Love, lies, angry ghosts: Indians are bingeing on two-minute dramas
Indians are increasingly consuming micro-dramas—short, mobile-friendly fictional videos under two minutes—driven by social media ads and accessible platforms. These dramas, often featuring melodramatic plots, have gained mainstream traction with investments from major entertainment companies like Zee Entertainment and Balaji Telefilms. The market, currently valued at $300 million, is projected to grow to $4.5 billion by 2030, mirroring a global trend that began in China.
- ▪Micro-dramas are short, mobile-optimized videos, typically under two minutes, designed for quick viewing during daily breaks.
- ▪The Indian micro-drama market is worth $300 million and is expected to reach $4.5 billion by 2030, according to Lumikai.
- ▪Major Indian media companies like Zee Entertainment, Balaji Telefilms, and JioStar have entered the micro-drama space, launching platforms and partnerships.
- ▪Micro-dramas originated in China, where they are known as Duanju, and are distributed via apps like DramaBox and ReelShort.
- ▪Start-ups such as Kuku and Reelies pioneered micro-dramas in India, with Kuku already generating revenue from paid subscriptions.
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Love, lies, angry ghosts: Indians are bingeing on two-minute dramas14 minutes agoShareSaveAdd as preferred on GooglePrasannata PatwaMumbaiKuku TVA poster from the micro-drama Chandravansham, which tells the story of a man who becomes a legendary warriorEvery week, Neeta Bhojwani spends hours binge-watching dramas about wealthy men pretending to be poor and angry ghosts out for revenge.The shows run into more than 50 episodes, each under two minutes - micro-dramas, as they are called, are bits of snackable fictional content, designed to be watched on mobile phones during snatched moments in the day.
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