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What is the story about?
TADKA, JioHotstar’s short-form, micro-drama platform built directly into the main streaming app, has crossed 100 million users, a significant milestone for the short-format storytelling platform in the streaming business.
The accomplishment also highlights that premium micro-content consumption is increasing as viewers are more interested in consuming short-form, mobile-first stories alongside long-form viewing experiences.
The streaming platform shared that the daily watch time per viewer on TADKA has increased fivefold since its launch, which indicates a strong user engagement. The content on the platform has found success particularly among the younger demographics.
Over 42% of the viewers are under the age of 24. Users in metro and Tier 2 cities, respectively, each contribute almost 40% of the platform's total watch time, which reflects its broad appeal across regions.
Ambuj Kashyap, Executive Vice President for Micro Content at JioStar, said, “Crossing 100 million users is not just a milestone for TADKA; it represents a larger inflection point in the evolution of streaming. Consumer behaviour is expanding beyond traditional viewing formats, creating new opportunities for storytelling to fit naturally into more moments throughout the day.”
He continued, “What we are witnessing is the emergence of premium micro-content as a meaningful new entertainment category. The scale and engagement we have seen reinforce our belief that this format can unlock new creative possibilities, new audiences and new growth opportunities for the industry. We remain focused on building the category through compelling storytelling, product innovation and a rapidly evolving creator ecosystem.”
Launched on the JioHotstar streaming platform, TADKA is a source of over 100 original titles designed specifically for mobile consumption in a vertical, episodic storytelling format, often between 30 and 60 seconds long.
The stories are from different genres, such as romance, drama, comedy, thriller, sports, and youth-focused stories, and have been released in multiple languages, including Hindi, Tamil, and Telugu.
The growth of the platform has also led to an expansion in content production beyond traditional entertainment hubs. Projects are now being shot across Mumbai, Delhi, Lucknow, Indore, Hyderabad, Bengaluru and Chennai.
The accomplishment also highlights that premium micro-content consumption is increasing as viewers are more interested in consuming short-form, mobile-first stories alongside long-form viewing experiences.
The streaming platform shared that the daily watch time per viewer on TADKA has increased fivefold since its launch, which indicates a strong user engagement. The content on the platform has found success particularly among the younger demographics.
Over 42% of the viewers are under the age of 24. Users in metro and Tier 2 cities, respectively, each contribute almost 40% of the platform's total watch time, which reflects its broad appeal across regions.
Ambuj Kashyap, Executive Vice President for Micro Content at JioStar, said, “Crossing 100 million users is not just a milestone for TADKA; it represents a larger inflection point in the evolution of streaming. Consumer behaviour is expanding beyond traditional viewing formats, creating new opportunities for storytelling to fit naturally into more moments throughout the day.”
He continued, “What we are witnessing is the emergence of premium micro-content as a meaningful new entertainment category. The scale and engagement we have seen reinforce our belief that this format can unlock new creative possibilities, new audiences and new growth opportunities for the industry. We remain focused on building the category through compelling storytelling, product innovation and a rapidly evolving creator ecosystem.”
Launched on the JioHotstar streaming platform, TADKA is a source of over 100 original titles designed specifically for mobile consumption in a vertical, episodic storytelling format, often between 30 and 60 seconds long.
The stories are from different genres, such as romance, drama, comedy, thriller, sports, and youth-focused stories, and have been released in multiple languages, including Hindi, Tamil, and Telugu.
The growth of the platform has also led to an expansion in content production beyond traditional entertainment hubs. Projects are now being shot across Mumbai, Delhi, Lucknow, Indore, Hyderabad, Bengaluru and Chennai.
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