iWorld
Yash Raj Films partners Twitter to drive innovation
MUMBAI: In a move to reach an audience always on the move, Yash Raj Films has teamed up with Twitter India to help reach every Indian film fan with a mobile phone.
Via its Twitter handle @YRF, the film production house will send selective tweets (driven by #YRFBuzz) as SMS to users, who subscribe to the service by giving a missed call to 0-75054-75054. This feature works on any phone, any network and is a completely free of charge, for online as well as offline users.
Yash Raj Films vice president – digital Anand Gurnani said, “We are on the cusp of widespread growth across mobile, web and social media. This syndicated mobility program will aim to reach mobile-friendly audiences and analyze consumption patterns and trends across web and mobile. Moreover, the move is aligned to the company’s ‘mobile-first’ approach.”
Twitter India head of TV and entertainment partnerships Pratiksha Rao added, “In India, Twitter is focused on reaching every person with a mobile phone and this product is in service of that goal. We are excited about Yash Raj Films taking the initiative to make it even more accessible for fans of their movies and content to stay in touch with the latest buzz at one of India’s biggest movie production houses.”
Yash Raj Films is the first production house to activate this kind of service in the entertainment vertical in India.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
