Love, lies, angry ghosts: Indians are bingeing on two-minute dramas

Love lies angry ghosts – Neeta Bhojwani, a homemaker in Udaipur, has become a regular viewer of micro-dramas, a format that blends storytelling with the convenience of mobile consumption. These short-form narratives, often termed micro-dramas, are designed for quick consumption, fitting neatly into fragmented moments of the day. Each episode typically lasts under two minutes, yet they encapsulate dramatic arcs that rival full-length television series. Bhojwani, who spends hours weekly on this format, was first drawn in by an advertisement that appeared on her Instagram feed. Today, she relies on platforms like Story TV, purchasing yearly subscriptions to access this content regularly.

India’s micro-drama scene is growing rapidly, with millions of viewers tuning in across urban and rural areas. The genre has gained traction by echoing the familiar tropes of Hindi television soaps—romantic entanglements, class struggles, and revenge-driven plots—while adapting to the fast-paced digital age. A typical storyline might revolve around a young man’s sudden fortune, a romance between a corporate executive and a street vendor, or a haunting tale of vengeful spirits. Despite their brevity, these episodes have become a cultural phenomenon, driven by their accessibility and emotional resonance.

The surge in popularity is part of a broader trend reshaping India’s entertainment landscape. With the rise of digital platforms, audiences are increasingly turning to bite-sized content that fits seamlessly into their daily routines. Micro-dramas, with their condensed narratives, offer a solution to the challenge of finding engaging material in a world where attention spans are fleeting. This format is not just a passing fad; it has evolved into a sustainable industry, reflecting shifting consumer habits and the decline of traditional media consumption patterns.

The Market’s Rapid Expansion

The Indian micro-drama market is projected to grow exponentially, with industry reports suggesting its value could reach $4.5bn by 2030. Currently, the sector is valued at $300m, a figure that underscores its potential as a lucrative avenue for content creators and investors. The format’s success is attributed to its ability to cater to a wide audience, from working professionals to homemakers, who seek entertainment that is both affordable and convenient. Unlike conventional TV shows, micro-dramas are often produced on a smaller scale, allowing for rapid iteration and a diverse range of themes.

Early adopters of this format include start-ups like Kuku and Reelies, which have leveraged social media ads to build their audiences. These companies have demonstrated that micro-dramas can thrive in a competitive market by targeting specific demographics and exploiting the algorithmic reach of platforms like Instagram and Facebook. The trend has since attracted larger media entities, with Zee Entertainment Enterprises and Balaji Telefilms entering the space through partnerships with emerging platforms. JioStar, the media company owned by Asia’s richest man Mukesh Ambani, further solidified the format’s mainstream appeal by launching Tadka, a micro-drama platform with over 100 shows.

Vanita Kohli-Khandekar, a media specialist and contributing editor at Business Standard, highlights the strategic rationale behind this shift. “It’s only natural for big media companies to get into this space. If Disney or Warner Bros can be in anything from films and TV to streaming and theme parks, it makes sense for them or other larger firms to be in micro-dramas too,” she says. This sentiment reflects a growing recognition of micro-dramas as a viable format for expanding reach and engaging younger, tech-savvy audiences.

Global Origins and Local Adaptation

The roots of micro-dramas trace back to China, where they are known as Duanju. These short episodes, originally popularized through apps like DramaBox and ReelShort, have become a global benchmark, with the combined valuation of these platforms exceeding $3-4bn. In 2024, micro-drama revenues in China surpassed domestic box-office earnings, a milestone that has inspired similar growth in other markets, including India. The format’s adaptability has allowed it to resonate with diverse cultures, blending universal themes with localized storytelling.

India’s unique adaptation of micro-dramas has incorporated elements of its own media landscape. While the genre mirrors the melodrama and exaggerated acting styles of Hindi soaps, it has also embraced modern sensibilities, such as fast-paced editing and relatable characters. This evolution has been fueled by the increasing penetration of smartphones and the decline of television as the primary medium for storytelling. As more Indians transition from TV sets to mobile devices, micro-dramas have filled the gap, offering content that is both engaging and accessible.

The production model of micro-dramas is another factor driving their success. A 50-episode series, for instance, costs around 1-1.5m rupees, a fraction of the budget required for a single blockbuster film. “It’s like creating a dozen 90-120 minute films with the budget of one blockbuster movie,” notes Gagan Goyal, a partner at India Quotient, a venture capital fund that has invested in Kuku. This cost-efficiency allows for rapid production cycles and the exploration of niche ideas, which might not have been feasible in traditional formats.

Kuku, one of the pioneers in India’s micro-drama sector, is now targeting a vast audience that has moved directly from television to smartphones. Lal Chand Bisu, co-founder and CEO of Kuku, emphasizes this shift: “We are in the fourth video-content evolution wave since cinema halls were established, which is mobile-first premium content viewing.” By focusing on mobile accessibility, Kuku and similar platforms are not only meeting the needs of modern consumers but also redefining the boundaries of storytelling in the digital era.

As the format gains momentum, it is also challenging traditional industries. The Indian film and TV sectors, including Bollywood, are grappling with changing viewer habits post-Covid. With digital advertising becoming a dominant force, television ad revenues have dipped, while box-office numbers remain tied to a shrinking number of blockbuster films. Micro-dramas, by contrast, offer a scalable alternative that aligns with the demands of a fragmented, on-demand market. Their ability to deliver high-quality content at a lower cost makes them an attractive proposition for both creators and investors.

Industry analysts predict that the micro-drama boom will continue, driven by the convergence of technology and storytelling. As more content creators experiment with this format, the diversity of narratives will likely expand, ensuring that micro-dramas remain relevant in an ever-evolving media landscape. For audiences like Neeta Bhojwani, these two-minute tales provide a convenient escape, proving that even the shortest stories can hold lasting emotional power.