iWorld
YouTube’s Primetime Channels to bring more than 30 services in one single place
Mumbai: Digital video social network YouTube has announced the launch of ‘Primetime Channels.’ Users will be able to sign up, browse, and watch TV shows, movies, and sports from streaming services such as Showtime, Starz, Paramount+, AMC+, ViX+ and more, all directly on YouTube.
In a blog post, YouTube director of product management Erin Teague wrote that the digital video social network will roll out an early version of ‘Primetime Channels’ in the US. To sign up, users can head to the movies and TV hub, where they will see over 30 channels that they can buy directly through YouTube, with streaming services such as NBA League Pass and more coming soon.
“‘Primetime Channels’ adds even more content that you just can’t miss to our collection of thousands of movies and shows available for rent or purchase, or for free with ads. Choosing between sci-fi or horror? Well, we got both options covered with the Paramount+ original Star Trek: Picard and Anne Rice’s Interview with the Vampire on AMC+. Are you itching to see Spider-Man: No Way Home for the hundredth time? We have that too, through Starz. Or maybe you’ve been meaning to catch up on a great drama. From 1883 on Paramount+ to The Chi on Showtime, you can enjoy it all right on YouTube,” wrote Teague.
“We are excited to expand our partnership with YouTube to offer customers of Paramount+ another way to stream the content they love. This new feature gives us the opportunity to expand our presence on YouTube, broadening our reach and giving consumers even more choice when it comes to streaming the best in entertainment,” said Paramount Streaming chief strategy officer & business development officer Jeff Shultz.
“Once users sign up, content from your ‘Primetime Channels’ will be reflected in the YouTube experience you know and love. For fans who like to go deeper into what they’re watching, ‘Primetime Channels’ will feature shows and movies with curated trailers, behind-the-scenes footage, and cast interviews. When searching for content from your purchases, you’ll be able to quickly identify and access them in the search results, alongside videos from your favourite creators. And YouTube recommendations will also include programmes from ‘Primetime Channels,’ delivering a personalised selection of content across YouTube that appeals to all your interests.
“People already come to YouTube to watch trailers for highly anticipated movies or clips of scenes from their favourite TV episodes. Now you can continue watching directly on YouTube. And you will continue to have choice and control over your accounts with the ability to manage all of them in one place.
“Whether it’s subscribing to Nerdist to find favourite clues after watching a Yellowjackets episode on Showtime or finding makeup tutorials from Trixie Mattel to recreate your favourite looks from Paramount+’s original series RuPaul’s Drag Race All Stars, you can now immerse yourself in all the content YouTube has to offer.”
“We’ll continue working with our partners to bring even more content options to ‘Primetime Channels,’ build new unique features that only YouTube can deliver, and expand to our international users, so please let us know what you’d like to see next!”, wrote Teague.
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.
