iWorld
YouTube allows private viewing for Android users
MUMBAI: YouTube has officially launched ‘Incognito Mode’ on the Android version of the app, which let the users watch videos without affecting their viewing history or recommendations. It started testing the feature back in May, and now it’s rolling out to all Android users. The feature can be activated by selecting the ‘Turn on Incognito Mode’ option from the account section of the application.
To enable the incognito mode, users have to make sure that they have the latest, updated version of the YouTube app. Then they need to tap their profile picture at the top right corner and go to account settings to turn on incognito. After watching a video is done, at the bottom it shows a black bar with some text indicating incognito mode is active. When the users turn off Incognito or become inactive, their activity from this session will be cleared and they will return to the account last used.
The user can only access ‘home’ and ‘trending’ parts of the app while using this mode. Subscriptions, inbox and library aren’t available. The user cannot bookmark videos while watching using incognito, though one can switch off the incognito mode while viewing a video to bookmark the video. Therefore, the incognito mode doesn’t turn out to be really useful when YouTube has an option to pause search and view history while staying logged in.
YouTube launched YouTube Music and YouTube Premium subscriptions this Tuesday across 17 countries. Last month it announced that it is going to replace YouTube Red which was only available in a few countries with YouTube Premium which will be expanded to other countries as well. The Premium service is not yet available in India.
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.
