iWorld
YouTube collaborates with Subhash Ghai’s WWI to create YouTube Space in Mumbai
MUMBAI: India is seeing an emergence of a new generation of YouTube creators who are capturing the color, music, humour, and drama of India more creatively than ever before. In fact, Indian creators are now amongst the top contributors in Asia when it comes to driving time spent on YouTube watching videos.
Recently, the country also celebrated milestones for two Indian creators All India Bakchod (AIB) and The Viral Fever (TVF), who reached over one million fans within two years on the platform. To support this increasing community of YouTube creators and foster the next generation of talent, YouTube has partnered with Subhash Ghai’s film school, Whistling Woods International (WWI), to set up a new YouTube Space in Mumbai.
“Through this collaboration, India’s popular up-and-coming YouTube creators, as well as their students, will have free access to Whistling Woods’ studios, high-end audio, visual and editing equipment, in addition to training programs, workshops and community events. We’re already in advanced stages of setting up the place and we’ll be opening the gates for all creators soon,” said YouTube Spaces Asia Pacific head David Macdonald.
As of now YouTube Spaces has a presence in Los Angeles, London, Tokyo, New York City, Sao Paulo, and more recently in Berlin. Since the first Space was launched in 2012, creators have visited YouTube Spaces over 100,000 times. “We have had over 800 events and workshops and our partners have created over 11,000 videos. Like all of our production facilities, YouTube Space Mumbai will be a place where creators can collaborate, innovate and experiment with new content for audiences around the world to watch and love,” added Macdonald.
The YouTube Space Mumbai is a move forward from YouTube to help foster creativity, entrepreneurship and partnership with top video creators in the country and around the world.
The collaboration between YouTube and WWI will offer opportunities to:
• Learn: From training programs and workshops to master classes, there are opportunities to get hands-on experience from industry leaders, and learn to use high end production equipment, production techniques, and YouTube best practices.
• Connect: Attend events, meet fellow creators, spark new ideas and share experiences on how to succeed on YouTube.
• Create: This is a space for creators to bring stories to life. They’ll have access, for free, to studios and all the latest audio, visual and editing equipment that will enable them to experiment and create great videos that fans will love.
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.
