iWorld
YuppTV expands its offering by launching 18 Sri Lankan channels
MUMBAI: YuppTV has expanded its offering with the launch of 18 Sri Lankan TV channels across a variety of genres such as general entertainment, news, music, spiritual etc. As part of the association, prominent Sinhala, Tamil and English channels such as Siyatha TV, Derana TV, Dan TV, Channel C, Nethra TV and Prime TV will be made available on the YuppTV platform worldwide.
Speaking on the partnership, YuppTV founder and CEO Uday Reddy said, “At YuppTV, we have always sought to enable the best, most preferred entertainment options for our users across the globe. We have constantly enhanced our content offerings to appeal to the sensibilities of our diverse consumer base. Allowing access to these channels through our platform will add to the delight of our Sri Lankan expat viewers as they will be able to watch their favorite programmes from anywhere in the world.”
The platform aims at catering to approximately 3 million Sri Lankan expats across the globe with the majority concentrated around Europe, Middle East and Canada. Two of Sri Lanka’s most popular TV channels namely Shakthi TV and Sirasa TV were already available on the OTT platform.
With this partnership, the service provider will also provide live TV access of Sri Lankan channels to subscribers at a very affordable price. These new channels will be part of Sri Lankan TV packages and can be accessed through the YuppTV website or via its app.
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.
