iWorld
YuppTV re-launches Zee channels in US
New Delhi: Streaming platform for South-Asian content, YuppTV has re-launched Zee Network channels in the US and Canada.
YuppTV viewers will now be able to catch a wide mix of relatable fiction, high voltage non-fiction, marquee events, and blockbuster movies in Hindi & regional languages from Zee channels, announced the platform on Wednesday.
‘’We are delighted to once again join hands with Zee Entertainment, to bring back its premium entertainment channels to the US and Canada markets,” said Yupp TV founder, and CEO, Uday Reddy. “The US market has been at the forefront of digitization, not only in access but also in Ad Sales. With our platform now, Zee can offer its advertisers not only the incremental HHs but also structure deals based on delivery (impressions) both at a national or local level, an advantage that no other platform offers to its programmers. Every Ad on Yupp can be measured to the last dot and that is a game-changer for the South Asian Advertisers in the US”.
Be it captivating family dramas such as Kumkum Bhagya, the family comedy BhabhiJi Ghar Par Hai, or the reality show ‘Indian Pro Music League’, YuppTV users can access the Zee channels offerings through its platform. The users will also get access to channels such as Zee TV, & TV and Zee Cinema as well as various regional channels such as Zee Telugu, Zee Tamil, Zee Kannada, Zee Keralam, Zee Punjabi, Zee Marathi, and Zee Bangla
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.
