JioHotstar, Amazon MX Player, Kuku TV scale microdramas as mobile-first India rewires entertainment retail
India's streaming giants are turning microdramas into low-cost IP labs, with JioHotstar's Tadka, Amazon's Fatafat and Kuku TV racing for attention across 584M smartphone users. EY pegs microdrama revenue at Rs 23 billion by 2028, with 89% of discovery happening via social feeds.
Indian streaming platforms JioHotstar (Tadka), Amazon MX Player (Fatafat) and Kuku TV are scaling microdramas as low-cost IP labs. EY projects Rs 23 billion microdrama revenue by 2028 amid mobile-first consumption shift.