMBAI: have become the prime medium for video consumption. As per the reports sent by sonyliv.com, 53 per cent of viewers watch videos on their mobile phones, 32 per cent view them online while 15 per cent, on their tablets.
The data was revealed in the two-quarter report of Multi Screen Media (MSM) operated sonyliv.com. Elaborating further, the report gives insights on the type of audience viewing digital content. The general entertainment content sees higher consumption by females compared to the overall internet video consumption in India. According to the report, video consumption trends 47 per cent female viewers and 53 per cent male; compared to the overall internet video consumption split of 71:29, male to females.
Additionally, it is interesting to note that elderly people also watch videos online. Though the number is comparatively less, a three per cent, but it puts forth the fact that an upward shift in video consumption is witnessed in this bracket of audience as well. About 46 per cent of viewers are from the age group 15 to 24 years, 32 per cent from the age bracket of 25 to 34 years, followed by 17 per cent between the age group 35 and 44 years.
The analytics also reveal that comedy and daily dramas have a higher viewership on digital platforms. Nearly 78 per cent of the videos consumed are comedy, drama and thriller. Comedy is viewed by 30 per cent of the audience, followed by drama at 25 per cent and thrillers at 23 per cent. Reality shows and other genres of shows are watched by the remaining 22 per cent.
“At sonyliv.com, we are captivated with data and analytics and believe in leveraging the insights to drive a superior world class viewing experience. We publish insights based on real data that we study every hour of the day. This is done by monitoring the consumption behavior of over 50,000 unique visitors on an average who log on to our website, across all platforms i.e. online, mobile and tablet,” informs Sony Entertainment Network executive VP–new media, business development and digital/syndication Nitesh Kripalani.
The report also suggests that viewers today increasingly prefer short content formats on digital platforms. The audiences opt for formats like catch-up episodes, quickisodes and short crunch episodes. As per the data, 64 per cent of viewers watch catch-up episodes, whereas more than one-third of viewers consume shorter crunched episodes, or called as quickisodes.
The data also reveals that the average time spent by consumers per video has increased from eight minutes to 11.5 minutes (73 per cent of average duration of content) and the maximum number of videos is being watched between, 1pm to 4 pm and 9 to 11 pm.
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.
