New Delhi: Two of India’s most prestigious production houses are teaming up to launch a dedicated microdrama platform. The venture from Aamir Khan Productions and Farhan Akhtar and Ritesh Sidhwani’s Excel Entertainment will reportedly feature professionally produced bite-sized dramas.
According to The Hollywood Reporter India, the platform will draw on both production houses’ existing intellectual property and develop original stories for the short-form format. Microdramas have become increasingly popular in recent years, fuelled by growing demand for scrollable two-minute cliffhangers.
While existing short-form video platforms largely rely on user-generated content, the upcoming platform is expected to focus on professionally produced premium entertainment. It is also in the process of signing exclusive content partnerships with several prominent YouTube and digital creators. A prominent but as yet unnamed telecom partner has also reportedly been brought on board to support distribution and help the platform reach a wider consumer base. A formal announcement is yet to be made.
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India’s microdrama boom
Earlier this year, Yash Raj Films announced its entry into the microdrama market with plans to invest approximately Rs 150 crore over the next few years to develop short-form content and build its own direct-to-consumer platform. YRF also invested in digital-first entertainment company Rusk Media, marking its first major bet on India’s vertical entertainment market.
YRF will oversee the creative direction of original animation and vertical microdramas, while Rusk Media will handle production and distribution through its Alright! TV platform and global digital channels. The companies will initially focus on developing original stories rather than adapting YRF’s existing film franchises.
As reported earlier by ThePrint, India’s microdrama industry is growing rapidly, with the market estimated to be worth between $300 million and $500 million. The platforms have around 100 million monthly active users and have recorded more than 450 million downloads. The industry could grow by as much as 91 per cent in 2026.
Platforms such as Kuku TV, MX Fatafat, Pocket FM and JioHotstar’s Tadka are among the major players. According to the report, nearly 40 per cent of JioHotstar Tadka’s watch time comes from Tier 2 cities and beyond, while viewers below the age of 24 account for more than 42 per cent of its viewership. QuickTV’s Mere 3 Shehzaade and Ghar Wapsi, along with Kuku TV’s Lady Boss Returns, are currently among India’s most-watched microdramas.